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Stop Marketing Your Agency Right Now If You Don’t Have This…

Marketing is a big topic in insurance. Like really big. Everyone’s talking about blogging, social media and email marketing. You need a great website, you need a CRM tool, you need it all! Well it all won’t matter if you don’t have this one thing. A strategy.

What are you trying to accomplish with your marketing?  You need to listen to industry experts to see if your expectations match reality. We far too often see agencies marketing without purpose. The posts on Facebook are unengaging, emails are flat and all tweets are sales pitches not conversations. For your agency to be successful at marketing you need to have a clear strategy.

Another underdeveloped marketing concept is branding. Yes, your agency also needs a brand. It’s actually the only thing you have to have. Other than that you provide just a promise that no one hopes to use and a stack of papers. Imagine this, you go to a website with 5 late middle aged white guys in suits and you are a nurse with 2 kids. Is that going to speak to you? Or you go to a website with 5 middle aged white guys in suits and you’re an up and coming start up company, does that scream buy from me? Your brand needs to match the needs and lifestyle of your target market. It should be about them not you. Brand makes a big difference in the buyer journey. If the prospect perceives a better experience with you, you get the opportunity. If it seems like a snoozefest, you will lose the opportunity. You can check out some brand guides we have worked on to make the decision, would you buy from them?

Once  you have a brand you need a clear strategy that includes:

  • Your baseline branding strategy: This is how you are going to get your name out the street. It can be general staff birthdays, community events, new products, office pets and news. This should be about 25% of your strategy. Remember, people want to buy from people they know and like. Make your agency likable. I may not like to go to the dentist but I love my dentist.
  • You need to select 3-4 campaigns to target. These should also be in brand, creative and interesting. You may consider:
    • Winning back lost business or unsold quotes
    • Life Insurance
    • Niche Campaigns
    • A certain product
    • A certain event you are sponsoring

When you create your campaign you want to consider the following:

  • Start and End Date
  • Budget
  • Define who you are targeting and what’s important to them
  • Identify the keywords you want to use online
  • Establish a landing page on your website
  • Determine your call to action
  • Create your email, blog post and social media posts
  • Identify traditional marketing such as postcards, calls, letters etc.

Next you need to set goals for: the visitors to the landing page, number of contacts and number of sales. Once you do this you have a winning and robust marketing campaign!

Kelly Donahue Piro

Kelly Donahue-Piro is a game changer in the insurance industry. As the Founder and President of Agency Performance Partners and Co-Founder of the sister marketing company, Agency Appeal, she’s an in-demand speaker at regional and national insurance conferences and a social media and digital marketing trailblazer. READ MORE

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Our agencies tell the story

“Kelly had some awesome tips and is very knowledgeable on the subject. Love how she is also very down to earth and easy to talk with!”

Lindsey Hamm

Welsh's Insurance Agency

“I think this process was very beneficial and I think we are in a position for a very strong year and the future is very bright. I was able to take account of myself through our interviews and discussions and have found many areas in which I personally need to improve. You have also given me a sense of direction going forward to be a better boss, person and mentor to our staff.”


Preferred Insurance Center

“Great to work with ! Very understanding of the initial frustration and trained/encouraged us on how to handle the change in work processes.”

Kelly Nielsen

Customer Service Agent
Sheets, Forrest, Draper

“I feel your visit to our agency was very beneficial. For me, it was like a therapy session and the Amnesty Day was a great idea. I feel refreshed and I have a much better attitude. The attitude of the entire agency has improved immensely. I think we are striving to work more as a team. We are trying to be more encouraging to each other and to applaud each other’s accomplishments. Thanks for being a nice, caring person!”

Phyllis Buening

Preferred Insurance Center

“We are so grateful for you and all you have done to help our agency and our team. We are all now part of the big picture and it has changed the whole dynamic for the better. APP Rocks!!!!!”

Maegan Burbank

Insurance Specialist

“I want to thank you for stopping by the office, evaluating, listening and hearing us. I feel like the mood of the office has improved 100%. I also feel appreciated. We will have some hurdles to overcome, but I think we should get through them. The Tigger has been passed around a bit.”


Account Manager
Preferred Insurance Center

“I’m glad you came out to talk to all of us. It seems to have helped the attitude in the office. Still have our moments, but much better. Dan has improved, also. He seems to be listening to us more and getting our input. Thanks for your help.”


Account Manager
Preferred Insurance Center