Optimizing Online Marketing to Seniors
How Insurance Agents Can Maximize the Power of the Internet to Better Connect with the Senior Marketplace
In the “hey Siri” and “ask Alexa” world in which we live, the internet is constantly providing us with information and updates. As an insurance agent, you’re already relying on the internet in all kinds of ways to help you to do your job effectively and efficiently. At GS National Insurance, we’re helping you fine-tune your Googling to help you optimize your time when it comes to reaching and connecting with the senior marketplace.
Why the internet and today’s mature Americans? Studies show that 96% of Americans aged 50 to 64 are active internet users. 75% of adults over the age of 65 say that they use the internet consistently; and what’s even more impressive is that 70% of America’s “disposable income” is controlled by seniors and they are far more web savvy than many people assume. Seniors who are actively engaged online use the internet for email, online shopping, searching for health information, and receiving news headlines.
Here are 5 ways that insurance agents and agencies can enhance the effectiveness of online marketing and communication with older adults:
1. Look at the content. Explore your website and examine how the content that you’re presenting relates to older adults. Are you providing merely the facts or are you offering relatable stories and information that address common concerns with seniors? Have you made your website accessible for visitors with visual impairments? Is your content updated with accurate, timely information? Remember that your website’s audience is looking for specific information, quickly. If your website’s information is not up-to-date, visitors will quickly move on. Ensure that your site is offering valuable information and that your imagery is relatable and representative of your senior audiences.
2. Know the calendar. While you may often feel as though you can’t predict the online behaviors of your audience, you can always leverage statistical data. For example, “Medicare” is a search keyword that’s most popular in October and December — the beginning and end of AEP. Look ahead and plan early for how you can use this time to update your social media and website with helpful information and simple, easy-to-find ways for your audience to connect with you.
3. Target your ads. Digital advertising offers countless ways for you to customize the reach of your advertising. Explore the demographic tools within platforms like Facebook to help you create ads that are delivered to the audience that you want your message to reach. Look at geography, interests, age, retirement status and other user data to help you build an audience that is best-suited to engage with advertising messages that speak directly to older adults.
4. Make your messaging helpful. If you can drive audiences to your website and social media pages through content that is aimed at informing and educating while presenting options and insights to your online users, it’s estimated that 90% of seniors will retain you as their “go-to” source for helpful, relevant information in the future. Don’t let this opportunity pass you by. Make sure that you’re regularly providing suggestions, advice, guidance, local content, and a seamless process for users to contact you.
5. Keep consistent. This is a universal message in marketing. Take social media, for example. The online posts that you create are date-stamped. If it’s been several months since your last post, your followers may assume that you’re no longer actively involved in the insurance industry or that your communication methods are unreliable. Be sure that you’re posting to your social media a few times a week and that you’re consistently providing fresh content through email and your website. Remember to take advantage of pre-scheduling tools that can allow you to block out time to create and schedule content in advance to help ensure a consistent posting and content-sharing schedule.
Online tools are constantly evolving and becoming more and more powerful. We want to help our partners to optimize and boost these tools in every possible way. That’s why we work to be on top of today’s latest technology by providing our agent and agency partners with innovative resources like Propelicy, our all-in-one web-based app that puts all of the resources you need at your fingertips. Schedule a demo or contact us to learn more. Visit gsnational.com for more information.
Sources:
· https://evergreendm.com/6-tips-getting-small-business-found-online
· https://www.bluefountainmedia.com/blog/reach-older-audience-online
· https://www.statista.com/statistics/266587/percentage-of-internet-users-by-age-groups-in-the-us
· https://www.searchenginejournal.com/digital-marketing-to-seniors/312545/#close
GS National Insurance is an independently owned insurance marketing organization. We specialize in helping independent advisors increase their Health, Life, and Annuity Business. Our primary focus is the senior health insurance marketplace. We combine technology and experience to deliver high-quality service and support. Learn more at gsnational.com
