Fundamental principles of marketing remain unchanged - Connect with the right target audience, convey a relevant message, and employ appropriate media channels. This necessitates a deep understanding of your audience, the creation of effective messages, and their efficient delivery.
While these core concepts endure, independent agencies must adapt their strategies due to shifts in marketing methods and technologies. The COVID-19 pandemic underscored the importance of integrating new technologies into marketing efforts. Agencies must leverage technology to enhance their comprehension of audiences, update message delivery channels, and engage clients effectively.
Catering to Targeted Demographic Groups
The era of uniform messaging across all marketing channels is over. While maintaining consistency in client interactions remains crucial, agents must now engage distinct demographic groups differently, tailoring messages to suit their specific needs.
Agency management systems (AMS), such as EZLynx, provide valuable analytics for audience segmentation. Website analytics reveal which areas clients and prospects interact with the most, allowing agents to initiate targeted calls to action based on the most-clicked content.
With this data, you can creatively engage clients in ways that align with their preferences. For example, as millennials make up a significant segment of society, agents should cater to their preference for conducting business via smartphones. To address their needs, independent agents need technology that matches the flexibility of online shopping experiences.
Some clients prefer engaging with independent agents before, during, and after a sales pitch, regardless of their location. Agents can boost engagement by adopting mobile technology to encourage frequent interactions. Since millennials are often glued to their phones, informal communication through Facebook posts or agency mobile apps can be effective. On the other hand, baby boomers may prefer phone calls or video conferences from the comfort of their homes.
Providing an Interactive Experience
Independent agents are recognizing the importance of offering a more interactive experience throughout the client journey. By offering interactive content, your agency gains more opportunities to engage clients and prospects.
One increasingly popular tool is a free online calendar, such as Calendly. This allows clients to schedule their appointments without the back-and-forth of emails. Online calendars also enable agents to block off time for outbound calls and other business responsibilities. This flexibility is appreciated by clients and allows agents to manage their time efficiently.
Video is another cost-effective way to market an agency and can be shared across multiple channels: websites, social media, agency mobile apps, email, or text messages. Short videos can provide insights into products and prompt clients and prospects to take action. Producing brief, informative videos can be valuable for answering questions, promoting webinars or virtual events, and recognizing staff achievements. When executed correctly, a series of scripted videos by the agency owner or producer can engage viewers and reinforce the agency's brand.
Lastly, if your marketing efforts direct people to your website or social media platforms, it's essential to update content regularly and maintain a consistent voice, images, and video to convey your agency's value. Consistency in branding remains as important as ever in marketing.
The key is to understand how to reach each audience and employ the most suitable tools available. Independent agents who believe they can continue using outdated tools and methods in marketing risk falling behind, as competition remains active and evolving.
AAI offers the support you need to market yourself and your agency to your target audience, including access to top insurance providers. Contact us today for more information on our proven marketing strategies.