How do insurance agents use paid social ads?
Paid advertising on social media sites such as Facebook, Instagram or LinkedIn can help insurance agents reach specific target audiences with messages that are most relevant for them. Instead of posting organic content that followers may or may not see in their feed, boosting posts or creating targeted ads helps increase reach and engagement on the post.
Why should insurance agents use paid social ads?
- Target your ideal clients with the right message at the right time. Social platforms let you create target audiences based on the users demographics and interests. This helps you get your message to the people who are most likely to be interested. On some platforms, you can even retarget people who have already visited your website or people who are friends with your followers.
- Build awareness. Social media advertising reinforces your other digital marketing efforts to generate brand awareness and build credibility. Your social ads don’t have to be directly about sales – you could create a short video with insurance tips or share an educational blog post to show your expertise.
- Gather insights. Social media advertising can be an easy, low-cost way to see what kind of marketing content works best with your audience. Most social media advertising platforms have analytics built in so you can see stats on reach, engagement, click throughs and more.
- Drive revenue growth. Liberty Mutual and Safeco research found that paid social advertising was one of the seven digital capabilities highly correlated with revenue growth.
Paid social ads stats
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Before 2020, one of the more creative ways we were having success was by duplicating our marketing efforts at events our agents were attending.
We would pin drop the event’s location and target people at that location with a brand-specific, event-specific Facebook ad.
This meant that event attendees were seeing our brand digitally and in-person. They would see our ad on their Facebook, then walk through the conference hall and see our booth. This created a lot of conversations for the producers attending the event. People would stop by the booth and say “Hey, we just saw your ad!”