Insurance marketing is a conversation. As you work on your insurance marketing, what steps are you taking to get to know your clients? That element of the marketing conversation is key, and even the smallest amount of new demographic information can take your marketing in a new and useful direction. What can you do with the information that you collect about your insurance clients?
Know Who Your Customers Are
Your customers are complex people, but they all come from a demographic background. They live in a specific place, work in a specific place, and have families and homes. Those details can help you target your insurance marketing. For instance:
- If you know that many of your customers live in a specific area or are part of a specific community, you could create materials or incentives for that area or for that community that speak to their needs.
- If you know that you have a number of customers who are single and rent apartments, you can speak to their needs. The same goes for families who are buying their first home. They have very different insurance needs, but you can develop products for them as well.
Marketing is about strong storytelling, and your storytelling needs to relate to your audience. If all of your stories are about families, you might not appeal to retirees. If all of your stories feature single-family homes, the apartment dwellers may not relate. Not only can understanding demographics help you ensure that you have the right products available for your clients, but it can also ensure that you can tell the right marketing stories so that your clients know about and appreciate those products.
Collect Data on the Customer Experience
After you’ve collected simple demographic information, what’s next? Becoming a better insurance agency involves collecting information about the experience that your customers have at your business.
Do you collect data on your customers’ satisfaction? According to the Harvard Business Review, “simple, integrated solutions to problems—not fragmented, burdensome ones—will win the allegiance of the time-pressed consumer.” Your clients are in a constant time crunch, trying to find the best insurance products for the lowest cost and with the most convenient service. Asking questions specifically about some of these points will help you find new customers and more importantly, retain the ones that you have now.
Understand Your Customers’ Emerging Needs
Can you determine what the future holds? Perhaps you can’t, but you can give a well-educated guess.
Fuse customer questions and customer demographics and develop the ability to anticipate customers’ needs.
For instance, if you track data about customer questions and complaints, you can understand more about what your customers need. That might be a new product, it could be assistance with a product, or it could be something to do with the customer experience. As you collect more data about customer demographics and needs and connect them together, you can see trends that help you shape your insurance products.
For example, if there was a new development and a baby boom in the city a few years ago, your clients may be moving up and into new, larger homes. This leads to a need for different insurance products.
Collecting demographic and customer experience information is about developing a better understanding of your clients so that you can meet them where they are and anticipate tomorrow’s needs as well.
At American Agents Alliance, we focus on helping you build a stronger insurance agency. Talk with us about the networking events, resources, and learning opportunities that we bring to the table. Contact us today.
