Insurance Agents Guide to Facebook Marketing Done Right

by | Sep 19, 2017

Facebook marketing for insurance agents

Facebook marketing done right can drive a stream of targeted leads directly to your agency.

Facebook marketing done wrong can cost you time and money your agency can’t afford to throw in the garbage.

In this episode of The Show, we discuss how independent insurance agents do Facebook marketing right:

[Video Transcript]

Insurance Facebook Marketing Done Right

Today we’re answering a question from Michele Hancock. She is an agency owner who has completely redoing her digital presence, including a website, social media, all that kind of stuff.

She asked,

“What’s the where, what, when, how, and why of Facebook? How do independent agents and agencies drive their business forward using Facebook?”

Today, my friends, we’re taking a deep dive into Facebook marketing.

Before we go too deep into this thing, it’s important that we mention there is no “should.”

If you’re still debating whether or not you should be using Facebook for your business or your still claiming that you’re a B2B company and that somehow makes it so because you’re B2B, you shouldn’t be using Facebook or you don’t need to be on Facebook, you are completely wrong, my friend.

Facebook is a necessity today.

It just is.

Everybody is there.

They’re adding new tools all the time to the platform. The opportunity is so large for you to connect with people exactly where they are, where they’re operating day to day.

Where they’re checking this thing five, six, seven, eight, nine, ten times a day, you have to be there.

If you’re looking for opportunities to advertise, the cost of Facebook advertising is unbelievable.

There’s just no other place where, done right, you can connect with the exact consumers that you want to do business with on their terms in a place that they’re comfortable with at the cost that you can with Facebook advertising.

Let’s put this to bed once and for all.

I don’t care if you’re B2B, B2C, B2B2C, you need to be on Facebook. You need to be using Facebook in some way, shape, or form if you’re trying to drive forward.

If you’re trying to build a community and build engagement and all the other things that we’re going to talk about in some of these deeper tactics here, Facebook is a place you have to be. Let’s put that argument to bed.

The truth is, I would rather you guys didn’t get involved in Facebook marketing because right now the ads are so cheap and the opportunity to attract attention away from our competition is so easy because so few people are really listening to Facebook that it’s just too good.

I’m going to tell you exactly what to do in this episode. It works today. I’m sure it will change, but if you listen to me and you implement it today, I promise you better results will happen.

I know most of you won’t do it, and that’s why we’re able to keep pushing ahead.

Those of you who don’t do it will just fall farther behind and it will be even tougher to catch up when you realize what the market opportunity is today.

I had this whole travel video planned for today where I was going to talk to you about Facebook marketing as I traveled to Columbus, Ohio, for Insurtech Columbus.

That didn’t exactly happen because I missed my transfer at DCA by five minutes mostly because of a 25-minute ground delay up in Albany.

Now I’m stuck for six and a half hours in the Ronald Reagan Airport in Washington, DC, so we’re going to do it from here.

The What, Where, When, How and Why of Facebook Marketing

1) What

If we’re going to talk about the what of Facebook marketing, then we need to talk about content you actually put in that place. It’s really the culture of your business. It’s what makes your agency what it is, and it has little to do with insurance.

It’s who are your people. It’s why are you doing what you’re doing. It’s what is your agency all about. It’s the culture of your business.

That is what you’re putting on Facebook.

That’s what relates to people. That’s what engages them. That’s what makes them feel that when they’ve done business with you that they’ve bought into the right business.

That they’re part of something bigger than just a purveyor of insurance.

Then when you sprinkle in a little technical insurance knowledge, it feels different. It feels special, and it’s something they’re willing to invest in and click through to and learn a little bit more about.

But if you’re talking more than 10% or 20% about insurance, if more than 10% or 20% of the content you put on Facebook is insurance specific, you’re talking about insurance way too much. The what of an insurance agency on Facebook is culture. It’s the people. It’s the why of your business.

The where of Facebook marketing is where do you promote. What are you doing to actually promote your Facebook page. Really this comes down to are you committed to your Facebook page or not.

Do you believe in the value that your Facebook page provides?

If you do, then it’s everywhere. The answer is everywhere.

Promote it everywhere. Promote it when you talk on blog posts. Promote it in your videos. Promote it in your e-mail marketing. Promote it on your website. I don’t just mean putting an icon on your website.

I mean tell people. Make a clear call to action: “Connect with us on Facebook.”

Because you get more value in that space.

You either need to be all-in on your Facebook page, or it just needs to be something that you do that’s very passive that you push content to.

It’s either one or the other because the middle creates a lot of wasted time.

So the where of Facebook marketing is either everywhere or it’s nowhere.

2) When

The when of Facebook marketing really plays off of the where. Again, it all comes down to are you fully committed into this page or are you not. That means is the Facebook part of the culture of your agency. Do the people who work for you, do you yourself, do your producers believe so highly in the value that Facebook page is providing that they are talking about it all the time?

It almost becomes an assumed sale. That’s my favorite way to sell things just assuming that someone should do them.

I do this all the time with Elevate.

I do with

Basically, I believe so deeply in the value that the products that I sell provide that I just assume you should want to have them.

If you aren’t assuming the same thing about your Facebook page, then again go back to just a nice passive place where you share content when it’s relevant and otherwise it’s not a big deal and you’re not wasting time.

3) Where

If you are going to fully invest, then you need to be promoting it all the time, everywhere.

How do you promote your Facebook page?

This is easy, you guys.

This is super easy. E-mail, blog posts, videos, Twitter. You need to promote it when you talk to people in person.

You need to promote it at Facebook events, when you’re doing presentations, when you’re connecting with someone, when you’re doing outreach.

Maybe one of your cold calling tactics or one of your prospecting tactics is,

“Hey, if you’re not ready to buy today, just connect with us on Facebook. You’ll get a chance to learn more about our agency over time, and in that time you may decide that we’re actually the right provider for you.”

It’s a really great fallback call to action, especially if you’re Facebook page is a high-quality value production engine for you and a place that you’re driving engagement by really investing in it as a content platform.

4) Why

The why of Facebook marketing?

Facebook has become as ubiquitous as e-mail in terms of usage, especially among the U.S. consumer population.

This goes B2B, B2C, B2B2C – all the B2-whatevers.

You need to have a presence on Facebook either as a nice passive place that you don’t spend a ton of time on but is there if someone goes to research you or as a high-value content platform that you are concerned with engagement on and you’re building brand awareness around.

Whichever path you choose, everybody is there.

Everybody is there.

Now that doesn’t mean they’re always thinking business when they’re there.

Most of the time, they’re not thinking business, and that’s the reason that I say 70%, 80%, 90% of the time the content you create should be cultural and not insurance focused because that fits in more with why people are on Facebook in that moment.

5) How

But to that extent, the Facebook advertising platform is incredibly inexpensive and you can drive engagement when you need it.

It just is a platform; it is a marketing engine that can drive your business if you truly invest in it and engagement in it the way that you do all the other high-quality assets or high-value assets in your agency.

5 Tactics to Win at Facebook Marketing

Because everybody loves tactics, I’m going to give you five quick tactics for creating engagement on Facebook.

1) Facebook Live

If you have something to say, say it. Keep it short. Make it pertinent.

Make it valuable.

Timely is very important to Facebook Live as well.

2) Facebook Native Video

What that means is videos that you record at another time, maybe edit, polish up, and then natively upload to the Facebook platform.

That means not sharing a YouTube video in or a Vimeo video but actually uploading that video to Facebook.

You’re going to get a lot more reach.

I can’t guarantee that you’re going to get more full video views, but you will get a lot more reach with that video when you’re using the native upload feature.

3) Native Facebook Posts

That means creating long-form posts that are text only, almost like blog posts in a Facebook update.

I’ve seen this get incredible engagement.

Because there isn’t a link or image or call to action that takes away from the value of that post, Facebook is actually extending the reach. It’s a really great way to gain comments, brand engagement, new likes of your page.

It’s something that I would definitely test in you agency.

4) Image-only Posts

That means no text, no link – just an image which tells a story. It has to be a high-value image. It has to be a high-quality image. Something that connects with your brand. Something that moves your message forward. So not something completely irrelevant but something that definitely connects with the message that you’re trying to create. An image-only post is definitely something to test inside your Facebook page.

5) Links to Articles

Links to  high-value assets that you have in other places outside of Facebook.

The one caveat to this is if you’re going to push links on your Facebook page, you definitely have to promote them.

You cannot just let them sit. You will not get enough reach.

Make sure you’re creating custom audiences using a Facebook pixel and then promoting link posts out to a greater audience that you can drive that engagement off the Facebook platform to that asset that you want them to engage with.

The Rub

This is really good if you’re working with niches or you have some sort of event that you’re planning or if you’re trying to build your e-mail list – all reasons to push out linked posts and then promote them to the community, whether it’s a local market or a niche market or whoever you’re trying to reach.


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