In order to be effective on Facebook we highly recommend allocating a monthly budget to increasing the reach of your Facebook posts.
We understand the budget constraints many agencies face and Facebook marketing may be yet another item on your “we’ll get to it someday” list; however, consider the costs of NOT marketing on Facebook.
If your aim is to grow your agency, then you may actually be losing business by not capitalizing on the opportunity Facebook marketing presents. Social media is generating nearly as much referral business as search marketing according to this BuzzFeed study.
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.
Also, consider the changing demographics of the market place. Legislation such as the Affordable Care Act (Obamacare) requires young adults to shop for insurance at age 26. Research shows that 81% of professional services customers begin their search online.
The good news is that you can allocate as much or as little to Facebook marketing as you’d like. For example, you can boost an individual post for just a few bucks or create an advertisement with a recurring monthly budget. Either way, it’s better to get in the game than to stand on the sidelines and watch as other agencies pass you by.