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The purpose of social media for an insurance company?
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I reside in the Caribbean and have recently been put in charge of the social media for an insurance company. I’m being asked to provide goals and a plan to achieve them.
I went and did a few hubspot courses as I’ve seen recommended by this board. I’ve learned about the marketing funnel, content marketing etc.
Primary function:It seems obvious to me that for a business, social media should lead to conversions and or leads.
I’m thinking social media should showcase creative/humorous advertisements (like Geico, allstate etc., nothing new there) with the intention of funneling the audience to the company’s landing page(s) where they can inquire about the product. The company should then reply and see if their service is a good fit for the client/make the sale.
Note: Audience cannot sign up/pay for insurance online or on the landing page. They have to come in, provide paperwork, ID etc.
Because social media is so cheap, these ads can be tested online and the popular ones be adapted for TV, radio, print etc.
-And ads won’t be the only content. It will have entertaining and practical tips, advice etc. that the public will (hopefully) want to follow the page for.
**Secondary function:**Provide an audience to showcase community/PR efforts, and provide an audience to show our notices to (covid-19 notices, holiday notices, and any other short term information that needs to get to the public fast and cheap).
Is there anything else an insurance company can use social media for that would benefit the company?
Also, I looked at the facebook pages for the US companies, and they seem to be using it for the same thing (PR and ads).
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September 16, 2020 at 12:19AM