Selling insurances is not an easy job. Prospects are wary and competition is lurking around the corner. So, how do successful insurance agents get a steady flow of contracts signed? One of the marketing tools they are using is Facebook ads.
How Can Facebook Ads Help Insurance Agents?
There are few things that Facebook does not know about its users. As an insurance agent, when you are looking for prospects, you have a list of eligibility criteria, such as:
- Income level
- Marital status
Advertising on other digital channels is more or less precise. You can target a few demographic characteristics, but you are not going to reach the ideal prospects all the time. Or, you may miss out on potential clients, whose profile is just outside your criteria.
This is one less risk you have to face when using Facebook ads.
How Do Facebook Ads for Insurance Agents Work?
The main advantage in using Facebook is the access to the largest number of monthly active users compared to other social media platforms and online forums. The second (and even more important) advantage is the highly detailed audience selection criteria.
Last but not least, you have a wide ecosystem of placements to choose from:
- Facebook desktop or mobile app
Moreover, you can opt from several ad formats:
- Static image
- Dynamic product ads.
This is more than you will find on any other digital advertising platforms. Now, let us teach you a few tips to make the most out of Facebook ads and grow a steady flow of qualified prospects for your insurance brokerage.
1. Target Local Users
When it comes to insurance, 44% of mobile users want to find a broker or agency within a 5-mile radius of their home. They want to be able to meet face to face with their broker and discuss all the aspects of their insurance policy whenever they have a misunderstanding.
Thus, one of the most important types of audience selection criteria is the geographic area where your prospects live. And, in all honesty, you don’t want to spread out too thin and be unable to meet the demands of all your potential clients living at a distance from your offices.
2. Use Bold Colours Contrasting with the Facebook Background
Facebook uses blue and white for the desktop version, mobile app and Messenger. Thus, you should avoid using these colours in your ads. If they are part of your logo, you must place it on a background of contrasting colours that pop out.
Otherwise, users may scroll past your Facebook ads without seeing them.
3. Target Life Events and Career Changes
People are likely to conclude insurance policies after major life events: marriage, birth of a child, divorce, etc. They are also likely to take on higher coverage when they get a better paid job or they move to a new city.
In your Facebook Ad Creator panel, you can target each of these events as selection criteria for your audience. Thus, you have greater chances to show your ads to people who are looking for new insurance opportunities right now.
4. Be Generous, Then Ask for a Sale
Facebook ads are not only about sales. People need to build trust with an insurance agent before they opt to sign a contract with them. To win their trust, offer them free download or a free consultation and promote these freebies in your Facebook ads.
Once they have established a connection with you, then you can target these prospect with an insurance offer.
5. Don’t Forget About the Landing Page
Creating an effective landing page must be an integral part of your digital marketing strategy. Once they click on your Facebook ads, your prospect must land on a web page where they see a clear value proposition and call to action to follow.