Like Minds: the Value of Targeted Facebook Ad Messaging

Most agents use Facebook to interact professionally with clients and friends, creating an agency Facebook business page and asking contacts to become fans. But should you use Facebook advertising in the same way?

Facebook’s 1 billion users create a rich environment for finding potential connections. What matters, though, is not the audience size, but rather the ability to target users by characteristics such as zip code, industry, age and interests—which is logically more efficient than more traditional mass market ads. Plus, Facebook enables you to create specific ads for different target audiences.

With Facebook advertising, you can define the people you want to engage based on factors ranging from hobbies to where they live. The result: You connect only to people who are relevant to you and will be most receptive to your message.

But be sure to never lose sight of the “social” in social media—avoid the temptation to blurt out an overt sales message with a Facebook ad. Your goal is to introduce yourself and establish a reason to connect by demonstrating attention to people’s interests. Connections may not happen right away, but once someone needs insurance help, you’ll be top of mind.

Most agents use Facebook to interact professionally with clients and friends, creating an agency Facebook business page and asking contacts to become fans. But should you use Facebook advertising in the same way?Facebook says there are three advertising objectives to consider. Ask people to:

1. Like, RSVP or engage with a Facebook page or event.
2. Visit or engage with a website.
3. Download or use a Facebook application.

Facebook offers tools to create ads, which can include text along with an image or video. Ads can appear in the desktop or mobile news feeds and in the right column of Facebook.

What about cost? Your Facebook ad campaign can incorporate a variety of ads, each with its own target audience, budget and schedule. You can create ad sets for each audience and measure response.

It’s entirely realistic to start Facebook ads with a commitment of $100 a month or less. After all, you’re looking to add relevant connections—motorcyclists or renters to grow specific lines, for example. You set the spending limit, and once you reach it, your ads stop. Easy.

Get online, see who you can find and discover what unfolds.

Amy Skidmore is an IA contributor.