By Susan Rupe May 31, 2018
BALTIMORE --
Facebook is more than just a place to read news headlines and see photos of
your friends' children. In fact, with its users visiting the site an average of
eight times a day, Facebook could claim the title of America's water cooler.
That was the word
from Ryan Hurley of The Archer Group at Thursday's LIMRA Marketing Conference.
As more marketers
incorporate Facebook into their promotional campaigns, there are a number of
things they must keep in mind to engage their audience successfully, he said.
Marketers can
engage on Facebook in a range of ways, from posting updates to creating a
complete advertising campaign.
But regardless of
the depth of engagement, a good Facebook ad has the following components, Hurley
said. They are: descriptive text, an image or video, a headline, a link
description and a call to action.
Hurley gave some
best practices for creating a successful Facebook ad campaign.
- Know what you want your audience to do. Facebook advertising is not
always about collecting likes and comments.
- Always give users something to click on.
- Photos work great; great photos work better.
- Be succinct. Your audience will read only a sentence or
two of your message.
Susan Rupe is
managing editor for InsuranceNewsNet. She formerly served as communications
director for an insurance agents' association and was an award-winning
newspaper reporter and editor. Contact her
at Susan.Rupe@innfeedback.com. Follow her on Twitter @INNsusan.
Entire contents copyright 2018 by InsuranceNewsNet.com Inc. All rights
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