When selling anything these days, it’s possible to generate leads online. Customers now want to be able to access everything you have online, and that means having a system set up so they can get their insurance set up with you on your website.
As you’re selling insurance though, a real-life conversation with the customer is going to happen at some point. Buying insurance is a more in-depth decision than other purchases, after all. To make those purchases happen, you need to meet customers where they are and give them what they’re looking for.
We have already shared a guide to Facebook Ads for Life Insurance Agents and in today’s article, you can learn how you can use Facebook to bring in more new insurance leads.
Target Facebook Mobile Users
When looking to target new leads through Facebook, it’s better to go for the mobile users. But, why? There are two main reasons.
First, most people tend to access Facebook through their phones. It’s a lot more convenient than using a desktop, and they can scroll through while they’re doing other things, such as watching TV.
Second, a mobile user can call you directly from an ad they see on their phone. They can of course get your number from a desktop ad, but it involves an extra step, and that means they may not follow through. Instead, using mobile ads means they can click through and get through to an agent right away.
When you place your phone number into a Facebook ad, make sure it’s going in the right spot. It needs to be ‘above the fold’, so callers can find and click it easily.
A ‘call now’ button is usually the best way to get them to do so.
Make Sure You’re Targeting Your Audience
Facebook will attempt to automatically show your ads to people that may be interested in them.
But you shouldn’t just place ads on Facebook and hope for the best. You’ll need to ensure you’re targeting the right audience.
- Core Audiences: Define an audience by age, interests, region, and more.
- Custom Audiences: Target people who have already interacted with your business online or offline.
- Lookalike Audiences: Increase customer reach by engaging with people who have the same interests as your best customers.
That’s where Facebook Page analytics come into play. You’re looking for would-be leads that have interacted with your business before.
Look into who these leads are. Where are they located, and what products they’re interested in. By having all this info, you can ensure that you’re showing the ads to people who will be interested.
Also, make sure that you’re targeting users who have contacted you before. If they’ve shown interest before, then you want to give them an incentive to come back and buy from you.
On the subject of targeting your audience, think about where they are located. When a prospect wants to talk to an insurance expert, they expect them to be within a few miles of their location.
You can use geo-targeting to direct potential leads to local branches near them. If they see a local phone number or area code, that makes it much more likely that they’ll call.
Use Life Events To Target Your Audience
As you’re using Facebook to advertise, you have access to a wealth of data that you just can’t get anywhere else. As you have that data, you can target adverts depending on the life events that your audience is experiencing.
For example, if a user has just got married, you can how them adverts for life insurance. If they’ve just bought their first home, they can get ads for home insurance.
They’ll see ads that are much more relevant to them, at a time where they may already be thinking about it.
Use Facebook Features To Your Advantage
Facebook has plenty of tools set up for advertisers, so make sure that you’re taking advantage of them. For example, they have a lookalike audience feature, which allows you to find leads that have similar attributes to those who’ve already contacted you.
With this information, you can start targeting a wider audience and increasing your leads. Make sure you’re taking advantage of what Facebook has to offer, as you can get a lot out of it.
- Lead Ads
- Messenger Chatbots
- Video Ads
- Engagement Ads
- Interest Targeting
- Demographic Targeting
- Behavioral Targeting
- Facebook Pixel
- Carousel Ads
- Website Conversion Campaigns
You should research these features and determine which ones are applicable to your advertising campaign before launching them.
Build The Best Possible Advert
It’s one thing to generate leads on your website. After all, the customer is already there, looking to buy insurance. If they’re just scrolling through Facebook, then you want them to stop and click on your ad. There are some ways you can capture their attention, and get them to call.
First off, tell a story through your ad. Carousel ads are perfect for this. Facebook has found that these capture the attention of audiences more than single image ads, so use that to your advantage. Use each image to tell a story, showing the user why you’re the best people to offer insurance.
You can also use Facebook ads to offer special deals that the customer can’t get anywhere else. If you’re offering a discount or exclusive offer, that’s a goods way to get the user to stop and see what you can offer them. Make them exclusive to Facebook, so they know they’re getting a deal that’s only for them.
Try Using Other Facebook Features
Some Facebook features aren’t even advertising features but they are great for generating leads.
So, as you’re advertising on Facebook, you also have access to all kinds of lead gen options that you wouldn’t have elsewhere. They’re a great way to generate leads and get your audience’s attention alongside the Facebook ads you run.
For example, the ‘Stories’ feature is one that many advertisers are using right now. You can upload multiple images, to do all kinds of things. For example, you can answer commonly asked questions through it, or post engaging content through them. As they’re only available for 24 hours, you can use them to put forward limited-time deals and other offers.
There’s also Facebook Live, another great tool. It’s a brilliant way to interact with customers in real-time, allowing them to get answers to any questions that they may have. Make sure you’re using the full suite of Facebook tools to your advantage.
Create A Facebook Group
If you don’t already have a Facebook Group set up for your business, you’ll want to do so now. Facebook prioritizes group posts over individual ones on the site, so you can use that to your advantage.
Having a group means you can post relevant info to it every time you have something to share with your audience. They won’t need to follow you to other sites, as everything is there for them. Plus, you can list all your contact details there, so they can get in touch if they see something they like.
Track Your Call Conversions
Finally, you’ll want to track your call conversions that are driven through Facebook. With this info, you can see what’s working for you, and make any changes if you need them.
There are several call tracking solutions out there, so pick one that’s right for you and start seeing who is calling you through Facebook ads. A good call tracker will not only show you how many calls are being generated, but how many lead to sales, and how many callers actually become policyholders with you.
You can use this data within the Facebook Ads platform, which will then help you shape any further ads to get the very best results.
Conclusion and Bonus Ad-vice
Here is a little bonus Ad-vice (see what I did there? Ad like an advertisement…) Ok, I need more coffee.
Anyways, if you are creating insurance advertisements then you want to ensure they are compliant so you can legally protect your insurance ads. Read that article to learn how you can protect your ads legally, this way you won’t run into any costly mistakes from your online advertising campaigns.
Facebook ads are a powerful tool for generating more leads for your insurance agency. Now you know some tips and tricks, you’ll be able to widen your audience and start bringing in those new leads.
It’s an incredible advertising platform, so you’ll want to learn how to leverage it in your marketing efforts.
I’ll leave you with two more free resources to help you with social media marketing for your agency. You may also want to check out our shareable insurance memes and our free life insurance posts for social media.