How can Financial Advisers and Insurance Agents Succeed on Facebook?

| 28 Nov 2018

Using Facebook for business may seem difficult, especially since its rules and algorithms frequently change. This makes it hard to keep up with best practices.

However, when Facebook is used correctly, it is one of the best tools for targeting a specific audience. Unsure where to start? Looking for an easy blueprint to follow?

Here is the first of our 4-part guide on how you can succeed on Facebook. We will cover how you create, brand and market your page to your target audience. We will also help you to get the most out of your paid campaigns and show you ways to increase your page followers. The same ways we grew our Asia Advisers Network page from zero to over 13,000 followers in less than a year.  

Why Facebook?

Here are some reasons why advisers should have their presence on a social networking giant Facebook and take it seriously:

- Worldwide, there are over 2.27 billion monthly active Facebook users as of Q3 2018.

- As of September 2018, an average of 1.49 billion people log onto Facebook daily.

- It is one of the leading social media platforms used by marketers worldwide as of January 2018.

-  As of January 2018, 95.1% of active user accounts accessed the social network via smartphone.

(Source Statista)

- Also, 98% of B2C businesses and 89% of B2B companies surveyed in Hootsuite’s 2018 Global Barometer Report use Facebook.

- One of the biggest benefits of a Facebook business page is that it provides opportunities for your business’s content to be shown to people on Facebook through likes, shares, and comments. This type of exposure is referred to as organic reach. The more you can get engagement on your business page, the better your organic reach will be.

Before Creating your Facebook Page

Now that you are aware of the stats, and ready to start your Facebook journey, it is important that you differentiate yourself from the competition. To do that, you should answer the following questions:

- What types of clients do I serve best?

- What are my strength and weakness?

- What is my unique value proposition?

- What is my objective and what type of content will I post on my page?

The answers will serve as a guide when building a Facebook page and also help to establish a social media marketing plan.


Creating a Facebook Page

How much does it cost to start a Facebook business page? Exactly $0.

Before creating a company Facebook page, you need to make sure that you already have a personal account. In the process of creating your Facebook Business Page, you will connect this page to your personal account. Your personal account becomes an Admin to your Business Page, where you can post through your company page, track success, and manage your business account.

To begin, navigate to  

This page will showcase two different classifications to choose from – Business or Brand and Community or Public Figure.

As you want to showcase your products and services, spotlight your brand and reach more customers, get started with Business or Brand option. Follow the steps by adding your Page Name, a category to describe your page, a profile picture and a cover page.

The ideal size of a profile picture is 180x180 pixels. You may want to upload a professional image that represents you or your agency here because this photo will appear as your icon every time you comment on a post or publish in the News Feed.

The cover photo, on the other hand, should be 828x465 pixels in size. This size works pretty well on both desktops and mobiles. 

The cover photo appears across the top of your page and is a great opportunity to deliver a visual element that supports your branding, draws attention, or elicits emotion from your visitors.

Your new Facebook page is now created. Do not forget to add a short description. It helps people know what you’re about, and it appears in search results, when people look for you online.

Look out for part 2 to know how to customise and add collaborations to your Facebook page. Sign up for our weekly newsletter to stay updated. 

Download the writer's 50 Social Media Tips here and keep it on the go with you. 


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