Building a client base is one of the hardest parts of starting an insurance agency. That’s why creating a marketing plan should be on top of your list. In a competitive industry like insurance, you need to step up your marketing efforts if you wish to attract leads and keep up with established giants.
A marketing plan is more than scheduling your social media posts or sending out emails. It’s a guide designed to help you engage with the right people at the right time. In many cases, it can be the difference between making or losing a sale.
Here’s a step-by-step guide to help you develop your agency’s marketing plan:
Step 1: Document Your Business Goals
Your marketing plan will be defined by your business goals for the next 1-3 years. Break down your objectives into smaller, measurable pieces so that you don’t get overwhelmed. Write them in the SMART format to ensure accountability. SMART stands for Specific, Measurable, Achievable, Realistic, and Time-oriented.
- Following the SMART format, your goals should look like these:
- Increase leads by 30% in the next 12 months
- Improve revenue from 10-15% by the end of the year
- Double revenue in the next two years
Step 2: Perform a SWOT analysis
SWOT is a strategic tool that involves listing down your agency’s Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis provides you with a comprehensive look at potential factors that could affect your profitability. It can guide you in setting long-term marketing plans for optimal results.
The primary purpose of doing a SWOT analysis is to enable your agency to cash in on its strengths and opportunities for growth. By allocating your resources on your strengths, you can guarantee positive returns.
Similarly, a SWOT analysis helps you identify weaknesses and correct them before they bring severe damage. It also enables you to address possible threats to your goals and overall brand image.
Step 3: Define your buyer personas
A buyer persona is the fictional representation of your ideal customer based on demographics, online behavior, and your own educated guesses. When creating your buyer persona, list their age, gender, level of income, location, interests, pain points, and so on. Focusing on a specific group of people will help you design more effective marketing strategies.
People are more likely to do business with agencies they know and trust. And the best way to build trust is to show deep understanding and concern for your customers’ problems and needs.
From building a website for your insurance agency to crafting social media posts, buyer personas ensure that all your marketing activities are tailored to the targeted buyer’s needs.
Step 4: Create your campaigns
Now that you have your goals and personas in place, it’s time to turn your marketing plans into actions via targeted campaigns. Campaigns can be anything from building thought leadership to launching a new product. They help you promote brand awareness, expand your reach, and boost sales.
A marketing plan is more than just a bunch of tactics. It requires thorough research and unwavering adaptability. Taking the time to create a comprehensive plan allows your agency to be proactive and focused on its goals and vision.