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Agent to Agent: Generating Sales Leads On Twitter

By Scott Purves
Purves & Associates Insurance Agency

Did you know that a recent study performed by mediabistro found that 82% of leads generated through social media are referred from Twitter? It’s true. In fact: Twitter outperforms Facebook and Linked by 9 to 1 for lead generation. Is your insurance agency taking advantage of this marketing strategy?

Right now you might be thinking – sure, but how can Twitter be used to generate leads for insurance? If your agency is already up to date with its marketing efforts, making the transition to social media marketing does not have to be difficult. As insurance agents, you are the experts in all things related to insurance and risks individuals and businesses face. Now “tweet” about it.

  • Align your brand with your Twitter posting and following
  • Work on an editorial calendar to plan and schedule out the content you plan to share on Twitter
  • Optimize your website’s landing pages so that when users are directed there from social media, you can actively convert your leads to sales

Once you have a strategy, consider all that a social media strategy on a network such as Twitter can do for your agency:

  • Branding messages – you can reach a broader audience and establish a consistent brand
  • Search engine optimization – search engines favor content that is “socially shared” and “liked”
  • You can create relevancy in the industry
  • You can generate your authority when it comes to all things insurance

This is only as good as your ability to measure the leads, right? We have advice for that, too. There are two options we recommend:

  1. Use Google Analytics to set up goals and campaigns or use the free tools to see your website’s referral traffic and website data
  2. Use the analytics dashboard on Twitter - you can track impressions, clicks, new followers and more through this tool.

Have we convinced you to get out and get tweeting? Good!

Scott Purves, CIC is the President of Purves & Associates Insurance Agency. Scott has focused on Group Benefits for businesses, including group medical, vision, disability. He has served on the Board of Directors of the Sacramento Health Underwriters Association and is currently serving on the boards of the Insurance Brokers & Agents of Sacramento and the Davis Downtown Business Association.