Social media has transformed the digital marketing landscape. Platforms like Facebook, Instagram, Twitter, and YouTube give marketers the ability to reach vast new audiences, often at a fraction of the cost of other marketing channels. As one of the leading insurance social marketing strategies, insurance agencies that leverage the power of social media can experience significant business growth. As with any marketing practice, social media marketing has evolved. In this guide, we will explore some of the hottest social media trends for 2021, giving you the opportunity to harness one of the most cost-effective insurance marketing strategies available.
Search engine optimization (SEO) is at the core of every digital marketing initiative. By creating web content that is optimized for search, online visibility is improved dramatically. Social media works hand in hand with SEO, especially since Instagram announced in November 2020 that the platform would become more search-friendly. Instagram has moved beyond hashtag searches; now, users can search the platform with keywords or phrases and will be provided with relevant results.
While this move does not translate directly to higher organic search rankings in Google, digital marketers know that so-called “social signals” (likes, shares, comments) are interpreted by search engines as signs of relevance and authority on a given topic. This has the potential to influence rankings. For now, insurance marketing strategies that rely heavily on Instagram for customer engagement can expect the new search-friendly feature to unlock new opportunities. To get the most out of this new feature, it is critical to post content that is relevant to your business, such as information about new insurance products and services.
The world of marketing can often be impersonal, with businesses sharing details about their products and services and little else. Social media has upended the impersonal nature of online marketing, allowing companies to share more human aspects of themselves and their offerings. Authenticity is the key to thriving in social media marketing; users expect a humanized experience with the businesses and personalities they choose to follow. If agencies that can tell their story, be transparent, and make personal connections with their followers, they will outperform those that shun these insurance marketing strategies.
Facebook started as a way for friends and family to stay in touch in the online environment. Once businesses realized they could create engagement with audiences, they flocked to this leading social media platform. Facebook greeted businesses with open arms, rolling out a wide array of options including Facebook Ads. One of the emerging trends is to use Facebook data to assess the customer lifecycle, or the factors that influence lead generation, conversion, and time spent interacting with your company on the platform.
Video content on Facebook Ads is gaining traction; independent tests show that ads with videos create more engagement/conversion with viewers and at a fraction of the cost when compared to static ads. Video ads allow insurance companies to provide a very human face to their offerings.
While Facebook, Instagram, and Twitter have become staples of digital marketing, smaller platforms cannot be overlooked. Two of the best examples of these “niche” platforms are TikTok and Reddit. TikTok users spend 210% more time on the platform in 2020 as compared to 2019, and this increase is expected to continue well into 2021. Monthly active users on Reddit also grew dramatically from 2019 to 2020; the platform saw a 30% increase in active users in 2020.
Insurance marketing strategies that incorporate smaller social media channels have the advantage over their competitors, who often stick to the larger platforms. The more exposure on social media, the more likely your agency is to develop audiences on each platform. To get the most from these smaller channels, focus on posting regular content about your business, your products, and your services. Here, as on larger channels, incorporating video content can pay big dividends, improving engagement and boosting conversion. Social media trends open new doors for insurance agencies, allowing them to expand their businesses in a cost-effective manner.
Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.