New functionality enables enterprise marketing teams to maximize the power of Facebook advertising by efficiently deploying and managing local advisor ad campaigns at scale
SAN FRANCISCO – June 30, 2016 – Hearsay Social®, provider of the Predictive Omnichannel Suite for financial advisors and insurance agents, announced today the launch of its Corporate-to-local Advertising technology. With the new feature, corporate marketing teams can create, manage and optimize targeted, local ad campaigns on social media for thousands of advisors or agents with just a few clicks.
The Corporate-to-local Advertising solution solves two key challenges. First, most local advisors and agents simply do not have the time nor experience to create and manage effective social media ad campaigns. As a result, many are missing out on a huge opportunity to get in front of highly targeted, in-market local prospects.
At the same time, tasking corporate marketers to run individual ad campaigns for each local office or advisor within their distributed sales force is highly time- and cost-prohibitive.
With Hearsay Social’s Corporate-to-local solution, a firm’s central marketing team can now generate thousands of unique, local ad campaigns with just a few easy clicks. Maintaining brand control with campaign templates, ads are personalized for each advisor and location, and intelligently targeted so local ads don’t compete against each other. Teams also can quickly view key metrics, such as ad-to-website conversions, to see which campaigns are working and to optimize for greater results.
“Data shows that targeted, local content on social media tends to perform better than generic corporate content,” said Mark Gilbert, vice president of products at Hearsay Social. “A study from Mainstay Salire in partnership with Hearsay Social, for example, found that on Facebook, a fan of a firm’s local branch is 40 times more valuable than a fan of the corporate page. Hearsay Social’s new Corporate-to-local Advertising offering allows the corporate team to efficiently manage personalized ad campaigns on behalf of their advisors and build local awareness, all with significant cost and time savings.”
Corporate-to-local Advertising for Facebook: Key Features
- With the Facebook Corporate-to-local Advertising solution, marketing teams can:
- Create corporate-branded ad templates that are automatically personalized with each advisor’s name, location and more, and that direct viewers to their local advisor’s website
- Prevent multiple advisors in the same vicinity from competing against each other and driving up bid amounts
- Target Facebook followers who have recently experienced relevant life events and might benefit from connecting with an advisor, as well as target by key demographics such as age, gender and interests
- Optimize ads for both mobile and desktop viewing
- Track ad-to-website conversions and other success metrics
American National Sees Success With Local Facebook Advertising
American National, a leading insurance firm founded in 1905 with regional presences in all 50 states, wanted to find an efficient way to grow the visibility of their multiple-line agents. Initial campaigns fell short and were ineffective because the ads were not customized, and agents were intimidated by the technology.
Using Hearsay Social’s Corporate-to-local Advertising solution, members of American National’s social media team deployed a Facebook ad campaign on behalf of a segment of their multiple-line agents to recruit new agent talent. The ads were personalized with each agent’s name and clicked through to his/her multiple line website.
During the campaign, participating agents experienced up to 2,658 percent more traffic to their local websites, with a cost-per-click that was 58 percent less than past Facebook advertising efforts that didn’t utilize Hearsay Social’s technology.
“We didn’t realize how hard it was for agents to advertise on Facebook until we had this solution from Hearsay Social,” said Christy Morgan, social media specialist at American National. “This program has allowed us to efficiently generate traffic and awareness for agents, at very low cost.”
For more information, visit the Hearsay Social blog.
About Hearsay Social
Hearsay Social provides the Predictive Omnichannel Suite for financial professionals across the world’s largest financial institutions, including seven of the top 10 global financial services companies and leading firms such as New York Life, Raymond James, Vanguard and Penn Mutual. Hearsay Social powers more than 130,000 financial relationship managers worldwide, allowing them to engage today’s social, mobile customer through Facebook, LinkedIn, Twitter, Google+, mobile-first websites, personalized email and text messages. Advisors receive unique client insights through multi-channel signals, and the Predictive Content Library makes it easy to share the right content at the right time. Built-in enterprise integration and governance powers compliance and supervision for global firms, seamlessly addressing industry regulations and enforcing policy.
Hearsay Social is a SIFMA strategic partner, LIMRA Elite Strategic partner, GAMA partner and MBA associate member, and has raised $51 million from Sequoia Capital, NEA and private investors. Named a 2015 CNBC Disruptor and a 2016 Best Place to Work in the Bay Area, the company is headquartered in Silicon Valley with dedicated local presences in New York, Seattle, Chicago, Atlanta, Austin, Toronto, London, Paris, Frankfurt and Hong Kong.
Stay up-to-date on the latest Hearsay Social developments and news in social business and financial services by visiting the company’s blog, as well as its Facebook, Twitter, LinkedIn and Google+ pages.
About American National
American National Insurance Company is headquartered in Galveston, Texas. American National and its subsidiaries offer a broad line of products and services, which include life insurance, annuities, health insurance, credit insurance, pension products and property and casualty insurance for personal lines, agribusiness, and certain commercial exposures. American National’s major insurance subsidiaries include American National Life Insurance Company of Texas, Standard Life and Accident Insurance Company, Garden State Life Insurance Company, American National Property and Casualty Company, Farm Family Life Insurance Company, Farm Family Casualty Insurance Company and United Farm Family Insurance Company.
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