The numbers don’t lie. Facebook, Instagram, LinkedIn, twitter, Google My business and blog posts that are personal generate more engagement.
In January Mark Zuckerberg announced a big change to what you see in your Facebook news feed with a shift to building relationships and bringing friends and family closer together. He said, “you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people.”
Facebook Live Video
In social media you can’t get more personal than live video. Adam Mosseri, Head of Facebook News Feed said, “Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.”
In 2017, 100 million hours of videos were watched on Facebook EVERY DAY.
Facebook Live is the social network’s live broadcasting feature that’s easily accessed from your mobile Facebook app. Open your Facebook business page, click the camera icon and click “live video” to get started.
Before going live, promote the video well in advance to generate interest and ensure you will have an audience. As an independent insurance agent, consider the following:
Be Professional and Be Prepared
Before going live, set the scene. Make sure background noise won’t interfere with the audio. Make sure your film set (if you will) is clean and professional. Ensure there isn’t any personal information visible on someone’s desk or computer monitor.
Once you’ve broadcast your first Facebook Live video, review your engagement and experiment with more live posts. It seems scary at first, but once you broadcast your first live video, you’ll be more confident. And, HAVE SOME FUN!
Facebook Advertising - Audience Insights
Facebook Audience Insights is a tool used in selecting your Facebook advertising target audience. Using the tool you can find people who, for example, like motorcycles. Target the select audience and advertise motorcycle insurance.
Once you have identified your target group, you can advertise your agency’s insurance products on Facebook’s Desktop and Mobile feed, Facebook right Column, Instagram and more. Or as Facebook puts it, “Get to know the people who matter to your business, so you can understand what matters to them. Learn about their locations, interests and behaviors, so you can create messages that will help your business grow.”
Facebook Audience Insights Steps:
One step that deserves a lot of attention, selecting interests. As an exercise I created an audience who likes motorcycles. It would be easy to select only “motorcycles” under interests but think about what you follow and like on Facebook. Is it a broad like? If you own and love your Ford F150, you don’t just like cars or trucks on Facebook. You like Ford Motor Company.
There are many different makes of motorcycles. My new audience generated 1500 - 2000 monthly active Facebook users. Here’s what I selected.
Location: Norcross, GA
Interests - Hobbies and Activities - Vehicles - Motorcycles
Interests - Additional Interests:
Expand the audience by adding additional motorcycle makes. Unfortunately, Facebook doesn’t allow you to directly target your ad to people who are connected to Pages that you do not admin. (I would love to be able to target fans of Harley-Davidson's dealerships in the area if you could.)
I saved and named my audience and can now access it in Facebook’s Power Editor where you create the ad. From here you can tinker with the audience. I see my estimated audience is too specific and the reach is low. Since Norcross is just north of Atlanta and near other well-populated cities I’m going to expand my demographic audience and add some more locations.
Audience is too specific and narrow:
By adding more cities I find my reach is still too low. The motorcycle brands list is too narrow. Once I add more makes of motorcycles my potential reach is now in line with my reach goal. My audience is defined to give me a potential reach of 580,000 people. My estimated daily results show a reach of 1,900 - 5,000 and 27-100 clicks per day.
So now that I have my audience, I’m ready to create my ad and ad content.
Facebook advertising is very affordable. It’s a great web marketing tool for your independent insurance agency.
Remember! Your Facebook ad and landing page should be well designed. Your goal is to get clicks as well as conversions.
Vikki Thomas has been working in the insurance industry since 1995. Vikki has worked for several carriers in customer service, quality assurance, underwriting, product management and marketing. Vikki has worked at AccuAgency since 2008.