Times of crisis increase anxiety even in the most stable countries. Americans are looking en masse for ways to protect themselves and their savings from the coming economic storm. Today, let’s talk about making money on the trending area of leadgen - life insurance in the United States. We’ll show you who to target, where to get top offers, and what kind of creatives to prepare!
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Life Insurance in the USA
There is an organisation in the US called LIMRA - it is a group of marketers who do insurance research and provide US companies with an update on the state of the market. According to their research, life insurance in America is relevant to 52% of the adult population.
Who is the target audience? Let’s get to know them better.
41.7% of all applicants with insurance applications are over 30. Experienced partners set up their targeting immediately for the 40-50 year old audience - when they are already running out of time. It is easier to explain to such an audience why they should spend money on insurance, because they have already faced a major crisis and health problems more than once in their lives.
Life insurance covers:
- expenditure for children’s education;
- contingency plans;
- expenses of non-working family members;
- additional income in old age;
- inheritance for loved ones after death.
The popularity of life insurance has also increased among Americans under 30 - they account for up to 30% of all applicants. Another interesting figure is that more than 34% of Americans search for life insurance offers on Facebook and LinkedIn.
So, the average US life insurance buyer is more likely to be male (69%), middle-aged 40+, with average income and a family with children. His interests include: medical advice, tips on saving money and savings, how to do repairs yourself and other things.
Creatives for Leadgen on insurance: rules and nuances
There are big (huge) gaps in financial education in America. People often do not understand how the insurance system works, how much it costs or how to choose the right insurance. In most cases, Americans rely on the opinions of experts or the advice of experienced managers. The main task of advertising materials is to fill in the gaps in knowledge, dispel popular myths and indicate the value of the offer.
Here are 4 misconceptions to work with in creatives:
- Life insurance costs too much.
- My insurance from work is enough.
- Taking out life insurance is too complicated.
- Life insurance is for old age.
LIMRA marketers conducted an interesting study in 2019. They asked millennials the question “how much do you think life insurance with a $250,000 payout costs?” On average, all respondents exceeded the true cost of insurance by a factor of 6! Show in your creatives that insurance is not a luxury, but an important, and most importantly, affordable thing for every American. Especially after the age of 40.
Often U.S. residents also think that their workplace insurance is enough. However, this is not the case. Most employees don’t even know the specific terms of their insurance at work, and companies make significant savings to meet their obligations.
Complexity and bureaucracy is what most discourages many Americans from taking out life insurance. Show how easy it is now to arrange insurance in a couple of simple steps, or rather clicks! The online service will please many people who are used to the fact that drawing up any documents is a complicated and lengthy red tape.
Age is also worth mentioning (if you do target an audience of 40+). You think you are young and in the prime of life. Well, that might be true, but your children are growing up, your outgoing costs are increasing, and you are not getting younger. And your heart’s a little fickle, isn’t it?
So, the popular creatives for selling life insurance in the US:
- a happy family;
- the pain of the numbers in the bills;
- simplicity of design;
- “we’ll take care of everything.”
- insurance difficulties are a thing of the past!
Don’t forget to refer to experts, tell stories of happy insurance owners, share customer testimonials, and point out savings and benefits when designing your weblinks and prelends.
Where to Find the Best Insurance Offers for the US
The best source of leadgen traffic in the insurance industry is Facebook. We’ve already talked about who to target and how to set up ads, and which creatives best trigger an audience.
It’s just a matter of getting access to unique life insurance offers in the USA. Converting Team will help you with this! We have collected an amazing selection of exclusive Leadgen offers ready for you to use.