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Facebook 101 for Dental Brokers

Why Should I Use Facebook for My Business?

Many of your clients already use Facebook to interact, and you don’t want to miss out on being in on those conversations! Your Facebook Page can help you:

  • Build credibility by letting customers give testimonials.
  • Create customer engagement.
  • Gain lead generation.
  • Enjoy immediate customer contact.
  • Participate in customer service.
  • Build relationships.

How to Create a Facebook Business Page

Follow these guidelines to quickly and easily set up your Facebook Page:

  • First, you will need to have a personal account on Facebook in order to create a business Page.
  • You can have an unlimited number of Facebook pages and fans (users who “Like” your Page).
  • Find a photo that captures your business, and upload it as your “cover photo.” The dimensions for this picture are 851 x 315 pixels.
  • Facebook business Pages are public—that means anyone can find and view your Page, whether they are logged into Facebook or not.
  • All content posted on your Facebook Pages gets indexed on Google.
  • Once you’ve created your business Page, make it more shareable and easier to find by creating a recognizable vanity URL.

How to Get Fans

Getting fans can be easier than you think. Offer a compelling reason why Facebook users should be your fans (great insurance advice, contests, promotions, etc.) and you will see your fan base grow!

  • Make sure to include your Facebook Page information on all your marketing materials (business cards, website, email signature) so your customers can easily find you.
  • Send an email blast to your contact list letting them know where to find you on Facebook.
  • Use Facebook ads to target your demographic with a compelling message as to why they should “Like” you. Perhaps offer free quotes or promote a contest. Facebook ads can be set up for as little as $5 a day!
  • Host a contest! Offer a fun prize, such as a gift card, to entice fans. Facebook has strict rules about hosting contests, so make sure to read them first.

What Should I Talk About?

Social media is meant to be a two-way conversation, so the most important thing is to drive communication. Don’t just broadcast sales messages all the time. Here are a few topics you can choose from to engage fans:

  • Provide a forum for social and family issues.
  • Help customers with disaster preparedness and disaster recovery.
  • Create health and wellness discussions.
  • Speak about insurance industry happenings.
  • Spread your marketing message.

By following this advice, you could make the most out of your marketing efforts on Facebook!

About Tom Mayer

Tom Mayer
Tom Mayer has over 25 years of business experience and has founded five companies, including a "Kid for Rent" lawn service he started at age 11 and "White Wolf Maintenance," a cleaning restoration company. In 1991, after graduating from Hamline University, Tom sold White Wolf to his brother who still owns it today. Tom then co-founded and grew "Five Star Gourmet Meat Company" into a $4 million home delivery business with 90 employees. In 1995, Tom sold his interest in Five Star and attended the University of Minnesota Carlson School of Management to earn his MBA in Marketing and Strategy. Tom then started Superior Foods, Inc. and sold frozen foods door-to-door until he entered the employee benefits field in 1999. In 2001, Tom founded Direct Benefits, Inc., a managing general agency that specializes in distributing dental, disability, life and vision benefits to over 5,000 agents, brokers, consultants and general agents nationwide. Tom and his staff have helped agents write over 6,000 employer groups and thousands of individual clients that comprise over 100,000 insureds. Tom served as the Retention Chair for Region 4 of the NAHU from 2006-2009 and and won NAHU's National Recruiter of the Year Award from 2007-2009. His hobbies include backpacking, cooking, dog-sledding, reading, scuba-diving, trout-fishing, and spending time with his kids. For more information, email, call 800-620-5010, or go to

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