Relationship marketing: Take the next step with social media

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This article is directed to the independent insurance agents who partner with us, but the principles and tips offered are universal and can apply to any business owner or entrepreneur.

As a leading insurance agent, you’ve been building relationships for years. It’s the key to your success and something you can offer that the big name direct writers can’t. That’s why it’s important to reach out and take advantage of every opportunity available, including social media.

Whether a pro or just starting out, we all have moments when we’re scratching our heads about what to do next. So, consider these questions when creating content and connecting with your customers.

Who is my audience?

Identify who you’re trying to connect with and reach out to them. This could include:
  • Prospective clients, colleagues, consumers, and business owners
  • Business partners and vendors
  • Established customers
  • Friends and family – a great source for referrals

What are my options?

There are dozens of social media channels to choose from. Some popular options include:

What do I say?

It might be tempting to focus heavily on your products, services, or promotions, but it’s important to engage with your audience on many levels. Don’t make your sales pitch your identity.

Stay true to the 70-20-10 rule:
  • 70 percent of your content should be information that’s valuable and relevant to your fans.
  • 20 percent should engage on a personal level.
  • 10 percent should be promotional.

Here are some suggestions:

1.    Be a resource
  • Position your company as an expert. Focus on what you offer that your customers appreciate and want. On occasion, let others know about special promotions or services you provide.
  • Share industry-related stories and links from other experts. Some insurance resources include:

2.    Be a neighbor
  • Show your heart for your community by posting images and articles from your local media.
  • Post about events happening in your area – county fair, festivals, school play, fundraisers, etc.
  • Post images of your office workers – their new cube decoration, Halloween costume, or special occasion (birthday party, service anniversary, industry award, etc.).

3.    Be an inspiration.

How do I get started?

If you’re new to social media and want to set up an account, begin by searching online for tutorials and YouTube videos to help. You’d be surprised what’s out there. Already online but finding it hard to come up with ideas? We’re posting interesting content on our social media channels daily. Go ahead, share it!

Our blog:
  • Links to hundreds of safety-related articles are available, with new posts weekly.
  • Email links to clients and prospects who might find the information helpful, or copy and paste the content into your own newsletter. Please credit the article to SECURA with the following wording: Used by permission of SECURA Insurance. For more articles, visit

Follow our social channels and share our content:

How do I promote my social outlets?

Promote your social channel through tools you already have access to:
  • Website
  • Sales literature
  • Advertising
  • Email signature
  • Send an email to your clients with links and a sample tidbit of interesting content you share
  • Connect with prospective business clients through their social channels