A strong social media presence can be a challenge for B2B (business to business) insurance companies. Many B2B companies struggle to showcase their professionalism and build an audience through social media marketing. To ensure your agency maximizes your social media marketing efforts, consider the following tips.
Create your online persona
Your social media presence should have a well-defined personality. Informative, helpful, engaging, timely and relevant are all characteristics that B2B social media accounts take into account when creating their online persona. Determine how your online voice will sound. Do you work formally or informally, speaking to individuals or companies, and sounding like a reporter or op-ed? Do you share company employee events, create contests, report on industry or regulatory changes, or all of the above? Your agency’s goal is to build rapport and a sense of community with both clients and prospects. But first you need to define your social media persona.
Create a written strategy including prospect scorecard and buyer persona
As you create your marketing strategy, ask yourself the following questions:
Who is your online target group – and how diverse is this group? Start by creating a Prospect Scorecard.
Which social platforms will best target that audience? You may need to dig through the different platforms to see which social media platforms are most applicable to your customers and prospects.
What type of content will that audience find most useful? Would it be infographics, long articles, technical support information, commentary on the latest news, regulatory updates, or a combination of all of these?
What are your short and long term goals on social media? Perhaps your short-term goal is just consistent content sharing. And your long-term goal includes an advertising budget for growth and prospect engagement.
How do your competitors use social media? You can learn a lot about dos and don’ts by studying your competitors.
Respond to news and regulations relevant to your target industries
Offering commentary on the latest news and changing industry regulations is a great way to demonstrate your knowledge of your industry and give your customers insight into how to understand these updates. This can lead to higher engagement levels and exposure to your social media pages. You can use Google Alerts and social media alerts to track industry keywords and keep abreast of dynamically changing events.
Organic vs. Paid messages
Once your insurance company consistently publishes quality content, consider post boosts and ads. You may want guidance on this, as the budget can be spent quickly, and multivariate split testing with persuasive images and custom graphics can dramatically improve your reach and ROI.
Reach a respectable follower base
Looking professional and showing a respectable following and engagement is half the battle when you start your insurance social media marketing initiative. The main platforms your agency should use are: LinkedIn, YouTube, Facebook, Twitter, and Google+, probably in that order, although your target markets may affect them. LinkedIn and YouTube can be very valuable for B2B companies. LinkedIn is a good place to start, it really is a business platform. Then tap into YouTube using videos, recorded webinars, or even simple voiceover PowerPoint updates. Try to build your follower base to a respectable number as quickly as possible. For example, this could be 500 followers on LinkedIn, Twitter and Facebook. While 5,000 or more would be great, your agency is initially aiming for a baseline of professionalism and credibility.