Business Toolkit: Using a Facebook Business Page to Drive Business - Western Asset Protection
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Business Toolkit: Using a Facebook Business Page to Drive Business

A Facebook Business Page can be a cost-effective way to reach a wider audience, generate leads and drive business. However, to reap the full benefits of a Facebook Page, you need to make sure you’re using it effectively. Here are some tips to help you make the most of your Facebook account.

Using Facebook to Widen Your Reach

Pew Research Center says that with the one exception of YouTube, no online platform comes close to matching Facebook’s usage. A 2021 survey found that 69% of U.S. adults have used Facebook. This is significantly more than Twitter, Instagram, Pinterest, LinkedIn and other social media platforms. Furthermore, Facebook is popular among all demographic groups, including older adults. About half of U.S. adults aged 65 and older say they have used Facebook.

Given these numbers, it’s clear that businesses should be paying attention to Facebook. As an insurance sales agent, Facebook will likely be your best social media option for reaching prospects.

What Are Facebook Business Pages?

When you first sign up to Facebook, you create a Profile. For the many people who use Facebook purely for personal reasons, such as staying in touch with family and friends, this is the only type of account that is needed. However, people who use Facebook for business can also benefit from setting up a Page.

Facebook Pages focus on your business, and they allow you to interact with customers and prospects. People can follow your page, interact with your posts and send you messages. Best of all, Facebook Pages are free.

Setting Up Your Facebook Page

You cannot have a Facebook Page without a Facebook Profile, so you will need to create a Profile first if you don’t already have one. To create a new account, go to and click the “Create New Account” option. You’ll need to provide your name, date of birth, gender and a mobile phone number or email address. You will also need to create a password. For more information on creating an account, see Facebook’s Help Center.

Once you have a Facebook Profile, you can create a Facebook Page. When you’re logged into Facebook, click on the “Pages” option in left menu. Then click “Create new Page.” To get started, you’ll need to provide three things:

  • Page Name: This can be the name of your business.
  • Category: The category identifies the type of business you’re in. For example, “insurance broker” is one category. You can pick up to three categories.
  • Description: This is optional, but it’s smart to include it. Write a short description of the services you provide.

Completing Your Facebook Page

A half-completed Facebook Page won’t impress prospects. You want to make your Page as complete and engaging as possible.

  • Add images. You’ll need a Facebook Page cover photo and a profile picture. HubSpot says that the cover photo should be 820 by 312 pixels, and the profile shot should be 170 by 170 pixels. Shared images should be 1200 by 630 pixels. If you need help creating images, check out Canva.
  • Add contact information. Make sure people know how to reach you for questions or quotes. If your information changes, make sure you update your page.

Reaching Your Audience

Once your Facebook Page is complete, you need to focus on reaching your audience.

  • Build your audience. If you want more people to see your posts, you need to proactively expand your audience. Share posts, invite friends, be active and consider ad campaigns. For more ideas, and to take a deeper dive, follow the steps in this guide from the Meta for Business Help Center.
  • Post regularly. This is the best way to reach a wider audience. You can post about Medicare updates and other topics that would be of interest to your audience. Add images for better engagement.
  • Consider using Facebook ads. Paid ads can help you widen your reach. While creating and posting ads can be scary, help is available. Consider hiring a consultant or see the Meta Business Help Center for more information on Facebook ads and the Ads Manager.
  • Create or join Groups. Groups can be a good way to connect with others about various topics. Posting in groups can showcase your expertise and help you become a recognized resource. See the Meta Business Help Center for information on joining or creating a Group as a Page.
  • Create an Event. Facebook says that more than 35 million people view a public event on Facebook every day. If you have an online or in-person sales or educational event, this is a great way to spread the word. For information on how to set up an Event, see the Facebook Help Center.
  • Comply with CMS rules. Don’t forget about CMS marketing rules when using Facebook to market Medicare.

Measuring the Success of Your Page

Once you have a Facebook page, you’ll want to check its performance. If you’re not getting the results you want, you might need to adjust your strategy.

Facebook Insights provides important information on your Page’s performance. You can see demographic information about your audience to see if you’re posts are reaching the people you want to target. You can also see how people are engaging with your Page and which posts they’re engaging with. This can help you determine what types of posts you need to focus on to get the best results.

To see the Facebook Insights for your Page, click “Insights” in the left menu when you’re on your page.

Developing Your Business Toolkit

A Facebook Business Page is one great way to drive business. Here are Western Asset Protection, we want to help you succeed. If you have questions, contact us.