Insurance agents are facing a new challenge with the rise of the next generation of consumers: how to engage with and capture their attention. While this may seem like an intimidating task, it is possible with the right approach. In this blog post, we will discuss three principles that insurance agents can use to effectively reach the next generation of consumers: content, sources, and meeting your audience where they are.
Content, Content, Content
Content can be a powerful tool to reach the next generation of consumers. Quality content should offer something of value to the reader and reinforce the message of your brand. By understanding your audience and using SEO tactics, you can create content that will capture attention and drive engagement.
- Understand Your Audience: Know your audience and create content that is meaningful to them. This could include stories, videos, tips and advice tailored to their needs and interests.
- Target SEO: SEO is the practice of optimizing web content for better visibility on a search engine’s results page. This practice includes using keywords in headlines, copy and meta tags to make content more discoverable.
- Consistent Brand Messaging: Content should be consistent with the brand and the message you are trying to communicate. Everything from images, colors, voice, tone and topics should be consistent with your company’s values and message.
Sources Are Crucial
When it comes to reaching the next generation of insurance consumers, content is important — but sources matter, too. Agents who are serious about connecting with this group should focus on trade publications, share content from other reputable sources, and regularly post insights from their own experiences in the industry. Doing so will help them establish credibility, demonstrate knowledge, and build trust with their target audience. Not only will this make agents more appealing as resources for millennials, but it can also give them an edge over competitors that aren’t engaging in this kind of activity. Agents can further strengthen their reputations by partnering with relevant influencers in the space, such as financial planners or bloggers with established followings. Not only can these influencers boost an agent’s visibility, they can also serve as valuable resources when attempting to stay ahead of the curve with regards to millennial needs. Be sure to emphasize the value you bring to customers by highlighting services and capabilities that go beyond typical product sales, such as financial planning services or targeted education initiatives. Doing so can show millennials that agents have the ability to provide a comprehensive solution for their financial needs.
Go Where Your Audience Is
As an insurance agent, it’s important to stay on top of emerging trends and to know where your target market can be found. Young people are constantly moving from platform to platform, so you must stay agile.
Engage them on their turf. Meet them where they already are by joining groups and forums relevant to the topics that matter most to your audience. Get creative with outreach methods and use the right platforms to communicate with them in a language they understand. Not sure which channels will be the most effective? Start by talking to members of the age group you’re targeting, as well as marketing experts who specialize in understanding the needs and interests of the next generation of consumers. Ask them what platforms and topics they pay attention to.
Knowing where to reach out is key, but getting your message across is even more important. Keep in mind that Gen Z and millennials don’t respond to traditional forms of advertising. Leverage influencer marketing, word-of-mouth, social media and other digital marketing tactics to create campaigns that stand out from the crowd.
In short, listen to your audience, be flexible and be willing to take risks. The effort you put into understanding how to engage the next generation of consumers will help you find success in connecting with them.
Affordable American Insurance offers the support you need to market yourself and your agency to your target audience. Contact us today for more information.