Two essential steps to succeeding as an independent insurance agency: discovering your unique selling proposition (USP) and defining a buyer persona. The two go hand in hand. Understanding who you are selling to and what they are looking for is the foundation of your USP and will strengthen your marketing strategies.
How to Define Your Buyer Persona
A USP tells clients why you are different - and better than your competitors. For that reason, you need to identify your target audience and create a buyer persona. If you don’t know who you are talking to, how will you communicate your value in the right way? The more specific you are, the easier it is to tailor and personalize your message to connect and engage your ideal clients.
You can position yourself much better in the local market and have a greater chance of success by targeting the right audience.
Categories to help you outline and define a buyer persona:
- Demographic - The basics, age, gender, etc.
- Lifestyle and Interests - A bit more abstract. This information will help you personalize your messaging and connect emotionally.
- Location - Helps to focus your marketing.
- Objectives - What are their goals, and what solutions or information do they need to achieve those goals?
- Preferred Platforms - What are their main sources of information? Where can you reach them?
- Preferred Devices - Optimize your marketing to specific devices
- Purchasing Behavior - How do they like to shop, and what information do they need from you to move through the sales funnel and convert?
The more specific the buyer persona the better you can target your marketing message, speak in the right tone, use the right language, and position your marketing in the most relevant places using the best channels to reach your audience.
Use social listening to research your ideal clients and what makes them tick. Social listening is tracking your ideal clients online through social media platforms and competitor research. You can track consumer conversations online to discover how people talk about your brand, industry, and competitors. Social listening helps you identify important pain points and to provide valuable and relevant solutions.
Get Tools and Training to Grow Your Independent Insurance Agency
At AAI, our members get access to our carrier partners and an executive team of entrepreneurs, insurance agents, and industry experts to draw inspiration and advice. We provide tools, training, and technology to help grow your independent insurance agency.
To learn more, contact us today.