A successful social-based marketing campaign means reaching your target audience–and insurance consumer profiles play an important role.
We’ve talked a bit before about how to reach your target audience via social media. It’s the best place to position your agency to be discovered by new customers, since 81% of American citizens has a social media account.
However, in order to reach your target insurance customer, you have to know who they are. It starts with creating consumer profiles.
What is a consumer profile?
A consumer profile is a bit like a snapshot of your customer. It is a general description that includes their demographics, key interests, preferred media channels, etc. Profiles can be based on an ideal imaginary customer, or even on real customers you have experience serving. An agency can also create several customer profiles for different demographics they may want to reach.
For example, if you have several clients who are working mothers between the ages of 30 and 45, then you may want to build a customer profile based on what you know (or can safely assume) about those clients and their interests.
Trying to create a marketing strategy without having a consumer profile is like throwing darts at a dartboard when you’re blindfolded–sure, you may hit the target, but you’re much more likely to miss completely. There’s no reason to leave your marketing success up to luck when tools like consumer profiles can increase your chances of reaching your target audience!
How to build a consumer profile
Building consumer profiles for your agency may require a little bit of research and discussion in order to identify the most effective consumers to target. However, it’s generally a fairly simple process with a great return-on-investment.
1.) Create a general description of your customer
In what general categories do your current customers fit? What about the customers you hope to reach in the future? Think about who you want to market to, and begin the process by describing your target customers. You can even give them names for easier identification–for instance, Tech-Savvy Tricia, or Farmer Frank.
To assist you in your task of building a consumer profile, you may want to create a template to fill in for each profile you create. It can have various information on it. Here are some examples of details you may want to include in your consumer profiles:
- Location: Urban, suburban, rural?
- Age range
- Marital status
- Highest level of education
- Employment status: Full-time, part-time, retired, unemployed, stay-at-home parent?
- Annual income
- Homeowner or renter
- Personality traits (e.g. confident, introverted/extroverted, stubborn, etc)
Obviously the items you include on this profile may change depending on the type of coverage you most want to sell. For instance, if you are trying to market to people who may want homeowners insurance, you may include whether or not the customer is a pet owner, how often they travel, etc.
Get your team together to brainstorm potential customer profiles. Identify those that are most important to your agency’s marketing goals, and move on to the next step:
2.) Identify your customer’s goals and how your agency can help them achieve those
Everyone has something they hope to achieve. A small business owner may wish to invest more in new products; a stay-at-home mom or dad may want to start a college fund for their children; a farmer may be hoping to top last year’s yields. What does your agency offer that can help your profiled customers achieve their biggest goals?
In addition to goals, another good thing to consider is your customer’s frustration(s). A solution to these frustrations are something, much like goals, that your insurance products may be able to help the customer find. For instance, your stay-at-home parent may be frustrated with car-related expenses that eat into their savings. Is there a way your agency could help with this?
Of course, there are some goals and solutions that insurance agents won’t be able to help their customers achieve–so you need to find a way to focus on what is relevant! To do so, ask yourself these questions with each customer profile:
- How would your customer describe their goals or frustrations in their own words?
- What is their greatest hesitation in trying your product to help them achieve these goals/solutions?
Once you have a list that fits your customer profile (one goal and one frustration per customer is fine), start thinking about how you can engage with this customer to capture their interest.
3.) Develop a plan to reach this customer on their preferred platform
Now that you know your customers, you can think about how you’ll reach them with your marketing message. Fortunately, you have the power of the internet and, specifically, social media right at your fingertips!
Think about each of the customer profiles you’ve put together, and what platforms they are most likely to prefer to receive your messaging. This part may take some research, but there are a few assumptions that are safe to make. For instance, small business owners and entrepreneurs are likely to spend time on LinkedIn. Younger demographics may be more likely to use platforms like Snapchat and Instagram. Facebook, the most prominent social network, will likely have the greatest overall reach.
Take some time to research the best platforms for your target customers. Statistics for different social media platforms can be useful, as can analytics tools. However, you may choose to just ask your current clients which social media platforms they prefer!
How to put consumer profiles to work for your agency
After creating customer profiles and determining where you can reach those customers, it is time to take that information and use it to build your social-based marketing plan.
Our blog talks a lot about different strategies you can use for social-based marketing–but we understand that wading through all that information can be a little daunting. Therefore, we’ve condensed the steps for building your social-based marketing strategy into a helpful whitepaper, complete with tips and worksheets to guide you through the process. Download it now.
Imagine that your customers are the target, and a social-based marketing strategy is a dart. With these steps, we’ll help you create a better dart so you can hit bullseye after bullseye!
–By Mallory DuPuy