With 1.49 billion daily active users on Facebook, insurance firms that put Facebook marketing on the back burner are missing out.
One of the ways you can use Facebook to bring more clients to your firm is through its ad platform. According to a recent survey, 26% of Facebook users that clicked on a Facebook ad had made a purchase.
Facebook ad conversion is a huge deal for the insurance industry, given that leads can purchase multiple financial products and can stay subscribed to your service for a long time. How can you set up Facebook ads to generate qualified leads for your insurance firm?
A Facebook user won’t just click on your ad just because they saw it. In fact, many users will scroll right past it. Therefore, you need to find a way to send the Facebook prospects that are seeing your ad to your landing page.
You can do this by:
Your ads need to stand out amongst the hundreds of posts that your target audience scrolls through. Create ads that hit your customers’ pain points and have relatable imagery. Write catchy and value-communicating headlines. Also, use bright and eye-catching colors in your ad. Explore different ad formats to see what would fit your campaign goals and generate leads.
A Facebook ads campaign that lacks a targeting strategy will burn through your ad budget. Before getting your ads live, take advantage of the following targeting options:
According to Google, 60% of insurance shoppers want to call an agent during purchase. Moreover, 41% of insurance shoppers would call if there was a call button included in their smartphone search results.
Include a call button on your ad to make it easier for prospects to call.
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Today, calls generate ten times more leads than online website clicks.
Call tracking software can help you pinpoint the source of your offline calls. Thus, if you are running multiple marketing strategies, you’ll get data on which campaign drove a visitor to your site.
You can also get other vital data like the caller’s phone number, their location, how long the call lasted, and even a recording of the conversion. From this information, you will know how to improve your ads for increased call conversions.
Your ad should provide valuable information that will resonate well with your insurance prospects. For instance, you can share a helpful video on how to choose a policy or an eBook on why life insurance is necessary.
You can retarget the users that view your video with another ad to capture their email address or phone number.
Once your audience clicks on your Facebook ad, they are likely to be directed to your landing page. Ensure this page is well optimized for lead generation.
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Customer testimonials and case studies build awareness and trust in your insurance business. Case studies give in-depth details on how you provide solutions and meet customer needs while testimonials provide social proof and credibility.
If you are using a video as a testimonial or case study, summarize and include essential details about it on the ad. This information should capture the interest of your target audience and make them want to click on the ad.
After running your Facebook ads for some time, you’ll have enough data on performance. You can review the ad’s performance on Facebook Ads Manager for things like:
The results should help you determine what to do to improve the ad’s performance.
You can also A/B test the ad by changing the color, call-to-action (CTA), messaging, or visual elements to see what works best for your audience.
Split testing requires you to run two ads that are slightly different simultaneously. After running your test, you will know which ad leads to the best results and turn off the poorly-performing one.
By implementing the above tips, Facebook ads can help you generate more business for your insurance firm.