A strong social media presence can be challenging to accomplish for B2B (business to business) insurance agencies. Many B2B companies struggle to showcase their professionalism, and build an audience through social media marketing. Consider the following tips to help make sure your agency is maximizing your social media marketing efforts.
Create Your Online Persona
Your social media presence should have a well-defined personality. Informative, helpful, engaging, timely and relevant are all characteristics top B2B social media accounts consider when creating their online persona. Decide what your online voice will sound like. Will you be formal or informal, speaking to individuals or businesses, sounding like a reporter or an op-ed contributor? Will you be sharing company employee events, creating contests, reporting on industry changes or regulations, or all of the above? Your agency goal is to build rapport and a sense of community with both clients and prospects. But first you need to determine your social media persona.
Create a Written Strategy Including Prospect Scorecard & Buyer Persona
When creating your marketing strategy, ask yourself these questions:
- Who is your target online audience – and how diverse is this group? Start by creating a Prospect Scorecard.
- Which social platforms will best target that audience? You may have to search the different platforms to see which social media platforms are most applicable to your clients and prospects.
- What type of content will that target audience find most useful? Would it be infographics, long-form articles, tech support information, breaking news commentary, regulatory updates, or some combination of all of these?
- What are your short term and long term social media goals? Perhaps your short term goal is simply consistent content sharing. And your long term goal includes an ad budget for growth and prospect engagement.
- How are your competitors using social media? You can learn a lot about what to do and what not to do by studying your competitors.
Comment on News & Regulations Relevant To Your Target Industries
Offering commentary on breaking news and changing industry regulations is a great way to demonstrate your knowledge in your industry and to provide your clients with insights on how to understand these updates. This can lead to higher engagement levels and increased exposure to your social media pages. You can use Google Alerts and social media alerts to monitor industry keywords and stay on top of dynamically changing events.
Organic Vs. Paid Posts
Once your insurance agency is consistently posting quality content, you can consider posts boosts and ads. You may want guidance with this, as the budget can get spent quickly, and multivariate split testing with compelling images and custom graphics can dramatically improve your reach and ROI.
Achieve A Respectable Follower Base
Looking professional and demonstrating a respectable number of followers and engagement level is half the battle when starting on your insurance social media marketing initiative. The top platforms your agency should leverage are: LinkedIn, YouTube, Facebook, Twitter and Google+, likely in that order, though your target markets could impact this. LinkedIn and YouTube can be very valuable to B2B businesses. LinkedIn is a good place to start, it’s very much a business centric platform. Then leverage YouTube using videos, recorded webinars or even simple voice over PowerPoint updates. Try to build up your follower base as quickly as possible, to a respectable number. For example, this might be 500 followers on LinkedIn, Twitter and Facebook. Though 5,000 or more would be great, initially your agency is striving to attain a baseline of professionalism and credibility.
Using Long Tail Keywords to Generate Insurance Agency Leads
Have you heard the famous saying that about the tail wagging the dog? When it comes to long tail keywords, it can often be beneficial for the “long tail” to wag the dog. Long tail keywords are often a three to five (or more) word search phrase, many of which may only be searched five or ten times a month. These phrases are often very specific, but when a user types in the phrase, they can be your ideal insurance agency prospect. That’s why it is important that the search engine results page (SERP), lists your agency at the top. Let’s take a look at some examples of insurance long tail keyword phrases:
· Arizona Garage Keeper Insurance
· New York Owner Operator Insurance
· California Professional Liability Insurance
· Best Florida Business Insurance Rates
· Florida Coastal Condominium Insurance
The more keywords included in a phrase and the more specific the term, the narrower the results, and the less frequently that term is searched. And of course, the shorter the phrase, the broader the results, and the greater the competition for the phrase. An example of a broad phrase might be “Trucking Insurance” or “Auto Insurance”. When targeting long tail keywords, quantity is important. Your agency should target 100 or more long tails, along with more competitive phrases, for a comprehensive approach to your insurance agency search engine optimization efforts.
On page insurance search engine optimization (insurance SEO), includes both content and Meta data. This means the search bots from Google or Bing search the text, images, blog posts and video that appears on your page, and the Meta such as Page Description, Alt Tags and Header Tags that exists but is not seen on the page. Effective insurance search engine optimization also includes off page optimization such as news releases, social media posts, bookmarking, and videos to mention a few. Effective long tail optimization will result in improved insurance website traffic and increased insurance agency leads.
With the increasing number of mobile searches, your agency should add questions to your long tail efforts. Some examples include:
· Where do I buy Arizona Garage Keeper Insurance?
· What are the best New York Owner Operator Insurance agencies?
· What are the lowest California Professional Liability Insurance rates?
· Where do I find the best Florida Business Insurance Rates?
· Who offers the lowest Florida Coastal Condominium Insurance prices?
Though organic insurance search engine optimization and social media marketing are an important aspect of insurance agency marketing, agencies seeking to rapidly build their pipeline often find that insurance agency email marketing and targeted appointment setting calls can represent a faster path to lead generation.
Insurance agencies and brokers lacking the time, tools or skills to manage this type of initiative can consider outsourcing it to a proficient insurance marketing firm.
Article Source: http://EzineArticles.com/9752913