Marketing your agency doesn’t need to be rocket science. While it should be well thought and well planned out, it should be fun, too. We believe that any insurance agency, regardless of the size, can find success in marketing as long as it’s done correctly with the right people. When it comes to insurance marketing, it’s not always black and white. There are some gray areas to consider as well, so check out these tips on improving your marketing efforts, which will – in turn –improve your sales efforts:

• Who are your customers? Some insurance agencies make the mistake of not targeting a specific demographic and wind up spending money catering to the wrong audience. Keep records of the type of individuals you sell to so you understand what type of people you’re selling certain policies to.

• Measure your ROI: Are your advertisements still working? If you’ve had an ad in the local paper for a few years, is it still bringing in customers? Most advertisements have a certain shelf-life. If you depend on the local paper for advertising and press, make sure you’re changing the type of ad you’re using.

• Adapt to the times: Is your website over five years old? It may be time for an upgrade. The web is a continually changing environment and if your website is not up to speed you might want to update it soon. Also, if your website is not set up to make online transactions, we recommend implementing this feature as well.

Marketing is one of the keys to your independent agency succeeding in 2013 and beyond. Don’t just sit behind the veil of your agency, go out there and market it!