How can Financial Advisers and Insurance Agents Succeed on Facebook? - Part 3

| 30 Jan 2019

Here's how we grew our Asia Advisers Network Facebook page from zero to over 13,000 followers in less than a year. If you are unsure of how to succeed on Facebook and looking for an easy blueprint to follow, read on. This is part three of our 4-part guide on how you can succeed on Facebook.

If you missed Part 1 on how to create a Facebook Business page, click here.

To customise and add collaborators to your Facebook Business Page, read part 2 of the article here.

Now, as your Facebook Business Page is set up and fully customised, we can proceed to start posting on the page.

It’s imperative that you post content that is not only relevant to your target audience, but created specifically for the platform it’s being posted on. The type of content that is best suited for Facebook is very different from the type best suited for Instagram or Twitter or LinkedIn. It is also important to know what, when and how much you should post.

What to Post

1. Engaging content

Post a fact, story or comment relevant to a particular insurance product or market to keep customers engaged. It can be about insurance, community news, and events, general interest articles about the lines of business etc.

2. Informational posts

To many consumers, a hard sell on Facebook or any other social media platform is a turnoff. If your posts on Facebook are too sales oriented, it will be difficult to get and engage followers. Balance self-promotional posts with posts that are informational.


3. Educational articles

Write posts and articles educating the clients on different financial products and ideas for personal improvement.


4. Infographics

Post infographics often. People seek out infographics for quick bites of information.


5. Live video/ Videos

Live video and videos have become incredibly popular across various social media platforms, including Facebook as it allows brands to reach consumers directly and create an interactive experience.


6. Promotions, discounts, coupons

Give people more reasons to follow you. Great content is important but exclusive discounts, coupons, promotions that you post only to your social media sites can get people who normally wouldn’t bother to follow you into avid fans. According to eMarketer, 58% of Facebook users like a company to receive discounts or promotions.


7. Inspirational and motivational quotes

You can also share Inspiring Quotes. The reason why quotes work is because they can connect with literally anyone.


8. Contests and offers

Another way is to offer something of value in the form of an offer or a Facebook contest or giveaway. The more interesting the incentive or deal, the more likely it is to generate “shares” and “likes”.


9. Customer feedback

Customers are the lifeblood of your business, so share their thoughts with others. Use customer feedback as a way to engage other customers or open a dialogue. Tag customers in their feedback to increase the visibility of the Facebook post.


10. Trending topic of the day

If you don't know yet, the news feed algorithm will reward posts that are about topics trending on Facebook. You can find potential topics that your customer will be talking about. For example, if you know your customers will be watching the football match, you can post content around this, and ask which team they'll be supporting.


11. Emotional posts

If you want to elicit a big response from your fans, publish a post that appeals to your audience on an emotional level. Share content and tell stories that pull at people’s interests, emotions, fears, and even their dislikes.


12. Sometimes, you can also post “Selfies”.

Selfies are some of the most popular posts on Facebook. When done right, a well-posted selfie can do a lot for your Facebook strategy. It not only humanises your brand but gives your brand a personality of its own.


13. Short and sweet posts

You might find every aspect of your business fascinating, but long, rambling posts will never garner the likes, shares, and comments you’re looking for. If you want fans to read your posts, keep them short and sweet.


14. Pictures of community involvement

Are you supporting or donating towards a particular charity or cause? Why not share pictures of your agency’s community involvement. Charitable sponsorship is a great way to do well in your community, while also gaining marketing experience. Donations put your agency's name out there, especially if you sponsor some kind of event.


15. Be strategic with images

Don’t post stand-alone photos of your products or services. Show them being used by happy, satisfied customers. Also, make it easy for fans to tag photos of their own, wherever they use your product or service, and share these as well.


16. Engage with other “strategic” brands

If you can work out an agreement to share someone else’s content, it will help to provide a mutually beneficial boost in organic reach, as both sides are exposed to a wider audience.


17. Interact with other businesses and influencers

Extend your network by liking and interacting with the Facebook pages of other businesses or influencers in your industry. Tag other businesses or influencers to your posts for cross-promotional marketing. If you link or share the updates from other businesses or influencers, they will be more likely to link to or share yours.


18. Highlight business milestones

Remember the good times and celebrate anniversaries by highlighting company milestones such as your first 5,000 followers. These posts usually engage your audience and make you more personable. 


When and how much to post

This is one of the most important pieces of advice I can give you. Be consistent. Don't post something and disappear. It's bad form! This will affect your reach and engagement when you come back in the future.

You need to post regularly. If you post too infrequently, your audience will forget that you exist. If you are posting too often, you will become a nuisance.

“Ahalogy” suggests posting to Facebook no more than once a day is best. There is another “two posts a day” theory for Facebook marketing but it works if you have a substantial Facebook following of at least 10,000 followers. Whenever you have an audience of this size, there is almost no disagreement that posting twice a day is the way to maximise clicks and engagement on your content.

According to the data available from different companies (Quick Sprout, Buffer, Kissmetrics, Huffington Post), the best time to post on Facebook is between 1pm-4pm while the engagement is the highest on Thursdays and Fridays.

If you want to track when your audience is on Facebook, you can use Facebook Analytics. Right in your brand’s page in Facebook, go to Insights and click on Posts to see the data of when your viewers are online. You should use this time to target your followers.

You can also experiment by posting more than once or at different times of the day. The response from your fans might sometimes surprise you.

Next Article: Market your page to your target audience. We will help you to get the most out of your paid campaigns and show you ways to increase your page followers.


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