Independent insurance agents work hard. When it comes to their marketing campaigns, they also need to work SMART. Having SMART goals for your agency’s marketing campaign is key to defining, achieving, and measuring desired results. Think about how your agency’s marketing campaign stacks up in light of these tips for establishing truly smart SMART goals:
“We’re going to do a lot more with PCC this year.” Nope. Don’t be vague or general. Zero in on exactly what you want to achieve. “We’re going to devote a budget of x on PPC with the goal of getting x conversions this year” is way better. (Just don’t forget to give a specific value to x!)
See “specific.” A goal to “focus on SEO this year” is neither specific, measurable, SMART, nor smart.
Having goals shouldn’t mean setting yourself up for failure and subsequent dejection. Be realistic about who you are and what’s attainable for your agency. If you’re a small, home-town business, you can’t - and shouldn’t - do things the same way that a big urban office would. You know your people, your client base, your budget, etc. Don’t throw them out the window when setting your marketing goals.
The best independent agents will tell you that selling insurance is largely about relationship building. Whatever your specific marketing goals, make sure that they pay heed to that fact.
It’s hurricane season and you sell insurance in Florida. Sounds like a good time for an e-blast to clients with gaps in their homeowner’s coverage. Soccer season? You might want to get cracking on a fun blog post about the crazy-expensive insurance policies players like Beckham, Ronaldo, and Messi have on their legs! Taking advantage of seasons, trends, or hot topics can help connect people to you and your brand.
Ready to start creating those SMART goals? For some specific marketing ideas and tips to keep in mind as you get going, click here.