How To Systemize Your Insurance Marketing Efforts
Insurance marketing can become time-consuming and fruitless without a game plan, and many insurance agents let it fall by the wayside as they focus all their time on chasing leads. To make sure this important aspect of the business doesn’t fall by the wayside, you need to develop a system. Here are some basic steps to help you do just that.
When scheduling your marketing efforts, you need to first decide the types of marketing that you plan on doing. If social media, then you (or a paid professional) should be posting things every day on your preferred networks. If direct mail, then you need to be aware of all the steps for building and launching a campaign and hitting your deadlines. If blogging, then you need to have posts written, prepped, and ready to go with a routine that you can manage. Make a list of all the tactics you plan on using — especially ones that are date-specific, like networking meetings — and make sure that you’re not letting other aspects of the business interfere.
For activities like social media and blog posts, you may want to consider clustering those things together. Not only will you do better work because your mind will be “in the zone,” but you’ll also be able to remove those things from your to-do list until the next appointed time. Thankfully, you can schedule these things out in advance so they don’t all post at once. This allows your outreach to roll out in a manner that doesn’t annoy prospects/customers while freeing you up to focus on other pertinent details.
We’ve already mentioned social media as a marketing effort you can effectively outsource, but just to add one more, let’s say data entry and administrative duties as well. By outsourcing smaller things — both marketing and non-marketing related — you can free yourself up to pursue activities that give you a greater return on investment.
Marketing is something that you never want to get too comfortable with. That’s because customers and prospects are dynamic, and what they respond to today may not be something they respond to a year from now. So after executing your marketing plan, make sure that you return to it frequently and analyze how it turned out. What is giving you your best results, and what is consuming too many resources for little ROI?
Adjusting your marketing plan (and budget) is the next logical step once you have answers to those last two questions. You don’t want to continue pursuing fruitless efforts, but you also don’t want to go “all-in” on one specific platform either. Why? Because inevitably you’ll be leaving prospects on the table. Testing is a necessary part of any effective marketing strategy, so pull together multiple ideas and pursue them all. And listen to what the data tells you before you go too far down a particular road. There is an old saying when it comes to hiring people: “Be slow to hire and quick to fire.” The same could be said of your marketing ideas.
Insurance agency marketing may not be what you feel the most comfortable doing, but it’s an essential part of your business if you want customers to come to you, thus making your job a lot easier. Just make sure that you put a system in place; in doing so, you can minimize effort and maximize your results.