In order to sell insurance on social media, you have to make sure your target audience finds out about your product.
Consider this: You wouldn’t set up a lemonade stand in the middle of an arctic tundra. Polar bears aren’t crazy about lemonade, and while people technically could find you and buy your product, it’s unrealistic to believe that they would. You’d be much more successful setting up shop where there are people you know would buy lemonade.
Using social media to help you sell insurance works in much the same way. You can set up your business page, but it’s only going to be successful if you make it visible to the right people. This article explores some strategies for identifying your target audience on social media, and creating that perfect place in which to sell your lemonade–er, insurance.
Define your customer
The beautiful thing about today’s social media platforms is that they provide tools to let you prioritize who sees your content, putting it in front of the exact people who will be most interested in buying coverage from your agency. But reaching your target audience on social media begins by figuring out who they are.
First, take a look at your existing clients. What are the trends that you notice? Age range? Overlapping interests? If you can identify who your average customer already is, then you can more easily find ways to attract more customers like them.
Next, think about the people to whom you would like to sell insurance in the future–these are the people that aren’t already represented in your existing clients file. For example, maybe you want to reach young entrepreneurs, or retirees who enjoy classic cars. These are your “aspirational customers,” the ones you don’t currently sell much insurance to, but with whom you hope to do more business in the future.
Together, your existing clients and aspirational customers make up your social media target audience. In order to reach them, you’ll need to identify their main attributes.
Demographics are the characteristics of human populations, e.g. age, race, location, gender, etc. What demographics does your average client fall under? Are they married? Do they own a home? What is their income? Additionally, consider those stats for your aspirational client.
Google Analytics is a great online tool that can help you break down your website traffic into identifiable demographics. This can save you time and give you a more accurate and complete overview of who your client is, and how you can target your social media content.
In a nutshell, psychographics are what makes a customer tick. These are the day-to-day details that define your clients’ and potential clients’ lifestyles.
Psychographic data may include your audience’s interests and hobbies. Identifying these preferences and interests not only helps you target the right people, but it also is helpful in creating content that is engaging to your followers.
When deciding which psychographics to target in your social media marketing, it’s important to keep the bigger picture in mind. You don’t need to pick apart your average client to the point of guessing their favorite chain restaurants or TV shows. Instead, make an educated guess as to some of the main interests your clients are likely to have. For instance, your boat insurance clients will be interested in the obvious–boats–but there is a fair chance they are also interested in activities such as waterskiing, fishing, or scuba diving.
Once you have established who your audience is, it’s time to start finding them on your social media platforms.
Find your target audience on Facebook
Facebook is the most-used social media platform and, as of 2017, boasts over 2 billion active monthly users. That makes it the perfect place to set up your agency’s metephorical lemonade stand.
Using the demographic and psychographic data you’ve compiled for your desired audience, you can start creating content geared toward users who meet those criteria. Facebook provides a couple different ways to do this.
First, you can create ads. Facebook makes this process very simple and straightforward. Once you’ve decided on the content of your ad, you can specify the demographics and psychographics you wish to target. This will put your ad only in front of the people you wish to see it, helping to maximize your advertising efforts.
The other strategy is “boosting” posts. This is an option you’ll find on individual posts on your page. This function allows you to expand the reach of an individual post. That way, more people–including people not currently following your page–will have a chance to see it.
Boosting a post works similarly to Facebook ads, in that you can specify who you wish to target. Facebook will even suggest posts for you to boost. For instance, if a particular post on your page is getting more engagement, Facebook will notify you that it might be successful as a boosted post. Boosting is a simple strategy that helps maximize the reach of the content you’re already creating.
Another thing to be aware of is the timing of your content. Facebook’s analytics will show you how your past posts have performed. Take a look at your recent posts and see if those posted at a certain time of day perform better than at other times of day. If you can establish the best timing, you can help your content have the maximum impact.
Using ads and boosted posts on Facebook takes a little bit of trial and error. You may have to try a few combinations of demographics to find out what is most successful for your page.
Find your target audience on Twitter
As the second-most popular social media platform, Twitter has pioneered the micro-blogging format and propelled the hashtag into the mainstream. While there is overlap between Facebook and Twitter users, these social networks are not created equal. Where Facebook is more about sharing images, videos and personal updated, Twitter users tend to be more interested in sharing and discussing news-related topics. Because the platform is so different, finding and targeting your audience on Twitter requires a somewhat different strategy.
Twitter includes a useful “list” feature that can help you group users together based on characteristics or interests that you specify. This means that you can create lists of your ideal customers. For instance, one list might contain Pennsylvania retirees who have an interest in traveling. Another might be comprised of midwestern business owners who follow news about cryptocurrency. The possibilities really are endless, and you can tailor them to exactly the people you hope to target.
To find these users, you can start by using Twitter’s search function. You could start by searching for users in your area, and filtering out any who haven’t been active in the last 30 days. You can also target keywords in users’ profiles–so it’s possible to search for users who have an interest in a certain type of sport or hobby. This will help you narrow down potential profiles to include in your lists.
Next, you can search particular hashtags to find the people in your service area who are using them. So, for our examples above, you would want to find people using hashtags such as #travel, #retirement, #bitcoin, or #entrepreneur.
Once you identify users who meet your criteria, add them to your lists. From here, you can easily keep up with the topics these users are discussing, and tailor content to their interests. Remember to update your lists regularly as your followers and influence grow.
Once you find your target audience on social media…
Now that you have identified your target audience and established some strategies for reaching them, the real work begins! Great content is key to getting real results from using social media for your insurance agency. We have plenty of articles containing great tips to help you create the perfect content.
However, creating great content for social media requires time and effort. As a busy insurance agent, we know it’s difficult to make the time to put the most into your social media. That’s one area where we can help. Join the social media revolution, and put our content to work for you. Sign up for an InsuranceSocial.Media 30-day free trial today.
–By Mallory DuPuy