<h2>Let’s recap!</h2>
One of the benefits of client personas is that they allow you to narrow your focus as you develop your marketing strategies. They remind you that one ad will not appeal to all women because women share different backgrounds and needs. Likewise, a generational label doesn’t mean that all individuals categorized by the label will respond in the same way to the same strategies. Last week, we looked at two unique model client personas. Here’s a little info about the personas we developed, representing two unique market segments:
| Market | Name | Age | Income | Education |
|---|---|---|---|---|
| 1 | Dorothy B. | 50 | $60K | College |
| 2 | Sophia B. | 27 | $42K | College |
While there’s clearly some overlap between our market segments, we’ll want to approach them in different ways, taking into consideration their needs, desires, fears, and pain points.
As a Baby Boomer growing up during the Golden Age of advertising, Dorothy has been pretty well desensitized to slick marketing. You insurance firm will benefit from more personal interactions with Dorothy and her cohort. A few options include:
Dorothy will also respond well to content that addresses her particular concerns using a friendly tone. Blog posts, videos, and newsletters tailored to the pain points experienced by Dorothy and her peers will be well received. It’s important to remember though that content should be fresh and relevant.
Sophia represents a particular segment of the Millennial generation, and she and her peers have a unique set of concerns. They’ve come of age during a time of economic extremes. Despite an increasing number of educated young people, the job market is not encouraging. Excesses of past generations have given us expensive smart phones and hybrid cars, but they’ve left many Millennials looking beyond materialism.
To appeal to Sophie’s cohort, small insurance companies should align themselves with Millennial tendencies towards collaboration and activism. Businesses like Credo, the phone company with a conscience, appeal to Millennials who want to be a part of socially conscious movements.
Social media is also an effective platform from which to connect with Millennials. Make social media posts fun and informative and personal. Use a voice that is personal and authentic.
Targeted, effective marketing requires a commitment to a variety of strategies, which presents a challenge to smaller insurance agencies. At Agencies Online, we team with agencies like yours to provide all of the benefits of a dedicated marketing department on a much more economical budget, saving you time and building your business.