Insurance Agency Marketing and PR

Find helpful tips on how to create strategic marketing messages, where to find hidden advertising resources and unexpected PR opportunities on the insurance blog.

Beginning this week, I'm publishing a series of articles on how to effectively market your insurance agency. Advertising, public relations and marketing are a major part of any agency business plan, yet they’re often last on our list of priorities.

There are a number of tips and tricks you can use to have a successful marketing campaign at your insurance agency:

• Start by identifying your insurance agency’s PR and marketing campaign objectives. What do you hope to accomplish with your marketing plan? Who will your promotions target? This can be formal, where you create a SWOT (Strengths, Weaknesses, Opportunities and Threats exercise), or just a simple executive summary.
• Set down marketing and PR campaign goals for your insurance agency on paper. This can be somewhat daunting the first time around. But you have to have something concrete so that you can measure advertising plan goals after the promotion has ended.
• Identify the strategic marketing messages you want your customers, employees, business partners and prospects to receive. Then, and only then, can you start planning what types of communications to use to effectively market your insurance agency’s products and services.

Developing marketing and PR plans and calendars for clients is a favorite pastime of mine. There’s a wonderful sense of accomplishment from helping a business get organized!

Just remember, don’t get overwhelmed by your insurance agency's marketing plan. You control what image, brand and message that you put out into the public arena. Let’s kick off your marketing plan with the first article in the series, Insurance Agency Marketing & PR.

Tell Lisa Nichols, the article author, about your experiences with strategic marketing messages that really worked for you and submit your news, tips and story ideas to the insurance blog.