Facebook has become one of the most widely-used social media platforms with an estimated 2.45 billion monthly active users. As such, it is a good low-cost insurance marketing strategy that can help insurance agents raise brand awareness and generate leads. What makes Facebook such an effective form of advertising is that it gives businesses the ability to reach a unique audience by targeting consumers by age, location, behavior and interests. The platform also delivers rapid results and can reach thousands of people per day.
Similar to the benefits of using LinkedIn in conjunction with an insurance marketing campaign, Facebook advertising can also help boost your website traffic, which can result in a higher number of leads, sales and increased revenue. Learn how Facebook marketing for insurance agents can help you grow your business.
How Insurance Agents Can Effectively Use Facebook Marketing
Whether you are new to marketing or are looking for new ways to bring in more customers, Facebook can be an attractive option. There are multiple ways to leverage social media platforms like Facebook. Above all else, you want to use Facebook to form a relationship with your audience. This can help build trust and encourage people to learn more about your services.
Facebook also offers advertising features that allow you to place ads for a target audience. In addition to Facebook advertising, making new connections and traditional advertising can help you get even faster results. Here are just a few ways you can use Facebook marketing for insurance agents.
Generate & Share Informative Content
Content creation is not easy, especially if you want your business to stand out from the crowd. It takes time to learn how to create content that is simple, yet engaging. When posting on Facebook, make sure that your content provides value. This may consist of product tips, behind-the-scenes photos or special sales events. This can help you build credibility with your audience. In addition to creating your own content, you will want to share user-generated content.
For example, you can encourage your customers to share their experience with your brand. Sharing user-generated content will make your audience feel like they are part of your page in a more personal way. Figure 1.1 shows a post from JMG Insurance Agency sharing important information about how COVID-19 affects their clients insurance policies.
Learn more about how content marketing can help insurance agencies capture leads.
Boost Posts to Increase Visibility
On Facebook, the boost post feature allows users to significantly expand the audience of their posts while targeting prospects that are highly-engaged. Post boosts are an effective way for businesses to try and recoup some of their lost organic reach while also increasing the visibility of their brand. A Facebook boost post is a type of paid advertisement that can be used to promote existing posts on a business page. Boost posts differ from standard Facebook ads as they are more limited in terms of certain customized settings, such as audience targeting and ad placement.
Figures 1.2 & 1.3 show the data for boosted Facebook posts over a 28 day period for one of our insurance clients. We averaged 3 boosted posts per week over 28 days.
Target Audiences with Engaging Posts
To draw an audience, your Facebook posts must be engaging. No one is going to stick around to read a long, drawn-out post or content that simply rehashes what has been said time and time again. Your Facebook posts need to provide something of value and there are several ways to accomplish this. The most common type of post is the text or status post. However, this type of post does not usually drive conversions. Instead, you will want to experiment with photo and video posts.
Many Facebook users are more willing to stop and interact with a photo or video than a block of text. To keep audiences engaged, make sure your photos are clear and visually engaging and that your videos are short with strong visual appeal. Figure 1.4 shows the varying levels of interaction between video posts, posts with photos and posts with links over a 30 day period.
Engage with Your Followers
Oftentimes, businesses make the mistake of not communicating with their audience. It is not enough to simply post content to your Facebook page now and then and just walk away. You need to open up a dialogue with past customers, prospects and people who are interested in learning more about your business.
There is a lot of competition in the insurance industry, and you need to find ways to make yourself stand out amongst all of the other insurance agents in your area. Engaging with your followers can help you create a loyal following, which can ultimately enhance brand awareness.
Hiring an Insurance Marketing Agency
If you are looking for a new way to promote your insurance business, consider Facebook. This popular platform has been around since early 2004 and is likely to stick around for the long haul. Facebook has proven to be an effective method to gain a social media presence and is an easy way for consumers to connect with businesses in a more personal way.
Whether you own a brick-and-mortar business or provide services entirely online, Facebook can be a valuable marketing tool. Need help getting started with Facebook marketing for your insurance agency? The digital marketing experts at 321 Web Marketing can help. Contact our experienced insurance marketing professionals today to schedule a free consultation.