For agents turning to social media for growth opportunities in 2021, Udaltsova shared her three keys to success, including:

Be consistent. Agents often are active on social for brief periods of time, and then they stop posting. Agents who are leveraging social media for business opportunities know that posting consistently means staying top-of-mind with existing and potential customers. That doesn't mean they post every day, but when their audience can expect at least 1-2 posts a week, they begin to anticipate the next post. Remember, if an agent's prospects are not looking at their posts, they are likely looking at the competition.
Provide value. Agents who do the best job on social media post helpful content that provides value to their customers. Such content can be blogs, infographics, and videos, and the topics can be loss prevention, maintenance tips, and how-tos. Not only is this content interesting to customers, but it's also shareable, meaning agent's posts will gain more reach and engagement. Peppering in this useful content, with reminders of the kinds of policies and coverages agents can provide, is essential.
Be seasonal. While posting helpful content is great, ensuring it's also seasonally relevant is even more important. For example, if the immediate geographical area is prone to flooding, agents might want to post content that focuses on maintaining backyard landscaping or sharing evacuation tips.

Lastly, it's important that agents don't forget that social media is supposed to be fun, Udaltsova said. "While agents may start focusing on sharing insurance and loss mitigation-related content, they need to remember also to diversify their content and to add in some fun where appropriate. Agents should think about the kind of content they like to see when scrolling on their social media feeds and how to 'spice up' their posts by sharing fun national holidays, recipes and even DIY hacks," she concluded.

Special Reports /

How insurance agents can successfully leverage social media

Related Stories

Recommended For You