How to Align Your Marketing and Business Objectives

The primary objective of a marketing strategy is to provide solutions that meet the needs of your clients. However, while you want to prioritize clients outwardly, you can’t forget that you are running a business. You need to align your marketing and business objectives. If you do that, then both your agency and clients will benefit. 

Defining goals and objectives

The objectives of a business strategy are to grow your business, gain revenue, and increase your client base. The way you achieve those goals depends on your marketing strategy. The two go hand in hand. 

The way you grow your business is to position yourself as an industry leader, a valuable resource for clients, and educating clients on the benefits of your products and services. You achieve these goals by creating topical, relevant, interesting, and personalized content via your website, social media, and paid advertising and campaigns. 

You need to reach clients in every stage of the buyer journey and become an ally and a trusted source of information, guiding them through the various steps from awareness to conversion. 

Align marketing and business objectives

A content marketing strategy is a combination of understanding the market, insurance trends, and your clients. Once you’ve identified a need, check in with your business strategy to see how you can create content that provides a solution to clients and benefits your business objectives. 

Steps to align marketing and business objectives:

• Consistency - be consistent in the content you put out. Find the right tone and delivery style that appeals to and engages your target audience.
• Internal communication - your marketing team and your sales team, producers, etc., should all work together to ensure they are on the same page. If your sales team is having difficulty reaching and converting your target audience, consider the type of marketing content you can create to attract the right clients. 
• Timing - check in with your sales teams, industry trends, and the market to determine the appropriate time to put out content, create a campaign or advertising. The timing of your marketing efforts should create synergy with your business strategy. 
• Website - you should have a dedicated website that is optimized and has all the relevant and up-to-date information that a client will need once they reach out, click on an ad or a link to your highly relevant content. 

Get Tools and Training to Grow Your Independent Insurance Agency

At AAI, we offer our members a service that includes all the tools and training you need to become a successful independent agent. Our turnkey business model has made us one of the fastest-growing brokerages in the nation. Amongst other things, we help you write a business plan, a marketing plan, and sync both plans for maximum efficacy. 

To learn more, get in touch.