Insurance leads come easier via Look-alikes and customer personas.
The first of the five steps to generating your own exclusive insurance leads online is creating a solid customer persona. What is a customer persona? “A semi-fictional amalgamation of the various characteristics, needs, wants, worries and aspirations of a target group.”
Customer personas matter because they are the road map for marketing to a particular target audience (they work best when they are given a name, and a face, and maybe even a backstory). When you truly understand who you are marketing to, you know what they are thinking about, where they are online, and what types of content topics and offers they will respond to.
Agents in our My Leads training program are learning how to generate their own exclusive insurance leads online, and the first lesson module (and homework assignment) is putting together a customer persona for the first specific audience they want to target. For many agents, this is a new way to think about insurance lead generation. Agents are used to saying, “I want multi-car homeowners with good credit,” but then find that to be such a broad description that they have difficulty knowing how and where to begin.
This is where creating a good customer persona really helps. Creating a mish-mash of the common characteristics (job, income, home value), interests, worries and aspirations could lead you to “Mr. Safe” a 50-year old, married, white collar manager with a home in the suburbs, two sedans in the garage, a love for college football, and a daughter away at college. That simple customer persona provides much more direction than, “multi-car homeowner with good credit.”
Occasionally, agents in our training program don’t know where they want to start. They don’t know which persona they want to target first. In that case, we suggest to them that they build “Look-alikes.”
To build “Look-alikes,” agents review their current book of business and identify one or more of the following:
- Best type of client
- Favorite clients
- Most profitable clients
- Easiest clients
Among these categories, agents then look for common characteristics among those favorite or best or most profitable, etc. Then, creating the customer persona is as easy as back-filling a worksheet with the information that is already known about these ideal clients. And there you are – you’ve created a strong customer persona that becomes the road map to lead generation success.
Using Look-alikes can be a powerful way to select your next targets in your insurance lead generation program.
To learn more about “The 5 Steps to Generating Your Own Exclusive Leads Online,” you are invited to attend an upcoming webinar. The class is free and the information is powerful. Come see what we can add to what you already know.