Once you have a presence on Facebook, it’s a good idea to reach out to potential insurance leads through advertising. The Facebook advertising program is easy to use, relatively inexpensive, and allows you to narrow your target audience as much as you want to. If you’re just getting started with advertising, the following tips can help you launch a successful campaign.
1. Choose Your Audience
People disclose a lot of personal information on their Facebook files, and you can take advantage of that by targeting a narrow audience. For instance, if you are running a life insurance campaign, you can specify that you want your ad to target people over the age of 60, just women or just people who have used the word “widow” or “widower” in their profiles.
2. Choose Your Goal and Choose Your Link
Ask yourself what you want to get out of your Facebook ad. If you’re trying to engage new leads and want to bring people to your Facebook page, for instance, your link would lead to your Facebook page. If you are trying to sell a specific type of insurance, on the other hand, your ad should link to that product on your website.
3. Write the Text
This part can be a little challenging, because you only get a short headline and 135 characters – fewer characters than you get on Twitter! – to engage viewers and get them to click your link. This means you have to be creative, compelling, and above all concise. If your staff is squeamish about ad writing, it might be worth your money to hire an experienced copywriter for this part of the operation.
4. Test, Test and Test Some More
Because Facebook ads are usually inexpensive – most people set their budget at twenty dollars per day – you can afford to test different ads or different target audiences. For instance, you may want to target your ad to men one week and to women the next. Then measure your results to see which gender clicked on your link most frequently. Similarly, if you’re not sure about the wording for your ad, try alternate wordings and then check with Facebook statistics to find out which ad got the most bang for the buck.
If you haven’t tried Facebook advertising for your insurance agency yet, take a little time to set up an ad campaign. You may be very pleasantly surprised by the results.
