As we move into the middle of 2013 it is now pretty obvious
that a high percentage of agencies not only use facebook, but use it
strategically to generate referrals via their current book of business. The
formula is pretty simple; get as many of your clients as possible to “Like”
your page. This allows them to potentially receive your daily posts. Next you post four or five days a week, with
the goal that your clients “interact” with your posts. (Interact means they
click Like, Comment or Share under the post on Facebook.) If you can get
interaction on your post, it then goes to those clients connections. Touch
enough of your clients “friends” and you generate referral phone calls.
The above strategy sounds easy enough, however likely only
10% of all agencies have a strategy in place to actually achieve these results.
The biggest part of the strategy is getting your clients to become “fans”.
Below are 3 steps to make it happen.
Step 1 –
Setup your agency facebook page so it is complete and professional looking.
This sounds obvious but most agencies over look it. Make sure your logo is
present and that you have an impressive main image. Also make sure your contact
info and agency description are inserted into the “Edit Page” area.
Step 2 –
This is the step most agencies skip! Most think step 2 is to market the page
and get more fans. Actually step 2 is to start posting, even though you may
have minimal or no fans. We suggest you post once a day for two weeks. Make
sure your posts look good and have value. Once you’ve posted for 2 weeks straight
the page will look active and have value. Now when you market the page, more people will
see a reason to click “LIKE”.
Step 3 –
It’s time to market the page. First we suggest you click the “Build Audience -
Invite Friends” tab at the top of the business page. This allows you to send an
invite to all of your current facebook friends about the page. You can expect
about a 30% conversion ratio. This means if you invite 100 friends you will get
about 30 fans. Next we suggest you send out a special email to your entire
client base. The verbiage on how to become a fan are very important, below is a
sample. You should be sending out variations of this email three times a year.
Remember you’re never done adding connections, it’s a constant process.
Sample Verbiage
Bob’s insurance is excited to announce the relaunch of our
social media presence. Each day we will be posting insurance insight and
interesting ideas. To receive this information you need to become a fan of our
page. To become a fan go to www.facebook.com/benefitstore.net
and click the “LIKE” button at the top middle right of the page.
