You can make commercials, print pamphlets, and blog posts, Tweet, update your Facebook status, and post photos and videos all day long, but if you’re not using compelling content geared to your target audience, none of it will boost insurance sales.

At best, lackluster, “improperly packaged,” or misguided information will get lost in the sea of other ho-hum messages out there. At worst, it will send potentials packing. So what can you do to craft content that captivates your audience and subsequently increases sales?

Stop trying to sell insurance. As counterintuitive as it may sound, this is probably the first thing you should do. Face it. No matter who your audience is, people all pretty much want the same thing from content, and it’s NOT a sales pitch. Focus on providing content that helps, entertains, or does both simultaneously, and you’re much more likely to start seeing the results you’re looking for.

Know your audience. Age, gender, geographic location, financial status – these are all factors that can affect the kind of help that people seek, as well as how they define entertainment. Pay attention to your metrics and remember that when you’re creating your social media or overall advertising campaign, one size definitely doesn’t fit all.  

Help your audience by answering the questions they ask. First, create venues and opportunities for them to engage and ask the questions that matter most to them. Then pay attention to their questions and look for the most effective ways to respond. This could be as simple as a personal response to a basic question on Facebook or Twitter, or as far-reaching as a podcast with an in-depth response to a common question from your audience.

Help your audience by answering the questions they haven’t thought yet to ask. Use your knowledge and industry experience to explain insurance concepts or processes that you know your audience needs to understand – even if they don’t yet realize that they need to know. And remember to consider the specific audience for whom the information is targeted when you choose the medium for your message.

“To everything there is a season…” Is hurricane season looming? Is it time for Life Insurance Awareness Month to roll around? Are college graduations just around the corner? Can you practically hear all the wedding bells ringing because it’s June? Consider how certain times of year might trigger particular insurance needs. Tailor some of your social media and other communications to respond to those needs. (And don’t forget to leverage trending topics and hashtags if you use Twitter!)

Let the audience “mind your business” occasionally. Show them photos of the people that make your company more than just a company. Allow them a peek into your company’s culture, vision and involvement in the community.

Allow your audience to hear someone’s voice besides yours. It helps keep things interesting. Audiences love hearing what others have to say about your business, and a great testimonial from a client can go a long way toward bringing new ones on board. Find ways to include them in your content.

Loosen up now and then. Insurance is a pretty serious business, but giving people a reason to smile – or even laugh – can prove an effective way to reach your audience too. I honestly can’t think of a better example than this commercial by UnitedHealthcare.

If you need help creating content that wins converts, get in touch with the award-winning marketing specialists at AgenciesOnline. We specialize in helping independent insurance agencies reach their target markets.