Insurance in Plain English

Reaching the next generation of insurance consumers

Posts Tagged ‘insurance

Insurance agents: Make the most of social media

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Today’s (first ever!) guest post is from Ben Jamieson at Astonish Results, beating the drum on an issue that speaks to many of my readers.

I have spoken with so many insurance agents in the past year who have whined to me about their Facebook and Twitter campaigns as being a complete waste of time. Their approach to social media goes something like this – create a business account, upload a profile photo (usually the company logo), invite the wife and office employees to be friends or followers – then they ask, “why haven’t insurance consumers started flocking to my agency?”

If you want to take advantage of the opportunities social media can bring to your business or insurance agency, you must not assume it will happen without an effort. And it certainly will not happen overnight.

If I had to give three points of advice for improving a social media campaign it would go as follows:

  1. Create a page that is eye catching, unique, and speaks to your business brand. Ninety-nine percent (unofficial stat) of business pages on Facebook and Twitter come in the form of blandness and monotony. Make your pages stand out and sing to visitors.
  2. Interact directly with your visitors and encourage participation. Hold a contest, take a poll, offer a discount, give them useful information, etc. Keep people coming back with interesting tidbits and personal incentives.
  3. Track your metrics. Metrics are a vital aspect to a successful web and social media presence. Understanding your company’s metrics will keep you informed of what works and what doesn’t. There are several programs for social media analytics management, or you can handle it on your own.

I’m calling out to all insurance agents! Get with it! Use social media to your advantage or don’t use it at all. Social media is not a fad and the hype is very real. Get on board or get out of the way.

Written by melissa

June 3, 2010 at 9:00 am

You should give a damn about your bad reputation

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Pop culture has been skewering the insurance industry for years. The loss of insurance coverage is a popular topic, as is the storyline of someone being conned into purchasing an unnecessary policy.

It’s no big secret that the industry suffers from a terrible reputation. Beyond the more obvious “insurance companies are evil and stealing money from little old ladies” claims, there is also the feeling that we are a quite boring and downright mean industry (think Mr. Incredible as claims adjuster).

Bad reputation is a huge part of the reason why we struggle to draw young blood into the industry. After all, who wants to be involved in a stodgy, inflexible, deceptive business?

You can’t afford to be like Joan Jett; reputation is everything. And there are plenty of recommendations out there for how insurance professionals can win back respect and improve their reputation; the National Underwriter’s Sam Friedman has been a vocal contributor to this discussion, even suggesting there be an insurance-related reality television show (I’d watch.).

I’m a proponent of taking small steps as individuals. Provide stellar service to clients. Ask for referrals. Use new technologies to your advantage. Talk up the industry; make it cool (yes, cool) to be an insurance professional.

Any insight on how you think insurance professionals can work to improve the industry’s image?

Written by melissa

May 20, 2010 at 9:06 am

Why social media in financial services?

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Wondering why a financial services professional should get involved in social media? Well, you’re in luck: my guest post over at Financially Digital will shine some light on this subject.

And while you’re there, check out the rest of the Financially Digital blog, from my very own “blog mentor,” Nunzio. Yup. He’s pretty awesome.

Written by melissa

May 19, 2010 at 8:28 am