Many Insurance Agents believe that Social Media is necessary to succeed in the future of insurance marketing, and I am no exception.
As Vice President of GDI Insurance Agency, Inc. located in Turlock, CA, I have seen the benefits and costs associated with aggressively promoting an agency using Social Media first hand. We began our endeavor into Social Media by promoting our “great rates” and “huge savings”, but found that this only got us ignored by our friends and fans on Social Media sites such as Facebook, Twitter and the like. Through this frustration we have come to realize that a great Social Media campaign cannot exist autonomously on its own, but rather needs strong supporting aspects to help it thrive. Just a few of the necessary ingredients we’ve found are; having a client friendly website, strong traditional marketing campaigns in one’s target market, useful and relevant client interactions, and most importantly… actually delivering on the promises associated with being an insurance agent or insurance broker.
I was recently asked by an insurance agent from the Central Coast region of California about how we approach our Social Media. He was inquiring specifically about our thoughts on Outsourcing Social Media and what successes and failures we’ve come across. My response to him was simple, “Do your homework.” We’ve had very good and very bad experiences with attempting to Outsource Social Media management. The best have been when we were able to increase our Social Media Local Presence exponentially in a short period of time and the worst was when a unscrupulous firm attempted to hold our Social Media Sites hostage until we agreed to pay for fictitious invoices.
In the end, we’ve found that Social Media goes somewhat like the old adage says, “If you want something done right, you better do it yourself”. So if you choose to outsource your Social Media for Marketing in the Insurance Industry, then make sure you clearly define your Social Media Objectives to make sure you get your Social Media Done Right.
-Matthew Davis MBA, AAI