Social Media and Digital Marketing for Insurance (IBAA Webinar Recap)

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Social Media and Digital Marketing for Insurance (IBAA Webinar Recap)

How insurance brokers can leverage social media & digital marketing.

Last week I had the privilege of hosting a two-hour social media/digital marketing webinar for professionals in the insurance industry in collaboration with the Insurance Brokers Association of Alberta. Below is a quick recap of some of the material we covered. The overall message of the webinar is to know your brand, know your people, be consistent and give them what they want – don’t sell, sell, sell all the time. {We also covered insider tips that will save you time setting up your program, but you’ll have to catch the next webinar to learn those 😉 }

To learn more about future webinars, click here.

Before you get going online with your social media & digital marketing program, here are a few things that insurance brokers should consider:

1) Know your brand. 
It’s not by mistake that big insurance brands like Geico, Aviva and State Farm have consistency when it comes to their visual identity and communications – from the colors they use, topography and tone, these identifiable traits link them to their brand. They know their audience and they give them what they expect. It doesn’t matter if you’re a one-person show or a large organization, be consistent with your branding.

2) Start with a plan. 
Plans can quickly become overwhelming, which is why some people don’t believe they’re necessary. This is all good and well if you’ve got time and money to burn, but how do you know if you’re actually achieving what you set out to if there’s no plan? Start with a plan – it doesn’t have to be complex. You need to know how your efforts online will support your overall business objectives. [Example]

3) If you can measure it, you can improve it. 
It’s important to know the metrics and KPI‘s your program will use. Metrics are numbers, KPIs mean key performance indicator’s – and they will tell you how you did against your targets (A predetermined number to indicate success or failure.) Measuring is important [see above.]

4) Choose tactics wisely.
Know how you intend to communicate (tactics) – will you use social media? (Facebook, Twitter, YouTube, Snapchat, Instagram, LinkedIn?) Website? (Blog?) Will you use paid Ads? PPC? Email? Text? PR Outreach? Focus on the tactics that make the most sense for your business audience. Wherever you plan to be, your ideal audience should be there as well. [Read More]

5) Put it all to work.
Whether it’s earned, owned or paid media – none of this stuff just works on its own. Just because you set up your social media sites, optimize your website and throw some money at PPC doesn’t mean that your job is done. A successful social/digital marketing program will have a communications mix, requires elbow grease and showing up consistently to make changes when necessary. [Learn More]

6) Analyze. 
And don’t forget analyze. Again, this doesn’t have to be complex but it is necessary. Take a look at your original plan, your objectives, your goals – how are you doing in relation to them? If you’re off-course, make changes to get back on track. [Example]

Do you need help getting started with Social Media and Digital Marketing? Get in touch! 🙂

Kat Macaulay, BA ADdPR BnC
Kat Macaulay, BA ADdPR BnC
Kat Macaulay is a Marketing Strategist, Writer + Speaker known for her no-nonsense approach to pretty much everything. Using data insights, she helps organizations market more effectively to get results that matter. She's also a high-scoring instructor at Mount Royal University, where she teaches Social Media Analytics and Google Analytics + Marketing Measurement. She holds certifications from Google, as well as Facebook and is currently working toward a specialization in Marketing Analytics and a certificate in Data Science from IBM. When she’s not busy juggling kids, volunteering + work, she’s busy planning her retirement to Cape Breton.