Insurance social media marketing presents unique challenges. Potential customers can’t just click a button to buy — instead, they complete an application and qualification process to get a quote.
Consumers are often price-sensitive. They know they need insurance. But they may not understand why it’s so important or how policies differ. Social media marketing for insurance companies offers the ability to address those concerns.
Finally, insurance brands also have to comply with industry-specific regulations that define what can and can’t be said on social media (and across other digital marketing channels).
Keep reading to find out how to build an effective and compliant strategy, and set your brand apart from the competition on social media.
Bonus: Download our free, customizable social media calendar template to easily plan and schedule all your content in advance.
How is social media used in insurance?
Building awareness
Social tools reach people where they already spend time online. So they offer a valuable opportunity to increase brand awareness.
Developing a strong brand voice is key to becoming recognizable on social channels. In turn, you stay front of mind when people think about buying a new policy.
Consider how Progressive Insurance uses Twitter. Rather than a brand account, they have an account for their well-known spokeswoman, Flo.
The account posts almost no content about Progressive’s policies. But it does keep Progressive on the radar of 68,000 followers. Content ranges from tips to consider when buying a new home to simple positive thoughts.
Check the smoke detectors in your new house. 'Cause falling asleep with a pizza in the oven happens fr … pic.twitter.com/cIWmLqGK1G
— Flo from Progressive (@ItsFlo) April 24, 2023
Cleaned the and filled the closet. Hey, a win’s a win. What’s yours? pic.twitter.com/NxzsTAtWfX
— Flo from Progressive (@ItsFlo) April 27, 2023
Improving trust and credibility
Trust in personal and property/casualty insurance increased in 2022.
Source: Edelman Trust Barometer
That said, trust for property/casualty insurance is still below 50% for most of the G7 countries. It hasn’t risen above neutral in these countries for personal insurance, either. Insurance companies have work to do when it comes to increasing consumer trust.
Social media provides two-way communication. And it’s a great vehicle for behind-the scenes content. These are both opportunities to humanize your brand. You can show that your workforce is made up of real people who have your clients’ best interests at heart.
Customer service
Social customer service is no longer optional for insurance brands. Your clients – and potential clients – expect to find you on the channels they use everyday. Channels like Messenger and WhatsApp have become critical for support. You can’t ignore customer inquiries and concerns that come through these platforms. Doing so can be enough to lose a client or earn a negative review.
Conversely, a helpful reply that makes your customer’s life easier can earn ongoing loyalty at renewal time.
We can help you with this over here, Laura. Can you please send us a private message with your policy number on the link below? https://t.co/r9HpFiEUiH
— Churchill (@Churchill) May 1, 2023
There are a couple of important advantages to offering customer service through social channels.
First, it’s easy to connect a chatbot to address simple or frequently asked questions. AI is improving and chatbots are getting more sophisticated. They’re learning to answer more of your clients’ questions. They can provide 24-hour service to get things started in case of a late-night claim.
You can also connect your social channels to your CRM. This gives agents a full record of all customer contact. With all available data, they can best assess a client’s policy needs.
Reduce response time (and your workload)
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