Marketing, Popular

Social Media Strategy: Keep it Simple

By Gillan Boyer

Social Media Strategy

If you’re reading this post, then you are most likely an entrepreneur who has a social media presence.

You dream big, you face adversity, you’re building something meaningful, you take care of people, you live free, and you stay busy.

We all know that social media is increasingly important in this ever-changing industry, but you’ve got a business to run and only so much time on your hands.

Keep reading to learn how you can implement a social media strategy that is simple yet efficient, and stop wasting time and money on efforts that don’t deliver results.

Why Consider a Minimalist Social Media Strategy?

We all know what it’s like to be spread too thin. Working long hours, not getting enough sleep, and just trying to cram one last task into our busy schedule.

At the same time, we face pressure to stay relevant in the digital age of marketing and technology, and it can get overwhelming

For many insurance agents, it feels like the only solution is scrambling to post on every social media channel, pushing content on every platform just in case your ideal customer might be hiding on TikTok or Pinterest. 

There is a better way.

As we discussed in our previous article on email marketing, social media is a platform that is useful for driving traffic to your website, building brand recognition, and building a community.

There is no magic formula for using social media to sell insurance, so it is important to be realistic in our approach. 

You’re a smart business owner, so you’re going to stop wasting your time and instead embrace a minimalist social media strategy using the tips below!

Set Your Digital Marketing Goals

1. you have to understand your audience.

Are they Millennials, Seniors, everything in-between? What social platforms are they on?

The best way to find out this information is to start with your current clients.

2. focus on just two social media channels.

Let’s say my agency focuses on the senior market, selling Medicare Supplements, Final Expense, DVH, etc. What social media platforms do Baby Boomers use the most?

YouTube (70%) and Facebook (68%). 

This means that I don’t need to waste my time on Pinterest (27%), LinkedIn (24%), Instagram (23%), Twitter (17%) WhatsApp (16%), Snapchat (9%), or Reddit (6%).

Statistic: Percentage of U.S. Baby Boomers who use selected social networks as of February 2019 | Statista
Find more statistics at Statista

This is not to say that you cannot participate with these other platforms on a personal level, but there is no point growing your brand on platforms where your target audience does not engage.

3. create a social media schedule.

It can be easy to get lost in the sea of social media surfing, so make sure you schedule specific times for creating posts, responding to comments, liking posts from others, etc.

This allows you to see the big picture and confidently plan a content calendar that works.

4. you need to publish great content.

I generally recommend that agents spend 45% of their time educating, 45% of their time engaging, and 10% of their time selling

Ask yourself the following questions about your target audience:

  • What do they find interesting?
  • What problems are they experiencing?
  • How does this make them feel?
  • What can I do to help?

Quality over quantity is the way forward. It is no longer acceptable to post crappy content. 

Measure Your Results

In order to measure what is working and what isn’t, you need to develop a set of key performance indicators. 

  • Growth rate of your followers 
  • Number of people viewing your posts
  • Average engagement rate (likes, shares, comments)
  • Conversion rate (how many people take an action)

There are many factors that can be measured, so find out which metrics matter most to you and keep improving your efforts to improve your ROI.

Stay consistent and measure your results, then improve as you go.


The return-on-investment of social media is hard to measure, so it is important to be realistic when implementing this strategy into your overall digital marketing mix.

Most importantly, you need a website and an email marketing strategy in place, then fill in the rest of the gaps with a quality social media strategy that increases your brand awareness.

Running a minimalist social media strategy helps you get the most out of your resources so that you can focus on what matters most.

Gillan Boyer

About Gillan Boyer

Gillan leads The Brokerage Inc.'s marketing and communications initiatives. When he's not working, he's probably playing with his kids, making music, or reading a good book.