Insurance Agents Marketing Tips
Create a Marketing and PR Calendar for Your Insurance Agency
Create an effective marketing and PR calendar for your insurance agency. Get tips on how to plan and outline your marketing campaign tactics, initiatives and objectives.
Some initial research and planning guarantees the success of your insurance agency’s marketing and PR plan. Checks and balances make sure that your marketing programs are effective, targeted and compliant with any applicable regulations. And creating a marketing and PR calendar helps you stay on track with goals and objectives.
Some tips to follow as you plan targeted marketing tactics for your insurance agency:
- Make sure your insurance agency follows FTC regulations related to email blasts;
- Research statutory regulations related to creating targeted marketing materials;
- Track marketing program results with response codes;
- Include yourself and a few others in your insurance agency’s direct mail marketing plan to ensure materials are timely and accurate.
- Develop preference-based messaging for email blasts sent by your insurance agency and pinpoint customer needs with targeted marketing messages that really grab their attention.
Create a marketing and PR calendar that outlines your insurance agency’s marketing tactics. An effective PR calendar has prioritized deliverables and clearly explains roles, responsibilities and deadlines.
Your insurance agency’s PR and marketing campaign calendar includes:
- Outline the initiatives for your marketing and PR objectives. “Market new product offerings to customers.”
- Tactics like email blasts, brochures and direct mail for each of your insurance agency’s initiatives should be in your marketing and PR calendar. Include a brief description of each tactic. “Send targeted marketing email blasts to customers.”
- Identify the audience for each PR and marketing initiative. “New Prospects, Current Customers and Business Partners.”
- Include deliverable dates for every strategy in the marketing and PR calendar.
- Resources needed to execute your insurance agency’s marketing campaign. “Marketing Manager, Client Services Manager and President must review and approve email blasts.”
Get ahead of deliverable dates in your insurance agency’s PR and marketing calendar.
Back out promotional opportunities by a minimum of six weeks. If your insurance agency has a marketing campaign that begins on October 8th, by mid-August you should know your budget, resources and other associated campaign needs. The bigger the promotion, the more time you need to market your insurance agency. Include the six week planning period in your PR calendar, so you know when it’s time to start working on your public relations opportunities.
Insurance Marketing Tip: If your insurance agency plans to run an extensive marketing and PR campaign, create separate marketingcalendars by audience type (“New Prospects Promotion”), by campaign tactic (“Email Blasts”) or deadline (“2nd Quarter Marketing Campaign”) to make the process more manageable.
This is fourth in the series of articles discussing PR and marketing tips for your insurance agency. Get more ideas with Insurance Agency Marketing and PR, Insurance Agency PR Ideas and Insurance Agents Marketing Plan.
Next up: Follow-up after executing your insurance agency's marketing plan to make sure that you achieved all of your goals.
Talk back with a writer: email your best tip for an insurance agency marketing and PR calendar to Lisa Nichols.
