Social media may not be the first channel many insurance companies think about when crafting a marketing strategy. It’s an industry that traditionally has relied heavily on methods such as direct mail, cold calling and television advertising.

However, the digital age calls for a shift in approach, and a surprising, yet incredibly valuable tool for insurance marketing has emerged: Facebook.

Facebook is an extraordinary platform to amplify brand visibility, create awareness about products and services, and establish a direct line of communication with both existing and potential clients.

Facebook marketing is particularly powerful because of its granular targeting capabilities. Insurance marketers can refine their audience based on location, age, gender, interests, behaviors and even life events.

Through Facebook, insurance companies can reach these individuals at the right time with the right message, increasing the probability of conversions.

Moreover, the interactive nature of Facebook allows for a two-way dialogue, helping insurance companies foster a stronger relationship with their audience. This active communication can significantly improve client satisfaction and loyalty, integral parts of any successful insurance marketing strategy.

Facebook is no longer just a social networking site. It’s a robust marketing tool that, when utilized strategically, can significantly enhance an insurance company’s marketing efforts.

Local insurance business drives success with Facebook marketing

One local insurance company saw firsthand how big of an impact the right Facebook marketing strategy can have on overall growth and success.

Over the past 90 days, they’ve seen more than 350k impressions, more than 6k clicks and 145 conversions. And, while social media isn’t a direct driver of conversions for this insurance company, it plays an undeniable role in their brand awareness and community visibility.

Compared to their performance over the previous 90-day period, they’ve seen a 33% increase in overall clicks and engagements, and a 176% increase in overall conversions — all while spending 21% less on marketing.

How did they do it?

To get more social media impressions, engagements and clicks over the past 90 days, this insurance company started with an optimized Facebook profile.

Optimizing their Facebook profile included adding a professional picture of their team as their cover photo — helping to humanize their brand and build trust — adding their logo as their profile image — helping to establish and grow their brand — and categorizing their business properly — helping them get found by potential clients.

They kept their social media profile active by posting regularly, including company updates and announcements, employee recognition and more. They also made it a point to interact with their followers by engaging with their content.

They built local visibility on Facebook by showcasing their involvement in community events. And, they used hashtags to help their content get found.

They created a social media calendar using the Social app. This allowed them to schedule Facebook content ahead of time, helping to save time and increase consistency.

Finally, they ran Facebook ads to get their content and brand in front of people in their community most likely to want or need their services.

This included retargeting ads, which allowed them to stay top of mind with people who had previously visited their website but did not convert yet.

Conclusion

Navigating the landscape of digital marketing can be challenging, particularly for industries such as insurance that have long relied on traditional marketing methods. However, embracing the digital age is no longer optional, but a necessity for staying competitive.

Facebook offers a unique blend of targeted reach and personalized engagement, making it an incredibly valuable component of any insurance marketing strategy.

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Account M33417
Screenshots taken on 8/7/23

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.