Insurance Agents Who Don’t Use Social Media Will Become Extinct
If you’re an insurance agent who is not using Facebook, Twitter, and LinkedIn daily, you’re at risk of becoming extinct.
A study by Accenture shows that nearly half of all consumers would consider information found on social media platforms when making insurance-buying decisions.
Knowing this, we performed a platform-audit of Los Angeles insurance agents. Shocking to us was that of the 500 agents in Los Angeles we reviewed, only 10 were deemed ‘active’ social media users (2 or more posts per week, any platform). Matters become worse when you consider other facts surrounding the insurance industry’s social media habits.
A one-month study performed by LeadSift found the following:
- There were 3.7 million tweets about insurance and 23,401 social leads with purchase intent
- 11,666 of these social leads talked specifically about car insurance
- Only 1% of these social leads received a response
How can this be happening in 2017? If you’re an insurance agent and take one piece of information from this article, take this: Every insurance agent must be active daily on Facebook, Twitter, and LinkedIn.
THE SOCIAL PLATFORMS FOR SUCCESS:
- Facebook had 1.94 billion active users, making it the most used platform in the world
- In the United States, nearly 8-in-10 internet users is on Facebook
- Over 62% of online adults ages 65 and older are now on the platform
- 50% of 18–24-year-olds go on Facebook the moment they wake up
Facebook allows you to see into the lives of the people you’re ‘friends’ with, meaning that as an insurance agent, this is a great platform to find (or be found by) prospects. Be sure to share plenty of helpful content and interact with friends daily; doing so will generate a larger and more engaged following. The skinny here is to begin building relationships by providing value and genuine help to those with interest or questions. Be patient to not begin selling right away. Your rewards will come just a bit further down the road as you become their trusted expert. Once you’ve built value and credibility within your audience, the moment anyone needs insurance they’ll know exactly who they’re buying from.
- There are over 67 million Twitter users in US
- 37% of Twitter users are between ages of 18 and 29; 25% users are 30–49 years old
- 54% of Twitter users earn more than $50,000 a year at least
- 94% intend to make a purchase from any SMB they follow; and 69% have already made a purchase
The platform of hashtags and 140 characters is the perfect place to search for those with questions about insurance and then swoop in to save the day. A simple twitter search of insurance related terms will populate the scroll with everyone in the world who has recently tweeted about that term. From there, you can sift through the postings and engage with those who might need your expertise. By providing quality help and value to the audience — and with consistent effort — you just may end up with a few new clients. That’s not bad ROI for a coffee-break tweet session.
- 41% of millionaires use LinkedIn
- 467 million Total LinkedIn Users
- 44% of LinkedIn users earn more than $75,000 in a year
- There are over 39 million students and recent grads on Linkedin
Any insurance agent who doesn’t have a LinkedIn is throwing away the opportunity to network directly with potential clients. The statistics above tell you everything you need to know about why you need to be on the platform; we’re talking business professionals of all ages who earn well and have the intellectual background that would point them towards working with an insurance agent. Plop in your professional headshot, label yourself the trusted local insurance agent, then begin connecting with all the movers and shakers in your city.
This is a huge opportunity for insurance agents to break from their archaic ways and join the 21st century’s way of doing business. The opportunity to be one of the early adopters of these social platforms (crazy to say in 2017) will allow you to grow your business like never before. Simply begin posting on Facebook, Twitter, and LinkedIn 2–3 times per week and you’ll leave your competition in the dust.
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