Guess what, insurance Facebook Page administrators?
Facebook Pages are changing once again.
Don’t panic! We’re not talking about yet another change to the algorithm that could negatively impact your reach on Facebook.
These changes could actually benefit your insurance agency if you use them wisely. (Please note: Facebook changes do take a little bit of time to roll out. The new functions we discuss here may not yet be available on your insurance agency Facebook Page.)
Call to Action
Your social media marketing is a great way to increase awareness of your agency and to build a reputation as a source of reliable information and great service. That’s a great goal and an excellent way to build your social media following and your book of business. But what’s your secondary goal with social media? Do you want potential clients to contact you for a quote? Do you want people to sign up for your e-newsletter?
Facebook now offers a selection of eight Call to Action buttons that you can activate at the top of your insurance agency Facebook page. Not all will be pertinent to your agency marketing (“play game,” for instance), but many of the others are great options. Here’s the complete list:
- Book Now
- Contact Us
- Play Game
- Send Message
- Shop Now
- Sign Up
- Use App
- Watch Video
Make Purchases From Inside Facebook
It does seem like Facebook’s ultimate goal is to keep all of us within their universe (anyone who’s a fan of Candy Crush knows what we’re talking about. Once you’re in, you may never get out!).
Now they’ve made it easy to stick around even longer by activating in-Facebook purchases. As usual, the rollout will be gradual (starting with Shopify retailers, since this capability is made in collaboration with Shopify). But it’s an important change for insurance agents to think about, particularly in light of the way people are doing business these days (where 77% of business-to-consumer companies and 43% of B2B companies have acquired customers from Facebook. Nearly half of internet users use social media to help them make purchasing decisions.)
New Mobile Pages
And here’s a really big deal for administrators of insurance agency Facebook Pages: a new mobile Facebook page look, feel, and utility. Among the changes to Facebook Pages are a more prominent call to action button (see above), an opportunity to add a Services menu to your Page (could be awesome for insurance agencies!), and tabs for different areas of the Facebook Page, so it’s easier for the user to access them without a ton of clicking and scrolling. These changes will be rolling out in the coming weeks.