Ep 69: David Schwartz is the Director of Digital and Social Media for National General Insurance
This interview with the Director of Digital and Social Media for National General Insurance is the first time we’ve ventured into the insurance space on the show. The highly-regulated, unsexy nature of this industry means that it is challenging to market effectively. But David Shwartz has stepped up to the plate and is injecting soul into insurance! In this episode, David explains the difference between standard and non-standard books of business, how the National General Insurance business model works, and what makes it different from other insurance companies. Then, we delve into their approach to marketing, including the social channels that they make use of (and the ones they intentionally avoid), how and why they guide their customers from the online world into their stores, and their heavy reliance on data! David also shares his top advice for anyone entering into, or already working in, the marketing space, where the appeal in insurance marketing as a career option lies, and his thoughts on influencer marketing.
Key Points From This Episode:
The career choice that drew David to Nashville almost 20 years ago.
Standard versus non-standard books of business.
How National General supports their unbanked customers.
The impact of the COVID-19 pandemic on National General.
Brands that are managed under National General.
What David’s role at National General entails.
Factors that set National General apart from other companies in the insurance industry.
How National General helps educate their customers on their insurance choices.
The channels that National General uses to get their customers into their stores.
The invaluable role that data plays in the National General approach.
National General’s biggest competitor.
Social channels that National General is utilizing.
Challenges of promoting insurance on social media.
The content review process at National General, and some examples of what cannot be discussed online.
The importance of creating locally relevant content for social media.
Why National General has chosen to stay off certain social channels.
David’s thoughts on the importance of gaining a diverse range of experience in the marketing sphere.
Benefits of working in the insurance industry.
David’s thoughts on influencer marketing and AI-powered marketing.