Social Media Best Practices for Insurance Agencies

Establish and maintain your social profiles.

While more on the admin side than the engagement side of social media, keeping your business profiles up-to-date is important for creating a professional experience and social proof.

While each of the social platforms out there is slightly different, here are some tips on what you can do to set them up for success:

Plan out a consistent content calendar.

Like anything else in marketing your agency, consistency is key in making an impact through social media.

Posting randomly once a month won’t give you the same results as a regular flow of content your audience can expect, while showing that you are active.

To do this, you’ll need to set up a social content calendar to plan posts in advance while leaving room for last-minute ideas or timely content you want to share about world events or natural disasters.

Posting frequency comes down to your agency’s preferences and capacity, so there’s no true one-size-fits-all approach, but at the very least, having around 1 post per week is a good place to start.

Most importantly, always remember that consistency is far more important than volume, and your schedule can be a guidepost, but doesn’t have to be something you do just to post something. You should always have a reason, purpose, and goal behind every single message you share.

Within the calendar you create, you can look ahead and strategize on the type of content to share that fits your goals.

Our Social Media Add-On comes with a built-in Social Media Content Calendar, letting you see all of the scheduled posts so you can, at a glance, manage your presence, make changes, and avoid overlapping messages.

In addition, it features a Social Foundation campaign that sends automated social posts based on your content preferences and schedules them for you.

Show the personal side of your agency.

One common myth of social media is that it is only for posts about content driven to sell someone something. However, this is far from the truth.

Here are some examples of impactful types of content you can share that lead into the personal side of your business:

These are just some ideas, but overall, these are the kinds of posts that you’ll want to weave into your strategy to supplement the more general and educational insurance content that you might typically share. This adds to your business’s social proof, showing the team behind it so people can put a face to a name.

Our Social Media Add-On enables you to create and customize your own personalized posts, so you can add your own personal flair and upload photos to share with the world. It also features a content library full of ready-to-use content that you can customize to add your own personal touch, along with AI-curated articles you can share with your own commentary.

Cross-promote other content on social media.

You’re likely doing more to market your agency than just social posts. Many agencies have a dedicated blog, some even create videos, and others lean into email.

With social media, you have the rare opportunity to repurpose and cross-promote this content you’ve already created, and share it with your unique audience.

Taking the example of a blog article, let’s say you’ve created a blog on your website and want to drive more traffic. Using social media as an additional medium, you can add commentary around the blog and encourage your audience to engage.

Beyond using what you already have in place, it also ties into the goal of consistently creating new content. In addition, this leads to another benefit: boosting your SEO through increased website traffic and greater awareness of your agency.

Our complete insurance marketing platform not only lets you create content for you, like blogs, but also makes it simple to schedule and publish social posts from the same dashboard, streamlining the process.

Use engaging captions and visuals.

Standing out from all the noise on social media can be difficult. But, with the right strategy and approach to what you post, you can increase engagement and get more eyes on your content.

Not too different from how people might engage with your website, those on social media will have short attention spans, and your social posts will have mere seconds to make an impression on them and keep them around to see what you have to say.

So, with that in mind, you’ll need to adapt to be on a level playing field to compete with other posts and try to get the attention of the right people.

One aspect of that is to create content that immediately sparks interest and makes someone want to hear what else you have to say. This can be in the form of a bold question or statement, or by using numbers and statistics as a hook.

Another part of the puzzle is in the visuals that you use to get your point across. It should be relevant to what you are saying in the post, fit the vibe of your agency’s brand, and account for the tone of the message.

Even better, you could create and upload short videos that add even more engagement and interactivity to your point. Videos often achieve the highest engagement because they are quick and easy to watch.

Plus, with our Social Media Add-On, you can get access to a content library with ready-to-use social posts optimized to grab attention, as well as a free image library full of high-resolution options to choose from.

Keep the conversation going.

Staying active on social media goes beyond just publishing a post and walking away. Part of the benefit is the engagement from your audience and conversations that spark up in the form of comments.

Be sure to keep tabs on the notifications of your social media accounts and be on the lookout for the following so you can engage:

In each of these cases, you’ll want to respond promptly and relevantly to keep the conversation going. This, of course, is very specific to what’s being said by your audience, but the general rules of thumb for engagement include:

This level of engagement will help you stand out as an active participant in the conversation and demonstrate that you are receptive to communicating openly and transparently with your audience.

Coming up with responses can take time and effort, but with our complete insurance marketing platform, we have a built-in AI Sidekick that can write responses for you in seconds. Simply add in the context of what you posted, what the person commented, and ask Sidekick for a response that fits the scenario.

Using the Social Media Add-On.

Within the Social Media Add-On, we’ve made it simple for your agency to stay engaged on social media without having to invest a lot of time into it.

1. Social Foundation Campaign.
With the Social Media Add-On, you have the built-in option to activate the Social Foundation Campaign. This feature will automatically post a mix of curated web content to your connected social accounts on a schedule that you decide and with content that fits your preferences, ensuring your feed never goes quiet even when your team is too busy to post manually. Our team will work with you to set this up when onboarding you with this Add-On, so you have a solid foundation to start from.

2. AI-Powered Content Curation.
If your agency struggles to find fresh things to post about, you’ll be able to leverage the power of the AI-driven Curator tool built right into the platform. This tool actively finds relevant, timely articles from trusted sources based on your agency’s specific interests, meaning your team can easily share up-to-date information with AI-generated or customizable captions.

3. Marketing Calendar.
The Marketing Calendar provides a complete, at-a-glance view of everything you have scheduled in one place, including your upcoming custom social posts and automated posts from the Social Foundation campaign. This allows your agency to easily review upcoming messaging, preview content, make necessary changes, and avoid overlapping messages so your strategy remains consistent and organized.

4. Social Media Marketing Done for You.
If you like the idea of social media, but want someone else to take over the strategy and posting for you, you might be interested in our Do It For Me Marketing Add-On, where you’ll get a dedicated team who will curate and publish social media posts on your agency’s behalf, pulling from timely content and backed by a thought leadership approach to strategizing what will make an impact each month.