How to Market to Medicare Eligible Clients on Facebook

Written by Lexi Williams

March 1, 2021

As you might already know, Facebook is the most popular social network among seniors. They are the fastest-growing demographic on the social media platform, and 46% of adults 65 and older use it. This is why Facebook should be a key player in your Medicare marketing strategy as an insurance agent.

Your potential client pool is growing and changing – and they are using Facebook more than ever. Use these tips to make sure you’re taking advantage of Facebook in the best way to market to the Medicare-eligible community.

Post the content they want.

People are online for various reasons: staying connected with family and friends, news, shopping, etc. They are always taking in new various bits of information. Make sure you are posting things to catch their attention and is of value to them, and they will start coming to your page.

As a Medicare insurance agent, you can do this in a variety of ways. If you have a blog, you can share your blog posts on your Facebook page; sharing articles from carriers or other pages or organizations that may be of interest to beneficiaries is also a good strategy. You can post about Medicare-related topics, health-related topics, warnings about scams, and essential health news. Anything you think would interest clients or prospects is something you should share on your page.

Post frequently.

For marketing on Facebook to be successful, you need to post on a regular, frequent basis.

How much is enough depends on how many followers your page has. Pages with more followers tend to do better when posting more often, and those with less can post once or twice a week and still be successful. You must find that sweet spot for your insurance agency. The most important thing is to keep posting. Never go months without posting anything.

Promote your posts.

Sometimes, especially in the beginning, natural engagement is not enough to grow a following. If you make a post that you want many people to see – pay to have it promoted. This will widen that post’s reach. You are even given the option to target specific demographics – including location and age (those are key for you as an insurance agent)

The cost per promotion can vary depending on the reach you are looking for. For $30, you can reach around 5000-8000 people. For $400, you can reach 41,000 to 71,000.

Run an ad.

Ads are another way to broaden your Facebook audience. Ads can be even more precise in who you can target. You can target people based on their age, location, birth month, or even their interests. With Facebook ads, you can set a budget so that you avoid paying more than you intended.

Follow these compliance tips.

Keep any information generic such as the parts of Medicare (A, B, C, and D) and changes happening in the area.

Stay away from using carrier names, logos, or benefits.

Remember that a “like” is not permitted to contact – if you get a question via a comment, it can only be addressed globally, not individually

Instruct any interested parties to visit your website or contact you to learn more or if they want additional information. For more on compliance, email compliance@agentpipeline.com

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