Get Facebook Leads For Your Health Insurance Company

Businesses often struggle to promote their products and services, especially when starting.

You may develop innovative ways to market your insurance company through creativity and thinking out of the box.

This guide has proven out-of-the-box strategies to promote your health insurance business using Facebook.

The health crisis due to the COVID-19 pandemic has accelerated the digital transformation of companies.

Most brands sell their products online through e-commerce and have a robust social media presence.

The health insurance industry hasn’t been left behind, and carriers compete for customers’ attention through social media platforms.

Indeed, you don’t need to have an existing website since you can use channels such as Facebook, LinkedIn, Twitter, Instagram, or Pinterest.

In addition, you can set up your social media selling system without technical know-how with just a few clicks.

Here, we look at how you can use Facebook to promote your health insurance business.

Let’s jump straight in!

Table of content (o/c)

How to use Facebook to promote your health insurance business
Unique metrics for promoting your health insurance business
Facebook ad templates
Run A Facebook Contest
Other ways to promote your health insurance business

How to use Facebook to promote your health insurance business

As you already know, Facebook is a social media giant with over 2.93 billion active users globally.

If you want to increase your leads, posting on Facebook can generate interest and help your agency get more exposure affordably.

Number of monthly Facebook users worldwide 2022 / Image credit: statista.com

Here are ways Facebook can increase your business visibility and get you prospects quickly.

Use of Facebook ads

Facebook ads provide solutions that can be customized depending on every business’s market objective.

You can use the Feeds option because most Facebook users visit this section to view updates from their computers or mobile gadgets.

In contrast with Google Ads, which are only text, Facebook ads let you use videos and images for your promotion. It makes your brand image visible to the audience and gives you the power to stand out against the competition.

Facebook ads are versatile; therefore, you can customize them for different objectives at every marketing channel.

Because many people spend most of their time on Facebook, you can use ad analytics to get audience insights. These are invaluable since you can use them to strengthen your marketing strategy.

Example of the Facebook analytics dashboard

Screenshot of Facebook analytics dashboard / Image credit: Facebook.com

According to research, up to 66% of small businesses in the U.S. use Facebook advertising. You, too, can join the bandwagon for your health insurance agency business.

Unique metrics for promoting your health insurance business using Facebook ads

When it comes to Facebook advertising, clicks are everything. All campaign, conversion costs, and acquisition costs begin with a click.

Here are unique metrics for promoting your health insurance business using Facebook Ads.

Here are ways Facebook can increase your business visibility and get you prospects quickly.

1. Click-through rate (CTR)

A click-through rate (CTR) is the count of the number of people that clicked on a given link or call to action (CTA) to the total impressions.

For example, how many people clicked on your ‘Learn More’ banner at the bottom of your health insurance Facebook ad?

Ad clicks can either increase or decrease costs, depending on the level of targeting intelligence, ad creativity, and interaction with the ad itself.

Regardless of the type of business you want to promote, clicks are signals which you shouldn’t ignore. In particular, as a health insurance marketer, you’ll live by the signals to help deliver on your objectives.

That’s why most people are obsessed with the click-through rates of their Facebook ads.

Illustration

If 100 people see your Facebook ad and 6 people click to get an insight about the health insurance product you’re promoting, the ad has a CTR of 6%.

A 2017 Worldstream analysis found that the median CTR for Facebook adverts across various sectors is approximately 0.90%.

Nonetheless, the CTR varies depending on the job training, industry, and employment, with legal having the highest at 1.61% and the lowest at 0.47%.

With a higher CTR, you’re guaranteed a higher quality score because your Facebook ad is established to be more applicable than those with lower CTRs.

It also means that your prospects are finding the listings useful and relevant. Subsequently, this lowers your cost per click, and you can get more clicks with the same marketing budget.

You can achieve higher CTR for your ads by focusing on several parameters such as cost, ad level, and campaign engagement.

Tips to improve your CTR

There are several things to keep in mind when trying to improve CTR for your Facebook Ads.

Here are valuable tips:

Include a compelling and prompt Calls to Action (CTA), so your target audience can click.
Optimize your copy with keywords that appeal to your target market’s needs and emotions.
Use images and videos to attract attention and spark the audience’s curiosity.
Use popular and trending hashtags that relate to your ad and your promoting products.

2. Cost per click (CPC)

Cost per click is an online marketing payment model that is becoming increasingly popular. The CPC model computes the actual charges that a company must pay for online advertising.

When a user clicks on the ad, you must pay fees based on the cost-per-click or pay-per-click model.

Cost per click is an excellent method for just paying for ads that result in a visit to your health insurance website which can increase leads.

Thanks to some interesting tools offered by Facebook, such as SocialPeta, you can observe the competition and react accordingly.

Here are some unique statistics for promoting a health insurance business on Facebook

Metric	Rate
Median CTR for Facebook Ads	0.56%
Average Cost Per Click (CPC)	$3.77
Average Conversion Rate- CVR for Facebook Ads	9.09%
Average Cost Per Action – CPA for Facebook Ads	$41.43

Worth noting, the terms “Insurance,” “Loans,” as well as “Mortgage” are the most expensive keywords on Google with each averaging $50 per hit.

3. Cost per thousand impressions (CPM)

If your Facebook ad impressions are low, your overall advertising budget will be higher. On the other hand, if your impressions are high, you could incur fewer costs to target a similar audience.

In either case, it’s critical to monitor and make modifications as needed.

4. Ad frequency and impression

It’s important to keep an eye on how frequently people see your health insurance ads in their news feeds. This gives you a better signal of the competition, targeting, and ad quality.

You can even spy on your competitors in the health insurance business using the public Facebook Ad library.

A lot of impressions show that your Facebook ad is optimized for your audience.

5. Cost of the ad campaign

Knowing how much you spend on your health insurance ad campaign can help you stay within your budget.

You’ll also maximize the most cost-effective ads.

Download our free Facebook ad template

Download as Microsoft Word

Download as PDF

Open as Google Doc

Run a Facebook contest

Besides Ads, a Facebook contest is an excellent way to create brand awareness and get more leads for your insurance business.

For the contest to reach a broad market, promote it on your insurance business page or where your audience hangs out.

Facebook ads can also boost the reach of your contest.

A Facebook contest aims to generate buzz or attention around your insurance products and brand. It’s affordable for most people, which is a plus for a small insurance agency.

How to run a successful Facebook contest

1. Define your goals

Your Facebook contest must have well-defined and realistic goals to get more followers and increase conversion. Ensure that the contest goals you set align with your health insurance business objectives.

Examples of goals include:

Get 50 followers per day
Collect up to 300 emails by the end of the week
Increase your website traffic by 15%
Improve brand loyalty and awareness

Your goals should be measurable with a realistic time frame. Also, you can set priorities for each goal to start with those that you think are easy to achieve and, most important.

2. Choose a prize

A Facebook contest for your health insurance business involves setting an exciting prize to convince the audience to participate.

When choosing a suitable prize, have the target market in mind. But it must be relevant to your health insurance business and target market.

Of course, be sure to cleverly insert questions relating to the products that you’re selling.

When selling health insurance, be creative by running a contest on a proper diet for healthy living.

In health contests, ask the participants to track their meals and set daily targets of fats, carbs, protein, and calories.

Additionally, offer a free one month of gym membership to inspire the participants to adopt a workout routine in their everyday program.

When drafting the questions, ensure they are relevant to what you’re selling.

For instance, when promoting a product like Medicare insurance, or a federal-run program, ask the audience about the annual enrollment period or the age requirement.

What’s more! This keeps your target market on its toes about the program details and requirements.

3. Choose a contest type

Facebook giveaway is the most popular amongst small businesses. However, it’s not the only option available.

The most popular choices include:

Sweepstakes where winners are randomly chosen during a draw
A photo contest where you ask your followers to share a particular photo and the community to determine the winner
Caption where followers come up with the most creative or funniest caption for a photo
Comment where followers respond to questions in a comment, and the best answer wins

4. Have the rules ready

You should have clear rules and guidelines for each contest and let the participants know the do’s and don’ts.

Keep the following in mind when creating these rules

Entry requirements – it can be a comment on a post or signing up on your website
Publicity rights to announce the contest winner
Timeline – when it starts and ends
Laws: Remember, Facebook contests are guided by federal, state, or local laws
Describe the prizes for the winner, runner-up, and others, if applicable
How to select the winner. Who decides: you or the audience?

5. Have a contest page

Besides your health insurance business page, design a specific landing page for promoting the contest.

The main purpose is to collect the participants’ data and email addresses for easy communication.

Further, use landing page strategies and techniques to promote the page and increase engagement. And, add a free live chat feature for connecting to the audience.

Another possible way to get necessary audience data is A/B testing of the landing page. Here, you can isolate specific marketing copy that generates much engagement compared to others.

Indeed, A/B testing is a multitasking strategy that helps boost response rates, increasing conversions and sales.

6. Publish your contest

Most marketers view publishing a contest as a shot in the dark because you don’t know how the audience will respond.

However, you can have the campaign up and running on all other channels and generate much-needed attention from the audience.

For instance, after hitting the Post button, use emails, site pop-ups, Facebook posts, chatbots, and advertisements for advertising it.

Don’t forget to include a short message encouraging the audience to participate.

7. Leave a lasting impression

A positive experience for each participant increases engagement and the possibility of generating leads.

You can do this by engaging the audience in comments and sending them thank you notes in their emails.

Either way, let them feel appreciated for participating in the contest.

And another thing, celebrate the winner publicly in a Facebook post or mention them in your weekly or monthly newsletter.

8. Evaluate the performance of the contest

After closing the contest, it’s now time to evaluate its performance. Look at customer data to evaluate the most active and use this information to plan your future campaigns.

Reflect on the experience and seek answers as to whether it achieved your goals.

With these answers, you’ll have a good start to your next contest for your health insurance business.

Other ways to promote your health insurance business

1. Consider live events

In addition to Facebook ads and running contests, try hosting a live event for your health insurance business.

This involves networking and hosting events with prospective customers. Offer some prizes or giveaways to participants who come.

Additionally, invite local businesses or partner with them to offer incentives for their customers or employees.

Most of all, to boost the event significantly, ask local celebrities or community leaders to speak to the audience.

2. Use YouTube

YouTube is a great way to reach out to potential clients who may be searching for health insurance-related topics, products, or policies.

By creating practical, educational, and valuable videos, you can establish yourself as an expert in the health insurance industry and build trust with your audience.

Plus, YouTube is an excellent platform for running ads that can target particular demographics.

Ways to use YouTube to promote your health insurance agency business

As a health insurance business owner, use YouTube to talk to your audience about pre-existing conditions and how to seek help.

It can also include signing up for coverage under Medicare programs if they are over 65 years old, have an existing chronic renal problem, or are disabled.

Videos can include testimonials from satisfied clients who have signed up for your products. Also, talk about new policy packages, proposals for existing clients, and tips for saving money on premiums.
You’ll want to add captions for each video. No need to worry because YouTube will automatically generate them. Simply click Transcribe after adding the video.

Besides, these captions make it easier for people who can’t hear to watch your videos too!

Whatever your niche is, there are plenty of topics and ideas on which you can create content.

YouTube helps your health insurance business by building relationships with prospective customers.

In many cases, prospects will want to know more before deciding whether or not they want to work with you.

3. Google My Business (GMB)

Google My Business allows businesses to promote their products or services through Maps or Nearby.

By optimizing your Google My Business listing, clients can find vital information about your business, including; location, website, phone number, and hours of operation.

Plus, you can also add photos and videos, which can give your prospects a better sense and essential information of what your business is all about.

Here’s how to optimize your Google My Business listing:

Make sure your health insurance business information is accurate and up-to-date
Add photos and videos that showcase your products or services
Use keywords in your business description to help prospects locate you easily

4. Use of referrals

A referral program is an excellent way to get new prospects while rewarding existing ones.

To get started, create a system for tracking your referrals via a physical card or an online form.

Then, offer rewards for clients who bring new referrals, like a discount on their next policy or a gift card.

Be sure to promote your referral program via social media and other marketing channels.

And don’t forget to thank your customers for their referrals.

5. Blogging

Additional ways to increase brand awareness include writing blogs about the health insurance industry.

You can also write guest posts for other websites and opinion pieces for industry publications to reach a wider audience.

It’s essential to have a well-designed homepage, which is easy to navigate so that visitors can locate products quickly.

A call-to-action button on the homepage page will increase conversion rates by prompting visitors to your website to take action.

When prospects visit your web page, they can fill out an inquiry form and enter their emails, making email marketing campaigns easier.

Work on building a strong web presence using relevant keywords and descriptions.

You should also be aware that search engine algorithms rank web pages higher if they have backlinks from other websites. Therefore, get others to link back to your site to help it rank higher.

Other steps include:

Creating an email list
Set up social media profiles and marketing via these platforms
Create newsletters with valuable, helpful health insurance-related articles and send them to prospects. It can help attract new subscribers who might easily convert.

Conclusion

As you can see, Facebook and other social media sites are vital in promoting your health insurance business.

Again, promoting your products on these sites will allow you to reach a large audience, and maximize leads and conversions.

However, remember that because your prospects are using social media sites more doesn’t mean they’ve abandoned traditional media.

Therefore also incorporate direct mailers and TV/radio commercials to reach audiences and promote your health insurance business.

About the Author: Kris Broda

As the co-founder of brodmin, Kris has more than 10 years’ experience in Trust, Fiduciary and Corporate services industry. He worked at UBS as Senior Compliance Associate and shortly moved to assist HSBC with a new project as KYC Analyst. Follow him on @realbrodmin and LinkedIn

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