Your Best Marketing Strategy During COVID-19

Doug Witcher | September 1, 2020

CEO Letter

Doug Witcher, CEO of Smart Choice, a network for independent insurance agentsAs we move into the fourth quarter of this strange year, it can be tough for agents and other small business owners to know how to proceed with regards to marketing. In a time when people may be suffering from economic impacts, as well as information overload from news and other sources, it can be difficult to know what’s even appropriate for promoting your business and staying front and center.

You probably feel like you don’t want to overload people with messaging through traditional advertising right now, at the risk of seeming tone deaf. But you also don’t want to disappear during this critical time. 

So what is the most important thing you can do from a marketing strategy standpoint right now? It’s pretty simple… BE THERE. Be there for your customers by trying to stay ahead of their questions and concerns. Be there by being an information resource. Be there as a friend/neighbor/support person. Invest in your business by staying relevant through increased service and being a leader in your field.

Nearly everyone is overloaded with adapting to this new environment — people may be juggling working remotely, salary cuts, job losses, and more. They may have children and are juggling their kids’ remote learning along with their own job. Now is the time to show how you can make their lives easier, and show your worth as their agent.

Consider offering virtual insurance reviews around renewal time by sending them a meeting invite via Zoom or other resource. As people are staying home more, their needs may be changing — increases in cyber crime, less driving, more family recreational time, a rapid increase in home building and home improvements, changing commercial needs as businesses re-open, etc. are all great examples of opportunities to assess coverage. 

But your best marketing resource is simply about being present in peoples’ lives by publishing helpful content that demonstrates you’re there to make their lives easier, and keeping things as normal as possible. Staying present and relevant will establish you as a resource and as a person people think of to turn to for help!

The Marketing Issue

In a time when people may be suffering from economic impacts, as well as information overload from news and other sources, it can be difficult to know what’s even appropriate for promoting your business and staying front and center. So what are the most important things you can do from a marketing strategy standpoint right now? Check out the 2020 Issue 5 of Smart Choice Magazine for insight.

Read the Magazine