As an insurance agent, one of the means through which you can generate new leads is through Facebook. Facebook can quickly give your agency the exposure it needs once you know how to navigate it. This article will examine how to use Facebook marketing to get new insurance leads.
Have an Objective
Facebook advertising provides a platform that can be tailored to meet different marketing objectives. Through this, you can focus on getting specific results to bring about a positive return on investment. There are different objectives for using Facebook ads for insurance campaigns. For example, your objective could fall under three major categories: conversion, consideration, and awareness.
For conversion, the objective is to persuade prospects to purchase your product. Consideration involves encouraging leads to ask for more information about your products and services. Awareness consists of generating more interest in what you offer.
Know Your Audience
Facebook has over 2 billion active monthly users, and the numbers keep growing. Due to this, it is important to know and refine your target audience, as it can help with your lead conversion. When using Facebook ads for marketing, you can focus on different audiences. For example, the custom audience feature allows you to upload a contact list to help you separate your existing audience.
The core audience feature allows manually choosing an audience with specific criteria. For example, suppose you know the ideal location, age range, location, and other specific data. In that case, targeting your Facebook insurance marketing is a way to get leads. Also, ensure you target people who have shown previous interest or have contacted you on your site or mobile app. Targeted ads will encourage them to reengage.
You can also use Facebook advertising to get new leads by reaching a new audience. Due to this, Facebook ads are very effective at getting insurance leads. To get better results, target people near your location, branch locations, or agents. Many prospective clients prefer to work with insurance agents near them.
Ad Placement and Format
Where you place your insurance ads on Facebook plays a huge role in getting insurance leads. The ad placement simply refers to where the ad is displayed on the platform. Your ad placement determines the type of coverage you will get. Some ad placements will get better coverage than others. This makes it important to ensure your ads get into the right place. Facebook has an automatic ad placement service, though it isn’t the most effective means of getting started on the platform.
The ad format also matters. There are different Facebook ad formats that you can choose from. This option allows you to modify insurance ads to reach your audience and purpose. Below are some of the different types of ad formats on Facebook:
- Video: Video ads contain images, motion, and sound to engage the audience to get leads.
- Carousel: The carousel format allows for more than one video or photo in a single ad.
- Slideshow: Slideshow ads contain a selection of light-video insurance Facebook ads by combining images without video content.
- Lead Ads: Lead ads are tailored to complement lead generation campaigns, with a call to action included.
Measure Results
Insurance ads on Facebook can be very effective as they offer the chance to measure results. Facebook has built-in tools for advertising that can help track your insurance ads to see how they perform. Through this, you can learn how to generate insurance leads. For example, suppose you notice that a type of ad copy resulted in more clicks, messages, or other objectives. In that case, you can stick with what works instead of wasting resources on ineffective ads.
Though Facebook has stopped Facebook Analytics, this doesn’t mean you can’t measure your ad performance results. Through the Ad manager, you can access detailed data through the Ads reporting feature. Apart from viewing the overall results, the feature also allows you to automate some processes that can help you stay on top of your performance. You can also track how your insurance ads perform among specific groups. Through ads reporting, you can customize what audiences and metrics you want to see in the report. You can also create recurring reports and schedule them to be mailed to you periodically.
Offer an Incentive
People are more willing to engage if you offer something in return. This shows prospective clients that you value their information. Incentives can include deals and offers, events, contests, etc.
It is good to share your incentive upfront, so your audience will know what they are signing up for. These incentives will motivate users to click through to your landing page or achieve your desired objective. It is also important to choose compelling content and formats.
Follow Up
A quick follow-up can significantly improve the chances of lead conversion. The faster you follow up, the better. Making contact with customers quickly makes it more likely to secure leads. Recently, messaging or social media apps have been the preferred means of connecting brands with customers. Sometimes, it is better to know your customer’s preferred means of communication and time.
For more help with how to succeed as an insurance agent, contact us at Western Marketing.