Timothy Schucker shows how to sell term life insurance on Facebook by narrowing your audience instead of casting a wide net. Start with age and income filters, then target a specific group like truck drivers with messaging that speaks to them.
How do we target life insurance on Facebook? How do we target people who are interested in life insurance? Well, we don't. Instead, what we do is we pick a specific market segment to target. So I have here these three circles. Let's say that this blue circle is everybody who needs term insurance, which everyone 18 to 50, sometimes up to 60. For this example, we'll just say everyone from 18 to 50 years old. Everybody needs term insurance, right. But in order to buy it, they not only have to be willing, but they also have to be able. For this example, we're going to only want to target people who are making above 50,000 doll dollars a year. And then this red dot inside of it is the segment that we would target, which is truck driver. Everybody who's buying this type of insurance is buying it for a different reason. A trucker is going to buy insurance for a different reason than a single mom. Term insurance is a very general product, but we want to sell it to somebody in a specific market and we need to know exactly how to talk to them. So that's why we pick a very small segment of the market and we target all of our messaging towards them.
