Social media is a valuable marketing tool in today’s world. Although, with trends and algorithms constantly changing, it is crucial to adopt evergreen strategies that can withstand the test of time. Let’s look at some best practices for engaging with your target audience on social media.
Know your audience
Understanding your target demographic is the foundation of a successful social media strategy. Ask yourself the following questions:
What platforms does your desired audience frequent? Pick one or two of those to focus on.
When is your audience active on said platforms? Schedule posts for these days/times to increase the potential for engagement.
What type of content does your audience want to see? Are they interested in infographics, long-form articles, or short videos? What type of media will draw them in?
Consistency is key
To build a strong social media presence, you need to be consistent. As you may know, each platform varies on the number of posts you should share each week. What you want to avoid is a cycle of excessively posting for a week or two and then disappearing for a month. A good rule of thumb for a social media newbie is to aim for at least three posts per week. Unless you are posting on Twitter (and maybe Facebook), typically you should not post on any one platform more than once a day. That said, there aren’t really any guidelines on the frequency of posting stories.
Utilize content scheduling tools
There are so many social media management platforms out there, and some even offer free options if you are only managing a few accounts. Platforms such as Buffer, Sprout Social, and Hootsuite make it easier to schedule your social media content. Dedicating a few hours every week or month is much easier than having to remember to post each day. Scheduling posts can help you maintain an active and consistent social media presence.
Engage with your audience
Social media is a growing community where you can connect, engage, and build relationships. To do so, it is important that you promptly respond to direct messages, reviews, and comments. It is also a good idea to actively engage with others’ posts by commenting, liking, and sharing relevant content with your followers. Doing so can strengthen connections and help establish your credibility as an insurance expert.
Analyze and refine your strategy
To gain insight into your audience’s behavior and preferences, regularly review your analytics. Take note of the number of followers gained. Identify your most engaging posts and ask yourself why certain posts got more attention than others. Were those posts made on a specific day of the week or time? Reviewing analytics will help to refine your content strategy and focus on what, when, and where you should post moving forward.
Need ideas on what to post?
Expand your content by repurposing existing materials: Transform long-form content, such as a blog post, into more digestible formats like a Twitter thread, infographic, or video.
Follow successful industry-related accounts: Accounts like these can provide you with inspiration and post sharing opportunities.
Stay updated on social media trends: Find ways to implement trending sounds or video styles into your strategy.
REInsurePro marketing toolkit: This site is a great resource available to you as a REInsurePro agent! Here, you can find social graphics, infographics, videos, etc., to share with your audience. If you have questions or need access, email Marketing@REInsurePro.com
Don’t be afraid to try something new! Whether it’s your first time implementing a social media strategy or taking steps to improve the one you have, these best practices will support you along the way.
