What to Consider Before Starting Your Marketing Strategy

Doug Witcher | July 1, 2019

CEO Newsletter

Doug Witcher, CEO of Smart Choice, a network for independent insurance agentsAs agency owners, you know the importance of identifying and understanding your client before attempting to make any sort of coverage recommendation or sale. But have you ever thought about doing the same before promoting your agency with marketing and advertising?

Two important steps you should take before undertaking marketing:

  1. Know your client base
  2. Know your agency’s identity

Knowing and identifying your customer is crucial to laying a foundation for your marketing strategy. And a marketing strategy is essential to running a business in 2019. If you don’t know who you want to attract to your agency, how will you know what to say? How will you know where to market? How do you target a client base without knowing your base?

Many small business owners make a crucial mistake when trying to establish their brand – they fail to establish their own identity. Your brand is your agency’s personality. It’s who you are, and what you promote is what clients will come to expect. If you know who YOU are, and who your CLIENT is, then the marketing message should be easy to construct, and the material easy to place. Your identity should set you apart from your competition in some way. You should be able to tell potential customers what sets you apart from your competitors.

Why would you choose your agency? Are you more customer service oriented? Are you an expert in some niche market? Do you specialize in one type of business? Focus on your strengths and from there, your message will begin to craft itself.

Cover of the Smart Choice Magazine 2019 Issue 4, Sales and Marketing Best Practices and TipsThe Sales and Marketing Issue: Best Practices and Marketing Tips

Have you ever asked yourself, "Why would you choose your agency?" Knowing your customer base and audience is key to answering this question and crafting an effective marketing strategy. If you focus on your strengths, brand message and personality should come easy from there. Check out 2019 Issue 4 of Smart Choice Magazine for more strategic tips and advice on marketing your agency for growth.

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