There’s a lot of prep-work and pre-planning involved in starting a business and defining your audience demographic, but not enough about putting your plan into action. We emphasize writing a strong business plan that aligns with your target audience and a detailed client profile, but once you’ve identified who you are targeting, what’s the next step? How do you effectively reach your target audience? Let’s talk about it!
Reach Your Target Audience
In preparation for reaching out to your target audience, you should have done a fair bit of research.
You should be able to answer the question, “what does my audience need from me, an independent insurance agent?” If you can’t answer, you’re not ready, and it’s back to the drawing board. If you know the answer, it’s time to create content that addresses the needs of your audience and optimize that content for search.
Create Content Relevant to Your Audience
Content is a broad term used in marketing to describe the information you provide to your audience - usually in written, audio, and video form - to attract and retain their attention and convince them of your value and expertise. That you are the right choice above all else.
Creating content can be overwhelming, especially for new agency owners. Finding the time to create content, write blogs, articles, and white papers, make a video or record a podcast isn’t always realistic.
However, there are two ways you can create relevant content that will reach your target audience, without too much effort on your part: sourcing content and creating a FAQ page on your website.
Sourcing Content Relevant to Your Audience
Creating your own content may be free of charge, but it does cost you time. Outsourcing content costs money but frees up time. Sourcing content saves you time and money.
Take advantage of curated content created by top-rated carriers. You can source endless amounts of content from carrier websites and social media and use it to your advantage. Anything your source from carriers can be customized to contain your agency info to give it a personal touch.
Frequently Asked Questions
We don’t give enough credit to the effect of having a Frequently Asked Questions (FAQ) page on your agency website.
FAQ has everything prospects are looking for: clear, concise, and correct information matching exact search queries.
Optimizing Content for Search (SEO)
We know Search Engine Optimization (SEO) sounds technical, but don’t panic. If you’re working with a third-party web developer, they will know precisely how to ensure that your entire website is optimized for search.
All you have to do is make sure that you are providing correct and relevant information that directly answers FAQs about insurance.
To sum up, a professional website optimized for search with a structured and detailed FAQs page is an efficient first step to reaching your target audience.
Grow Your Independent Insurance Agency
Affordable American Insurance provides tools, training, and technology to independent agents who want to grow their agency bigger, faster, more efficiently.