How-To Guide

for Facebook

Insurance Marketing

One of the primary advantages of Facebook – at least from

social media marketing and a commercial point of view – is the

sheer number of users the platform enjoys. In terms of

audience reach and active members, no other platform comes

close in the Australian market.

There are a lot of techniques and strategies that you can use to increase the success of your Facebook marketing campaign. Here are some important tips to keep in mind.

Use a Tracking URL

One of the initial steps that you should take when you are setting up a Facebook ad campaign is to create a tracking URL for the landing page of your website.

This will help you to track how many clicks come from your particular campaign on Facebook.

When you are able to measure a campaign, it is much easier to understand how you can tweak and improve it.

Targeting Your Ads

One of the most powerful features of Facebook marketing is that it allows you to target your ads to a very precise demographic.

This type of highly targeted advertising is very effective and it allows you to create a very powerful campaign. You won’t waste money advertising to people who are not interested in your campaign, you will be directing your ads to the people who are most likely to click on them.

Facebook has an amazing feature called Graph Search, which will allow you to narrow down your search for the right audience.

You can experiment with the audience to find what best fits your business and you can even do A/B tests to see what type of questions or images are driving your conversions.

It is even possible to upload an email list that you have previously gathered so that you can use it as the target audience for your ads. Or, you could convert your Newsletter subscribers into a targeted audience.

Facebook also has a feature called “Lookalike Audience” which allows you to target people who are very similar to those in your list. When you choose the right custom audience, you can dramatically increase your return on investment.

The Image is Crucial

Having an eye catching image is very important when you are putting together a Facebook ad, as this is the visual element that will catch the eye of your potential buyer as they are scrolling through their newsfeed.

The image should be large and high resolution. There are many websites out there that offer beautiful public domain images that you can use, or you could sign up to a stock image website and purchase the perfect image to use with your campaign. The recommended image size for your Facebook ads is 600 x 315 pixels.

Appeal to Both Emotion and Logic

When buyers are making purchasing decisions, they are not just choosing based on logic. They are also responding to their emotions, which drive a lot of the decisions we make subconsciously - even if we don’t realise it.

When you are creating a Facebook ad it should appeal to the rational decision making process - as well as any emotions that the potential customer might have that will drive them towards your product.

Placing Ads in the Newsfeed

When it comes to where to place your Facebook insurance ads, the newsfeed is the best option for driving leads and sales. When people “Like” and comment on the ad, this will increase its reach to their friends groups and generate organic additional results.

It is also possible to place your Facebook ad in the right hand column. This is a cheaper option, however it does have a lower performance level. It can be good for a follow up campaign or for retargeting, but it will not be as effective.

Share relevant industry updates

Here’s a great example from Northco Insurance Brokers.

There was a major event in New Zealand and Northco have communicated a serious issue people should be made aware of.

It also offers a great platform to open up discussion and potentially answer any questions people may have.

Share an Infographic

Infographics are great for explaining complex ideas or statistics in a way that is engaging, appealing and enjoyable to look at.

There are a lot of great infographics out there for the insurance industry and they could potentially generate a lot of interest when shared with your Facebook followers. Make sure that you include the credit to show where the infographic is from.

Keep Your Budget in Mind

When it comes to planning your Facebook ad campaign it is a good idea to set a daily limit on the amount of money that you want to spend so you can keep control of how much you are spending. You can always increase the budget later when you start to see some growth.

You don’t want to spend more than you can afford on ads, but you also don’t want to spend not enough. You may not reach enough people for your campaign to be effective. After all, Facebook advertising is like anything else in the world in that you get what you pay for.

Facebook Insurance Marketing

These are just a few crucial things that you should keep in mind when it comes to using Facebook for your insurance marketing.

When it is used correctly, this tool can be very effective for spreading the word about your business and gaining more customers.

For more information and tips, download our free guide, “Social Media for Insurance Brokers: The Ultimate Guide for 2017.”