Insurance offers critical financial protection cover for individuals, families, businesses, and assets (car, home) in the event of a calamity or death. Some insurance policies provide regular monthly income or offer tax benefits. For a safe and independent life or for smoothly operating a business, insurance is essential. However, people often undervalue the importance of insurance as their investment portfolio lacks this critical component. Subsequently, the insurance marketing sector is now turning to digital marketing for insurance companies to educate and engage with consumers and enable them to make an educated purchase decision.
J.D. Power market research indicates – only 25% of leads convert online. That said, an insurance marketer recognizes the importance of conversation to convert. And what could be better than to engage a targeted audience through social media channels such as Facebook marketing for insurance companies? With 1.13 billion Facebook users, the potential to reach a new audience, engage, and convert is colossal, and digital marketing for insurance companies understands it deeply.
Today, Facebook is aggressively used for digital marketing campaigns by insurance companies. They can test different marketing messages for different audiences and demographics and price per lead. This culminates in positive ROI and quality leads that convert.
How to use Facebook for lead generation?
To develop a strong brand identity for your insurance company, marketers create and promote content that educates potential buyers and enables them to try and buy the insurance product across digital channels.
Facebook is among the top social channels that consumers use today. To engage and convert users, insurance Facebook marketing invests in paid advertising. But, before marketers can leverage Facebook to drive quality leads, they need to research demographics, audience segment, and consumer behavior.
Tips to leverage Facebook marketing for insurance agents:
Tip #1: Geo-Targeting
Google suggests – 44% of smartphone users prefer to connect with insurance agents who are within 5 miles (9 km) radius.
Subsequently, insurance Facebook marketing advertisements should include a local address and phone number with a “Call Now” action button. This geo-target strategy drives phone calls to agents directly from the advert.
Tip #2: Personalizing Advertisements by Targeting for Life Events
Adding triggers to different insurance products by displaying unique messages that relate to your targeted audience’s lives. For example, target first-time homebuyers with home insurance advertisements or a family with a newborn with an upgraded life insurance policy.
Tip#3: Catch Attention with Suitable Insurance Adverts on Facebook
Testing and personalization is the key to generate interest among your targeted audience, capture their attention, and encourage them to act on your advert. So how do you compel your audience to click on the adverts?
ü Extend a Special Offer
ü Tell a Narrative
By incentivizing advert (adding offers and discounts), insurance agents can encourage their audience to call and discuss the offer.
By creating a visual story (carousel adverts), insurance companies can flaunt their brand’s exclusivity to drive higher engagement rates as compared to single-image adverts.
Tip #4: Follow up calls from Facebook Landing Page
Once the audience clicks the call-to-action (CTA) button on the Facebook landing page, the opportunity is in your bag. Follow up with the callers and offer them solutions best suited for their needs. Ensure that the phone number is highlighted in the first fold of your landing page for potential customers to easily and quickly locate you.
Tip#5: Using videos to promote offers for generating leads
Videos related to events, offers, or stories can generate 135% more organic influence and engagement than blogs with photos. Thanks to Facebook’s algorithm that rewards quality advertising content with more and qualified leads. Remember to add a CTA (download, register, call now) at the end of the video.
Tip#6: Create a Facebook Event page for Webinars
Facebook events page enables the insurance marketing team to promote their events such as webinars and conferences. This page gains greater visibility than regular Facebook posts on the News Feed. By creating a webinar’s sign-up form and posting to your business timeline, you can generate quality leads that convert.
Tip#7: Target Audiences according to Phone and Online Conversions
Facebook’s lookalike audience feature enables you to find prospective buyers who have previously converted from your adverts. Additionally, use caller data that converted on the phone to target them on Facebook and upsell or cross-sell your insurance products.
Tip#8: Ask for customer feedback
On your insurance Facebook marketing page, leave room for customer feedback. For negative comments, respond quickly to offer a solution. When your target audience notices your sincere efforts at resolving problems, they gain trust in you and would engage productively with you.
Tip#9: Use Facebook pixel to promote links
By using the Facebook pixel feature, you can promote blog post links to the targeted audience for them to engage.
Tip#10: Analyze and adapt your Facebook campaign
By using Facebook’s advert analytics, you can analyze which marketing campaigns bring positive outcomes to your efforts. Optimizing your campaigns can improve the quality and frequency of leads generation. It’s wise to invest more in an advert that generates lower but quality traffic that converts than optimizing all your campaigns to achieve higher click-thru rates.
Amura is a seasoned digital marketing for insurance companies that can help you drive better user engagement and generate quality leads that convert from Facebook and other social media channels. Book your free consultation now!