Social Media for the Wholesale Insurance Industry: Three Common Mistakes (And How to Fix Them)

Social media can be a useful marketing tool for the wholesale insurance industry. However, there are a few pitfalls to avoid when getting started and developing your social media strategy. Here are a few common mistakes wholesale insurance sellers make when tackling social media.

Not putting content first. Think about it: you share your expertise at trade shows and conventions, in industry magazines, and in plenty of other places. Many successful insurance wholesalers build their business by establishing an expert reputation in a specific market or type of coverage.

Social media is just a tool to help you continue doing that—except more often, more succinctly, and to a wider audience. Before getting online, think about the expertise you want to share—and develop a plan and schedule for sharing it. This will help you stay focused and make it less likely your efforts in this area will decrease over time.

Not cross-promoting. If you’re on social media, you should be letting people know—every time they interact with your business. If you send out mailers to clients or prospects, make sure your social media addresses are prominently featured. Your YouTube channel should be linked to your Twitter account, your LinkedIn should link back to Twitter—you get the idea. And all your social media properties should be featured on your company website where users can automatically see them and share.

Trying to be everywhere at once. One of the most common mistakes many businesses make when they’re new to social media is to try everything at once. This can be exhausting and difficult to manage—especially if you’re still trying to figure out your strategy.

The truth is that not every social media platform will be right for your business. To figure out where to start, do some research on where your customers are. What platforms are they regularly using to promote their own businesses? What tone and strategy are your competitors taking on those platforms?

Social media can be a powerful tool in your company’s promotional arsenal—but there’s a bit of a learning curve. Pick one or two platforms where your customers congregate, cross-promote on your website and all other messaging, and have a plan for content—and you’re likely to see success.