With 2016 in the past, it’s time to begin analyzing the trends that will shape 2017. Here are some of the trends that we’re seeing and how you can make the best use of them.

Independent agencies benefit from niche marketing

It’s tough to compete in a crowded market, especially when the competition is bigger and has more resources. Many independent insurance agencies are beginning to see the benefits of niche marketing, or marketing to a narrow market. Rather than trying to capture a broad market where they have to compete with the big names, they’re focusing on becoming the leading expert in their particular niche. It helps smaller agencies stand out from the rest.

Consumers seek instant gratification

With each advance in technology, consumers become more and more acclimated to getting what they want exactly when they want it. Fortunately, the technology to satisfy this demand for instant response is affordable and easy to manage. Incorporate automated emails, instant messaging, and other digital tools on your website to meet your clients’ demands as soon as they make them.

Personalized marketing captures ad-resistant audiences

Just as your prospects have been acclimated to faster service, they’ve also gotten used to more personalized marketing. As more agencies focus on narrower niches, their marketing efforts naturally begin to feel more personal. If you’re targeting all business owners who encounter risk, your message, by necessity, must be generic. However, if you’re targeting segments of a market, such as lawyers or small practice doctors, your message will be more focused on the specific needs of that narrow market. You can even hyper-personalize messaging through email services like MailChimp and ConstantContact in order to send automated messages that include your clients’ and prospects’ names, business names, and cities!

It’s all about image

You know what’s faster than reading? Looking. Yes, even your content marketing will be affected by the trend towards instant gratification. Since a picture can do the work of a thousand words, insurance agencies that integrate more authentic, compelling images and videos into their marketing will come out ahead of the competition.

Agencies offer security in rapidly changing times

Whether you’re pro-ACA or against, the possibility of an overhaul or disruption of the Affordable Heathcare Act is causing a lot of stress for many Americans. It’s an ideal time for independent insurance agencies to show consumers the advantages of working with real people. Use your smaller footprint to your advantage. Make personal connections with your clients and prospects to reassure them that no matter how times change, your commitment to their needs won’t.

One last prediction

If you’re like many independent insurance agents, you’ve got a lot on your plate. Sometimes marketing gets pushed to the bottom of the todo list even when you know it’s one of the most important things you can do to grow your agency. Get in touch with the insurance marketing experts at AgenciesOnline. We can help you build a powerful marketing strategy in the new year.