Before you can reach your audience, you’ve got to know who your audience is. It’s not uncommon for insurance agencies to make educated guesses about their ideal buyers because, in the past, market research could be costly, time-consuming, and tedious.
However, with more powerful market research technology available each year, it’s never been easier to put an end to guesswork and really get to know your market up close and personal.
If your insurance agency is a local business, the United States Census’ website can provide you with a precise overview of the market segments at your disposal. You can even narrow your research down to your exact zip code and compare it with neighboring communities.
Once you’ve identified the market segments that make up your local community, you can learn about the lifestyle and behavior details from Nielsen’s interactive tool MyBestSegments. This will allow you to tailor messages to various sub-groups and their unique needs and pain points.
HubSpot has made it simple for independent agencies to craft personalized buyer personas using their interactive tool MakeMyPersona. You’ll have many of the answers to the questions thanks to the research that you’ve already done while some questions will give you an opportunity to practice thinking like your ideal buyer.
Now that you’ve got all the data on your target market, head over to the Pew Research Center to find out where they spend their online time. This invaluable marketing research will keep you in the know when it comes to emerging consumer trends.
SocialMention is another free, interactive tool. It will help you identify the keywords and influencers most likely to reach your target audience online. It provides you with the latest social messages related to your suggested keywords, keeps you up to date on trending hashtags, and gives you an overview of the sentiments - positive, negative, or neutral - toward the topics you submit for research.
If you’re still having trouble figuring out how to reach your target market, get in touch with the insurance marketing experts at AgenciesOnline. Our specialists have years of experience working with independent agencies just like yours.
How confident are you in your agency’s market research?
