No matter the type of social media marketing you’re considering for your insurance agency, focusing on relationship-building via social media can help insurance agents make sales. Though insurance agents may have a personal Facebook account, using it professionally to build community, expand connections, and even attract sales opportunities requires a strategic approach.
However, not all insurance agents know what to say—or how to say it—on Facebook. With that in mind, I created this list of tips and tricks tips and tricks about creating Facebook leads for insurance agents..
Looking to be strategic with your social media marketing? Download our Ultimate Social Media Playbook to learn how your insurance agency can use social media more effectively.
Facebook Insurance Leads: Tips & Tricks For Insurance Agents
With more than 2.7 billion users across the globe, Facebook is the largest social networking site worldwide. In addition to connecting friends and families, Facebook offers businesses an opportunity to share knowledge and offer assistance to audiences they’ve targeted either locally or internationally.
1. Recognize that Facebook itself isn’t a sales tool.
Just as we discussed in our article on LinkedIn, the purpose of Facebook isn’t to sell—its purpose is to help your agency start conversations with potential clients that lead to sales discussions, which in turn leads to writing policies. Facebook also facilitates developing deeper relationships with those clients, which can ultimately increase your referrals.
One of the biggest mistakes I see insurance agents make on Facebook is that they immediately go for the sale by focusing on sharing information and products. This is rarely effective. So, what should agents do instead? Keep reading.
2. Create a business account for your agency.
Creating an effective and informative business account allows both your general community and specific Facebook insurance leads to see you as a professional and knowledgeable agent but also a real person and an approachable member of the community.
Facebook offers suggestions on creating a profile for your business account, but, at minimum, you should include the following:
- A professional profile photo/headshot
- A professional cover photo
- Your agency’s website
- Your agency’s address
- A direct phone number (You can use call tracking to measure Facebook ROI.)
- Photos of your team and physical location
You should occasionally review your account to make updates and ensure it remains representative of yourself and your agency.
3. Make your posts personal.
Ironically, the key to gaining a professional following on Facebook is to write interesting posts with a personal touch that target your ideal clients:
- Write about insurance-related news.
- Answer questions your audience asks about insurance or insurance-related issues.
- Ask questions and encourage your audience to respond.
- Make and post short videos, Facebook Lives and share photos. Varied types of posts have a greater reach.
- Host events and post them as Facebook events to build relationships both online and in person.
- Encourage current consumers to follow your business account via a Facebook invitation and then engage with them. In addition to reaching out virtually, consider asking them to follow your business account during in-person appointment and in any mail or other collateral you send or distribute. You should also have links to your Facebook account and other social media profiles in your email signature and on your agency website. Additionally, consider using social media icons on your business card and other printed ads to show your audience you are actively involved in posting relevant content.
We reached out to insurance agents across the country for tips on creating social media posts that earn them attention. Check out what they revealed: 8 Example Social Media Posts For Insurance Agents To Try Right Now
4. Engage with the platform regularly and consistently.
Agents who are active on Facebook are more likely to be noticed by potential clients. I recommend spending a minimum of 15 minutes on your professional Facebook account per day and posting at least once a week.
In addition, Facebook is not the place to “set it and forget it”—the most successful agents use Facebook intentionally and frequently. Posting a few times a year won’t help you gain a following that turns into potential clients. Too busy to handle your own social media profiles? Consider outsourcing that work—plenty of people are experts in social media marketing, and you can tailor their services to your needs.
5. Consider using paid Facebook Ads.
In addition to your free Facebook business account, consider promoting some of your best content using paid Facebook Ads. With Facebook Ads, you pay a fee to gain greater ability to target your audience—Facebook offers personalization based on demographics, geography, ZIP code, interests, and more.
Creating a Facebook ad campaign is straightforward and intuitive if you keep the following four points in mind:
- Target a specific audience
- Catch the audience’s attention quickly by focusing on the pain points it is experiencing
- Consider using special offers to gain interest
- Avoid running an ad with only your insurance agency’s name; create content with a related call-to-action so the audience knows what to do next
Once you run a Facebook Ad, you’ll have access to the data about how well the ad performed, so you can re-run it or tweak for feature use. Having access to this level of consumer data is something you can’t replicate outside of social media; however, for it to be useful, you’ll need to analyze your findings. As with any other marketing tactic, in order to be successful, you should monitor how much you spend on an ad, capture the information you gain, and then modify the ad as necessary, to realize ROI.
In summary, both Facebook’s free business account option and Facebook Ads offer you unique, important ways to learn more about your prospects, create community, and ultimately strengthen relationships that may convert to insurance leads and customers. Remember to use them in tandem for maximum impact.
Gathering Leads Outside Facebook
While social media marketing is important, it’s just one piece of the lead generation puzzle for insurance agents. To consistently bring in leads your producers can immediately work, consider partnering with a lead generation partner like EverQuote.
We deliver high-quality internet leads to you, so you don’t have to generate them all yourself. When you partner with EverQuote, we’ll not only provide you with leads, but we’ll also teach you our best practices for sales, marketing, and making the most of your lead opportunities—wherever you find them. Schedule a consultation with one of our experts to get started!