The insurance market is one of the most competitive industries in the world, and it’s one that many business owners overlook at their peril. Facebook is arguably an under-valued source of leads for insurance companies. With almost 1.6 billion active users, Facebook gives you an easy way to develops leads for new business and increase brand awareness as well.
In this post, we will look at the various ways you can generate insurance leads on Facebook and how you might be able to use them to take your business to the next level.
1. Know Your Audience
One of the most important strategy ways to get leads on Facebook is to understand your particular audience. Are they homeowners? Do they have pets? Has anyone just got married or has a newborn baby?
On top of that, proactively call up consumers who have engaged with you in the past. They have previously shown an interest in procuring your services by calling you or visiting your site.
2. Make Call Easy
51% of Americans would rather discuss their insurance needs in person.
(Source: The Dubs)
Every insurance prospect is unique in one way or another. Before making a financial commitment to purchase insurance, a discussion with an agent needs can go a long way.
Be sure to include a call-to-action button that lets your prospects contact you in any form they prefer, like booking an appointment, a live chat, a toll-free number to call or a video chat.
3. Use phone conversations content
Proper conversation intelligence solutions coupled with artificial intelligence can track the Facebook ads responsible for driving calls and pick out insights from phone conversations.
Armed with this information, an insurance marketer can circle back to previous callers with precise product ads.
4. Focus on local users
Forty-four percent of the people using a smartphone expect to reach insurance agents within at least five miles radius of their location.
Create customized ads with a view of targeting people close to your agents. Make the ad content hyper-local and include a local number and address to help direct the phone call traffic to agents from the ads.
5. Personalize your Facebook ads with life events triggers
After getting to know your audiences well, you can take note of the milestones in their lives. Look for events like getting married, having a baby, buying a new car, or being a first-time homebuyer.
Set triggers for different types of insurance packages to correspond with these milestones will be a great way to tap into new business opportunities.
6. Target lookalike audiences
You can create a healthy pipeline of insurance leads by utilizing facebook’s lookalike audience feature. This feature profiles prospects with attributes like those of consumers already brought on board through previous ads.
Call tracking is an effective way of boosting new policyholders’ numbers since 72 percent of people looking for insurance purchase their policies through a call center or a local agent.
7. Direct traffic to your website for further engagement
To leverage on Facebook to get more leads, you must first attract prospects through catchy posts or ads.
Then you can provide more content and value by directing them to your website, where you can ask them to sign up for your email newsletter, read your blog post, make an online quotation, or even can motivate them to call and have a conversation on the various products on offer.
8. Engage with your prospect with a special offer or contest
Offer a reward so that users can have a good reason to click on your landing page where you can give further details and entice them to call.
You can go further by doing the following:
- Create a Facebook ad and show the contest prize in the form of dollar values, percent signs, etc.
- Have a target group in mind. These are people who are likely to click on it
- Make your prize valuable enough for the contest. Gift vouchers, gift cards, or product-related gifts will suffice
- Create a landing page, which Facebook users can access after providing their email address or lead information
- Run the contest for 2-4 weeks
9. Add value with email-gated content
E-books and other email-gated content can attract leads. Highly valued content like e-books, a white paper, a case study, or a guide on how to sell your home can impact business revenues and can be used to email-gate.
Email-gating is the practice of requesting the email address from a visitor to your website or optimized landing page before allowing them access to your valuable piece of content.
Five-Step Strategy for Generating Leads with Email-gate, Landing page and Facebook ad
- Create valuable content with your blog articles or well-researched case studies
- Create an ebook in PDF format and upload it to your website.
- Come up with an eye-catching image and Facebook ad targeting people who are likely to be interested in your content.
- Drive traffic to your website landing page, which gives a preview of the valuable content and whets your audience’s appetite and requests for their email address as the password to access the content.
- The efficacy of your marketing emails in the future can be increased by segmenting the leads generated from your email-gated landing page and have an insight into who specifically shows interest in that content.
You can split test your Facebook Ad and landing page to help you identify which strategies and formats your audience has a bias towards.
An e-book created from existing content already published saves you energy and time and increases your content marketing.
10. Tell successful claim stories with carousel ads
Since they were launched, carousel ads have proven effective in increasing sales. In fact, according to a Digiday article, analysis shows that carousel ads outperform regular ads on Facebook. They can drive 10 times more traffic in just three months.
Tell an interesting narrative in bits by applying various images, which will help showcase the benefit of your product and service is the way to go.
11. Optimizing Your pages for mobile devices
Make it user-friendly for mobile device users to use your website by optimizing for mobile. If your landing pages aren’t optimized for mobile, it is not conducive to the targeted mobile users.
Don’t make your audience strain to view your posts. Otherwise, boredom easily sets in and they move to the next interesting thing.
12. Making the Consumer Experience Personal
Create Facebook ads content specifically for locals if they are the target market. Direct the traffic to the landing page, complete with the right contacts and messaging.
80% of respondents indicating they are more likely to do business with a company if it offers personalized experiences and 90% indicating that they find personalization appealing.
When you receive a call from a lead, based on their location and your online interaction with them, automatically direct them to your nearest branch or agent.
If you use a call center, allocate them to an agent for assistance based on the information received from your interaction with them.