Insurance buyer personas can turn your sales from a struggle to a thriving source of revenue
Are you looking to increase your insurance sales? If so, then understanding your target audience is critical. And what better way to understand them than by creating insurance buyer personas?
Buyer personas are representations of your ideal customer based on data and research. They help you better understand your target audience and sell more effectively by bringing your audience to life.
Discover 5 steps for creating your insurance buyer personas and changing your business
1. Define Your Buyer Persona
When it comes to insurance buyer personas, you need to know to whom you’re selling insurance, and buyer personas can be a great guide. People needing life insurance differ from those needing boat or UTV insurance. Their motivations are different. They may be retired or just had a baby. They will respond to various marketing and sales messages.
It helps to get very specific about defining your buyer personas. Don’t worry about trying to get them all completed at once. Take your time to develop them, and they will serve you well.
Don’t be shy. Take the time to create buyer personas for dream customers too. It could be the beginning of a whole new line of business.
While you’re at it, create a detailed list of the pain points each of your buyer personas faces in their daily life and pain points they may experience when buying insurance. Some people have had terrible experiences purchasing or filing a claim with an insurance agency. Strive to create a lasting relationship with your potential new customer.
2. Leverage Current Customer Feedback
Crafting insurance personas is challenging; one way to fast-track your buyer personas is to use current customer feedback as your guide. This approach lets you learn from existing data, reducing the guesswork and ensuring you have a solid foundation.
You can take this to the next level by interviewing current customers that fit a specific buyer type.
3. Find Out Where Your Persona Hangs Out Online and Offline
Figuring out where someone likes to spend their time doesn’t have to be a complicated puzzle. Although compiling information about someone’s online presence might take some sleuthing, it’s easy to get an idea of how they like to relax by looking at their various offline hangouts. A little bit of research into what kind of music they want, or learning more about the types of activities they enjoy – whether it’s traveling the world or cooking large meals with their family – will give you a good understanding of the kinds of places where your persona spends time in real life.
4. Use Personas to Create Packages and Offers
Using personas is a great way to create packages and offers that truly appeal to potential customers and make them feel seen. This could be something as simple as creating fun names for auto and life insurance offers. Or as detailed as custom product bundles that speak to all those pain points you uncovered in your buyer persona research.
Next, you’ll want to ensure that the content and marketing you do for these packages are aligned.
5. Create Content that Appeals to Your Persona
Creating content can be a challenge, but the payoff is excellent! To ensure that your insurance buyer persona stays engaged, craft content that speaks directly to them. Start by understanding what motivates and interests them, then use witty, relevant language when writing blog posts or social media posts. Once you’ve done your research and know whom you’re addressing, put on your creative hat and start thinking up ideas that address their needs while captivating them enough to encourage further engagement. Even if it takes a few tries to find the right tone and message, stick with it–you’ll succeed when your insurance buyer persona can connect with the content you produce!
Your marketing department can be your saving grace when creating content for your different personas.
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