“But Nato, insurance Facebook ads aren’t really working anymore.”
“Facebook marketing is dead.”
“Email Marketing is DEAD!”
“Lead gen is DEAD!”
I’ve definitely heard this more than you can imagine. And I’ve been told time and time again that “everyone’s switching to Google and YouTube now!”
Sure, I don’t doubt that Google and YouTube ads work.
In fact, a few students of mine inside Fully Covered that have had some killer results with them.
But to say that Facebook marketing is dead?
If that was true, you’d hear it straight from me and Bobby.
On the contrary, Facebook advertising still makes up around 90% of my overall marketing strategy for my agency. Me and my students are still getting better and better results with our Facebook Ads every single year.
We’re still running insurance Facebook ads and getting up to 5X – and sometimes higher – above return on ad spend. And it’s not showing any signs of slowing down soon.
What may be the problem with Facebook ads most insurance agents are running is that their Facebook marketing is lacking the critical components of a successful ad.
Let’s jump right in!
This simple setup of Facebook ads can be used by anyone to generate leads exclusive only to you, your agency and referral partners.
The Insurance Facebook Ad
There are practically tons of different platforms you can advertise on these days…
But personally, I focus 90% of my efforts on Facebook.
Well, advertising on Facebook lets me compete against the big guys.
Think about it: when scrolling through your news feed, there’s not much (if anything) that separates my ad from one of the big guy’s ads.
We both have the same chance to grab that new client’s attention…
In fact my chances are even better because I’m not saying the same generic stuff that they do in every single ad! I actually show you how to set up Facebook marketing for your agency that is contrary to what other businesses are doing.
Now with all that being said, here’s what I think matters most when it comes to creating your ads:
The goal is NOT to sell the client on anything…
But only to get them to the next step!
Everything in your ad must be designed to make this happen, otherwise the client will keep on scrolling by.
And for us, all we want them to do is click over to our…
A Landing Page
The goal here is pretty simple: collect the client’s information so that you can call them back or contact them however works best for you.
So all this page needs is a form for their contact information plus anything relevant to the policy you are trying to sell them.
PRO TIP: If you’re using software like ClickFunnels for the landing page, pre-filling some of the fields (like name, email, etc.) can have a massive impact on how many clients actually complete and submit the form.
They see a big chunk of the work done for them… so they think ‘ok, why not just finish it?’
Once they click ‘Submit’, their info then gets sent over the next piece of the funnel…
The CRM System
Now this is a HUGE weak point for a lot of insurance agents out there. Many of them gather the client’s information…
But never put it anywhere useful!
In fact, I can name a handful of agents myself that just keep the info in their inbox… then search the client’s name every single time they need to follow up with them!
And more often than not they end up losing track of the client, only remembering to contact them once it’s too late.
Moving all the info you collect over to a real CRM eliminates this problem completely…
PLUS you have the ability to keep track of where all your leads and clients are in the sales process!
When I was using Pipedrive, I kept my clients sorted under each of these categories:
New Quote Request
Once the client’s information is in our CRM, the funnel’s job is pretty much done. At this point we’re able to finally get down to what matters most: closing deals.
However, if you want to take another giant leap forward and save yourself countless hours per month, you can move onto the next step…
An Automation Process
This is where things get fun.
In my own funnel, I use a system called ContactSmarter which emails the client and leaves them a voicemail for me.
It does this all automatically so that I only have to get involved when the client responds to one of those messages.
You can go 1,000 feet deep with the automation piece of the funnel… but at a base level, even something like setting up an email autoresponder with software like ActiveCampaign can save you huge amounts of time…
And most importantly — increase your chances of closing more policies!
To give you a better idea how all this works, I have recorded a Insurance Facebook Ad Mini Course to give you a visual presentation on how each of these components funnel to the next.
Insurance marketing funnels can vary in a hundred different ways but in the end it’s more or less the same idea:
First an Ad, over to a Landing Page, which sends info to our CRM, then the automation system takes care of outreach.
And when it comes time to close the deal… only then do I finally pick up the phone and get to work!
Insurance Facebook Ad Mini Course
Get instant access to Free Training on how to build a successful Insurance Facebook ad
Nato owns Guajardo Insurance Agency. He learned the lessons he needed to learn so that his agency avoided the traditional ups and downs of lead flow and sales. He created Fully Covered to do just that. A methodology and system that provides predictable and automated online leads to insurance agents that have a passion for helping people.
Today, Nato runs his business together with his wife, Angelica, without the stress of finding the next client or worrying about if there is enough money in the bank. Plus, he gets to protect clients with our Agency and protect his peers through education and systems that took years to figure out on his own.