Social media is a must for modern insurance marketing and to connect with a new client base. Unlike traditional marketing methods, clients now look to social media to find trusted businesses and more.
By knowing your social media audience, you can create higher quality content that creates higher engagement with your target market. That means a better return on investment and hopefully even more sales.
Let’s dive into ways to better understand your social media audience.
Popular Social Media Platforms & Who Uses Them
There are many social media platforms, but let’s discuss a few popular ones: Facebook, X, and LinkedIn. These platforms have revolutionized how we reconnect with one another and even market to customers.
Facebook is one of the first major social media platforms that took off. It’s reformed the way we think of likes and friends, share information, and how we connect.
Individuals can create a professional business page or simply a personal page to connect with family, friends, and coworkers. Specifically, insurance agents can use this platform to connect with other agents in tailored groups and market their brand and services to their followers.
LinkedIn is similar to Facebook, but better built for business professionals. It’s become the new craze and way for finding jobs and connecting with individuals in a similar career or line of work.
For insurance agents, LinkedIn is a great place to connect with field marketing organizations (like Ritter Insurance Marketing) and other agents and brokers to stay up to date on the latest trends and news. You may just find your next business partner or recruit more agents for your downline!
X
X is more of a fast-paced platform that rose the hashtag (#) to popularity. It allows users to access their favorite public figures, brands, and companies by using direct channels. For businesses, this social site is perfect for getting content out quickly, so be sure to keep your messages short and sweet.
In addition, X is famous for its repost option, which allows users to share and amplify someone else’s content, or its quote repost feature which amplifies the content with additional commentary. With the power of a repost, you can spread news and information in just a second.
Tips for Insurance Agents on Learning About Your Social Media Presence
Now that you’re aware of the social media platforms and what their purpose is, it’s time to go over some tips for furthering your sales and marketing. Getting started is always the toughest part, but once you take your first step the results will show you how to approach your clients.
- Research what your audience consists of (age, gender, etc.) — By seeing what your audience demographics are, you can better tailor your content toward your followers. People love seeing content that’s catered to them.
- Conduct polls to see who is active on social media — Polls are one of the best ways to engage with your social media audience. They are easy to set up and will give you straightforward answers to help you sell.
- Identify your buyer’s persona — One of the most crucial aspects is to identify your buyer persona. With that in mind, it’s much easier to develop effective, targeted content that speaks to your ideal buyer’s goals and challenges.
- Examine which platform(s) your audience interacts with the most — Lastly, see which platform your audience is using the most. Depending on your previous research, you may have more people on Facebook or more on Twitter.
Use Platform Analytics to Understand Your Social Media Audience
No matter which social media platform(s) you use, there are usually ways to tap into what your audience consists of and what their likes are.
- Demographics — This is all the generic information collected about an individual user interacting with your content (e.g., age range, gender, location, etc.)
- Follows — Followers work to build your credibility. If you have lots of followers, this shows that people are interested enough to see what you post. You can tell a lot about your demographics by looking at your followers.
- Clicks — Simply put, this is how many people clicked anywhere on your post.
- Reach — This indicates how many people may have “seen” your post through their newsfeed. Not all users who have been reached have read or engaged with your post, but the algorithm has served your content to them.
- Impressions— This indicates how many times a post was “seen” by someone. It doesn’t necessarily mean they read the whole thing or engaged with it.
- Engagement metrics — This is how many people interacted with your post by clicking on links, liking, favoriting the content, sharing it, or commenting on it.
While there may be third-party analytics sites or services you can use, many social media sites save you the hassle and already include built-in analytics tools within their platform!
- Facebook Audience Insights — Facebook Audience Insights is an analytics dashboard where you can track user behavior and post-performance on your Facebook business page.
- X Analytics — X Analytics shows you how your audience is responding to your content, what’s working, and what’s not. Use this data to optimize your future X campaigns and get better results.
- LinkedIn Page Analytics — With this tool you can understand your LinkedIn audience better, create tailored content, and research ideal business connections, all by accessing data on this site. To learn more about this feature, view this LinkedIn help resource or the Linkedin Marketing Blog.
Learn More from Our eBook
Our Social Media Marketing for Insurance Agents eBook provides much more information if you found this post helpful. The best part is our eBook is completely free! Some of the key points you can take away from reading this eBook are:
- How to develop a marketing strategy for social media
- Rules on social media compliance
- How to create a post
- Creating a business page
- How to use content marketing
Want to dig deeper into using social media for your insurance business? Download our full social media eBook!
Learning about your social media audience and clients may take some time and practice. But at the end of the day, this work will help you increase your sales, leads, and networking to a whole new level.
With modern problems, comes modern solutions. Read our eBook to dig into your social media marketing strategy! Register with Ritter for even more support from our Digital Marketing team.
Not affiliated with or endorsed by Medicare or any government agency.
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