Why You Should Care about Facebook Ads
How can your insurance agency drive business with Facebook?
People spend an absurd amount of time on social media. That’s one of the reasons your agency is active on social media.
But Facebook’s algorithm changes have caused organic reach (the number of people who see your content without you paying for it) to drastically decline. This means that only a fraction of your page followers actually see your posts.
Have you seen that “Boost Post” button in the bottom right hand corner of your post? If you’ve tried it, that means you’re interested in getting more eyeballs on your content. But it’s the easy way out. If you’re looking to really target your core audience, increase brand awareness and eventually drive people to your website, you need to dig deeper.
How Facebook Ads Can Help
- Use data you already have. You already have a list of people interested and aware of your agency: You have an entire e-newsletter list worth of email
addresses and data telling you who’s visited your website in the past few months. If you’re trying to boost leads and generate conversions, shouldn’t you focus on them? With Facebook, you can easily upload your email or data lists to seek out the same and similar individuals. A new target list will be created based on common demographic information found in your uploaded data — and voila! You have an audience that is much more likely to move through the customer journey.
- You can focus where your content goes. Hopefully you’ve already spent time looking at your current customer demographics or defining your ideal customers. If you have this information, you can target specific Facebook users by location, age, gender, behavior, interests and connections. See what we’re saying? For example, you can even get your agency in front of people who have recently purchased or gone through a big life event.
- You can test and repeat … and test and repeat. When creating a new Facebook ad, you can choose from a variety of “Campaign Objectives” based on what goals or results you want.
- Clicks to Website: Targets people who have historically clicked on Facebook links that go to external websites.
- Page Post Engagement: Aims to boost engagement with likes, shares and comments.
- Video Views: Shows your video to the people whom Facebook knows are more likely to watch it.
The beauty of Facebook advertising is that you can test one of these objectives this month and test another objective the next. With an open mentality, you can see what works and find different followers in the process.
- Budget friendly. The good news is that you don’t have to spend much to use Facebook ads effectively. But you do need to know what you’re doing. Start by limiting your promotions to one a week while posting regular content. Test your ads on a variety of audiences and objectives to see what works best.
Remember, kicking off a Facebook ad won’t immediately give you tons of leads and website traffic. It takes time. If you want to learn more, check out Facebook Blueprint courses. It’s a great way to jump in and learn how it works.