TAP INTO INSURANCE CUSTOMERS' NEEDS FOR MORE EFFECTIVE MARKETING

According to the most recent data from IBISWorld, there are approximately 420,056 insurance brokers and agencies in the U.S. The state of Wisconsin alone is home to 472 independent agencies in the Trusted Choice® network. It’s safe to say that you have your work cut out for you as an independent agent. To stand out, you need to put effort into your marketing, showing why your agency is the best choice. And it all starts by understanding your current and prospective insurance customers’ needs, wants, and problems.

As you know, individuals have a lot of options when it comes to insurance. And in most cases, they don’t see the difference between one agency and another. That’s why you must demonstrate that you know them, understand them, and empathize with them. Otherwise, your marketing efforts will go overlooked. People won’t see any reason to go with you over another agency.

A firm grasp of insurance customers’ needs is essential to marketing more effectively. It allows you to speak to their current struggles and desires. If individuals feel you truly “get them,” they’ll be more likely to take the next step. Ultimately, it comes down to this: Logic and emotion both play a role in buying decisions. You can enjoy better results when you hit on both in your marketing. Therefore, it’s crucial to do your research so that you can appeal to customers on an emotional and practical level.

Gathering information about your insurance customers’ needs, desires, and problems is just the first step. Once you understand what they’re really looking for, you have to apply that knowledge to your marketing efforts.

Here’s how…

Any content you create should be geared toward your customers. Make it a point to use written and visual content to address common questions and concerns about insurance. Doing so will demonstrate your expertise and show that you listen to what customers have to say.

To connect with customers, you need to speak their language. Fortunately, this is easy to do when you’ve conducted thorough research and understand how they communicate. Simply adopt an appropriate voice and tone for your audience. Further, use familiar terminology and avoid jargon that could confuse them.

3. Be Clear and Concise

A big part of addressing insurance customers’ needs is getting straight to the point. It’s about introducing the problem they have and how your agency can help solve it— quickly. People have limited time and short attention spans, which is why you need to be clear and concise. Of course, longer, in-depth content has its place too. However, if you’re trying to direct people to your website or request a quote, less is more.

If you consider each piece of marketing collateral as part of a larger story, remember to position the customer as the hero. You should merely serve as the guide. Although you can help them solve the problem they’re experiencing, it’s up to the customer to take action and “win.”

What will life look like once someone buys a policy with you? What does that happy “after” state include? These are questions that you should strive to answer in your marketing collateral. Consider insurance customers’ needs and desires to paint a picture that resonates with them.

Today’s insurance customers have high expectations and countless options. If you want to stand out, you need to market your agency more effectively. That means learning about insurance customers’ needs, desires, and problems and applying that knowledge accordingly.

If you need help developing a marketing strategy to reach your audience, visit viralsolutions.net and request a free consultation.

In 2022, SFM wrote over 900 new policies totaling over $6.5 million in Wisconsin, including: