You know insurance plans inside and out, and feel confident that you can match anyone with the best policy for their situation. But before you can do that, you have to find these people, learn about their situations, and open the lines of communication so that you can help them. When confronting all of the different marketing methods available to you, it can feel a bit like herding cats. How do you attract the right audience, hold their attention, and then convince them that you have what they need?
With over 2.7 billion active users accessing the platform daily, Facebook has become a central component to any digital marketing plan. Here are nine tips to help you get started, and reap the most value from your Facebook account.
Brand yourself. Your Facebook logo should match all of your other marketing and advertising materials. Invest in a professional one that puts for the right impression.
Create a business page. Avoid the temptation to simply use your personal Facebook account. Keep your professional image separate from your personal one. Build a business page, using your logo and filling out all relevant sections of the profile.
Bonus hint: Lock down your personal profile and set it to “friends only”, to avoid any “negative publicity” or erroneous impressions from your private life, political opinions, and so on.
Determine your target audience. Are you looking for clients over age 65, young professionals in their thirties, or parents of teenage drivers? One of the greatest benefits of using Facebook is that the platform has already conducted extended market research for you. Target ads according to the audience you wish to attract.
Create posts that are interesting and relevant to your audience. Articles, infographics, videos, or shares from news sites will keep your followers interested in what you have to say. More engagement on your page means more views.
Mix it up. Experiment with different types of content to determine what works best for your particular audience. Get creative; you don’t have to strictly post about insurance all the time. In fact, most people would probably find that boring. Instead, create content about related issues, such as healthcare, technology, or the latest vehicle releases. Then tie those topics back to the insurance products that you sell, so that your audience understands your greater relevance to their lives.
Boost some of your posts. For a relatively small fee, Facebook allows you to “boost” a post, placing it into the newsfeed of more users. Use your demographics research to target the right audience, just as you do for advertisements.
Include a call to action. Your audience, although intrigued by what you have to say, often needs a subtle push to take action. Posts should include simple calls to action, such as “Call our office to schedule an appointment” or “Fill out this form for more information”. You can also simply request that they like and share posts, to help you gain more visibility.
Remember that communication is a two-way street. People who post relentlessly but never reply often come off as boring and self-interested. Take the time to respond to comments, and show your audience that you truly care about them.
Set a schedule for posting. Posting regularly keeps you “top of mind” for prospects. But life can get busy, and posting to social media is yet another chore on your to-do list. Take advantage of the ability to schedule posts on your page, dripping them consistently throughout the month.
Yes, setting up and running a marketing campaign on Facebook can seem overwhelming at first! But because this platform offers such an enormous opportunity, you don’t want to overlook it. Contact us to learn more about any of these points, and we can help you get started.