Why Your Marketing Strategy for Baby Boomers Isn’t Working

Written by Lexi Williams

March 8, 2021

No matter how great your insurance agency’s marketing strategy looks on paper, it won’t work if you don’t understand your audience. For example, maybe your insurance agency’s website outshines your competitors, and maybe your Facebook page delivers great information to your current clients. But are you really providing prospects with information they need? Are you reaching Baby Boomers who are ready to make a buying decision on a Medicare health plan?

Know Your Audience

The first step in any effective marketing campaign is knowing your audience. Agent Pipeline has touted the importance of a buyer journey and have deliver multiple tools that can help you understand and develop the right profile for your ideal customers. However, do you know what makes a Baby Boomer tick? Do you know where Baby Boomers are active?

Baby Boomers are active individuals who are focused on doing things they’ve always dreamed of doing during their retirement! This is very different from their parents, the Silent Generation. While we still have many clients, who are a part of the Silent Generation – Baby Boomers should be who your insurance agency’s marketing strategy is targeting!

Try sending a survey to get know your audience’s hobbies, favorite destinations, their 5-year goals, their favorite colors and more. Knowing these things will only help your insurance agency have a lasting impact on Baby Boomers. When you know their favorite colors, it can help guide you to identifying what colors may make sense for you insurance agency’s brand.

Marketing to Baby Boomers

Did you know that Baby Boomers consume more online content than any other generation? It’s true! More than 80% of Boomers go online every day, and most of their time is spent on social networks. Boomers choose to research thoroughly before making any major purchase, so they love “how-to” articles or content that answers important questions.

If you’re not investing in blogs that answer common questions, you’re missing out on an incredibly effective marketing strategy for your insurance agency.

For example, a great way to identify what topics to write about on your insurance agency’s blog, is to keep track of questions you’re asked by your current customers. Turn those questions into short articles and watch your insurance agency’s website start appearing in Google search results! Continue with this SEO strategy for marketing to Baby Boomers and watch your insurance agency’s ranking grow through the SERP (search engine results pages.)

Digital or Direct Mail?

It’s the age-old question: do I put my insurance agency’s focus on digital marketing or direct mail marketing? The answer is: you do both! Ensure that your insurance agency is sending communication with direct mail marketing pieces to prospects and current customers. There is still something impactful with sending communication (e.g., birthday cards, thank you notes) through the mail.

Boomers are spending 27 hours per week using social media, and 95% of them checking their email daily. Your insurance agency can remain in their inbox and relevant by choosing to send email marketing communications – perhaps a newsletter from your insurance agency or sharing the articles you write on your social media page. In fact, many studies have shown that Baby Boomers are 19% more likely to share content than any other generation!

Understanding that incorporating both digital and traditional direct marketing is imperative to your insurance agency’s marketing strategy is the key to success. If you’re not blogging and connecting with Baby Boomers online via social media and email – give us a call and we’ll show you how to get started.


How to Set Up a Survey on Survey Monkey & Survey Monkey Tips

Agent Pipeline is here to help improve how you conduct your business by using client feedback. We will walk you through how to use Survey Monkey to get feedback from your clients.  Click here to find out how you can gain access to the how-to set up a survey on survey monkey & tips pdf!


You May Also Like…