They’re seeing an opportunity to reach customers and prospects, communicate more efficiently and effectively, learn valuable insights and get leads and track ROI. It also gives the insurance industry the chance to offer customer service.
Here are a few effective ways for insurers to establish a solid social media strategy:
(1) Be visible and valuable: “What consumers expect is determined by the experience a consumer receives elsewhere,” says Golesworthy. For example, talk to front line staff and figure out which questions come up the most. Utilize that content and post Q+As everywhere you’ve got a presence: website, social media, apps etc.
(2) Integrate across different business areas: An example would be changing the thought process around outbound to inbound communication – where sales traditionally reached out with cold calls, social media can be used to create a ‘warm call’, and compel consumers to reach out instead.
(3) Look beyond traditional approaches: Marketing in the insurance industry is no longer a ‘spray and pray’ approach. Real-time results are important, as are remarketing opportunities (the practice of using automated techniques to remarket to website visitors who leave the site and visit other sites like Facebook.) It’s not a coincidence that the jacket you were checking out online popped up on your Facebook feed!
(4) Participate in social listening: Use software to tune into brand mentions across multiple platforms like Facebook, Google, Twitter, and blogs. Learn from the positive and negative conversations happening online about your company
Looking to the future, more consumers will want convenience and the ability to take care of the tasks (like insurance) digitally, rather than via phone. Now is the time to take advantage of the tools available now, so you can deliver the type of customer service your clients expect!
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