How to Connect with the Next Generation of Buyers

May 8, 2017 Phillip Long

group of young people looking up at cameraMillennials have overtaken baby boomers as the largest generation in America. What have you done to capture the market for 18-35 year olds?

If you don’t have a website, you are missing out on 75 million people that live their lives online.

But don’t sit back if you already have an insurance website. Having a website isn’t enough.

You have to appeal to the demographic you want to do business with. If you don’t, someone else will. Here are five things you can do to stand out to the millennial crowd.

Clean Website Design

Modern web design does not have as many graphics and as much content as possible.

The ideal modern website is something very clean. Minimal colors, clear calls to action and powerful verbiage wins over millennials.

Simple design is effective design today. When in doubt, refer to the KISS principle.

Downloadable Content

Over 85 percent of millennials have a smartphone. That means over 63 million prospects are out there waiting to find you.

Millennials are always on the go. They love to travel, hang out with friends and be away from home.

You want to give a millennial searcher the option to take something with them if they are on the go.

Create downloadable content that can be read or accessed later when they have time. Infographics are very popular for this. Make it short, informational and interesting.

Social Media

Facebook is the biggest social network out there. Eighty-eight percent of millennials get news information from Facebook. That’s a huge potential audience for you.

I recommend following the 80/20 rule when you use social media. That is, 80 percent non self-promotional posts mixed with 20 percent self-promotional posts.

Stand out on social media. Don’t be like every other agent out there. Use video marketing and provide useful, relevant information. If given a choice, millennials will choose value over price. Provide that extra value with social media.

Positive Influences

Millennials trust third party reviews over advertising and promotional messages.

They are savvy online and know a brand can spin anything.

The worst insurance agency can have the best marketing in the world. But, if their clients leave horrible reviews, millennials will take notice.

Building positive reviews and testimonials is key. Make your reviews accessible and don’t be afraid to market your high ratings on Google. Advertising your 4.9 average stars on Google is a great tool.

Do it All Online

Mobile traffic across the web has officially surpassed desktop traffic. This is due to younger generations and their smart phone usage.

If possible, try and make an online-only or mobile-friendly buying process. With online shopping, the fewer steps, the better.

These are only a few of the ideas to position your agency for future success. If you don’t adapt to the new generations, your business will rapidly start to decline.

Let ITC help you position your agency website for the future. Contact us for a free consultation today.

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About the Author

Phillip Long

Phillip Long serves as the primary contact point for all of ITC's search engine optimization clients. As the internet marketing product manager, he coaches and guides insurance agents throughout the SEO program, ensuring they progress smoothly. Phillip's specialties include conceptualizing marketing campaigns, SEO, and customer service. He has a bachelor’s degree in interdisciplinary studies from the University of Texas at Arlington with a focus in management and communication.

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