A Guide to Marketing a Life Insurance Business

Aaron Smith

Matt Schmidt

Matt Schmidt is a nationally licensed diabetes insurance expert. Over this time frame he's helped out over 10,000 clients secure life insurance coverage with Diabetes. He's frequently authors content to Forbes, Entrepreneur, The Simple Dollar, GoBanking Rates, MSN, Insurancenews.net, and Yahoo Finance and many more.

Matt Schmidt is also the Co-Founder of Diabetes Life Solutions and Licensed Insurance agent. He’s been working with the Diabetes community for over 18 years to find consumers the best life insurance policies.  Since 2011, he has been a qualified non-member of MDRT, the most prestigious life insurance trade organization in the USA

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Last Updated on November 30, 2023

Marketing a life insurance company can be a challenging task, as the topic of life insurance is often seen as sombre and difficult to discuss. However, with the right strategies and tactics, it is possible to effectively market a life insurance company and reach potential customers.

In this article we’ll outline some recommended steps to take, when thinking of how to market your life insurance business.

Who is your Target Audience?

First, it is important to understand your target audience. Who are the individuals and families that are most likely to be in need of life insurance? Factors such as age, income, and family status can all play a role in determining your target audience. Once you have a clear understanding of your target audience, you can tailor your marketing efforts to speak directly to their needs and concerns.

As an example, Diabetes Life Solutions is working exclusively with the Diabetes community and their families.  With over 37 million people in the United States who live with a form of Diabetes, our services have never been more important to the growing Diabetes community.

Brand Identity Matters

Next, it is important to create a strong brand identity for your life insurance company. This includes developing a logo, color scheme, and overall visual aesthetic that accurately reflects your company’s values and mission. Your brand identity should be consistent across all marketing materials, including your website, social media accounts, and advertising campaigns.


Another important aspect of marketing a life insurance company is to use a variety of different channels to reach potential customers. This includes traditional methods such as television, radio, and print advertising, as well as digital channels such as social media, email marketing, and search engine optimization. By using a mix of different channels, you can reach a wider audience and increase your chances of successfully connecting with potential customers.

Content Marketing

One of the best ways to market a life insurance company is through content marketing. This involves creating and sharing valuable and informative content that educates your audience about the importance of life insurance and the various options available. This can include blog posts, videos, infographics, and other types of content that are designed to inform and engage your audience. By providing valuable information, you can build trust and credibility with your audience, and increase the likelihood that they will turn to your company for their life insurance needs.

Leverage Influencers

leverage the power of influencer marketing to promote your life insurance company. This involves partnering with individuals or organizations who have a large following and influence in your target market. These influencers can help to promote your company and products by sharing their own experiences and recommendations with their followers.

Build a Rapport with Other Advisors

Another effective strategy for marketing a life insurance company is to build relationships with financial advisors and other professionals in the industry. This can include working with financial planners, accountants, and attorneys to provide them with the information and resources they need to recommend your company to their clients. Additionally, you can also participate in industry conferences and events to network with other professionals and build your company’s reputation.

One inexpensive networking tool is Linkedin.  It’s a great site to connect with others in your industry.  You’d be amazed at how networking can open doors for you in the future.

Track Everything

Finally, it is important to track and measure the success of your marketing efforts. This includes setting specific goals and metrics for your campaigns, and regularly analysing the data to determine what is working and what is not. By continuously monitoring and adjusting your marketing and social media management strategies, you can ensure that you are reaching the right audience and achieving the desired results.

Urgency to Buy

One of the key elements of marketing a life insurance company is to create a sense of urgency for your audience. This can be done by highlighting the potential risks and consequences of not having life insurance, such as leaving your loved ones financially vulnerable in the event of your unexpected death. By emphasizing the importance of being prepared for the unexpected, you can help to motivate your audience to take action and purchase a life insurance policy.

With life insurance, the slightest change in a person’s health could impact the final rates, and offers that a consumer could receive.  Or worse yet, a person may pass away before securing a policy.  When it comes to obtaining life insurance, there needs to be a slight sense of urgency.


Another important aspect of marketing a life insurance company is to differentiate your company from the competition. This can be done by highlighting the unique features and benefits of your products and services, as well as the level of customer service and support that you provide. Additionally, you can also use customer testimonials, case studies and statistics to demonstrate your company’s success and effectiveness.

Proof Via Testimonial

An effective strategy for marketing a life insurance company is to use testimonials from satisfied customers. By sharing real-life stories from individuals who have benefited from your company’s products and services, you can help to build trust and credibility with your audience. Additionally, you can also use case studies and statistics to demonstrate the effectiveness of your products and services, and to show how they have helped other customers.

As an example, here are some reviews from consumers who have worked with Diabetes Life Solutions:

PPC and Marketing

The use of digital marketing tools such as PPC advertising, retargeting, and email marketing can be very effective in growing your customer base. PPC advertising allows you to place your ads on search engines and other websites, and only pay when someone clicks on your ad. Retargeting is a way to reach people who have already visited your website, by displaying ads to them as they browse other sites. Email marketing allows you to reach your audience directly, by sending them informative and engaging emails about your products and services.

Community Matters

In addition to these digital marketing techniques, you can also participate in community events and sponsor local organizations and causes that align with your company’s values. This can help to build brand awareness and positive associations with your company, and can also help to establish you as a responsible and caring corporate citizen.

Over the years, Diabetes Life Solutions has partnered with several Diabetes non profit organizations such as:

Our partnerships with groups like these have helped us become the number 1 source of life insurance for people with type 1, type 2, gestational, and pre-diabetes.  Simply stated, no organsiation is focused more on life insurance and Diabetes like we are.

Final Thoughts

In conclusion, marketing a life insurance company requires a strategic and comprehensive approach. By understanding your target audience, creating a strong brand identity, using a variety of different channels, focusing on content marketing, building relationships, tracking your results and creating a sense of urgency, you can effectively market your life insurance company and reach potential customers.

Additionally, by utilizing digital marketing tools and participating in community events, you can expand your reach and build a positive reputation for your company. Remember, life insurance is an important investment for everyone, it’s a matter of protection for yourself and your loved ones.

Aaron Smith is an LA-based content strategist and consultant in support of STEM firms and medical practices. He covers industry developments and writes about all things Diabetes. In his free time, Aaron enjoys swimming, swing dancing, and sci-fi novels.

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