Insurance Agents: What You Should Know About Facebook Insights
Facebook marketing is increasingly a no-brainer for any business person, who has a piece of their brand online. Insurance agents are not exceptions. If you’re going to have a Facebook presence for your business — and you should — then you’ll want to learn the ins and outs of Insights and how they can help you expand your reach.
- Learning The Dash.
When starting a page for your website, Facebook will show you a series of tabs that are relatively self-explanatory. The Page tab is where all of your posts will appear as well as the comments and other engagements (Likes and Shares) that followers make. This is also where you can schedule posts ahead of time, so you don’t have to be in front of the computer at a certain time of day whenever you want to share a message with your community. The Messages tab will allow you to read and respond to direct messages. (Good for keeping in touch with customers, grabbing the attention of insurance leads, or answering questions.) Next, the Notifications tab will let you know whenever someone has left a comment, Like, or Share. The last tab is Posts, and it will show you what, if any, posts that you have scheduled. Between this and the Notifications tab is the item we’re about to discuss in greater detail: Insights.
- Browsing Insights.
When you click Insights, you’re going to see a series of sub-tabs: Overview, Likes, Reach, Visits, Posts, and People. The Overview will show you a quick glance of your weekly Page Likes (how many new Likes and Total Likes you have compared to the week before), Post Reach (how many eyeballs saw your individual posts), and Engagement (how many clicked to comment, Like, Share, or open the link, if applicable).
- Drilling Deeper.
Once you’re familiar with the Overview, you’ll have a great idea what to expect on the other tabs because all they really do is drill deeper to show you how your content is being received. Likes will utilize graphs to show your performance over time. It will show you how many were organic and how many were paid for through Facebook’s advertising platform. It will also show how many people are Unliking your page. Reach will demonstrate organic vs. paid eyeballs — eyeballs don’t necessarily click through — and it will show you how effective you are in reach vs. engagement. In other words, of the people who see your post, what percentage are interested? Visits shows the number of times that your pages and tabs were visited. Posts will show you the engagement vs. reach for each individual post. (Remember, engagement is what you want.) The People tab will break down your demographics by gender, country, city, and language.
- How To Use The Information.
Unfortunately, Facebook’s data doesn’t tell you HOW to use the information, but concerning your People and Demographics, you likely have a much better understanding of that than the service does. After all, Facebook is very limited compared to some of the information that you have access to on your insurance customers. What you SHOULD pay particularly close attention to, however, is the gender and post information. Gender can influence the way that you package the information on your page, so you’re playing to the main audience with your approach, be that men or women. Posts will show you what worked and what didn’t on a micro level. If your posts about auto insurance, for instance, are bringing in more engagements than posts about life insurance, then you may want to make sure that auto insurance is featured prominently every time you make a post. That doesn’t mean you should refrain from talking about other products, but it does mean you should honor the types of content your fans wish to consume.
Facebook Insights is a great tool for growing your Facebook audience and communicating with existing customers, but it won’t necessarily grow your business. In other words, a Facebook Like does not mean a real-world sale. That’s why it’s important you don’t keep all your marketing to that one area. Use it as a tool, not THE tool.