Despite its necessity, selling insurance is often a challenge. Rising above competition and carving out a loyal clientele are just two of the challenges that insurers often face when trying to market a policy. Developing an insurance brand strategy is one way to overcome these obstacles and establish a clearly defined strategy to reach potential customers. One of the most effective components of this plan is the development of buyer personas to target your insurance products to. Read on to learn what aspects your buyer personas should include and how to leverage these profiles to boost business.
Table of Contents
Demographic Information
One of the first characteristics to take into account is the demographic information that is applicable to most of your target clientele. If you’re wondering, what are our customers buyer personas, start with the most basic information — age, gender, and location. Are you targeting young company executives who live in urban centers? Or are you targeting older small business owners who operate in the suburbs? Identifying the demographics of your target buyer is the first step to building a buyer persona. This buyer persona can then be used to develop marketing materials that are tailored to your ideal customer.
Job Profile
Once you’ve narrowed down the demographics of your target customer, it’s time to take a closer look at their job profile. Are you looking to build relationships from the bottom up, engaging with any level of executive, or are you exclusively targeting the head honchos? Pinpoint the salary, seniority, and responsibilities of your target customer in order to better market to them. These characteristics will help you fine tune your marketing campaigns to more effectively reach the type of client you want to attract.
Psychographic Information
Psychographic information refers to the personal beliefs and ideas that define your target clientele. What are they afraid of, for example, and what do they hope to achieve? These are important questions to ask yourself as you develop a plan for servicing these clients. Honing in on this information can help you build value with clients and demonstrate the ways in which your products will help them. Most of your clients are likely afraid of liabilities, but it’s your task to understand these fears and learn more about what liabilities they are most afraid of.
Pain Points and Challenges
Ultimately, insurance providers want to present their products as a solution to the problems that plague their clients the most. To do this, you must understand what problems are the most pressing to them. Probe your clients to learn more about what struggles they commonly encounter at work, and strategize ways that you can position your product as the most effective solution to those problems.
About Neilson Marketing Services
Since 1988, Neilson Marketing Services has been implementing innovative marketing solutions and strategies for our clients in all areas of marketing. Contact us today at (866) 816-1849 to put our talent, expertise, and vast resources to work for you. Let’s make things happen, together!
