Millennials are those who came to adulthood around the year 2000. Getting them to understand insurance, and the importance of purchasing insurance from an agent and not a website, is tough.
PropertyCasualty360.com recently consulted with marketing experts from The Hartford, Moore Communications Group, Microsoft and a few others, and 30 millennials.
The results are fascinating.
Reaching them is an easy start. Communicate with the millennials on your staff or the millennials in your family. Ask them to look over your marketing materials, your website, your Facebook page and its entrees, and other communication packages. Then listen to them and their advice.
Questions you want answered:
• How are we doing?
• How would you change what we’re doing?
• How would you change what the insurance industry is doing?
• Are we accessible?
Once you’ve kicked things around with staff members and other millennials, then reach out to the millennial generation. They are going to do research on you before buying. Count on that. It’s a fact equal to the sun rising and setting. You need to find out where they are and be there when they get there. This is places like Yelp and other communities.
Make sure your website has some sort of social media presence.
Learn technology. Technology is important to them and they expect it to be important to you. The website needs to be smartphone and other mobile device friendly. And speaking of friendly. Lots of friendly photos and fun stuff needs to be on your website and social media pages. These pics don’t always have to be insurance related. It’s just as important to be perceived as fun.
Pick the type of millennial client you want and cater to them. This is a generation that has been pampered and told how wonderful they are from the time they were born through the end of high school. They expect you to love them, too.
Turn things around. They don’t find insurance or estate planning or anything like that particularly interesting. Make it interesting by finding a way to apply technology to it. Videos, photos, infographics and other engaging content — as noted earlier — must be on your website and Facebook page and wherever else you have a technology presence.
Another reason this is critical is because they have zip for an attention span. The average span is like eight-seconds.
All of your communications channels need to be aimed at them. Most prefer texting to phone calls. An email works for a reminder better than a phone call. But before deciding how an individual wants communication, ask them.
So now you’ve communicated with them and they love the website, Facebook and all and you actually set up a meeting that they actually attend. Make your pitch but make it short. If it’s normally 30-minutes, find a way to do it in 10. Then sit back and give them time to research what you told them. Most will do that.
This is where having a duplicate of the information in the pitch online is helpful.
And that brings us to online. The experts hinted around about it, now they’re getting serious. You ought to have an advertising presence on one of them. It can be Facebook, Twitter, Instagram, Netflix. Any of them. Talk with your millennials and see what they say about where you ought to be.
You will not — REPEAT — will NOT reach them on television or in newspaper. They’re not there.
Make sure any online presence is clean, neat, really cool and — most importantly — modern and refreshed frequently. If you haven’t updated in three-months you’ll be perceived as old. Never — ever — be perceived as old in the eyes of millennials. Old means old-fashioned and old-fashioned is not to be trusted.
Lastly, millennials will research everything online. But they don’t want to be sold there. The sale takes place face-to-face, or phone-to-phone. Just make sure all of your information — everything you’ve told them — is accessible on your website, or wherever, 24/7.
Oh. Google. Make sure you’re searchable. If you contact them and they can’t find you then you lose credibility.
Source link: PropertyCasualty360.com