Social Media & Digital Marketing for Insurance Brokers

Social Media & Digital Marketing for Insurance Brokers

There are many benefits when you integrate social media and digital into your insurance business:

Reach the right people, at the right time with the right information. Increase leads. Drive targeted traffic to your website. Boost public relations and community relations. Generate traditional media attention. Learn business and customer insights. Access cost-savings and efficiencies. Track ROI. Make use of economical marketing trends.

We Understand Insurance. But How Do We Get Started Online With Social Media & Digital Marketing?

Outline how social/digital will impact your business outcomes (Why do you want to use it? What are your goals? How can social/digital support them?)

Figure out your resources (Who will be managing your programs? Agency? In-House? Yourself?)

Audit your social media presence (Get a feel for where things are at. Are the sites consistent? How are you using them currently?)

Check out your top three (3) competitors to get a baseline (Are they page 1 on Google? How active are they on social?)

Look at industry standards (Where do you currently compare to others in the industry?)

Know business goals.

Get a plan together.

Track your program.

Analyse & keep testing.

4 ways insurers can get social with customer service

Did you know – 42% of consumers expect a response within 60 minutes? As digital forms of communication and social media markets become the norm, immediate connection – and resolution – is the rule, not exception, among today’s clients. Are carriers and brokers up to the task, or is the industry lagging behind?
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Things Connected

The Internet of Things is a bridge between the old economy of bricks, mortar and physical objects and the new economy of mobile devices, data networks and analytic engines.
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Insurance Brokers: Making Social Work

The insurance industry for most people is a grudge buy. It’s not as much fun as jewelry or a car. We don’t want to purchase it, but we know we must. In fact, you could make the argument that such a product would be difficult to market across social media.
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We’re your local Alberta resource for everything social media & digital marketing. We can help you navigate social media & digital marketing (plus the bologna that comes with it) and cut down on time & frustration it takes to get up-to-speed online! We offer social media training, coaching & management for business large and small, across all industries. Not sure where to start? Give us a buzz! {Don’t forget to check out the FREE Social Media Analysis!}
Get Started!

Popular Metrics

These are the most popular social media metrics you’ll find (sometimes they go by varying names.) However, there are three other important metrics to consider: conversation rate, amplification rate, applause rate and economic value. [Avinash Kaushik]

  • Engagement Measures how people are participating in the conversation surrounding your brand.
  • Share of Voice Measures how the conversation surrounding your brand compares to conversations about your competitors.
  • Volume Measures the size of the conversation surrounding your brand or a specific brand campaign.
  • Reach Measures the spread of a social media conversation.
  • Influence Measures who is talking about your brand and what kind of impact they have. {I left this one last because marketers don’t seem to agree on it!}


Getting Started

Often times when I speak with businesses who wish to use use social media for their organizations, either they’ve never thought about tracking ROI or they don’t think they can. It takes a bit of elbow grease, but there are metrics you can use to track the success of your social media program. But before you jump into social/digital planning, you’ll need these things first:

  • Business plan (Know your company’s objectives -> increase revenue, reduce costs, improve customer satisfaction etc.)
  • Social Media Audit (Review your website, your social sites, review sites — see how you’re doing vs. competitors re: mentions, engagement etc. to give you a baseline to measure against.)
  • Benchmarks (Get an idea of what’s happening in your industry so you know how you are performing against them – are you lightyears ahead or behind?)
  • Basic Analytics Platform (e.g.: Google Analytics)
  • Basic Understanding of Native Analytics (e.g.: Twitter, Instagram, Facebook)

Reach clients faster & easier!

Social Media allows you to reach your clients faster & easier. Why? Because most of them already use sites. The most challenging piece of the puzzle will be learning what sites they like to communicate on. How will you add value?

Watch your business grow!

When you carefully design a marketing plan with goals & targets in mind, you can watch things happen in real-time. With analytics, you can make adjustments that will positively impact your campaign – getting you the most ‘bang for your buck!”

Be flexible & responsive!

You can spend less on an entire month of digital marketing than you can on one print ad. The best part is that you’re in control of where things go. Don’t like the direction? You can pivot at any time!

Here's how I'm helping businesses like yours!

  • I decided to come out of retirement with a new and compelling service offering. I knew nothing about social media platforms or marketing strategies and was connected with Kat Macaulay of TAKCAM Marketing to help guide me. She's gone above and beyond in her approach. Her comprehensive plan has helped bring my goals within reach and she's been there every step of the way. I would highly recommend TAKCAM for any marketing needs, no matter your previous knowledge.
  • Kat is wonderful to deal with and most importantly show knows her stuff when it comes to marketing. She asked engaging questions and built a marketing plan to help me achieve my goals. She is also very knowledgeable about social media and was able to answer all my questions and simplify the marketing process for me.
  • Stephanie Diec
    I had the pleasure of working with Kat and the Rogers team earlier this year. Within my current role at LinkedIn, I help financial services teams better understand social media and how to leverage our platform to drive results. Out of the hundreds of industry leaders that I've met, Kat is one of the few early adopters that truly understand the value and necessity of leveraging social media. She’s extremely knowledgeable and passionate about social selling, and I highly recommend her as a thought leader and driver of innovation in the insurance industry.
    Stephanie Diec
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    I was very fortunate to participate in some of Kat's facilitated sessions around social media usage and guidelines. I very quickly saw how it all ties back into the communication strategy and reputation of an organization and the far-reaching impact of it's use, or misuse. I found her sessions eye-opening on multiple levels; as a user, consumer, employee and HR professional. Kat's organized approach to delivery offers impactful relevant learning to individual employees and businesses alike. She has a no nonsense, practical approach that I can really get behind as an HR practitioner. Businesses and individuals alike need a trusted resource like Kat to help them formulate a strategy that aligns with their brand or objectives. I highly recommend (and personally) align with her vision and approach as a professional. The influence and impact of social media and communication is far too important to approach without a carefully considered and well carried out strategy, and as either an individual or an organization, Kat is definitely someone you want on your side to help build and execute yours.
    Leona Young, CHRP
    Long View Systems
  • Craig Cherrett
    Kat is always the first one in and last one out on a project. She has a great ability to see the strategy behind an action. Every time I’ve had the pleasure to work with her, she is always insightful and brings a creative approach to any role. Proactive, strategic, creative and fun to work with.
    Craig Cherrett
    Special Olympics Alberta
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    When we hired Kat we knew our online presence was lacking on many levels. What we did know was how much opportunity there was for us out there if we really took control. Kat has introduced us to the power of social media. We are using Kat's tools and training to grow our business, assist our clients and communicate in a real time manner that we never imagined we could. Kat has a passion for what she does and a natural ability to teach us.
    A Lillies
  • I had the pleasure of working with Kat on several L&D initiatives and I learned quickly she takes a keen interest in understanding the projects she is a part of. What I like most about her work is her ability to be so versatile! She's able to see things from different angles and put things into perspective for others. That's an admirable trait in a professional! I would highly recommend Kat!
    I. Savic
    Intact Insurance
  • Lorri Christensen
    Kat possesses a strong knowledge of communications, specifically electronic bases, and has great skill at being able to pass that knowledge on to those of us learning the technical aspect of LinkedIn, Twitter and Facebook.
    Lorri Christensen
  • Sherif Gemayel
    Kat worked on several social media projects for me at Sharp Insurance. Sharp is a sister company to Rogers Insurance. Her work ethic is outstanding. She pays attention to details and takes her work very seriously and with a lot of pride. Our social media efforts greatly improved and Kat was eager to try to new ideas and strategies to improve our results. I would highly recommend Kat for the work she does.
    S. Gemayel
    Sharp Insurance