Andy NearyI help insurance professionals turn brand awareness into business growth.

Content is the key to turning social media connections into prospecting conversations. Create more.

27 Jun 2023 · 1 min

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Andy Neary advises that understanding your ideal client's psychographics is essential for marketing: once you identify the psychographic fit, intentionally target more people like them through content (social media, email, webinars). He stresses talking about psychographics explicitly in content and taking clear stances—putting more opinion into content—to turn connections into conversations and ultimately clients.

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If you have a clear understanding who your psychographic fit is, who is your ideal client psychographically? Now, you have to do everything you can to go find more like it. And how do you do that? You do it in your marketing. The psychographics are what's going to get the right ones to take a step forward. So how do you get the right prospects to take a step forward? You have to use and talk about the psychographics more in your content, whether that's social media content, email content, webinar content, whatever it might be. You have to talk about the psychographics of your ideal prospect more often to win in content. Today, to use content to turn connections into conversations and conversations into clients, you have to put more of your opinion. You have to have a stance on something.