Using Messenger Campaigns to Get Insurance Leads

Using Messenger Campaigns to Get Insurance Leads

As trendsetters in the industry, we’re always thinking of new ways to make leads better and help agents be more profitable. The digital marketing world changes often — and quickly. Our friend Justin Brock has said, “Yesterday’s best lead vendor is today’s worst lead vendor.” 

Facebook is changing right now. In general, the overall campaign ROIs and return on Ad spend are not as good as they were six months ago. This can be annoying for insurance brokers who have chosen to advertise on the popular platform. One of the things we’re trying to do for our clients is to pivot that ad spend to different campaign types. 

Facebook is typically a lower buyer intent lead than Google. However, we can create a higher buyer intent lead on Facebook by running a messenger campaign. Let’s talk about what this is, how it works, and how you can measure results.

What Is a Facebook Messenger Campaign?

A messenger campaign involves Facebook ads that send prospects into a Messenger conversation with your insurance business. Many agents use ads that click to Messenger to contact people full-scale, then continue to chat with them individually in Messenger.

Not every conversation is the same. It’s important to add a human element to get the results you’re looking for.

How It Works

The process is very simple. We use the call-to-action (CTA) of the ad to get the prospect to take steps, to engage in a messaging conversation. Then we have someone, responding as the client, to book an appointment on the insurance agent’s calendar, and THEN it’s a lead.

  1. Prospect sees a Facebook ad, takes action
  2. Human responds through FB messenger
  3. An appointment is booked with the agent
  4. We package that into a lead

Tracking KPIs

If the person doesn’t want to schedule an appointment right there, no problem. We’ll try and generate a phone call. The cost per lead (CPL) is good for Messenger campaigns. We track the key performance indicators (KPIs) including:

  • Conversations started
  • Appointments booked 
  • Appointments held

We also track the different ways the conversations happened — excluding an actual calendar invite — that still mattered to the business.

The Reason for High Conversion Rates

We’re seeing high conversion rates with FB Messenger campaigns because we’re responding to the engagement directly and immediately. Our initial goal was to generate that engagement. 

Since the prospect connected with us through Facebook, we’ve got them where we want them. And we meet them exactly where they want to be! You can still send texts, calls, and emails as a point of automation, but we want to make it as convenient as possible for the prospect — by responding to them on the platform they engaged on. In our eyes, that’s why our Facebook Messenger campaigns have worked very well.

How to Track Your Numbers: ROAS

Return on ad spend (ROAS) is a marketing metric that measures how much revenue is earned for every dollar spent on advertising. So, what you’re spending on digital ads is the investment for which you’re tracking returns. Many people use ROAS to track their numbers for messenger campaigns. 

The benchmark that we try to set is $3.5-4 ROAS. This means that for each dollar spent, we’re getting $3.5 to $4 back. If we can hit that, it’s a scalable method that will yield success.

Contact Secure Agent Marketing to Learn More

Secure Agent Marketing runs successful Facebook messenger campaigns for independent agents nationwide. Whether you work in the Medicare, final expense, or U65 health sector, we want to help you get high buyer-intent leads. Call (833) 402-4368 to learn more!

Leave a Comment

Your email address will not be published.

SAM Logo Long White Small