Awareness campaigns and social media go hand in hand. No matter the topic, these initiatives would struggle to get off the ground without social media driving the conversation. And as many of you have already noticed, this month’s conversation revolves around life insurance. While the primary intent of Life Insurance Awareness Month is consumer education, this annual initiative is a chance for advisors to boost their brand and reach new prospects.
The Social Connection
A study published last year looked at the connection between social media and financial services. The 2022 Insurance Barometer Study found that more than half of all adults (53%) use social media to find information on financial topics or advisors. Facebook (64%), YouTube (58%), and Instagram (38%) are the most popular platforms for people looking for financial information. Short-form video platform TikTok has entered the world of finance with 23% of respondents saying they used it as a source for financial information. These platforms remain effective means of reaching your target audience.
The 2023 Insurance Barometer Study focused less on social media engagement as a whole and more on one niche market – single mothers. A diverse and growing market, single mothers are more likely to use social media when seeking out financial information than the general population as a whole (62% vs. 52%). Facebook, as expected, was the most popular platform with more than 70% of single moms using the Meta-owned service to learn about financial products. Keep this in mind when crafting your message and targeting your audience. There is a growing demographic scrolling Facebook right now who is willing to hear what you have to say.
Post with Purpose
Life Insurance Awareness Month is a campaign that strives to make a more personal, emotional connection with the public by addressing a specific need or cause. Consistency is a crucial part of these campaigns, which is why advisors who leverage social media during LIAM need to make sure their message fits the overall narrative about life insurance awareness. No matter the content – article, infographic, image, etc. – keep everything relevant and consistent to your brand. Try supplementing your posts with a few trending hashtags that can help bring you into the LIAM conversation (and boost your organic reach in the process):
The most effective hashtags are both relevant to the topic and already in use. Also, keep in mind that using too many hashtags in one post can limit post engagement. Avoid using more than two or three at a time.
Posting content that will resonate with your specific target audience is great for organic engagement. However, ads and promoted posts are vital for prospecting and reaching new consumers. Building custom audiences based on consumer details is a great way to get the right message to the right target.
Let’s say you want to share a message that promotes the “family protection” aspect of life insurance. Because this will likely hit closer to home for younger to middle-aged consumers with children than it would someone close to retirement age, use age and demographic-based metrics to target parents aged 30 – 50 years old. Most social networks provide a wide range of targeting options. The key is to determine who will respond better to each specific post and target accordingly.
Your LIAM Social Campaign
Keep in mind that social media marketing is an art, not a science. Use these tips as a starting point when crafting your LIAM social media strategy and adjust as needed. And remember that, when jumping on board with a widespread campaign like LIAM, you’re becoming part of a bigger conversation. It’s up to you to make the most of it.
Do you need resources to help get things started? The IAMS 2023 LIAM Sales Kit includes an array of ready-to-post social media cards and content designed exclusively for marketing life insurance.
Our complimentary 2023 LIAM Sales Kit includes:
- Consumer-facing LI concept pieces and infographics
- LI & Business Solutions concept guides
- Checklists, factfinders, and prospecting templates
- SPL sales tips
- LIAM social cards and posts
- The Beyond Capital Transfer Guide
- Life insurance drip email content and more!
Click below or call (800) 255-5055 to request your complimentary 2023 LIAM Sales Kit.