Facebook provides insurance agents with a cost-effective, easy way to engage with customers and prospects to generate leads. Here are five ways to integrate Facebook into your social selling strategy and stay ahead of your competition.
1. Set up your page
First, if you're trying to do business from your personal page-- Stop. Set up a business page. Business pages are searchable, enable your customers to provide testimonials for you right on your page for all to see, and enable you to reach your target audience through Facebook's goldmine of consumer data.
Setting up your page is easy and Facebook provides step-by-step instructions.
Several tips to note:
- Choose a custom vanity URL, rather than the URL Facebook provides. This will make it easier for you to promote your page in your marketing materials.
- Create a professional, eye-catching cover image. Canva is a great resource for creating social media designs when you don't have any design expertise.
- Fill out all of your relevant information, including your address, phone number, website address, business hours, company overview, long description, and products. The more relevant information you share, the easier it is for people to find you.
2. Attract fans
To build your fans (i.e. page "Likes"), start by inviting your Facebook friends to like your page. Then, add a prompt in your e-newsletter to your existing customers and prospects. Include a link to your Facebook page on your website, all emails, and every marketing and sales piece you send out. You can also cross-promote your page on your other social media pages.
3. Share relevant content
Post informative content that your prospects will find useful. While some promotional content is fine, it's best to keep your posts to at least a 70/30 split — 70 percent informative and 30 percent promotional.
When you post content that is particularly high quality, boost it. Several years ago, businesses noticed organic reach declining, so putting a small spend behind your top posts will significantly help your ability to get in front of your fans.
4. Target qualified leads
Facebook's most valuable feature for businesses today is it's advertising platform. It enables you to advertise to prospects based on location (down to a mile radius), interests (e.g. golfing or travel), job (by title or company), household income, activity (e.g. recently bought a home), purchasing behavior (e.g. luxury items) or a combination of all of these.
Do you want to target women between the ages of 35 and 40 who live in the southeast part of Denver, who recently bought a home, who have children, who make more than $100,000 per year, who have a graduate degree, who work in finance, and who like to travel? Facebook can help you.
You can also set up ad campaigns that have different goals. For example, when you first set up your page, you may want to grow your fan base, so your goal will be page likes. Ultimately, your goal is to generate leads, so you may also want to test a campaign using, for example, an e-book on what to look for in a travel insurance policy.
Set up a campaign with the goal of generating website conversions so you can gather users' information in exchange for downloading the e-book.
Facebook advertising is simple to set up and doesn't have to cost you a lot of money. You can start with a $20/day budget and test what works
Remarketing through Facebook (also often called retargeting) enables you to continue to advertise to users who have previously visited your website or who are in your database. Have you ever visited a business website and found that afterward their ads seemed to follow you around the Internet? That is retargeting.
To remarket with Facebook, you just place Facebook pixel code on your website to track users once they visit your site (this is very similar to placing Google Analytics code, but if you aren't sure how to do it, Facebook gives you instructions to send to your website manager). Then, you can advertise to and engage with those users.
Another way to retarget is to upload the email addresses of the prospects you have in your database. Facebook will match the addresses with users and you can advertise to them.
This may sound complicated, but once you set it up, it's very easy. Facebook provides step-by-step instructions. And if you want to learn more, experts like Jon Loomer and the team at Digital Marketer offer great tutorials.