Building Your Business: Differentiate Yourself and Be Visible

Doug Witcher | July 2, 2021

Doug Witcher, CEO of Smart Choice, a network for independent insurance agents.Today, many agents and small business owners find that you don’t have to overspend to keep business coming your way – you just need to know how to ask for it – and how to maximize your visibility in the marketplace. One thing that has never changed in this type of marketplace, and likely won’t ever stop being important, is networking and being involved in your community. Build your presence in local hotspots, sponsor local events and outreach projects, and be visible.

Whether you’re a small, medium, or large business – there are two things that should be a big part of your efforts:

  1. Referrals.
  2. Online Customer Reviews.

Nearly every new prospect starts their search for a business – particularly something like insurance - either online, or by requesting a recommendation online or from a friend. One Smart Choice agency owner in South Carolina amassed over 150 five-star Google Business reviews in a single year, simply by asking!

Join local Facebook and social media groups such as LinkedIn where people routinely ask for referrals. Make sure you ask existing customers to review you online under your Google Business Listing, and Facebook Page to build your footprint in the digital market space.

You can also utilize things like Google Adwords and Facebook advertising with relatively little expense – and often with a significant return. The key to success here is carefully identifying and targeting your intended prospects. If you opt to go this route, identify what it is you bring to the table that sets you apart from your competition. What that one “thing” you do better than 90% of direct and online insurance vendors? Identifying your strengths and what makes you valuable to your clients will help you decide which message connects you with your local market and differentiates you from competitive agencies.

Study your current customer base to find your niche. What demographics make up your current roster of clients? Once you’ve discovered and built a profile of who makes up the majority of your client base, it will be easier to decide where to focus your marketing efforts.

Discovering these traits about your agency will help you put together a more targeted marketing strategy to attract more of the same demographic. Conversely, it will illuminate potential demographics you’re missing out on, and could help you craft a strategy to specifically target those niches.

In this issue of Smart Choice Magazine, we’re providing advice from agency owners, Smart Choice State Directors, Content Marketing Experts, and more, to help you put together effective strategies to finish out 2021 strong. In this hardening insurance market, and uncertain economy, now is a great time to be an independent agent and offer choice and customized options to customers!

Cover of 2021 Issue 4 of Smart Choice Magazine, titled "The Marketing Issue: Weathering Any Storm"2021 Marketing Issue: Weather Any Storm

In this issue of Smart Choice Magazine, we’re providing advice from agency owners, Smart Choice State Directors, Content Marketing Experts, and more, to help you put together effective strategies to finish out 2021 strong. See why now is a great time to be an independent agent in this market and economy in the 2021 Issue 4 of Smart Choice Magazine.

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