Social media can make or break your business.
Well, that’s overstating it just a little. But it is a fact (not one of the myths we’ll be talking about later) that great social media marketing can have a profound impact on your client base—and your bottom line.
After all, 77 percent of business-to-consumer companies have acquired customers from Facebook, and 43 percent of B2B companies have done the same. Perhaps even more importantly, 67 percent of the buyer’s journey is completed digitally, and 46 percent of internet users use social media to help them make purchasing decisions.
In other words, if your insurance agency isn’t participating in the social media revolution, you are probably missing out on some great opportunities for business growth.
That being said, there are a few not-so-truisms about social media marketing that may have caught your attention. We’d like to take this opportunity to set the record straight.
MYTH: To succeed with social media, you have to devote countless hours/ countless dollars/ countless resources to it.
FACT: Social media marketing is just like any other facet of your business: you have to make time for it, you have to ensure that it gets done, and you can’t allow it to eat into the time allotted for the other vital activities that keep your agency running successfully.
Scheduling is key: make time during your day—or, at worst, during your week—to create posts for your social media platforms. You can use a tool like Hootsuite to schedule a week’s worth of posts (or even more!) all at one time. Or a tool like InsuranceSocial.Media can help you post fresh content daily so you don’t have to worry about it. Then you can post additional content when your schedule permits, or you have something important to say.
MYTH: Social media is just another type of marketing.
FACT: TV commercials are not the same as radio commercials. Online banner ads are not the same as ads in the local circular. Every platform has a unique way of approaching people. Learn the best practices for the social networks where your agency is active, and then use those practices to get the most out of the time and resources you devote to social media marketing.
MYTH: If you’re going to do social media marketing, you have to be present on every social media platform.
FACT: You need to be on the social networks where your clients—or desired clients—hang out. Activity on other social media platforms is simply a waste of your time and resources.
How can you find your targeted clients on social media? It could be that you already have a good idea where to find them (Restaurants on Instagram? Very likely. Proctologists on Pinterest? Maybe not so much.). But if you don’t, there are a few ways you can figure it out.
- Try going to the websites for a few businesses in the industry you’re targeting. If they have social media links, which platforms do they link to?
- Do a search on a social media platform. On Facebook, for instance, you can type a search term (like “construction”) in the search box on the top left of your page. For Twitter, go to search.twitter.com to search for key words.
MYTH: Social media is a giant bullhorn where you can shout my message 24 hours a day.
FACT: You’re going to turn off your followers (and, by extension, your potential clients) if all you do is blare about your products and services. Remember that it’s called social media. You wouldn’t have a ton of conversation partners at a party if all you did was talk about yourself; similarly, you won’t have a lot of meaningful interaction on social media if all you do is market, market, market.
Follow the 80-20 rule: make 80% of your social media posts interesting, share-able content, and 20% of your posts about your business or brand. And don’t forget to share other people’s posts, to comment and Like/ Favorite/ +1!