If you’ve ever wondered how social media marketing works, this one’s for you.

We work with many types of businesses, both large and small. However, over the years, we’ve developed focused solutions for select industries, including aviation and insurance.

On the insurance side, we have a product called Clickable Coverage (check it out). Simply put, it’s a cool way to help insurance producers sell insurance.

There are 40,000’ish independent insurance agencies in the United States alone. That’s our primary target market. So, while Clickable Coverage is already being used across the country, there’s certainly plenty of room to expand!

So, over the next few weeks, I’m going to show you, step-by-step, how we’re tapping into the power of social media to do exactly that.

Focusing on Facebook

Facebook and LinkedIn are the two platforms that make the most sense for Clickable Coverage, but let’s start with Facebook first.

Just this week, we created a simple ad targeted at insurance salespeople throughout the country.

Here’s how we did it…

Step 1 – Choosing our objective

First, we need to tell Facebook what our objective is for this particular ad. You can see some of the options below.

Priming the pump - 1

For us, we ultimately want people to complete the form at the bottom of the Clickable Coverage “landing page,” so we chose the “conversion” option.

By the way, we also care about exposure and brand recognition. So, we’ll be looking at ALL of those numbers as the ad runs. Stay tuned…

Step 2 – Targeting our audience

Social media (and especially Facebook) is so powerful due to its vast targeting abilities. Simply put, we can get our ad in front of just about anyone.

In this case, we chose to target people who have job titles related to selling insurance, as you can see below.

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Step 3 – Setting our budget

In comparison to more traditional forms of advertising, social media can be very cost effective. If you have a few bucks to invest, you’re ready to go.

For the Clickable Coverage ad, we’re investing $500 over the next 30 days.

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Step 4 – See what happens

Now, we wait. Over the next 30 days, our ad will be shown to the audience we defined above. Some of them will click it to visit the Clickable Coverage page, and a percentage of them will (hopefully) kick the tires and request a demo.

I’ll share these behind-the-scenes results with you over the next few weeks.

For now, here’s what the final ad looks like…

Priming the pump - 4

Nothing is perfect

By the way, it’s worth mentioning that no marketing or advertising is perfect. All of it requires experimentation and refinement. So, that’s in the game plan.

However, the nice thing about digital marketing (including social media advertising) is that we have access to the data…almost in real time.

What’s working? What’s not? Good questions.

We’ll find out soon…

Author Jeff Teschke

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