Insurance Marketing Myths That Waste Your Time

You’re posting, you’re trying to stay consistent, and the likes are still… not there. If you’re an insurance agent staring at low engagement and wondering whether social media marketing is a waste of time, I’m going to challenge three myths that quietly sabotage good digital marketing for insurance agents.

First, “If I post more, I’ll get more leads.” Consistency is non-negotiable, but more posts don’t guarantee instant inbound leads anymore because your entire community is online. I’ll explain what a lead can actually look like in insurance agency marketing today, including tags in local threads, reviews, and referral-style comments that happen after people have seen you enough times to trust you.

Next, we tackle the big one: engagement does not equal success. I walk through what to look at instead, like impressions, views, and the relationship between viewers and total views. When people see your content multiple times, that repetition is a real asset, even if they never hit “like.” Finally, we talk about the obsession with going viral and why it often doesn’t help state-licensed agents chasing local business.

If you want a calmer, smarter way to measure your marketing and build leads with patience, hit play now. Subscribe, share this with an agent friend, and leave a review so more agencies can stop guessing and start growing.

Transcript

Welcome And Topic Setup

SPEAKER_00 0:19

What's up, y'all? It's Shelby, the marketing broker. Welcome to another episode of the Insurance Marketing Playbook Podcast. I hope you guys say that like five times fast. It's pretty fun. I have to practice every single episode I do this. So today we are talking about marketing myths that insurance agents still believe. And if one of these are yours, I want to make sure I can change your mind on it, make sure to simplify it for you and really help you learn how digital marketing can be successful. The first one is if I post more, I'm gonna get more leads. And you know, back in the day with social media, that used to be the case. We used to be able to post and we'd get more leads. We would get messages like crazy because no one else was really doing it. But now everybody in your community that sells insurance is on social media, or at least should be. So you guys are all posting. So why is it that when you post more, you don't get more leads? Well, I really wouldn't call it leads, but you are getting more um traction. You're gonna get out there more, you're feeding into Google more, you're feeding into AI more, you're feeding into all of the search engines that you really need to. So it's very important to still post and post more consistently. And if you follow me long enough, you know that's a minimum of three posts per week, but that doesn't necessarily mean that you are gonna get more leads off of social media. You know, a lead on social media can look like someone tagging you on a post, they can look like them leaving you a review. If someone says, hey, I'm really pissed off at my current insurance, who do you use? And they tag your business, that's even better. Those are all considered leads and referrals via digital marketing. So don't get your hopes down, don't get your hopes up, just stay consistent. And you know how that works in my life. I'm all about consistency, and that's why those will eventually turn into leads, but not necessarily immediately. And that leads into the next myth. Why engagement doesn't equal success? Or you guys may think engagement equals success, right? It's not necessarily the case. We have so much going on on social media. People are trying to draw our attention, they're trying to um sell us something. We see ads, we see other content. And so it's important to understand engagement is very low right now on social media. If you go to the marketing broker, you will see that hardly anybody likes or shares or comments on any of my stuff. Even go to my TikTok, you'll see some of the videos will get 27 views, some will get a thousand views. The engagement is just so all over the place. But what the best thing we can see as business owners or Facebook admins is that we can look at the analytics on the back end of it. And you guys have heard me talk about this before, but we're looking at the impressions analytics specifically, or if we look at the views, you will be able to see that your stuff is showing up on people's social media feeds. It is showing up in front of them. They're just not hitting the like, they're not hitting the share, and they're not commenting on it because that's what we do, right? We just want to fill our brains with as much social media content as possible in as least amount of time. So I want you to focus on those whenever you're thinking about, ah, I'm just not getting an engagement. I have clients all the time, they're like, no one's liking my page, no one's liking my post. Well, you know what? If we're looking on the analytics, they're still seeing it. It's still showing up, and they're seeing it multiple times. Sometimes we'll have views and viewers. So, like you'll have your viewers are gonna be 300, but your views are 600. That means those 300 people have seen it twice as many times. So that's really good. We want to make sure our viewers are lower than our views because that means we are touching them more than one time. And right now, at least seven touches that will bring you in a lead that will bring you in business. So that really helps you out with that. And that's why it's important to stay consistent. And the last myth that everybody on social media always thinks they need to do is I just need to go viral and I'll find success. Absolutely not, guys. You know how hard it is to go viral now. And also, if you're an insurance agent and you're only licensed in your state, what would it actually help if you went viral nationwide? It wouldn't really help any because you can't really help those people outside of your state, right? So I don't want you to focus on I haven't gotten any engagement. I'm not going viral. If you're just staying consistent on social media, you will make it work for you and those leads will come in. It just takes patience. And go to my last podcast episode. I talk about sales and how sales are important and how digital marketing and sales really go hand in hand. If you want any more tips or if you need a book, a consultation to talk about your digital marketing, then just go to the insurance marketing playbook podcast.com and you can sign up for our newsletter. I'll catch you on the next one.