Do you connect with your insurance company trough social media channels?
The insurance industry is changing, and an important part of this evolution is using different digital channels to engage customers, add value to brands and claims work.
Every day, thousands of conversations about insurance are taking place in social media. With that, comes the opportunity to establish new conversations with the audience and bring valuable content.
According to Business Insurance, companies can also use social media to improve operations:
“Insurance companies have long leveraged social platforms for marketing and brand building, but now they also are finding that social mediums furnish a bounty of data that can be used to improve the underwriting and claims process,” the publication writes.
Some advantages for insurance companies when using social media:
-Drive organic growth
-Generate new leads
-Increase efficiency
-Brand reputation
-Fraud prevention
-Optimize marketing efforts
-Increase customer’s satisfaction
Keith Lewis, Social Media Manager at Zurich Insurance, says that the insurance sector must find new interesting ways to explain what are companies doing and the values that they offer. Other companies that master this perfectly: Check out social media efforts from Geico and Aflac.
Take notes about what Digimind.com recommends to achieve this goal:
-Humanize the brand: To build a strong social media presence, you should pay attention to your audience. Use storytelling to show your follower where you came from and how you operate.
Lewis says: “As a big company, we’ve got all the usual things you might expect us to do. But people don’t necessarily associate insurance with things like that. So we’ve got a big community trust, all our employees do two or three days of charity work at least a year. We do our local engagement around our different sites. We do lots of different things, that’s all part of telling the Zurich story, really”.
-Customer-led content: Create high-quality content dedicated to your audience without over-selling the products and services.
-Employee advocacy: According to IBM, employee social marketing convert 7 times more than other leads.
-Combine fun branding into your strategy: Use creative marketing campaigns to encourage users to interact with the brand.
Sources:
https://www.accenture.com/us-en/insight-moving-beyond-listening-monitoring-social-media-marketing
http://linkhumans.com/podcast/zurich-insurance-social
https://martech.zone/insurance-social-media-marketing/
