This video is from Landon McCarter’s speech at the 1% Mastermind Retreat.
If you’ve had problems with your Facebook ad account getting disabled, you’re not alone. Let’s talk about why this happens and how you can prevent it…
Have Positive Interactions
First, you have positive interactions and negative interactions.
Your Facebook account has what’s called a quality score. We work with the senior market whenever we put plans together that are ads, talking about your different premiums, etc. Sometimes, these seniors decide that the ads are misleading. Facebook has given us a chance to flag the ad as “midleading” or inappropriate info — so every time someone actually flags that, it lowers your quality score. The only way to offset that is to have positive interactions by people liking and sharing the ad.
So the reason that your ad accounts are getting disabled is because you’re doing too much marketing and not enough engagement.
Improve the User Experience
Facebook doesn’t want you using their platform to only pull prospects out for you to sell them. Instead, they want you to make the experience better for their users. If you’re doing nothing to enhance the user experience, Facebook will disable your account. It’s a ticking time bomb.
If anyone has had their account disabled and then reinstated, they’ll likely say “Sorry for the inconvenience.” But since their algorithm kicked it off and it takes a human to turn it back on, you can beat the algorithm by getting positive interactions versus negative ones.
About Messenger Campaigns
When you use organic social media as well, you’ll get many leads and conversations. We do a lot of “messenger campaigns” now where we create the call to action to try and start a real conversation with us and then we act as if we’re our client to try and get the actual info.
So the CTA is not about completing a lead form but instead, starting a message with the agency. Then, that person can have a real conversation because we often find that our contact rate is so low on Facebook — because we’re trying to take a person that’s in this Facebook mode and get them while they’re on FB to answer our phone call.
However, if you can actually speak to them while they’re on the platform, you have a much higher contact ready for early engagement. You’re talking to them on the window of what they’re already on!
What This Should Look Like
- Figure out what you’re actually going to be doing this year: When are your direct mail drops? Before that takes place, you want to build a landing page to make sure that direct mail landing page is on the actual piece of direct mail.
- When are my seminars happening? You could create a countdown on your website to be able to say, here’s my next seminar, register here.
- What’s your content schedule? Oftentimes, we find that people don’t do content marketing because they don’t understand how the pieces connect. They think they need a separate strategy for email, blogging, YouTube, organic social media, etc. All you have to do is create one good piece of content per week (four times per month) — something that’s educational and about 10 minutes long. Put the video on YouTube and on your site.
That already gives you your email marketing content. Just pick the best of your four videos and send them to the database. Once you have your video created, you can write a blog post on that same topic. Embed the post into your actual supplemental content engine (blog feed).
When Google sees an embedded video in your blog post, that’s the most educational thing that you’re doing for users. Google doesn’t care about whose website they show on the type of the list. They only care about getting the users answers to their questions.
Now you’ve got eight good pieces to share on social media.
Once you’ve dedicated yourself to creating content, the next step is to figure out your goals. Some typical goals we try and work clients through are return on adspend (ROAS) — a really big one for paid ads. Our benchmark of success is to get a 3X return on ad spend.
To get this number, take what you spend on Facebook ads vs. how much premium you wrote, and you need to be at three times as much.
Then, there are lead goals. At Secure Agent Marketing, our goal is to get 1,000 inbound leads per week through content marketing, webinars, and social media. That’s the first revenue that’s sold. Everytime we get a registration for a webinar, that lead goes into our Hubspot, which goes into our email, which goes into something later. We’re also capturing their email address and there’s a lot of synergy because we have it all in one spot. Cody and Landon have learned that any dollar they spend on marketing is going to end up returning in some capacity!
Cost per acquisition (CPA) is another thing that people use to determine what their goals are.
We don’t want to work with people for one month at a time. We’re getting to the point where, if you don’t have a six-month mindset, we’re not really a good fit for each other. You’re trying to put a circle block in a square hole and it’s not going to work.
Here’s an outline of how this should work:
Month 1 is all about onboarding. This involves talking targets, going through ROAS, how many agents do you have, looking at your lead goals, and see what you’re trying to accomplish. This is when we usually set a budget, talk KPIs, and execute a “strategy document.”
The strategy doc outlines all the things that should be accounted for in that particular month. So we know there’s all these things we have to do to hit our KPI goals.
Also, set up Google Analytics. It doesn’t come pre-built.
During month 2, we’re developing assets, creating the content, running paid Ads, getting CPLs and everything moving.
In month 3, you’re setting big benchmarks. Assuming you’re getting leads and having good conversations, you want to understand what you’re willing to pay.
For example, if we have a Turning 65 campaign that we’re trying to run, and we start to realize that those benchmarks are outside of our acceptable range, we’ll start to rebuild the campaign, optimize, pivot, etc.
Then, you’re refining things. Maybe you take a campaign that’s working and try to drop the CPL. Or even better, use the low CPL that you’re getting — creating equity in your lead cost — to increase the contact rate, and qualify the lead so you can get in touch with the individual.
This is called creating lead equity. Then you optimize, scale, and keep going.
The greatest thing about digital marketing is a metric called impression share. How much is your budget getting you of the market? So if you have an impression share of, say 50% in Springfield, MO and you’re spending $4,000 per month, you know you can own the market and drive twice as many leads for twice the budget — without seeing diminishing returns on your lead costs.
For more info on how we can help your insurance business, sign up for a FREE strategy session today.