Thought leadership is an essential tool for any agent, provider, and broker of insurance across all networks, digitally and in person. Clients, agents, and businesses want to work with insurance providers who know what they are talking about and can connect with them. Overall, it is essential to be knowledgeable and personable. Here are five ways that we recommend creating social media posts that are thought-provoking and will help you build a network:
#1 Be Noteworthy
Sharing news and opinions on related industry news keeps your network informed, answers questions, and showcases your expertise. It can be any sort of news, like interest rate changes on mortgages or a nurses’ strike at a hospital in your network. It is vital that you share your knowledge and connection to the community you serve.
#2 Showoff Your Team
Agents, Clients, and brokers want to know whom they are working with and that they love what they do. Create a monthly campaign where a team member shares advice on social media and a connected blog. Share photos from team activities, such as the annual company picnic. Your audience connects with people and sticks around for your services.
#3 It Doesn’t All Need to Be About Insurance
Is there a local coffee shop your team loves or a trivia night some attend weekly? Sharing those photos, recommendations, and interests makes your business more personable. Users want to know that they are working with real people who have lives outside of insurance, so show them the highlights, especially within the local community.
#4 Keep It Local
You serve a community, work in a city, and provide insurance across a state or country. Your market wants to see that. With local knowledge and expertise, you will be able to cater to your market more effectively. You will know what issues face homeowners and patients most often. When a flood happens, you can post about what homeowners should be doing as it relates to their home insurance. If a specific strain of the flu is affecting local kids, you can share what family care providers can help.
#5 Stick to the Facts
Lastly, you are a hub for information and expertise on insurance, so talk about your market. How many elderly people are uninsured? How many homes experience house fires during the winter? Such facts help agents and brokers discern potential markets and inform clients on ways they can do better or gaps in their community.
Overall, social media is about connection and sharing. If they want to be explicitly sold to, they will click on an ad or search for your service outright. Users on social media want to know who your business is, what your values are, and what you can genuinely bring to them besides your services. Let your business’s personality shine to the unique markets available on each social media platform.