August 3, 2023 - It’s one thing to have an active Facebook business profile, but did you also know that it can be an effective advertising tool for your insurance agency?
Whether it comes to boosting a post or you’re using Facebook Ads, you have the power to connect with your customers at the click of a button.
Let’s take a look at why you should be using Facebook for advertising and how you can use it to get the fresh, quality leads your agency deserves!
Why Use Facebook For Advertising?
Considering that Facebook is the largest social media platform in the world, with 2.9 billion active users
Here are a few more compelling reasons why your agency should add Facebook advertising to its marketing funnel:
- Facebook ads reach over 63 percent of all Americans over the age of 13
- Facebook users spend an average of 19.6 hours a month on Facebook
- Over 60 percent of short-form videos are shared
- 19% of online shoppers start searching on Facebook
Boosting vs. Facebook Ads
The choice between boosting a post or going with Facebook Ads depends on what your goals are.
Boosted posts are typically geared towards raising brand awareness and allowing your followers and potential followers to engage with you by liking, commenting, or sharing a post. These interactions can potentially lead to conversions, but they should be viewed as an additional step in your marketing funnel.
On the other hand, Facebook Ads is better suited for achieving direct conversions by guiding potential customers to your website’s landing page.
First: Define Your Target Audience & Goals
Take some time to think about who you are trying to target. Consider your community’s demographic makeup and what may speak to prospective customers.
You should also make sure any campaign you create has established goals that are measurable.
Target Life Events
Once you’ve defined your target audience, consider creating content geared toward major life events that may trigger someone to search for insurance coverage.
Some major life events that you should consider include:
- First-time home purchase
- Engagement or Marriage
- Baby born
- New apartment
Use Compelling Visual Elements
In order to create eye-catching Facebook ads, it’s important to use high-quality visuals that resonate with your audience (sorry, no blurry bathroom selfies).
Whether you plan on using images that highlight yourself, your team or your products, ensure your visual elements are vibrant. Utilizing intriguing video content or even animations that tell a story and evoke emotions is a great way to grasp attention.
Have Some Fun
Let’s face it — most people usually don’t correlate the word “fun” with “insurance” unless maybe they’re an insurance agent. However, insurance advertising doesn’t have to be boring!
When appropriate, find ways to engage with your audience by using humor or fun talking points. Also, keep in mind any trends that can be incorporated into an ad (look to Instagram Reels and TikTok for inspiration).
Not only does this capture attention, but it also creates a positive association with your brand and makes your agency seem more approachable and fun for potential customers.
Harness the Power of Testimonials
Customer reviews can be a great tool for boosting your brand’s visibility and can be a major factor in turning prospective customers into quality leads. If possible, incorporate customer testimonials into your Facebook ads.
Try utilizing reviews highlighting positive experiences and outcomes from happy customers (e.g., being able to find savings, help with coverage, excellent customer service, etc.). Doing this can be just as simple as creating an image featuring a 5-star review.
Include Call to Actions
Give your audience a sense of direction by incorporating a call to action whenever possible in your ads. Consider using phrases such as “Get a Free Quote Today” or “Call Today for a Free Quote” to encourage your customers to take action.
When possible, you should always look for ways to create a sense of urgency, especially if your agency is running a promotion or limited-time offer.
Regular Optimization and Testing
Remember, Facebook is not a set-it-and-forget-it game. Stay on top of your campaigns by regularly analyzing their performance, and use A/B testing to determine what resonates with your audience. Facebook allows you to view valuable insights and metrics that can guide your optimization decisions.
Outside of your ad campaigns, always make sure to ensure you’re constantly posting regular content to your business account and ensure your profile and website are always up-to-date to further establish trust.
Cross-Promote Through Instagram
Being that Facebook is a part of Meta, you also have the ability to cross-promote through Instagram. If you manage a Facebook page, you can link an Instagram account to that page to create ads. When you create ads from your page, they can appear on Facebook and Instagram.
Get a Social Media Expert
We get there’s a lot that comes with being an insurance agent besides overseeing your social media ads and spending. Thankfully, our team here at Melon Local can help manage your social media, including Facebook and Instagram ads and boosting. On top of that, we also specialize in creating paid search and organic content. Schedule a demo today to learn more about how we can grow together!