Insurance Brand Growth Blog

 May 09, 2019

Who Are Your Beating Hearts? Connecting with Niche Insurance Audiences

As an insurance business owner, your main concerns are the people and businesses you provide insurance, peace of mind, and options for. But who are they, and are there more your business could be serving? The key to excellent marketing is knowing who needs your services and why, but investigating it isn’t always easy. Many people search on the Internet to find insurance today, and search

Making your insurance business stand out for the right people is the key to converting those insurance searchers into insurance buyers. In this post, we’ll examine the best ways to reach your niche insurance business audiences, the beating hearts of your marketing campaign and the true reason business exists.

What is a Niche Insurance Business?

A niche insurance business is a “small but profitable segment” of the insurance market that was created due to the needs or wants of clients -- often not filled by the existing insurance businesses. Or, the insurance products on the market may not be what clients are looking for. Some examples of niche insurance businesses are:

  • Active military families

  • Hazardous sports/hobbies

  • Federal employees

  • Seniors

  • Insurance company reviews

  • Police

  • Divers

  • Oil rig workers

  • Those with certain health conditions

  • Other underserved insurance clients

If your insurance business fits into one of these niches or another underserved area of the population such as chronically ill clients, you may be a niche insurance business. If you are, then you don’t need to target every audience with your marketing campaign, but only those who can use your services.

What is a Niche Insurance Audience?

A niche insurance audience are the groups that buy your insurance, or should. They can be one group, but are more often a few different groups that you want to know about your insurance business or services, because they are likely to need them in the near future. So how do you find out who your target audiences are? The simplest way is to sit down with Hult Marketing and tell us all about your business -- our expertise can lead the way toward more clientele and increasing your insurance brand recognition. And that can lead to a bigger bottom line for you!

How Can Audience Targeting Help My Insurance Business?

As a niche insurance company, your marketing campaign needs to specifically target the client and consumers that you’re set up to help. If you’re not targeting the right people, you’re not gaining more clients or spreading the word about your quality insurance business and services -- in other words, you’re just spinning your wheels! The right marketing company can help you target the right audience or audiences, ensuring that your marketing and advertising dollars are not being spent in the wrong places.

First Steps to Targeting the Right Insurance Business Clientele

Identifying your target audience shouldn’t be too hard -- just look at your current clientele, noting things like:

  • Where they live

  • Where they work

  • How old they are

  • Why they need your services

  • What they need that you don’t yet offer 

These key facts can help you and your marketing team or company decide how to design your marketing campaign so that the right clients are finding the right insurance company -- yours.

If you don’t have time to analyze your clients, or just have too much on your plate, the next step may be working with an experienced marketing and branding company like Hult Marketing. Hult can help guide you in discovering your niche audiences, and target your marketing campaign directly to them, saving time for your clients and your business.

Let's chat and put the Hult Team’s experience to work for you. Feel free to reach me at 309-673-8191 or, and together, we can grow your insurance Brand.

Empowering Your Insurance Brand Distinction