Episode 23: Insurance Agent Facebook Playbook

OUR ITINERARY TODAY

SESSION 1: FACEBOOK ADS 101

SESSION 2: THE HIDDEN TREASURE! FACEBOOK GROUPS

SESSION 3: CREATE A LEAD GENERATING FRENZY WITH A 5 DAY CHALLENGE

SESSION 4: PROFITABLE FACEBOOK PAGES – 7 PROVEN STRATEGIES

FACEBOOK ADS 101

1. How Facebook ads work.
2. How to get started with Facebook ads
3. Research your target client first.
4. You want to solve a specific problem for a specific person
5. Top tips on your ad graphic
6. Different kind of ads
7. How to help Facebook help you (the Facebook Pixel)

HOW FACEBOOK ADS WORK

• Targeted according to their profile information Facebook tells you how many people you can reach
• They show up on newsfeeds on a mobile device, on the right side of your desktop under sponsored.

SOLVE A SPECIFIC PROBLEM FOR A SPECIFIC PERSON

• The more specific your ad, the better!
• What catches your eye more?
  • “Save money on your auto insurance – click here!”
  • “If you live in Lancaster and drive 13,241 miles or less you are eligible for a NEW discount – click here to learn more!”
• Target your audience and speak to their pain point, then hint that you can solve it

TOP TIPS ON YOUR AD GRAPHIC

• Come up with at least 4 different ad designs, and test each one.
• Add social proof
• Use Call-to-Actions within your ad
• Choose images that stand out
• Be Consistent with your brand Put the right ad in the right place

HOW TO HELP FACEBOOK HELP YOU (THE FACEBOOK PIXEL)

Facebook can help you with…

• Conversion tracking
• Optimization
• Remarketing campaigns!

FIRST STEPS IN FACEBOOK ADS

1. Make an ad that invites your audience to send you a message; send to your Fans
2. Make an ad that invites people that have engaged with your Page to “Like” your Page!
3. Install the Pixel on your website

THE HIDDEN TREASURE! FACEBOOK GROUPS

• WHY create a group?
• HOW do I make it profitable?
• RULES you must follow
• SUMMARY

WHY CREATE A GROUP?

• All of your people in one spot
• Group notifications!
• Send prospects to your group so they meet your customers and raving fans
• Better organic reach than Facebook Pages!

HOW DO I MAKE IT PROFITABLE?

• Create a Facebook group
• Invite current customers, employees, and fans
• Run a contest (or a challenge) to fill the group
• Stay active!
  • Create interaction using polls, fun posts, etc
  • Go LIVE at scheduled times to deliver value
• Deliver value consistently
• Bring in a well-known guest for “Live” chats in your group
• Have fun!

RULES YOU MUST FOLLOW

• Keep your group spam-free
• Make your group a destination
• Add new people on a regular basis (shoot for a monthly goal)
• Position your group as a supportive, educational group

THE 5 DAY CHALLENGE

WHAT IS THE FIVE DAY CHALLENGE?

• A competition with a designated timeline, a specific goal and incentives
• Your goal is to fill a group with ideal prospects by enticing them with a fun game where they can win prizes if they participate!

EXAMPLES OF A CHALLENGE

• Write a blog every day
• Cut out sugar for a week
• Exercise 10 minutes a day
• Plan your social media posts for a month
• Send a card a day to a friend
• Minimize your life: five days to a decluttered house
• Take a photo a day
• Spoil your wife this week
• Play the prospecting game

WHY RUN A CHALLENGE?

• It grows your email list
• The process of executing the Challenge is “grooming” your leads
• Establish you as an expert and authority in your industry or geographic area
• Provides proof of what you’re selling
• Incentives = Participation

PREPARE TO RUN YOUR CHALLENGE

• What is the PURPOSE of the challenge?
• What will you OFFER your participants at the end of the challenge?
• Who is your ideal AUDIENCE?
• What is the TOPIC of you challenge?
• What is the PROMISE of what they will get out of the challenge?
• What are the PRIZES you will be giving away to participants?

EXAMPLES OF PRIZES TO GIVE AWAY

• Cash
• Gift certificates
• Product
• Time with you
• Books
• Exposure
• Awards

RUNNING THE CHALLENGE

• Post daily
• Incentivize engagement
• Connect with your audience!
• Daily emails to your participants
• Wrap up the challenge with action steps
• Announce the winners

EXAMPLES OF A SUCCESSFUL GROUP

• Terilee Harrison with TEAM
• She and I ran a Create Revenue Now challenge!
• My group, “Stay Humble Hustle Hard”
• My group, “Funnel Fridays”

FACEBOOK MARKETING: MYTHS

• No one will see your posts
• Facebook doesn’t work for insurance agents
• People don’t buy on Facebook
• Facebook takes up too much time

FACEBOOK MARKETING: WINNING

• Success has to be defined so that you know what you’re shooting for.
• A Facebook marketing campaign is successful if it leads to sales. Period. My goal on Facebook is to make money.
• Don’t use other metrics to determine success. Those metrics will rise as you execute a successful Facebook marketing campaign that brings in buyers.
• If I do not make money, my Facebook marketing campaign failed

FACEBOOK MARKETING: MISTAKES

• Do not be boring
• Do not keep posting ads
• Forgetting to add contact info on your page
• Using your personal profile as your business page

SO WHAT WORKS? ENGAGEMENT!

• The Branning Group has a strong belief in the 20/50/30 rule.
• 20% is about your business – promoting you, what you want people to know about your business, etc!
• 50% is the fun stuff, games; caption this, celebrating holidays, humor, and motivational quotes.
• 30% of the posts are about educating your audience with terms they should know, how-to posts and other advice related to your industry.
• Let me show you seven strategies that work!

GAMES

• Take your best guess…
• Caption this photo…
• Guess how many agents are here with me at the Advisory Group meeting!
• If I get 10 or more “Likes” I will share the BEST IDEA I learned at the Facebook Marketing workshop I attended this morning

INTERESTING FACTS

• Your fans do not want you to sell to them; but they do want to learn about what you do
• Do not make these posts “sales-y”
• Educate your customers so that they can refer people to you
• If possible, use videos. Videos of you explaining these facts are a great way to connect with your audience!

HUMOR

• Funny photos get the “Likes”
• You don’t want every post to be about your business; but if you can make fun of yourself it’s a great way to get people to talk about you
• There are a few rules on funny posts:
  • Keep them clean.
  • Make sure they’re not controversial (or at least too controversial).
  • Avoid sexual and political humor.

CONTESTS

Contests are a great way to engage your audience – and expand your audience!

IDEAS:

1. “Comment to win”
2. Caption contest
3. Fill-in-the-blank contest
4. Photo contest
5. Refer a Friend

TESTIMONIALS

• If you want word of mouth referrals; sometimes you have to create them
• Use a fan to sing your praises
• Post a photo with their testimonial
• Tag them in the photo!

ADVICE/HOW TO POSTS

• When you GIVE to your audience, they will give back!
• Posting a how-to on how to do a simple task accomplishes a lot:
  • It establishes you as an authority figure
  • You are demonstrating that you are willing to help – and not just sell
  • Any value you give, will come back to you over time
• Use a video, if possible – they get great views and responses

LOCAL NEWS

• Posts about local news tie you into your community
• Local news stories inspire conversations
• Local news stories are not “spammy” or “sales-y”
• Your market loves talking about their home
• Keep it positive – no politics!

PROFITABLE PAGES OVERVIEW

• Your goal is to build your business on Facebook by building your lead base and creating referrals
• A Facebook page that does not create monetary return is an expense and a time waste. A Facebook page should be an investment
• Create engagement = create leads
• Use video as often as you can!

HERE’S WHAT YOUR GOING TO GET

• Annual Membership to Level 10 ($360 Value)
• Lifetime Access to our Video Marketing Course ($99 Value)
• Lifetime Access to Facebook Ads 101 Home Study Course ($297 Value)
• Example Ads for Each insurance product ($497 Value)
• 30 Minute Private Coaching Session with Alex ($250 Value)
• Power Engagement Marketing ($197 Value)
• Ultimate Targeting Guide for Facebook Ads ($47 Value)
• TOTAL VALUE: $1,747

GET STARTED NOW

• Get started now with ”The 2018 Facebook Playbook” for just $300!
• Email alex@branninggroup.com with the subject “Send me the Playbook!”

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