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Insurance and social media – does it work?

May 11, 2009
Cindy Donaldson, Marketing Director - Founders Insurance Group

Cindy Donaldson, Marketing Director - Founders Insurance Group

Lewis Green of L&G Business Solutions recently intervied me for his blog He wanted to know why Founders Insurance Group, an independent insurance agency, began using social media (SM) as a form of marketing.

Many conservative forms of business – ie insurance agencies, law firms, and doctors groups have been hesitant to jump on-board the web 2.0 train – but not us.  Lewis wanted to know what sparked us, and more importantly was it working. 

I’ll be honest – the spark was me.  I came on board with Founders in early March and immediately convinced the partners that social media was going to be a part of our marketing plan.  Was there hesitation?  Not really, but I did need to educate them on the why and the benefits.  I started with our e-newsletter, and then moved on to blogging, Twitter and Facebook.  Our next phase will be to update our website so it is more client friendly. We will begin posting copies of our newsletters, press releases and have client testimonials – this will make our company and staff more approachable.  Remember – people buy from people they like and trust.  

So overall, is it working?  Absolutely.  Like any marketing effort – SM is cumulative.  You need several blog entries, hundreds of tweets, facebook entries and quotes to finally get noticed.  In the short 2+ months that Founders has been on the SM train – we have seen great results. We have buzz and buzz equates to increased brand awareness which equates to increased sales. Beyond SM we have also launched a new print ad campaign, began surveying our clients as to what they love and don’t love about us, and are in the process of creating a printed newsletter that will reach our non-techie friends.  Patience is not my virtue – but for this, I’m willing to put in the time and wait.

Remember – advertising and marketing are ALL about getting noticed.  It is that simple.The key to web 2.o success is embracing all it has to offer and using those avenues consistently.  It is  also about projecting  your brand to an audience you couldn’t typically afford to reach by normal marketing means. SM opens you up to the world and allows not only your clients but your prospects to see your true colors. That makes you real – and in today’s world, real is important.

To read Lewis Green’s article in full – click here:

Follow Founders on twitter:

See you all on the internet!

Cindy Donaldson – Soon to be social media guru for Founders

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