Instigating a Successful Insurance Agency Marketing Plan

Insurance agency marketing doesn’t have to be a chore. After all, the reason you sell insurance is because you’re good at it, but that doesn’t mean you can’t learn new or different marketing techniques and apply them to how you currently do business. But you have to have a plan in place in order to get to the next level.

An important factor to consider is how to create growth from your current client base. Don’t just focus on new sales, but rather, set a few goals for other areas of your agency like renewals and/or retention, and customer service. Take advantage of any cross-selling opportunities, referrals, testimonials and reviews. One area that many agencies often overlook in their marketing plan — is their employees. Remember, they are as much an audience that you need to market to as current clients and prospects, considering that you’ll need their help implementing your marketing plan.

How to get from point A to point B

One of the first things that you need to determine is what will be your marketing tactics. You can start by writing down your ideas of how you’re going to reach your goals. This is the time when you need to be creative. Keep some of those marketing tactics that traditionally work for your agency and mix them with a few new ideas.

For example, your tactics might look something like this:

  • Use a monthly newsletter to provide helpful information and risk management tips to your current clients
  • Create an email marketing campaign encouraging prospects to contact your agency for a free comparison quote or policy review
  • Provide quote forms on your insurance agency website for online visitors to request a quote
  • Use social media to promote your referral program, and
  • Spread awareness of your agency at community events in order to get new leads

Go over your list of ideas; create a calendar to help you determine what you’re going to do and how it will get accomplished. Don’t try to do everything at once, and get others involved. Someone needs to be accountable to ensure that things are getting done correctly, and on time. Creating an insurance agency marketing plan is as simple as that. You should have monthly review meetings to ensure that the plan remains on target, and good luck!