We are excited and thrilled to be included in the 2017 PIA Agency Marketing Guide. Each year the National PIA works with industry thought leaders on the best practices of marketing your agency. We are honored to be a contributor for several years now! This year we also have 2 articles in this fantastic publication. If you haven’t received yours yet, make sure you contact the PIA. This guide has articles from Alexi Papandon, Chris Paradiso, and Ted Janusz.
We recently published our first article on Smarketing and Why Your Agency Needs It. Please also check out this article!
Our second focuses something we consistently face questions on. How the heck do you track the ROI on your marketing. We need to think differently about measuring your marketing. It’s less and less about a direct “I did this and got this” approach and more toward reviewing all marketing metrics to see the tide rising. One great example we recently debated here at APP was “Where did this one lead come from?” So we received a referral about 9 months ago, the client was interested but they had some internal items to work out. They had been voraciously opening our email content and we could see them interact with our Freemium content (downloads, articles videos etc.) Knowing we had a time to connect in November we let them keep learning passively about us. We then shot a Facebook live video on how we worked with 2 agencies on the Inc. Magazine’s Fastest Growing companies. They called immediately. So, how do you determine what the source of the business is and a direct 1:1 ratio on ROI. You don’t. It’s everything today. You have to passionately look at all of your numbers and look for constant improvement.
In our article we share a very personal story on how our marketing went off track, however we were able to rebound efficiently because we were tracking the numbers. Even we are not immune to marketing mistakes but by being on it allowed us to fix it quickly. Make sure you read how we have our agencies track their marketing results.
If you enjoyed it, make sure to leave a comment! Also if you are interested we have a 3 day workshop on the Best Practices of Agency Marketing. It’s great for a carrier workshop, association or cluster looking to provide hands on training for your agents. You can always contact us to learn more!