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Resources for the modern insurance agent

How to Best Utilize Facebook for Your Insurance Agency

by Precise Leads

July 27, 2017

More than 1.2 billion people log onto Facebook daily. Capture their attention with a great Facebook presence.

For some time now, internet experts and media outlets have been declaring that Facebook’s popularity is on the decline; however, the latest data thoroughly debunks their claims. According to Pew Research, nearly 80% of consumers who are online have Facebook accounts, more than double the amount on Twitter (24%), Pinterest (31%), or Instagram (32%). Moreover, the social network’s user base is growing at a rate of 18%, year-over-year.

Earlier this year, Facebook reported more than 1.23 billion people visit its site every day, with 1.15 billion logging in from a mobile device. Just as importantly, Facebook users span all ages. Though the highest usage is among the 18-29 bracket (88%), Facebook captured fans in every age group: according to its data, 84% of people between 30 and 40 use it, as do 72% of adults between 54 and 64. Even 62% of seniors have a Facebook page, according to Pew Research.

With such a wide audience, insurance agents need to establish a solid presence on Facebook. A well-crafted Facebook identity and targeted marketing campaign can attract prospects and deepen relationships with existing clients.

Create a Facebook Page

Your Facebook page displays basic facts about your agency and its contact information. It’s also where you’ll share content with clients and prospects. Post timely and useful content, not an overt sales pitch. You don’t need to make it in-house; you can publish content from other sources. Just make sure that everything complies with insurance regulations regarding social media posts.

Good content could include advice on preventing home damage during hurricane season or articles about technologies for securing homes and autos. Regardless of what you post, be sure to position yourself as an expert who can help with any insurance need.

A Facebook page is also a great way to build relationships with current and future clients. Ask a satisfied client if you can post a “selfie” on Facebook, in which you solicit a first-hand testimonial explaining how you helped them achieve a goal or overcome a specific challenge. In addition to increasing client loyalty, these kinds of posts also show prospects that you’re a trusted business partner.

Use Facebook as a vehicle to engage your clients. Always reply to a client’s or prospect’s comments. The goal is to get as many “likes” for your page as possible, so that clients and prospects will see new content and company updates.

Join Groups

Insurance agents can either join an existing industry-oriented Group or create one of their own. Actively engaging and conversing with group members establishes you as an authority and thought leader.

Getting involved in Groups projects a desire to take the initiative, resulting in more prospects viewing your business page. So be sure to include linking to Groups and other forums in your Facebook marketing plan.

Design a Facebook Ad

Facebook has a wealth of demographic information that can help you market your agency. It even lets you find people shopping for a new car, making them prime candidates for auto insurance. Parse the data to pinpoint prospects by net worth, relationship status, job title, and zip code, then create ads aimed at your targeted audience.

Research from Rocket Fuel reveals some tactics insurance agents can use to boost conversions rates from Facebook ads. Ads that include images of real people result in 117% higher conversion rates than those that don’t. Illustrating your services with a photo of a smiling couple who just bought home insurance in front of their new residence conveys your message in a relatable, human way.

Ads featuring prices gain fewer conversions. Conversely, those with a “call to action” button encouraging insurance shoppers to “apply now” have the highest conversion rate.

Your ad should guide prospects to a custom landing page where they can complete a desired action, such as viewing a video or requesting a quote; though it may seem counterintuitive, sending clicks to your website generally doesn’t lead to conversions.

Additionally, you can set your Facebook ad campaign objective to “page post engagement,” which shows the ad to people likely to share, comment, and like your posts. Another option is video views, which targets users who prefer to watch videos and provides the sponsoring party with a list of Facebook users who viewed it.

Remember, Facebook is a social network. It doesn’t need to be all about business. Highlight your agency’s achievements in the community to give your business a human face.

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