Using Facebook for Affinity Group Insurance Marketing

Most any affinity group insurance lead generation program can benefit from social media advertising. In particular, Facebook offers the potential for outstanding audience size and targeting capabilities, as well as flexible daily spending levels to help control expenses. With so many options, understanding the best ways to reach and engage Facebook audiences can seem like a struggle. However, it’s simple to get started with these best practices to drive affinity sales through Facebook ads.

The good news for your affinity marketing is that there’s likely already a group Facebook page with a built-in audience. The not-so-good news is that Facebook’s algorithm means you’ll have a hard time reaching that audience when you post organically. Research shows that less than 2% of followers will see a page’s organic posts in their newsfeed. Think of it as Facebook’s way of “suggesting” you use its paid options, such as boosted posts and ads.

Facebook Business Manager & Ad Accounts
For insurance sales, we recommend running ads that drive traffic to a landing page built specifically for conversion. Facebook has straightforward instructions to set up Business Manager and ad accounts for a Facebook page. Business Manager provides a single interface for convenient review, administration, and refinement of Facebook advertising components without the need for a standard Facebook user account.

Groups can grant third-party administrators or external marketing agencies access to their Facebook Business Manager, ad accounts, and pages. Some groups may be reluctant to grant a TPA or agency access to serve ads under their Facebook page. In such cases, the TPA can create its own Facebook page with a name like “ABC Group Member Insurance Solutions.” The idea isn’t to cultivate an organic following for that page; it’s so that even without advertiser access to the group page, a TPA or agency can still serve ads to the group’s followers.

Ad Creative & Targeting
Once you have access, you can begin creating your ads. The major creative components of a Facebook ad (depending on format) include a headline, ad copy, images or video, and a call-to-action button. It’s a good idea to create multiple ads for a single campaign—it’s important to test and identify top performers rather than simply assuming you know the best approach. You might see major performance shifts when you mix-and-match headlines, images, and CTA copy.

A key benefit of Facebook is the amount of targeting available. We’ve established that most group pages will already have numerous qualified followers. These people are a great initial target for insurance ads, but it’s unlikely every member of a group follows its Facebook page. Fortunately, there are always other ways to target Facebook users.

One of the best is to email file match, if the group email file is available to you. You simply upload the group email list to Facebook, and when a member email address matches the email address that member used to register with Facebook, you can target that person with insurance ads. This is a great way to ensure you’re reaching members beyond those who have actively liked the group’s page.

Facebook Pixels
A Facebook pixel can be used to target members who visit the group website. The pixel is a small piece of tracking code that reports on site visitors and the actions they take. With this critical information, you can target people who are likely to be members of the client group because they have been to the website, even if they don’t follow the group’s Facebook page. Pixels can be placed on the group website’s insurance content and more general site pages, depending on how selectively you want to target, and can also be included on its online application portal.

Again, if the group won’t allow placement of the Facebook pixel on its site, you can instead pixel a TPA-owned insurance site visited by that group’s members. With the pixel in place, you can extend your communication with those members to Facebook and to multiple impressions over time instead of a one-and-done marketing effort.

Affinity group insurance marketing and Facebook’s advertising resources and methods are a good match. While the techniques will vary depending on the level of access granted to the group’s website and Facebook ad account, by building on the fundamentals presented here, you’ll be well on your way to utilizing Facebook as a productive part of a comprehensive and cost-effective multi-channel lead generation program.

About the author: Zeis Group provides turnkey multi-channel affinity group insurance lead generation and conversion services to affinity market TPAs/brokers and groups nationwide, with a specialization in highly effective and cost-efficient use of digital channels.