Enhance your Insurance Industry's Marketing Nurture Campaigns with airSlate SignNow

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hey guys welcome back to another episode i am darren cabrell the ceo of suit social we're a digital marketing agency that helps businesses build their brand generate leads and make more sales online so today we're talking about why insurance companies really the industry sucks at social media now before you get mad at me i'm not trying to piss anybody off i'm actually trying to help i need to say some of them get your attention now you're here so let's talk about it the reality is the insurance industry like a lot of industries are lagging behind in terms of social media strategy and leveraging modern marketing tools you probably can relate to this whether you're an agent you own a brokerage your team you're part of a larger brand at a headquarter level or underwrite whatever it is you've noticed that you might not be keeping up or your team or your company's not keeping up with the trends of modern marketing and it's probably a little bit annoying this is normal we're seeing this in the real estate world still with mortgage brokers with insurance companies they're all kind of at fault and i'll address them all but today we're going to specifically talk about the insurance company and what you can do to get a better result and start actually using social media to attract more clients to build your brand and get away from some of the older stuff that just isn't working anymore because the truth is the insurance industry is still doing a lot of old school marketing because that's what they know that's what we're used to doing that's what you guys are used to getting results from and of course it's hard to change what we already know so when you're doing you know local print ads in your area and you're running billboards in your area you're doing newspaper you're doing radio that may all be working but my point is social will work better if you invest the same time the same energy and the same money and you don't have to be a national brand you don't have to be geico to use social media right which by the way the insurance brands in this country have become some of the top advertisers on social over the last two years which means the brands are shifting and they're seeing the opportunity it's just going to take time to trickle down to the individual you know broker and agent level so i'm going to help you guys kind of get a head start and understand what they're doing and why there are some advantages here so the first reason why insurance companies suck at social media is they don't quite understand the opportunities at hand there are two when it comes to social media you have organic social media that's creating content posting building your audience you know using platforms like youtube and instagram to grow a community that you can nurture and sell to and build a permanent audience and customer base that you really can control and own that's the first opportunity the second opportunity is paid advertising all these platforms instagram facebook linkedin youtube google they allow you to run paid ads and put an offer a product a service content in front of literally any customer in the world and i think both organic and paid social media are slightly misunderstood in terms of how the average agent or brokerage can use them so let's talk about that when it comes to paid advertising for insurance companies one thing to note is you don't have to be a massive brand the beauty of facebook ads instagram ads all that is the targeting capacity you can literally and actually the smaller service area you service the easier and better this becomes let's say you service just you know i'll pick a small town here in canada like barry ontario let's say you service barry ontario there's about 200 000 people in this city you're an insurance agent you can run facebook ads to a very specific segment maybe you target you know women that are 65 and older that have recently retired that are in a specific demographic of wealth income they just change whatever you can pinpoint all of those demographic points in one single area literally a circle around a city and hit just that group with specific ads speaking directly to them literally calling out that customer calling out their pain point and running those and it can be so cheap that you can actually get views from that perfect customer for sometimes as low as a penny of you so you're paying a cent a penny to get that perfect customer in that exact city to view your content beauty of that though is you can scale it you can also do the whole province or the whole state the whole country you can do worldwide that's the beauty of facebook you can literally run super targeted profitable campaigns in a little small area around your house or you could take it nationwide and pretty much everything in between that and that's something a lot of agents don't realize you can get very far with facebook ads spending a thousand or two thousand bucks a month and literally canvassing an entire city where any time anyone goes on a social platform for any reason whether they're going on facebook to interact with their grandkids or they're watching a youtube tutorial on how to plant petunias whatever they're doing you have an opportunity to get in front of them with your content from a paid ass perspective the other side that's missed is the organic social media when it comes to organic building your instagram your youtube your facebook all that fun stuff there's big value in community one of the most profitable ways to leverage online media social media is community building a group of people that are basically coming around you engaging watching your content looking to you as an authority and you becoming a trusted figure in their eyes where they're either gonna buy from when the time is right or they're gonna be able to send referrals to you or they're gonna be sharing your content to potential prospects well go to my own tongue there but there's a big opportunity to build that community and actually engage organically now how do we do that it's not about posting an ad once a week on your instagram or talking about your products constantly or pitching people constantly when it comes to organic it's figuring out who is your customer what matters to them what problems do they have what are their pain points and then how can you start crafting real content to address that to speak to that to help them so whether you're going to entertain them or you're going to educate them you've got to provide some sort of value to that perfect customer consistently where you have one two three four posts or videos going out a week you can choose how you do that maybe you don't like being on camera that's fine use photos use images use design and then put your content in the copy focus on writing it out and fixing the problem there something they can read maybe instagram isn't the platform for you maybe it's linkedin and you just want to write longer format posts and articles maybe you just got to do blogs every day and share them on facebook and drive it whatever the format is don't get hung up on if you're great a video do video if you're great with photos do photo if you're great with writing written content do written content but the point is you got to be crafting content and using social to push people to that content so that you can become the industry expert so that you can become an authority that people will trust and buy from and the biggest mistake that i see insurance brokers and agents make is they don't put that kind of thinking into it they just start posting random stuff an offer a promotion a call to action here and there once every couple weeks and they're saying social doesn't work my customers aren't there it's because you're not solving a problem you're not actually adding any value they're not opening their device you're going on this platform and seeing your stuff and going oh this is great i love it this person's super helpful they're an expert they're not doing that they're just seeing another ad another promo and they're skipping to the next thing so you got to figure out how you can solve that problem and one of the biggest things is consistency so that you're not just you know willy-nilly pulling out your phone and starting to shoot stuff whenever you feel like it but you're becoming a professional about content creation and saying i'm going to pick a day a month or i'm going to sit down and i'm going to shoot 10 videos or do 10 posts or whatever plan them all out film them produce them or write them or whatever your method is going to be in terms of what type of content do that in a day get it scheduled out and become professional about it if you can do that you'll be doing more than 99.9 of agents in your field and it's going to be very easy especially the local market for you to stand out because think about it how many agents in your city right now are doing that probably none and so you have literally an opportunity to dominate you want to level that up a little bit using trendy platforms things like tick tock where the fastest growing demographic right now is people age 35 to 55 this is a little-known fact it's happening very quickly and what insurance agents are on tick tock right so if you can figure out how to make content for those platforms these cutting edge platforms that are rapidly growing become the only one doing it huge opportunity on inorganic biggest opportunity of all this is meshing organic with paint so if you as an insurance agent can figure out how can i produce steady consistent high value content and then use advertising to really expand and promote that content to my perfect target audience at scale and make those two things work together you're going to build a brand online so quickly a great community a ton of people ready to buy from you do business with you and it's going to blow you away far better than any newspaper ad or billboard radio there's going to be so much value to that long term beyond the transaction that you're never going to get out of traditional media and there's very very few insurance agents or brokers doing it that's kind of my take on the insurance industry and social media hopefully you took away some tips you can apply in your business even if you take one or two things away from that and apply it i'd love to see it drop a comment below if you agree or disagree or if you're going to take action or if you have a question again we are here for you i'm here for you you can even follow me on instagram darrencabrel or our agency page at suit social we drop way more tips we answer dms we answer questions so try this stuff out let me know how it works and don't forget to tune to the next video and also like and subscribe of course if you found any value in this i'll see you on the next video