Social Media's Role in Retention
“54% of millennials and 44% of GenXers are likely to check an agent’s or advisor’s social media presence on sites such as Facebook, Twitter, and LinkedIn.” (LIMRA)
We’ve all heard about social media marketing strategy to acquire new leads and prospects, but have you ever thought about how social media can help you to retain your existing customers?
Having an active and authentic social media presence can have a HUGE impact on your retention rate. (and we all know that sustainable growth really doesn’t happen unless your retention rate is healthy.)
Here's an interesting statistic:
68% of consumers are willing to leave a business due to “perceived indifference”. (Ease)
“Perceived indifference” - not just a bad experience with customer service, or a frustrating interaction with a sales person, but “perceived indifference”.
That’s something we should be paying more attention to!
An active and authentic presence on social media can help to shut down some of that perceived indifference your customers may experience - as long as you're also providing exceptional service and customer experience.
It’s no secret that in today’s day and age, many small businesses, along with almost all medium to large scale businesses have social media management individuals and even TEAMS to take care of their social media activity and strategy.
Keeping up on a consistent social media presence can be a lot of work, and that’s intimidating to many small business owners.
The goal with social media doesn’t need to be for you to create a huge following and become an insurance influencer for this to be worthwhile.
Engaging with your customers via the channel(s) that are most convenient for them will help you to grow stronger relationships with them - thus improving your retention rate.
This post is here to give you some quick tips and a list of post ideas for your agency that will engage your current customers and aid in strengthening those precious relationships.
All of this can be done WITHOUT having to hire a social media expert to curate the “best” content for your page.
Some basic social media tips for retention:
RARELY hard-sell or self promote
Remember, the goal for these organic posts is to engage with your current customers/audience and strengthen those relationships - you don’t need to convince them with words that you’re their best option - SHOW them with the content you post (we’ll get into that in the list below)
Keep posts relevant to current news/local events
Keep it REAL.
Be authentic to your personal and professional brand when deciding what to post, and don't be afraid to be a human! Relatability goes a long way on social media.
Being consistent can mean you post once a day, once or twice a week, etc. Find a consistency that seems to work for you.
Use images & visual aids - NOT just text
Use free online post schedulers to automate part of the process
What to Post
I’ve looked through many insurance agency Facebook and twitter profiles to see what agents are typically posting.
Here's what I found:
Almost everyone shares the post that has been made for them from their corporate office.
This looks nice and all, but if I had a dollar for every identical post I saw across hundreds of insurance agency pages, let’s just say I’d have a lot of money.
You don't have to scrap these posts all together, but they shouldn't be your only activity.
Another common post I see on almost every agency page goes something like this:
“Happy 4th of July(or insert another holiday) from us here at ________ _______ Insurance Agency. We hope you have fun and stay safe during this holiday weekend!”
Like the aforementioned post, there’s nothing inherently wrong with this one either.
However, if that’s the only thing your clients see on your social media page, it’s safe so say you don’t have an active presence.
Don’t worry if this rings true for your agency’s Facebook or other social media page - we’ve got a list of 20 different ideas for posts that will build your brand and encourage engagement from your customers - keeping you top of mind and strengthening those relationships, and even generating referrals!
And like I said before, these post ideas will focus on reaching your customers organically - I won’t go into paid posts in this article.
1. Educational Content
Empower your customers by educating them. You could educate them on so many different things - here are a few ideas:
Tips for specific policies/risks
Local insurance laws and what they mean for your customers
Specific scenarios and coverages
2. Testimonials (with permission of course)
3. Share customer posts when they tag your agency
4. Employee/Team Member spotlights or bios
This is a super easy way to help your customers get to know all the different staff members in your agency.
5. Retweeting or sharing content from other profiles/pages
6. New product or service announcements
7. Tutorials on using your app or online service options
8. "Behind the Scenes"
Share a photo or video showing what a day looks like for your team in the office.
9. Contests or Giveaways
10. Share local events
11. Request referrals
12. Share your client-owned business or products
13. Start a conversation by asking a question or starting a poll
14. Introduce new employees and team members
15. Shareable information about your agency
You can ask your customers to "share" the post on their profile so that it reaches a wider audience.
16. Ask for Facebook or Google reviews
17. Charity (whether local or non-local) events and fundraisers
18. Funny memes/trends that relate to your products or experiences in the insurance world
19. Current news/events and what they mean for your customers - stay relevant!
20. Emergency info
Sharing instructions for your clients on what to do in an emergency as it relates to their insurance can be very helpful!
Have any other post ideas for retention? Share them with us in the comments below!
Some of these post ideas came from the following sources: