It’s hard to think of an industry in which speaking directly to customers and making sure they understand what you’re selling is more vital than the insurance industry. This is why insurance companies’ marketing efforts need to be policyholder-friendly, otherwise the importance of what they are purchasing is lost on them. But how exactly should you do this?
- Relate to your audience. Arguably the most essential detail in figuring out how to make your content as relatable as possible is to know your audience. Once you determine what age range, locations and level of income (among other factors) the company is targeting it will be easier to tailor your content for them. Keep in mind that no one will be inclined to purchase your product if they don’t know what they’re buying.
- Avoid industry jargon. The tricky aspect of insurance marketing is to properly advertise your brand and coverage offerings without using wording that will alienate and confuse your audience. As a result, your marketing efforts need to avoid industry jargon. You can even take the route of explaining what these industry terms mean. For example, create a short glossary or include visuals that explain terms like declarations page, deductibles, premium and underwriting. This can help policy-holders feel included and reinforce that they are at the center of who the company is for.
- Prepare simple answers to common questions. You should be prepared to answer commonly asked questions and encouraged readers to contact you. As Albert Einstein said “If you can't explain it simply, you don't understand it well enough.” Even people in the industry have trouble understanding certain topics, so it should be a given that policy holders will as well. Use infographics to answer commonly asked questions or include needed information in blogs or social media posts.
In the end, in an industry built on protection and reliability, your content should reflect just that. Providing clear, informative, and relatable content builds trust, empowers policyholders and strengthens those invaluable customer relationships. By understanding your audience, avoiding confusing jargon, and proactively answering common questions, your content can become a bridge — not a barrier — between your company and the people it serves.
