How to Market Life Insurance for the Modern Consumer (2024)

If you’re a life insurance agent struggling to market your product, here are some great ways to market life insurance to the modern consumer.

Living in the unstable times that we do, nothing is guaranteed. Costs are rising; risks are all around us, and life is unpredictable. With this instability surrounding us, many people turn to insurance companies to give them the safety net they need.

Life insurance is the precaution many need to take to live a life with less worry about the future and their loved ones. As an insurance provider, you are responsible for providing people with the reassurance they need to live confidently, sure that they and their families will be cared for in the event of the worst.

However, as the costs of living rise, priorities are getting tougher to organize, and insurance costs are heading further down the list.

So, what can you do to make people realize how important life insurance is? Help your potential prospects truly appreciate the benefits of getting life insurance, and you’ll feel the benefits too.

Why Marketing is So Important in the First Place

As a life insurance agent, it seems obvious to you why life insurance is so important, but to the everyday person, the importance is not as obvious, and it feels too complex to understand.

For example, a non-profit organization Life Happens, showed that 62 percent of people who felt that they fully understood life insurance paid for coverage.

On the other hand, only 17 percent of people who didn’t feel confident in their life insurance knowledge had coverage. Knowledge is key. For this reason, you need to take the initiative to get your message out and clear it to your listeners.

Marketing allows you to reach new leads and build a reliable and trustworthy image. When you put the needed time and energy into your marketing strategy, you’ll see the results in your increase in your leads and closed deals.

Marketing is the fuel in your business engine so give it all you’ve got, and you’re sure to go far. No matter the quality of your products and prices, if no one knows about them, they’re not going to do you any good!

Now you know just how important life insurance marketing ideas are, what can you do to achieve them? Let’s consider a few useful suggestions to market life insurance for the modern consumer:

1. Make a plan and have a budget

Before you jump into anything, ensure you have all the data and information you need to make good, informed decisions. You have your company's future in your hands, so it pays to be thorough and cautious before committing to any marking journey you may regret. What are your business goals?

Who is your preferred audience to target? What makes you stand out from the crowd? What resources do you have that you can use in this endeavor? What channels are you going to choose to reach your goals? These are just some of the important questions you need to think about and consider with your trusted team before you plow on ahead.

2. Use online marketing channels

The internet is the future, and if you don’t use the online marketing tools and channels available today, you will fall behind the competition. You could try your hand at reels on Instagram, ads on Facebook, and even an informative comedic sketch on TikTok if you want to get the youths involved! Each channel has its own perks and struggles, and each will attract a different kind of audience.

With the knowledge of your brand and product and the market you want to target, you can decide which channel will be best for you. Many social media marketing tools are free, so you can save money by making the most of those.

3. Have a clear message in mind

Before your customers can understand your message, you need to be able to express it in a clear and concise way.

Concentrate your efforts on devising a marketing strategy that will educate and inform in a memorable way to help potential clients understand the benefits they will enjoy once they have life insurance cover and, most importantly, why they should buy it from you.

If you don’t believe in your message, neither will your listeners, so be confident in your approach without becoming condescending or overbearing.

4. Come with an offer that’s too good to refuse

Devise plans for an offer that compels people to listen to you and buy life insurance from you. Be transparent about the costs but be firm in your convictions over the benefits.

Market your business consistently and regularly without becoming annoying and pushy.

There’s a fine line to walk when it comes to the art of marketing, but when you take the time to do it, you’ll be glad you did in the end.

5. Create a brand and stick to it

Branding is more than just fonts, logos, and color schemes. Branding involves your story, message, mottos and motives, and the personal touch that will make you unique and compel prospects to choose you.

From the outset, establish a brand strategy and remain loyal to it.

From the off, people need to know who you are and what you stand for, so it pays to take some time out initially to get this right.

Succeeding as a Life Insurance Provider

In conclusion, try and get a bigger perspective on marketing life insurance policies and products. Rather than focusing on the here and now, readjust and look at the bigger picture. Choose to focus on customer loyalty, designing a brand and business that will stand the tests of time.

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How to Market Life Insurance for the Modern Consumer (1)

I am an experienced professional with an in-depth understanding of the life insurance industry, particularly in the realm of marketing strategies to reach the modern consumer. My expertise is rooted in practical knowledge and a comprehensive understanding of the challenges faced by life insurance agents in a rapidly changing landscape.

The article discusses the importance of marketing life insurance to the modern consumer, emphasizing the need for insurance providers to effectively convey the significance of their products. As someone deeply involved in the field, I can attest to the critical role marketing plays in bridging the gap between the inherent value of life insurance and the consumer's perception of its complexity.

The writer rightly highlights the current uncertainties in our times and the rising costs, making life insurance a crucial safety net for individuals and their families. Drawing from my experience, I can confirm that these market dynamics necessitate innovative and targeted marketing approaches to effectively communicate the benefits of life insurance.

The article mentions a study conducted by the non-profit organization Life Happens, which underscores the correlation between understanding life insurance and purchasing coverage. This aligns with my awareness of the industry's reliance on educating potential clients about the value and necessity of life insurance.

Now, let's delve into the concepts discussed in the article:

  1. Importance of Marketing:

    • The article emphasizes the pivotal role of marketing in reaching new leads, building a trustworthy image, and ultimately driving business success. My own experience aligns with this perspective, recognizing marketing as the lifeblood of a successful insurance agency.
  2. Making a Plan and Having a Budget:

    • The importance of careful planning and budgeting before embarking on any marketing journey is stressed. I can attest to the significance of strategic planning in aligning marketing efforts with business goals and target audiences.
  3. Using Online Marketing Channels:

    • The article highlights the importance of utilizing online marketing tools to stay competitive. I can provide insights into the effectiveness of various digital channels such as Instagram, Facebook, and TikTok, tailored to the unique characteristics of the life insurance market.
  4. Having a Clear Message:

    • The need for a clear and concise marketing message is emphasized. Drawing from my expertise, I can elaborate on crafting messages that resonate with potential clients and effectively communicate the benefits of life insurance.
  5. Creating an Irresistible Offer:

    • The article suggests creating compelling offers to attract attention. I can share strategies for devising attractive and transparent offers that align with the needs and concerns of the modern consumer.
  6. Building and Maintaining a Brand:

    • The importance of branding beyond visual elements is discussed. I can provide insights into establishing a brand strategy that goes beyond aesthetics, encompassing values, motives, and a personal touch to stand out in the market.

In conclusion, my depth of knowledge in life insurance marketing allows me to not only understand the concepts presented in the article but also provide practical insights and strategies to enhance the effectiveness of marketing efforts in the industry.

How to Market Life Insurance for the Modern Consumer (2024)


How do you convince a customer for life insurance? ›

Use Specific Examples

Don't just give your client a list of facts, figures and arbitrary information. Let them know how a life insurance policy will help them out in specific scenarios. It's okay to ask someone what she would do if her husband died and how she would support her family.

How to effectively market insurance? ›

Let's explore eight effective ways of amplifying insurance sales:
  1. Revamp Your Website. ...
  2. Build an Effective SEO Strategy. ...
  3. Create a Social Media Presence. ...
  4. Leverage Customer Reviews. ...
  5. Develop an Enticing Referral Program. ...
  6. Run PPC (Pay Per Click) Ads. ...
  7. Use Email Marketing. ...
  8. Adopt Offline Insurance Marketing Strategies.

How to market yourself for life insurance? ›

11 Powerful Life Insurance Marketing Strategies
  1. Awareness Stage. Drive Customer Engagement Through Social Media. ...
  2. Consideration Stage. Create a User-Friendly Website. ...
  3. Decision Stage. Leverage Online Reviews and Testimonials. ...
  4. Post-Purchase Stage. Develop an Effective Referral or Affiliate Program.

How to sell the most life insurance? ›

Play the long game.

Trying hard to sell policies right away is a sure-fire way to ruin clients' trust. That's why you should focus on establishing good relationships instead. By being patient, you're more likely to secure a long-term customer who may be willing to refer you to other potential clients.

What do insurance clients want? ›

Insurance customers want to reduce risks in their lives and are willing to use risk-prevention services from insurers. This preference is most pronounced among millennials, affluent customers, urban customers, and families with children.

What is marketing strategy in insurance? ›

Insurance marketing is the process of strategising the marketing of insurance products and services to their target audiences. The insurance industry deals with risk management and financial security. Hence it is pivotal to have effective marketing strategies as it can help the providers connect with potential clients.

What are the three factors that are important in marketing insurance? ›

The three variables are social factors, advertising factors and behavioral factors.

What are the 7 Ps of marketing in insurance? ›

marketing i.e. the product, its price, place, promotion, people, process & physical attraction. offer underwriting and consulting services. changes in any of these factors.

Who is the target audience for life insurance? ›

Know your customer's customer.

Life insurance companies should target the 31–45 age group as they saw an uptick in inquiries from these consumers, among others, about the products they offer. Only 50% of consumers had life insurance policies in 2020.

Why is it hard to sell life insurance? ›

Life insurance is a very difficult product to sell. Simply getting your prospect to acknowledge and discuss the fact they are going to die is a hard first step. When and if you clear that hurdle, your next task is creating urgency so they buy right away.

How to market life insurance on social media? ›

Follow a posting schedule

Expert opinion about how often and when to post varies – and it's always changing, too. In general, you'll want to post at least once a day on platforms like Facebook and Instagram. On a professional platform like LinkedIn, aim for once a day or once a week.

What is the best day to sell life insurance? ›

The two best times to call insurance leads are Saturday mornings and Sunday evenings. On Saturday morning, from 9 a.m. to noon, is the absolute prime time to pick up the phone and sell your appointments.

Is life insurance the hardest thing to sell? ›

Is life insurance the most difficult sale in the financial services industry? Yes, by far. Nothing is harder to sell than life insurance. There is zero natural demand other than burial coverage.

How to sell life insurance step by step? ›

How to sell your life insurance policy
  1. Find an experienced life settlement provider. ...
  2. Meet the qualifying factors. ...
  3. Take a detailed health questionnaire. ...
  4. Provide authorization to the provider. ...
  5. Share your policy details with the life settlement provider. ...
  6. Wait for the underwriting process to be completed. ...
  7. Receive an offer.
Feb 5, 2024

How do you explain life insurance to a client? ›

Explain to your clients that life insurance is a way they can relieve their loved one's financial stresses and allow them the space they need to grieve without worrying about money. After all, life insurance is about preparedness and care for your loved ones more than anything.

Why do clients buy life insurance? ›

They don't want someone else to have to pay their end-of-life and funeral expenses. Without some kind of insurance – even a small term life insurance policy – or other assets, parents or other relatives will end up paying the funeral costs if your client dies unexpectedly.

What motivates you to buy insurance? ›

Thus, the motivation of customers to buy insurance depends on two main indicators: risk expectation and risk sensitivity. Risk expectation determines the expected financial value of insurance.

Why is term life insurance often the best value for customers? ›

One of the primary benefits of term life insurance is the lower premium payments since it doesn't accumulate cash value like permanent life insurance. This means that no additional costs are added to the premium, making it an attractive option for those looking for affordable life insurance coverage.


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