In last week’s post, we discussed the importance of incorporating social media into your agency’s inbound strategy. Devoting a few hours to social media per week can raise awareness for your agency. A social media campaign is a marketing technique that agencies use to share information about their health offerings and employee benefit options over one or more social media platforms. This week, we’re covering how you can craft an effective social media campaign for your agency.
Step 1: Consider Your Audience
To be successful, tailor your social media campaign to your audience. Consider your audience’s needs and interests. What kind of content and message appeals to them? As a health insurance agency, your audience is largely interested in implementing or managing benefits for their employees.
Gain insight by using data and analytics gathered from conducting a social media audit. You can utilize a variety of free analytics tools to make this process easier, such as Buffer, Twitter Analytics, and Facebook Page Insights. Review all of your posts and identify which ones have the most views, shares, and clicks. This will help you to zero in on which topics and what kind of content resonates the most with your followers. Using this data is the best way to learn what matters the most to your audience and helps you create posts and content that will attract their attention and keep them engaged.
Step 2: Research The Competition
When planning your social media strategy, it’s important to consider what types of content works best for your competitors. Research other health insurance agencies with successful social media accounts and determine which posts have the most engagement. Key questions you should ask yourself include:
- What are their most popular posts, and what benefit topics do they write about?
- What kind of images or infographics do they use?
- Is video content popular with their audience?
- Do any of these agencies use contests, giveaways, or live video?
- Do any of the posts advertise marketing events, and what kind of engagement do they have?
These questions are important for helping you understand what kind of social media content works best for health insurance agencies. Considering what works for your competition can help you create better content for your audience.
Step 3: Develop Your Social Media Content
Once you have a clear sense of the topics that appeal most to your audience, you can begin to develop your social media content. For the best results, start by clarifying what your goals are for the campaign. Are you trying to raise awareness of your agency? Are you trying to show your followers how your agency can help them with their benefits? Encourage clients to invest in health benefits for their companies in the upcoming enrollment period.
When designing your content, keep your target audience in mind. Consider the popular trends you observed in your social media research and try to incorporate them into your strategy. For example, if your followers are interested in the best software for benefits administration, you can create a series of posts with your benefits software recommendations. Or if your followers want to learn more about benefits options for their companies, you can develop posts advertising a free benefits webinar. It’s also essential that any posts you develop for social media are both informative and visually appealing.
In addition to considering the topics of interest for your audience, determine the kind of content you want to create. Keep in mind that certain types of content work best on each social media platform. For example, Facebook is a good option for sharing live streaming and videos, while Twitter is better suited to sharing short but engaging updates about your agency.
Step 4: Promote Your Content
After you’ve developed your content, it’s time to start promoting it. When starting a social media campaign, it’s best to share one message across your social media platforms. Repeated messages are more likely to stick with your audience and to familiarize them with your agency. This means that when they are considering investing in benefits for their employees, they are likely to think of your agency first.
When promoting your content, it’s essential to strike a balance between informative and promotional content. You don’t want your audience to feel pressured into becoming a customer, instead share content that helps them. You might alternate between promoting an upcoming event you are hosting and tips for open enrollment.
Step 5: Engage Your Audience
Be sure to engage with your audience on social media. A survey by Spider Marketing indicates that 84% of followers expect companies to respond to their comments in under 24 hours. This means that if your agency’s followers comment, ask questions, or leave feedback on your posts, you should respond to them promptly. This demonstrates that you care about your followers, which gives them a more positive impression of your agency. To make it easier for your audience to engage with your campaign, create a unique hashtag and encourage them to use it when commenting on your posts.
Step 6: Track Results
When running a social media campaign, it’s important to track your results regularly to see how well your posts are performing. A simple way to do this is to make use of a metric tracking tool, such as Google Analytics. This will help you to determine the effectiveness of your social media campaign.
Developing a social media campaign is a powerful way that agencies can establish their presence on multiple social media channels. Using social media effectively can help you spread awareness of your agency, promote engagement with your audience, and build a positive impression of your brand. By following the steps we outlined above, you can craft an extremely effective social media campaign for your agency.