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4 Reasons Social Media is a Great Differentiation Tool for Your Agency


Today we hear again from guest blogger and MAIA member, Heidi Warner, eMarketing Executive at Encharter Insurance, LLC…..

“We’ve been serving the community for over 90 years—We shop multiple markets so that you’re sure to get the best possible policy for the best possible price and we do the work for you—We’re your friends and neighbors, so we know what you’re looking for and we can give you personalized service…” Does that sound familiar? It sounds like every other agency’s value proposition (or maybe it sounds like yours?), right? But that’s the problem: EVERY independent agency has the same message, so the battle for the independent agency that wants to SUCCEED is DIFFERENTIATION.

Social media marketing is an ideal way to separate your agency from the pack for 4 reasons:

  • Putting personality in front of your brand: Let’s be honest…the insurance industry isn’t notorious for being fun, upbeat or exciting. But YOU’RE NOT THE INDUSTRY; you merely work within the industry. You’re a real person with likes, dislikes, opinions (and if you’re like me, you have entirely too many!), and a sense of humor and THAT is going to be what gets your prospects and clients interested in you and your agency. Social media is a perfect venue to let your clients and prospects get to know you and make them feel like they’re connecting with you by sharing those likes, dislikes, opinions and sense of humor. The alternative is allowing them to only interact with a flat, mute logo and that’s no good. What would be their incentive to come back? They’ll want to do business with you because they will feel like they know you.
  • Positioning yourself as an expert: In order to become an insurance agent, you must take classes so that you know the ins and outs of the business and that means that you have helpful information that the average consumer does not; that makes you an expert in your field. Social media is a platform through which you can present yourself as the expert you are by providing information that your prospects and clients want and/or need!
  • Reaching the people where they are: Social media is one of the most popular methods of communication in today’s world, and if that’s the case, then making sure you’re using social media is a great way to reach your clients and prospects. This is the one time that “C’mon, everybody’s doing it” is a good reason to do something. As our friends at Astonish Results say, “Fish where the fish are!”
  • Quick and Cheap: Attempting to reach a large amount of people with traditional methods of marketing can be costly and time-consuming. Social media makes spreading your message to a large number of people fast and easy…it’s all with the click of a mouse; and the best part? It’s FREE!

If you’re looking for a way to make your agency stand out from the “same old, same old”, social media marketing is definitely the way to go. Let your clients get to know you, don’t be afraid to show off your know-how, don’t be afraid to go where you know the majority of your prospects are, and save time and money by getting on the social media bandwagon. What are you waiting for?

Heidi Warner is an eMarketing Executives at Encharter Insurance, an independent insurance agency specializing in auto, home, business and life insurance in MA and CT, whose eMarketing Team (Heiphanie) has received several commendations for their innovative and successful use of social media to grow their business.

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