How to Build a Social Media Strategy for a Credit Insurance Broker
For most businesses, knowing what to post on social media can be really straightforward, as there are usually lots of products to post about. However, in some industries, such as finance, it can be seen as quite dry and, therefore, can be really difficult to know what to post to get any traction. Throughout this article, we will go through step by step how to plan and execute a social media strategy for a credit insurance broker that will engage your audience.
Step 1 – Social Media Platforms
The first step is choosing which social media platforms you want to show up on. The main one for a credit insurance broker will be LinkedIn, so I would have this as your main priority; however, there is no harm in posting the same posts on Facebook and Instagram too. Ideally, you want your posts on each platform to follow separate strategies; however, to start with, there is no issue using the same post. LinkedIn will work well as it is a platform for professionals (your target audience) who will be scrolling through LinkedIn most likely in work hours or still with a work mindset, therefore more likely to take the time to read or watch your posts and then engage.
Step 2 – Set Up Your Profile
Before you can start any of the strategy side, you need to create a Company Page on LinkedIn. Let’s make this as easy as possible (presuming you have a personal LinkedIn).
- Head to your personal LinkedIn home page (on desktop), click the ‘For Business’ icon in the top right corner. Select ‘Create a Company Page’ and choose ‘Company’.
- Now you need to enter all your company details, including the company name, website, industry, organisation size, organisation type and a tagline. Now, the tagline you can optimise to become more discoverable on LinkedIn. For example, you could use ‘Leading UK Credit Insurance Broker’.
- Finally, complete your profile by uploading your logo, cover image and description. Again, use your description as an opportunity to include your key terms such as ‘credit insurance’. Don’t forget to include all your contact details, or at least your website.
Step 3 – Content Pillars
LinkedIn recommends posting at least twice a week consistently, but making sure the posts are of good quality. To ensure every post has a purpose, the best strategy to follow is to create 3-5 content pillars, so that you can ensure each post fits into one of the content pillars. For a credit insurance broker, here are some examples of content pillars you could use:
- Market Insights
- Economic trends
- Insolvency statistics
- Payment behaviour
- Sector-specific updates
- Thought Leadership (Education)
- Common misconceptions
- How credit limits work
- FAQs from clients
- Credit management best practices
- Social Proof
- Client success stories
- Case studies
- Claims success examples
- Testimonials and reviews
- Company Culture / Brand
- Team introductions
- Industry events and networking
- Company milestones
- Awards and achievements
- Product / Services
- FAQs about each service
- How each service works
- Before vs. after using our services
- Product comparisons
They are just a few examples, but every post should still fit under the overall content pillars that aim to educate, entertain, or sell to the customer. The promotional/sale-type content should be only 20% of your content, which works out to about 3 posts every 2 months. If you overload on the promotional style content, your audience will disengage as they just feel they are being sold to, however, by including entertaining and educational content, they feel like they are getting value from the content and are more likely to engage with the promotional content when it is posted.
Step 4 – Types of Content
Unlike other social media platforms, LinkedIn offers a wider range of content types. It still has the main ones like Static images, carousels and video. However also has different types, such as articles, which should definitely be made the most of. A nice way to use the article feature is by repurposing your website blogs. It is important to include content diversity in your strategy to maximise audience engagement. Currently, video content tends to perform the best, with carousels following closely behind. A top tip with carousels is to upload them as a PDF (document), so you still have the swipe element like on Instagram otherwise, it will upload as multiple photos.
Step 5 – Captions
The simple structure you should follow when it comes to captions is hook, value, and call to action. The hook should entice people to stop scrolling and read or watch the post. Followed by the valuable information, don’t forget to use your caption to optimise for any search terms such as credit insurance. Finish off by asking the audience to take action, whether that is to click through or engage with the post.
Conclusion
Building a social media strategy that works well for your credit insurance business shouldn’t be difficult if you follow the things we have discussed in this article. The main taeka way is making sure your posts have quality and a purpose to posting them, rather than just posting anything to be consistent.
