Travis Lane asked:
“Anyone on here doing giveaways using specific targeting demographics? The way I have mine set up for health insurance is anyone 27–64 in the whole state of Virginia. Should I narrow down the demographics, and if so, to what?”
Here’s the detailed response to help you determine if and when you should refine your targeting for maximum effectiveness.
Step 1: Evaluate Your Giveaway Campaign Timeline
Before making changes, ask yourself:
- How long has the giveaway been live?
- If it’s been running for less than seven days, resist the urge to adjust your demographics just yet. Altering the targeting too soon can disrupt the ad algorithm and lead to inaccurate performance data.
- How many leads have you contacted?
- If you haven’t spoken with at least 20 leads, it’s too early to decide if your targeting needs adjustment. You’ll want to gather insights from actual conversations before making changes.
Step 2: Analyze Your Current Targeting
Your existing setup targets individuals aged 27–64 across the state of Virginia, which is a fairly broad demographic. While this wide net may bring in leads, here’s what to consider:
- Audience Relevance
- Are the majority of your leads genuinely interested in health insurance? If not, refining your targeting can help attract more qualified leads.
- Lead Quality
- Focus on the feedback from conversations. Are your leads expressing interest, or are they outside your ideal client profile?
- Campaign Goals
- If your goal is to generate a large volume of leads, broad targeting may be fine. If you’re aiming for higher-quality leads, narrowing demographics could be beneficial.
Step 3: When to Narrow Your Demographics
If you determine that adjustments are necessary, consider the following refinements:
- Age Bracket
- Focus on age groups more likely to purchase health insurance, such as 30–55.
- Income Level
- Use household income filters to target individuals who are likely to afford the plans you offer.
- Geographic Area
- Narrow your targeting to specific cities or regions within Virginia where you’ve seen higher engagement or where your services are most competitive.
- Interests and Behaviors
- Include targeting based on interests like “health insurance,” “financial planning,” or behaviors like “frequent online shoppers.”
Step 4: Track and Optimize
- Let Data Guide You
- If you adjust targeting, give the campaign another 7–10 days to stabilize before evaluating the changes.
- Split Test
- Run A/B tests with different targeting parameters to compare performance and identify the most effective approach.
- Use Feedback Loops
- Incorporate insights from your phone conversations with leads to continually refine your audience.
Pro Tips for Successful Giveaways
- Engage Early: The sooner you get on the phone with leads, the better insights you’ll gain about your targeting.
- Start Broad, Then Refine: Begin with wider demographics and gradually narrow based on performance data.
- Use Retargeting: Create retargeting campaigns to re-engage users who showed interest but didn’t convert initially.
Learn More
Explore related resources to enhance your marketing campaigns:
- How to Use Pipelines to Organize Your Leads
- How to Engage Leads and Boost Conversions with Agent CRM
- Quick Win Strategies for Insurance Agents
Also be sure to check out our Youtube channel for more helpful resources: