With 1.28 billion active users who spend an average of 40 minutes per day on Facebook, it's a no-brainer for your agency to have an active presence there. It's a place where you can showcase your agency, the products you sell, and get personable with clients and prospects. Many insurance agencies struggle with social media, not because they don't know how to do it or don't think they should do it, but because they don't have the time. Below are 8 easy things you can do to be sure your agency has a positive presence on Facebook.
- The basics: contact information, website, address, etc.
If you didn't update your contact information, website, address, and hours, you need to do that now. Your Facebook page needs to be a resource for prospects and clients, and one of the most basic things people will use your page for is to find out how to contact you—make it easy to find!
- Choose a representative cover photo for your agency
Use a cover photo that's representative of your agency. This could simply be a larger image of your logo or a picture of all of your employees. Don't be afraid to get creative—one idea here is to show some of your satisfied clients and a testimonial. Your cover photo is also a great place to advertise upcoming events (webinars, seminars, conferences, etc.); just keep in mind that contact information is not allowed on cover photos per Facebook's policies.
Dimensions: 851 x 315 pixels
- Profile picture: company logo or personal photo
If you are a solo agency and you are the face of the company, your own professional photo will be good here. If you have a company logo, use it here. Keep in mind that if you decide to run any ads, this photo will appear alongside them.
Dimensions: 180 x 180 pixels
- Edit your About section
Similar to the About section on your website, the About area on Facebook should quickly tell people what your agency is all about. They know you sell insurance, but tell them why you sell insurance and what your agency's core values are. Keep it brief—1 or 2 sentences is ideal.
- Populate the Products section
As an insurance agency, this is a great place to show prospects what you specialize in. When a new prospect views your page, they have in mind the type of insurance they are looking for. If you show that you sell the type of insurance they are looking for in your Products section, they will be intrigued to learn more about you.
- Get personal with the Photos section
By default, the photos section will be populated with photos from your timeline posts, but you can also use this section to show that your agency has REAL people. You obviously need to have photos to use here, so make sure to have that camera (or smartphone) out for special events.
Photo album ideas: team members, special events, flyers/newsletters, awards.
- Collect Reviews on Facebook
Per McKinsey & Company, word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. In this digital age, social media is taking the place of physical "word of mouth". As more people start seeing your page and "Liking" it, hopefully reviews will come in organically but sometimes people just need a little extra nudge so don't be afraid to ask for reviews.
- Publish resourceful content
Post content to your page this is helpful to someone looking to purchase insurance. As part of your inbound marketing strategy, you need to be the expert. While you want to be viewed as the expert, you don't want to be viewed as the boring expert - have fun! Post photos of real people. Special events, employee highlights, video testimonials, etc. are all ways to show the culture of your agency.
With all of these tips in mind, take a look at your page and see if you need to make some edits or re-evaluate some things. Don't worry about the number of Like's you have - the more you post helpful content and interact with people, the more Like's you will get. Focus on creating content and making that content available to your followers, fans, clients, and prospects.
- B2C companies that acquired customers from Facebook: 77% (Hubspot)
- 47% of Americans say Facebook is their #1 influencer of purchases (Search Engine Journal)
- 42% of marketers say Facebook is critical or important to their business (Hubspot)
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