How to improve your agency’s results on Facebook

Is your agency harnessing the power of social media or just spinning its wheels?
By Jonathan Tease

Agents Go Digital has been helping independent insurance agents grow their business by promoting their agencies on Facebook since 2012. During this short time the rules have changed significantly. As a result, we are sharing our best recommendations to improve your agency’s effectiveness on Facebook.

1. Make strategic decisions upfront.

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Before you ever get started, decide why you are implementing a Facebook marketing program. Once you’ve clearly outlined why you are marketing your agency on Facebook, it becomes increasingly easier to determine how to do so effectively.

Questions to consider:

  • Where does Facebook fit into your agency’s marketing strategy?
  • What are you looking to accomplish?
  • What goals must you set to help you get there?
  • Is your staff capable of executing your social media marketing plans?
  • Would it be better to outsource these tasks?

Based on your answers, create a plan and dedicate the resources necessary to make it happen.

2. Position your agency intelligently.

Target your customers

Next to knowing why you are on Facebook, determining how to position yourself is the most important marketing decision you will make regarding your Facebook strategy.

What do you want to promote? Who do you want to promote to? The answers to these questions will help you determine what to say and how to promote yourself on Facebook.

Here are 3 ways to position your agency:

  1. Define your niche. Clearly identify what products you specialize in and who would benefit the most by using them. List all the benefits of your unique product and create advertisements highlighting the ways you can help your target customers.
  2. Promote your differences. All agencies claim to have excellent customer service and a friendly, knowledgeable staff so how can you make yourself stand out? Consider what makes you different than everybody else and use it to your advantage in your marketing.
  3. Demonstrate your credibility. Show, rather than tell, how much you do for your clients and your community. This will go a long way in building trust with prospects.

Simple strategies for getting new clients from Facebook

Insurance agencies large and small are recognizing the opportunity presented by Facebook and the internet. Even companies not traditionally associated with the industry like Google and Walmart have staked their claim in the insurance arena because of these new insights.

If you are looking to get clients from Facebook here are 5 simple strategies you can implement right now to improve your results:

  1. Build a request a quote form. You need a way to determine who is interested in your products and a way to contact them directly. An online quote form helps you do both.
  2. Set aside an advertising budget. Paid posts drastically outperform non-paid posts. And now that Facebook has monetized their platform don’t expect this to change any time soon. If you haven’t been getting the exposure you desire, consider boosting posts.
  3. Automate your marketing message. Save time and stress by using Facebook’s scheduling function to ensure your marketing message is being delivered. Just don’t forget to add some value-added content as well so you don’t come across as a pushy salesperson.
  4. Review your statistics. Probably the most overlooked aspect of Facebook marketing is the use of Facebook Insights. Determine what’s working and what’s not by analyzing your most effective posts. Getting engagement is the key to winning business on Facebook.
  5. Grow your database of prospects. Facebook helps you connect with the virtually anyone thus making it easy to build your list of prospects. By collecting names, email addresses, phone numbers and, of course, page likes on your Facebook page you can create a powerful database of potential customers.

IIAG has a free guide that will help you create a database full of prospects using Facebook.  Click here to download.

Need more help?

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This article lists answers to the most common questions we’ve received from agents regarding Facebook marketing. Every company has its own goals and marketing process so naturally, you may have questions that we didn’t cover in this article.

If you would like a copy of this report and other resources regarding Facebook marketing or if you would like to speak with a digital marketing consultant about your online strategy please send an email to info@agentsgodigital.com and we will schedule a time to discuss your needs.

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