Much of today’s insurance marketing is ineffective due to a fundamental misunderstanding of the target audience, reliance on outdated tactics, and a focus on the wrong aspects. In this article, I’ll guide you through refining your marketing approach by addressing three key questions.
1. Who Am I Talking To?
The cornerstone of any successful marketing strategy is a deep understanding of your audience. It’s crucial to identify who is a good fit for your services and who isn’t. To pinpoint your ideal client, ask yourself:
- Who is my current favorite client, and why do I enjoy working with them?
- What demographics and psychographics do they represent?
- What specific problems do I solve for them?
- How do I approach these problems, and what results have my efforts produced?
Focusing on these questions, especially the psychographics, ensures that your marketing efforts attract the right people.
2. What Am I Saying?
A frequent mistake in marketing is prioritizing self-promotion instead of addressing the prospects’ needs and stories. I recommend shifting the focus to the prospect’s journey. Every compelling story features a character (the prospect) with a goal facing a challenge, who then finds a guide (you) who presents a plan for success. By structuring your marketing message within this framework, you make your communication more engaging and relevant to your target audience.
3. Where Am I Putting That Message?
In today’s world, where attention is a scarce commodity, traditional methods like cold calling alone no longer suffice. I emphasize the importance of generating widespread awareness through contemporary platforms. Social media, public speaking, webinars, and podcasting are effective avenues for broadcasting your message to a wide audience swiftly. Utilizing these channels can significantly increase your visibility and attract the right kind of leads.
By addressing who you’re talking to, what you’re saying, and where you’re placing your message, you can refine your strategy for optimal impact.
Sit down with your team and tackle these questions. It will undoubtedly elevate your marketing effectiveness, leading to more meaningful conversations with prospects and, ultimately, more sales.
Take the first step toward transforming your approach and redefine what’s possible for your business.
Resources:
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- Connect with me on LinkedIn: linkedin.com/in/andyneary/
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- Connect with me on Instagram: instagram.com/andy_neary/
Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.