Part of developing a successful marketing campaign is understanding who your audience is. Another equally important part is knowing who your audience is not. While it seems almost intuitive that a broad marketing focus would expand your market, in fact, the reverse is often true.
Take a look at these two ways to increase your market by narrowing your focus.
Geico, Progressive, and other large insurance agencies offer something for everyone in much the same way that Costco and Walmart do. When consumers are seeking a generic product at a discount price, independent agencies will struggle to compete with the resources available to mammoth firms.
There’s no harm in that for independent agencies who have carved out a specialized niche. People don’t shop boutique because they want a generic product. They shop boutique because they want something unique. By offering specialized products and attentive customer support, independent agencies can make more out of less.
Another way to narrow your focus is to divide your target market into unique sub-groups. Instead of focusing on the broad “decision-makers in the oil and gas industry,” an insurance provider within that industry might create unique campaigns for “rental equipment dealers,” “oilfield heavy haul contractors,” and “pipeline contractors.”
Creating targeted campaigns for each group provides several benefits. You’ve demonstrated the individual value of different clients, you’ve increased SEO keyword specificity, and you’ve illustrated your understanding of the unique needs of different markets.
Why? Because we’ve been working within the insurance industry in varying capacities for several decades. We believe in offering a unique service to unique, independent agencies. We understand your needs and your markets. Contact AgenciesOnline today to learn how we can help you narrow your focus and broaden your market.