How can brokers use Facebook to generate new business leads?

Generating new leads is a continuous uphill struggle in the
insurance broking business – and it’s only getting harder with the
influx of direct-to-consumer touchless models, and whizz-bang
insurtech disruptors.

But there are simple ways to get your brand out there and create
business. Social media is one of the most powerful
communication and marketing tools in the world. Facebook alone
has more than 2.13 billion active monthly users worldwide. If you
can find a way to tap into that channel and promote your brand
effectively, the leads and the dollars will shortly follow.

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Anyone who dismisses Facebook as a dying brand, or a platform
solely for viral cat videos and bantering teenagers needs to do
their homework, according to Kirk Faulkner, marketing strategist
at FMG Suite, and host of our upcoming exclusive webinar
‘Facebook for Lead Generation’.

“Facebook's unparalleled user base and in-depth information
gathering make its targeting capabilities one of the most powerful
marketing tools available to the public today,” Faulkner said.

“Content that finds an audience on Facebook has the potential to
create a huge amount of business. The key is to keep working to
find what content resonates with an audience and then to use the
targeting capabilities to get that content in front of that group as
often as possible.”

Insurance marketing on Facebook, or any similar social media
platform, requires a different approach to the traditional in-person
broker coffee meeting or phone call. Having a well-defined
marketing goal and secure brand identity are key differentiators
before testing the waters of social media lead generation.

The first step is getting people to notice your brand. Then you
want them to engage with you via commenting, liking and
sharing, and eventually you want to nudge them into action – aka
‘Buy insurance with us!’ But successful lead generation doesn’t
come overnight. It takes time and patience to develop an online
presence that consumers trust and want to engage with.

“Targeted marketing via Facebook is an incredibly powerful tool,
which can often result in the development of new audiences that
would have never been exposed to your brand,” Faulkner told
Insurance Business. “Post content, look to see the impressions
and engagements each piece gets. Figure out which posts are in
the top 20% of your content and spend more time and money
boosting their reach further. The key is to continually develop
your content so that your key audiences find it valuable and
shareable.”

So, what does valuable and shareable content look like for an
insurance broker? Facebook consumers tend to like content with
a positive theme and a relatable human message that they can
share with friends and family. Faulkner will be delving further into
this when hosting the ‘Facebook for Lead Generation’ webinar
later this month.