Top Tips for Insurance Influencer Marketing Success
Create campaigns for each customer journey stage
To get prospects to go from stranger to buyer, it’s essential you craft influencer campaigns that’ll guide prospects through your customer journey. Don’t forget to use the right social channel — that is the platform your target customers spend the most time on. For example, 70% of YouTube users tap into the platform to assist with an issue they’re having in their life.
So, research the different segments within your target audience to establish:
- Current wants, needs, and concerns
- What kind of content catches their eye
- Where they spend time on social media
- Which topics do they care about
Once you have this information, use it to guide your influencer selection and content type. Pick influencers your chosen segment knows, likes, and trusts. For example, Millenials are 2.8 times more likely than Gen Xers to buy a one-month home insurance plan, preferring to be free from long contracts. So, if you’re selling home insurance to younger audiences it can be profitable to highlight your brand short, with no ties or quibbles solutions.
It’s also a good idea to test influencers with varying audience sizes to uncover profitable sub-niches and new potential markets. Don’t forget to stay in line with regulations and be transparent that the campaigns are sponsored to maintain credibility and avoid legal issues.
Unlock your Creative Potential
When covering important topics like Insurance, it can be tempting to be rigid with your messaging. But the fact that you’re promoting serious products shouldn’t stop you from producing creative content. So, have fun with your influencer campaigns. Look for relatable and interesting things your target market would use your insurance products in and feature your brand naturally.
When you put an interesting spin on your products and services, you position your brand to win. Why? Because you’ll stand out in the sea of insurers that choose a more traditional way of marketing and will have content that can compete for attention on social channels.
Expand your content creation horizons
As social media platforms become more sophisticated, the ways we can communicate with your target audience is growing too. Take advantage of the expansive content types and channels to increase your brand’s relevancy and reach more people. People like to consume content differently, so repurpose your influencer campaigns into multiple formats to get the most bang for your buck. You can even look to other industries for inspiration on storylines, settings, and content formats. The key is to experiment until you find the right fit for your brand, then optimize them continually to generate maximum conversions.
To help you communicate the value of expanding the content formats you use, here are some stats that demonstrate its importance:
Make your influencer campaigns personal
Consumers love relatable brands that have a human touch and are easy to connect with. A great way to fulfill these consumers’ wants is by injecting authentic human stories into your influencer campaigns.
Bring your insurance products to life by encouraging influencers to share how your offerings have impacted their lives. Encourage influencers to up their storytelling and empathy to take viewers on the emotional rollercoaster with your brand. This strategy will make your campaign more memorable and increase your brand’s likability to increase engagement.
It will also communicate your mission and brand values to attract your tribe. For example, you could find influencers to share stories about taking their first trip abroad, insuring their first car, buying a home, or preparing to go on an adventurous expedition.