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Life Insurance Marketing Strategies & How To Write a Life Insurance Marketing Plan + Template

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If you’re looking for marketing strategies and ideas for your life insurance marketing plan, you’ve come to the right place. 

As the owner of a life insurance business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.

But what goes into a good marketing plan? Below, we will go over some of the key components of a successful marketing plan for a life insurance business.


Key Components of a Life Insurance Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When it comes to marketing a life insurance company, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, the customers of a life insurance business may include:

  • People who are married with children
  • People who are nearing retirement age
  • Business owners
  • High-income earners
  • People with health conditions that make them uninsurable

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of life insurance business customers may include:

  • Protection for their loved ones in the event of their death
  • A way to save for retirement
  • Coverage in case of a debilitating illness or injury
  • Financial peace of mind

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.


Unique Selling Proposition

Your unique selling proposition (USP) is what sets your life insurance company apart from other life insurance businesses. What do you offer that nobody else does?

For example, your USP could be:

  • The most comprehensive life insurance coverage in the market
  • The most affordable life insurance rates
  • The most personalized life insurance policy service

No matter what your USP is, make sure it is clear in your marketing materials. Your clients should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if you are targeting high-income earners, your pricing will be higher than if you are targeting people who are married with children. Likewise, if your USP is that you offer the most comprehensive life insurance coverage in the market, your positioning will be as a premium provider.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other life insurance businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy will determine how you get your life insurance products and services to your target market. There are many different channels you can use, such as:

  • Direct mail
  • Online advertising
  • Referral programs
  • Partnerships with financial advisors

The key is to select the channels that will reach your target market segments most effectively. For example, if you are targeting people who are married with children, your distribution channels might include direct mail and online advertising.

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc. 



Providing offers through your business is a great way to entice customers to make a purchase. Offers can include discounts and bundles.

When creating offers, make sure they are relevant to your target market segments and align with your overall marketing strategy. For example, if you are targeting people who are married with children, you might offer a discount on life insurance for couples who purchase a policy that covers all family members together. 


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business. 

Life insurance businesses should consider the following promotional strategies:

  1. Host a contest or giveaway.
  2. Sponsor a charity event.
  3. Give away free samples.
  4. Provide helpful resources, such as articles or infographics.
  5. Run a social media campaign.
  6. Make a commercial or video advertisement.
  7. Create a blog or podcast.
  8. Host a webinar or seminar.
  9. Speak at an industry event.


Digital Marketing Plan

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

Life insurance businesses should consider the following digital marketing strategies:

  1. SEO: Optimize your website for search engines so that your website will rank higher in the search results.
  2. PPC Advertising: Pay-per-click advertising is a great way to get your business in front of potential customers.
  3. Social Media Marketing: Use social media to build relationships with potential and current customers.
  4. Email Marketing: Send newsletters, special offers, and other promotional materials to customers and prospects.
  5. Mobile-Friendly Website: Make sure your website is designed for mobile devices.


Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.

Life insurance businesses should consider the following conversion, referral and retention strategies:

  1. Loyalty Rewards: Offer incentives to customers who continue to do business with you.
  2. Referral Discounts: Give discounts to customers who refer new businesses to you.
  3. Customer Incentives: Offer discounts and other incentives to customers who make a purchase.
  4. Excellent Customer Service: Provide outstanding customer service to keep customers coming back.
  5. Social Media Engagement: Use social media to build relationships with customers and encourage customer loyalty.


Financial Projections

Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.

Financial projections for a startup life insurance business may include:

  • Monthly Marketing Expenditures
  • Expected Sales
  • Break-even Analysis
  • Profit & Loss Statement
  • Balance Sheet



There are a number of important factors to consider when developing a marketing plan for your life insurance business. These include identifying your target market, choosing the right marketing mix, and creating financial projections.

By following these steps, you can develop a quality marketing plan that will help you successfully launch and grow your life insurance business. Just remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!