With the new year rapidly approaching, strategy season has officially begun for many insurance agents, independent and otherwise. Now is the time to pave the path into 2022 and get started on an effective marketing plan. Here are our top five tips for creating your agency’s next marketing plan, plus how you can be seen, understood, and even recommended online in 2022.
Tip #1: Take Time to Reflect
Looking back at previous campaigns is one of the best ways to outline an educated marketing plan. Be thorough when digging into data to determine which promotions worked and which fell short of your goals. If you identify positive patterns, brainstorm ways to rework and recycle them to stretch content in the future, and if you identify negative patterns, make notes of the areas which you can improve on and the mistakes you should avoid.
After you’ve identified your patterns, you can conduct a SWOT analysis. A SWOT analysis is an organizational technique that allows you to think deeper about your marketing strategy and visually determine strengths, weaknesses, opportunities, and threats. Use this template to conduct your own SWOT analysis.
Tip #2: Set Realistic Goals
No successful digital marketing plan is aimless. Every campaign you run should have a defined objective, strategy, and key performance indicator (KPI) to help you measure results. You’ll want to ensure every goal your agency sets meets the SMART criteria:
For example, your insurance agency might be looking to increase consumer retention in the new year. To do so, start with looking at retention in the current year, and use that information to ballpark where your agency’s retention rate should be by Q4. If your objective is, say, a 15% increase in consumer retention in 2022, strategize innovative ways to hang onto those customers, like offering a discount or gift card for returning customers. Use KPIs—like the number of customers retained YoY (year over year) in January of 2021 versus January of 2022—to track the success rate of your campaign.
Combining the SWOT analysis and running your goals through the SMART criteria helps your agency define a clear marketing strategy for the coming year.
Tip #3: Create Content Your Shoppers Are Looking For
Keeping your agency site up to date and loaded with fresh, relevant insurance content is crucial for more reasons than one. Not only can you help to answer the shopper’s questions before they ask them, but filling out content with relevant keywords improves your agency’s SEO (search engine optimization) and the likelihood of appearing on the first page of the search engine results page (SERP). For example, if your agency recently published a piece on finding the right bakery insurance and a shopper in your area happens to be searching for bakery insurance, search engines are more likely to serve the shopper your content.
While quantity is the long-term goal, you’ll want to ensure every piece published on your agency site is informative, quality, and preferably evergreen. Evergreen content has no peak season and can be recycled year-round, so long as the information is consistently updated.
When brainstorming new content for your agency site, be sure to ask yourself the following questions:
- “What is the purpose/goal of this content?”
- “Who am I trying to reach?”
- “What do I want shoppers to do?”
Finally, make sure to include a call-to-action in each of your content pieces. A lot can happen in one blog or article, and whether your goal is to peddle product or get the shopper on the phone and asking questions, you’ll want to remind them of what they came to do.
Tip #4: Activate Your Online Presence
One of the most valuable tools in your arsenal is social media. Think of it like the organic route to creating brand awareness—you can load your social media profiles with logos, in-house photos, and links to help the shopper better get to know your agency online. In fact, according to a recent study by SearchEngineWatch.com, social media influences a staggering 71% of consumer buying decisions.
For most agencies, the challenge with social media is consistency. Platforms like Twitter, Facebook, and Instagram are always moving, and to have a better likelihood of standing out, your agency must deliver informative, but witty, but consistent posts. Consider your posting frequency and which social media posts outperformed the rest to determine peak posting times throughout the week. If something works, rinse and repeat until it doesn’t anymore.
While social media is a valuable tool, it’s an ever-changing one. According to a study conducted by Transformation Marketing, you only have about eight seconds to catch the shopper’s eye. Keep this in mind as you create social posts—the more concise your social media content is, the more likely you are to convert a follower into a customer.
Tip #5: Get Help Doing the Work With Advantage
With your Big “I” membership comes a complimentary profile on TrustedChoice.com, the nation’s leading online resource for connecting online shoppers with independent insurance agents. This profile can be claimed and upgraded to a TrustedChoice.com Advantage subscription, unlocking a new spectrum of online capabilities designed to bring online shoppers straight to your virtual door. Your agency can upload logos, team members, business hours, your favorite five-star reviews, and even be referred and recommended on relevant insurance content site-wide.
You know that you should be spending time on your agency’s SEO, but you don’t have time. Well with an Advantage subscription the work can be done for you. Not only do you get the cosmetic perks to keep the shoppers coming, but upgrading to Advantage also comes with an SEO boost leveraging TrustedChoice.com’s domain authority, the ability to purchase Claim-it leads straight from your inbox, and even boosts your ranking on the agency results page as well as the national IA directory. An Advantage subscription is another way to help shoppers get to know your agency online and make the most of your 2022 marketing plan.
Get started on your 2022 marketing plan, and see all our Advantage subscription options online or request a demo from one of our sales representatives. Don’t miss out on the Advantage your agency could be getting in 2022 with an Advantage subscription from TrustedChoice.com.