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Let's get social: find high-quality prospects with Facebook and LinkedIn ads.

Marketing is the key to finding and nurturing qualified prospects to maximize your sales pipeline. However, when insurance agents use social platforms, they typically overlook a specific tool that can identify and engage highly qualified prospects.

That tool is advertising on Facebook and LinkedIn.

You may already know that the overall organic reach of Facebook posts is in a slow and steady decline. More and more people see fewer and fewer of your posts--even if they liked your agency page. That means that to be seen in your community's news feed, you need to spend money on Facebook ads.

Who's on Facebook? The short answer, of course, is many people. That is why every agency needs to consider a significant presence and strategy using the advertising platform.

Facebook is unique in that it does not target users based on relevant website content or keywords, but on user-generated profile information and "likes." You can use all this information to target your message (ads) to a specific target audience, particularly for personal lines and small commercial marketing.

There are three steps to creating an effective Facebook ad.

1. Ad Design: For insurance agencies, there are five types of Facebook ads that should be considered: Those that boost posts, promote your page, send people to your website, increase conversions on your site and give video views.

How you design your ad is critical. Your ad should contain an image that will capture the reader's attention, a headline that should pique interest, and body text that gives a strong reason why readers should click on your ad.

There is a lot of strategy and testing that goes into determining what ads work best and which you should discard. Agencies that are effectively using Facebook advertising may have up to 50 or 60 different ads available to run depending on the target audience demographic as well as the type of product or information they are promoting.

It's important to keep in mind that Facebook advertising is interruption advertising. You need to interrupt users who are looking through their newsfeeds with an interesting image, headline and body text.

2. Create Target Audience: This is where Facebook's advertising power actually comes to light. You can create a specific target audience based on multiple factors, including geographic location, demographic information, interests and behaviors. You know the profile of your best customers. They might be young and male, or old and married.

3. Payment: Advertising revenue continues to grow for Facebook. There are two ways to pay for your ad: pay per click (every time someone clicks on your ad you pay a certain amount) or pay by number of the impressions (for every 1,000 times your ad is displayed on an individual's newsfeed, you pay a flat amount).

There are many strategies available that can maximize your ad's exposure on Facebook while minimizing cost. Some advanced options to maximize ad exposure include:

* Retargeting: Facebook will provide code to add to your agency website and create ads that will target only your website visitors if they are on Facebook.

* Lookalike Audiences: You can take a custom audience you have created and ask Facebook to create an audience that "looks like" the people in your custom audience.


LinkedIn is the leading business-oriented social networking site. Founded in 2002, it now has more than 400 million users worldwide, with about 107 million in the U.S. For professionals, it is the place to network online. This platform is the ideal space to target commercial insurance clients.

LinkedIn's advertising options are not as extensive or as well developed as Facebook's. You can follow the same steps I outlined above for Facebook to set up your LinkedIn ad.

Business targeting options include geographic location, job title and function, industry and company size, as well as seniority. LinkedIn ads cost more than Facebook ads. When looking at the price of ads on Facebook or LinkedIn, keep in mind that your overall return on investment is more important than the cost of the ad. If you can write a new commercial account that generates $5,000 in commission revenue, are you willing to spend a hundred dollars on an advertising campaign?

Steve Anderson is an authority on insurance agency technology, productivity and profitability. Check out his free weekly newsletter "TechTips" and other resources for the insurance industry at
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Copyright 2016 Gale, Cengage Learning. All rights reserved.

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Title Annotation:STRICTLY SALES
Author:Anderson, Steve
Publication:Property Casualty 360-National Underwriter
Date:Mar 1, 2016
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