These days, if your business isn’t using social media, you’re missing out on an important opportunity to strengthen your relationships with policyholders. This is especially true for industries that have a longer sales cycle such as insurance. Acquiring a new customer can cost five times as much as retaining an existing customer. But retaining people in the digital age is even more difficult. It requires regular communication that is relevant, engaging, and valuable. Facebook is one of the best platforms to do this. If you’re just getting started with Facebook, it can be overwhelming. Here are a few tips to help insurance agents use Facebook in the most effective way possible:
1) Look Over Your Profile Information
Most people and companies fill out their profile information when they first sign up for Facebook and don’t look at it again for years. Read over your profile information to make sure that it is personable and current, and that it shares pertinent information about your business.
2) Choose Your Profile Picture Carefully
A profile picture is extremely important because it will be connected to everything you post. Make sure to use a professional-looking photo that is high quality. Both personal headshots and company logos work well as profile pictures. If you use a headshot, make sure you’re easy to recognize, and if you use a logo, make sure any text is legible.
3) Include Images In Your Posts
Facebook posts with images receive 2.3 times more engagement than text posts. What’s more, posts with images are 40 times more likely to be shared. To find images for your posts, either use stock photographs or take your own photos. Just make sure the images are high quality.
4) Post Important Information
One thing that you have that your policyholders want is knowledge. You’re an expert in insurance, an area that many people find complex and confusing. Your Facebook page is the optimal place to share bite-sized pieces of insurance information. This will make people feel as if they’re learning something new and getting the inside scoop. These are the types of posts that many people like and share. If they ever need someone who knows a lot about insurance, they’ll turn to you.
5) Keep Track Of Your Peers
If your page has 100 likes or more, you have the option of seeing the page insights of your peers and competitors. Click on the “Insights” tab and scroll down to the section titled “Pages to Watch.” Then, click “Add Pages” and choose at least five pages that you want to keep track of. Then click “Watch Page” for each so that you can compare your number of posts, likes, and engagement on a weekly basis with each of these pages. If you notice that one of these pages has had a very engaged week, visit their page to see what they’ve done and what you can do differently. Another way to stay on top of your peers is imply to like their pages, as well as relevant organizations and publications. This will help you finds articles, videos and other content to repurpose.
Using Facebook for professional purposes can be tricky. But if you follow these steps, your insurance company will be looking great on Facebook in no time.