Insurance and social media. It’s not exactly something rolls off the tongue like social media for the retail industry perhaps would, but with a little bit of thought outside of the box, your insurance company could become the king (or queen) of social media and therefore reap the rewards that these platforms bring. There’s no denying that social media can be a challenging platform, especially for highly regulated industries, but there are many reasons as to why your insurance company should be tweeting, posting on Insta and updating its status in order to boost the amount of leads coming through to your website. This article will highlight how you, as an insurance company, can increase the ROI of your business through the use of social media.
Social media presents an opportunity for insurance companies to really understand their target audience, which is essential when it comes to creating compelling and quality content. How can you create content designed to appeal to your audience, if you don’t know who they are? If anything, the concept of knowing everything about your target audience is perhaps even more important to insurance companies due to your range of highly personalised products. Once you’ve established who you would like to target (males, females, specific age group, location, lifestyle choices, social media platforms of choice etc.) you can begin to generate your highly targeted social media posts. In order to present your brand in the best light and stand out amongst competitors, you should get creative with your social media strategy. Gone are the days when insurance companies on social media posted boring content and it actually brought any results. Why not experiment with video? Get in the moment with live feeds and post attention-grabbing articles informing potential customers about your niche? Social media is the perfect opportunity for your insurance company to stand out from the crowd, so don’t waste it.
AXA Insurance demonstrate how social media can be used to iron out customer issues and complaints quickly and easily.
The beauty of using social media in the insurance industry is that you can not only use it to share new policies and links to informative industry content but to also interact directly with your existing and new customers. This means that should customers have complaints, questions or queries, you can reply quickly using your Facebook or Twitter accounts which shows potential new customers that you have your customers at the forefront of everything that you do. According to a study by Convince & Convert, 42% of customers expect customer service to respond within one hour and 32% expect a response within 30 minutes. It’s likely if you don’t use social media to keep up with the same response rate, you’ll fall behind as your target market favours your faster, more efficient competitors.
With insurance social media ever evolving, more and more ways in which you can quickly communicate and respond to your customers are developing. For example, a few years back, Twitter developed a ‘prompt DM’ feature which adds a call to action at the bottom of your Tweet, meaning the customer is encouraged to DM your company to take matters further, straight away. This enables you to respond quickly to issues at hand and earn you that all important great customer service rating!
No matter the type of service that you offer to your customers, insurance companies on social media should think outside the box when it comes to their content. Most importantly, the creative content you’ve produced will leave an impression on your existing and potential customers as well as resonating with your target audience, staying with them even after they’ve left the page. Remember that it’s not only important for your content to be engaging but also personable – anything too sales-driven presented to your target audience on social media is likely to be ignored, with the hard sell on social media usually being a turn off. Instead, share informative, fun and engaging content, establishing the right balance between self-promotional posts and posts that are simply personable and helpful. For insurance companies using social media, examples of creative content on social media could be anything from video to sharing links to blog posts and eye-catching Facebook ads and sponsored Instagram posts. Remember, your insurance social media accounts present a fantastic opportunity to go above and beyond your competitors.
Aviva offers an incentive to their target audience, encouraging clicks through to their website.
When you’re representing an insurance company on social media, it’s important that your audience is accurately targeted, mainly due to the fact that you’re likely to offer highly specific and personalised services. This is where Facebook ads become your best friend. Some of the best insurance companies on social media are using Facebook to create compelling ads due to their ability to accurately target their customer personas. If your personalised services mean you would like to target different demographics, then Facebook allows for you to create multiple ad variants so if you’re selling different types of insurance plans such as one for students and another one for families and/or homeowners you can easily create different ads, using carefully developed creative, that will work to promote your page to different target audiences. Insurance companies using social media will find Facebook ads effective because of their ability to target a specific audience based on a number of different variables. From location to age, gender and even interests and behaviours, you can really drill down into who exactly you’d like to see your ads so that you’re ensuring that any budget you’re spending is invested wisely. Targeting Facebook ads in this way can stop your company wasting money on putting hard work and money into creative, well-executed ads to then show them to the wrong people. As you further refine your demographics, you’ll see the number of people that you’re going to reach, diminish. Don’t let this put you off – this just means that your ad is targeted at a more relevant audience. The phrase ‘quality over quantity’ really comes to mind here. Before you begin to create your Facebook ads, it’s worth thinking about exactly who you want to see them and what you want them to do as a direct result of seeing your ad, which will, of course, depend on the product you’re advertising.
When it comes to creating the content for your ads, it’s important to think about how you’re going to stop someone scrolling past on their Facebook news feed, to compel them to click on your ad and head through to your website, to make a conversion. One way of doing this is to present them with an offer or incentive (if they are targeted by your Facebook ad, it’s likely they’re going to be targeted by other insurance companies as well, so standing out is crucial) such as brief information about a discount on a product that will incentivise target customers to click through and read more.
Direct line’s adverts use the same branding to deliver different messages so they’re instantly recognisable on someone’s newsfeed. The ‘get a quote’ button leaves a direct CTA making it easy for the Facebook user to find exactly what they’re looking for.
Another example of a great way for insurance companies on social media to leverage their Facebook and (and Instagram!) adverts is to tell a story in the form of carousel adverts. Carousel adverts allow more than one image to be presented in front of your target audience, with users being able to view by swiping across. Due to the timeline nature of the way this content is presented, it’s the perfect opportunity to tell a ‘story’ about your brand, showing your audience what’s unique about your business in digestible, bite-sized chunks. What’s more, according to Facebook, this format consistently drives more engagement when compared to single image ads.
Lastly, it’s worth noting that the role of social media for insurance companies is to ultimately drive sales of your products. This means that once you have targeted your ad to the right people, it’s important that they are directed to the right landing page. This landing page should be easy for the user to navigate and should direct them to exactly what you’d like to them to purchase. One way of ensuring your users have the best possible experience on your page is to ensure it’s optimised for mobile so that mobile users can easily view your content and find what they’re looking for, without having to find a desktop to browse. The page should also include a click-to-call button that means they can dial straight through to your company. This is mainly if you are targeted Facebook users with an inclination to call, if you can purchase your products online then ensure this is quick and easy to do so, right from the minute a user clicks through from Facebook. Finally, as your ad is likely to be super targeted, you can direct them to a personalised landing page too, with everything from the imagery to local phone numbers included.
This landing page is the perfect example of an insurance Facebook ad leading through to a super-targeted landing page.
So perhaps social media and insurance companies go hand in hand after all. If you’re an insurance company looking to up your social media game, then we can help. Get in touch with Hit Search to begin your journey today.
For more information about any of our digital marketing services, feel free to get in touch today on, 0800 011 9715 or visit Insurance Digital Marketing.