5 Steps to Setting Up a Facebook Lead Generation Campaign
A step-by-step guide for generating life insurance leads efficiently Social media is a need-to-tap resource when it comes to lead generation. Facebook, home to over 3 billion active users, is the most commonly mentioned platform for insurance information. Follow the six steps below to tap into these users through lead generation campaigns.
Step 1 Understand how Facebook advertising works Facebook uses identity data (e.g., connections, physical location, websites visited) to target ads to specific users. Each time an ad can be shown to a user, an auction takes place among ads that are targeting a specific audience. Step 2 Get started with Facebook advertising Ready to get started? If you already have a personal Facebook account, it’s fairly easy to add a business account. We recommend keeping your business and personal accounts separate.
How does an ad auction work? The winning ad is determined by the bid (amount advertisers are willing to pay to achieve their desired outcome), estimated action rate (probability the user shown the ad will convert), and ad quality (determined by several sources, including users viewing or hiding the ad).
Step 3 Set u p y o u r ca m paig n U se Facebook A ds M anager to create an
awareness campaign for users who don’t know much about life insurance or a direct response campaign for educated users who are ready to buy.
T ip : R e m e m ber to u se y o u r c u sto m agent l anding page l ink in the agent porta l.
Step 4 Target the right users
Facebook Ads Manager allows you to target by location, age, gender, interests, connections, relationship status, language, education, workplace, and device. As you work on any targeted messaging, it’s important to consider a broad audience and avoid any discriminatory impact, even inadvertent discrimination. You can also create custom audiences using an existing list (think: happy clients), which can then be used to build a “lookalike audience” that can drive leads. Step 5 Optimize your campaigns It takes time for the Facebook algorithm to optimize ad serving to your audience. The more data Facebook receives on the campaign, the better it’s able to optimize. We recommend running your campaign for at least two weeks. Refreshing and testing new creative, copy, and audiences helps keep campaigns fresh and can help you learn what works, faster.
Your Ethos marketing asset toolkit Head over to the agent portal for access to these free tools:Ì ½ Webinar: Facebook marketing for agent³ ½ Download: Building a Facebook lead generation campaigÅ ½ Ethos digital co-marketing toolkit
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Ready to get started? Set up your campaign today.
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