It feels like the whole world has gone digital, especially when it comes to marketing. With a limited marketing budget, it’s important to spend wisely and focus on the right areas. However, the right way to market your independent insurance agency won’t come down to digital vs. traditional marketing and which is better. It’s going to be a strategic combination of both styles. To unlock that magic combination, you need to do some client research.
The right way to market your independent insurance agency
Every action you take to promote and market your independent agency should be rooted in providing authentic and relevant information to your ideal client. The better you know your audience, the better you can target your marketing, and your efforts will be more successful. Whether you’re considering digital or traditional marketing, knowing when and how to utilize each begins with creating a detailed client profile.
Creating a client profile
You need to know more than just the basic demographics, like age, gender, and profession. You need to know their goals, aspirations, and behavior. The more intimately you know your clients, the better you can personalize your marketing which has a bigger chance of reaching, engaging, and converting prospects than generic content and advertisements.
How do they want to be communicated with?
What media do they consume?
What online platforms do they use?
What language, style, and tone should you use?
What are their pain points?
How can you be of value and a trusted resource?
It’s fair to say that almost every demographic, young and old, will know how to do a bit of independent research online. For a local independent insurance agency, it’s about gaining awareness and interest from a local audience. There’s no better way to capture the attention of a local audience than paid and organic digital marketing.
It’s nice that your banner ads or social media content are popping up when someone local is searching for your services. However, there’s no better way to introduce yourself to the neighborhood and start building relationships than traditional marketing.
A physical storefront will proudly display your logo and other signs that help create brand awareness and drive interest.
With the rise in digital marketing, turning to traditional methods like print advertising, billboards, or simply handing out flyers and business cards can make people stop and take notice. It’s easy to get lost online; sometimes, the best marketing tactic is a good old-fashioned handshake and eye contact.
Sponsor and attend local events where you can promote your business with signs, posters, banners, or other marketing materials. Being involved in your community will increase brand visibility and recognition. Recognition inspires confidence, trust, and loyalty.
Combing digital and traditional
Your biggest asset as an independent insurance agency is focusing on the client’s needs. You can personalize your marketing, online and in person, to connect, be a valuable resource, forge strong bonds, and build long-lasting client relationships.