Social Can Help Insurers Build Personality, Leads

Posted on by Beth Negus Viveiros

For local insurance agents, a robust social presence can be a great policy when it comes to generating leads for new business and deeper customer relationships.

When a consumer buys a policy from a local agent, as opposed to an impersonal source like a website, they often do so because they want personalized service and a connection with an agent who is part of their local community. Social media is one way these agents can build bonds within that community, notes Dino Cattaneo, digital marketing officer for Astonish, a digital marketing solutions company for insurance agencies.

The best types of content in social help reinforce an agent’s expertise and knowledge, as well as what makes their agency unique, he says. It also pays to remember that customers don’t form an emotional connection with their insurance policy—but they do have one with whatever they are paying to protect.

“From a branding standpoint, it’s important that they get a sense of your personality with a brand and who they will be doing business with,” says Cattaneo. “If they have an accident, they want to know who the people are [who will help resolve their claim].”

While Facebook is an obviously place for agents to create a presence, if only because of the sheer volume of consumers active on the network, Pinterest is also gaining for some agents. The image heavy social network is a great place to create boards showcasing the types of things or events that might spark areas of new coverage, including houses and architecture, children and weddings.

Moving the Needle to Conversion: Turning Leads Into Customers
Check out this related B2B LeadsCon Event!

You’ve been dating long enough. It’s time to seal the deal. But what’s the best way to make that happen? In this session, we’ll unveil what …

“Weddings are definitely a time when people are rethinking their financial situation and planning for their future,” he says. “If you create good boards and connect with people who are interested, you will get traffic.”

These social interactions are naturally top-of-the-funnel awareness building actions, but they can be successful for driving prospects and generating leads. “Social is an important tool to connect with consumers, because there’s such a low level of interactions [with an insurance agent] on a normal basis,” notes Cattaneo. “This is a great way to stay in touch with them.”

On the B2B side, for companies marketing commercial insurance in vertical niches, a good social strategy is blogging around those niches. But, Cattaneo adds, the quality bar for content can be much higher, considering the need to understand how regulations impact certain businesses and the need to understand those specific needs.

 

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Data-Driven Marketing: How Makino Americas Built a Powerful Lead Generation Database Check out this related B2B LeadsCon Event! A lead gen campaign is only as good as its target audience. Have you selected the right accounts and contacts, and do you have a clean and a… View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM