These days, it’s common knowledge among insurance agencies that a marketing program is a necessity, not a luxury. But, are you getting the most out of your marketing program? Whether your marketing is done in-house or outsourced, it requires care and attention in order to be as effective as possible.

Below are four steps you can take to ensure maximum efficacy of your marketing plan:

  1. Make sure your sales staff is aware of and supportive of your marketing efforts. Far too often there is not only a lack of cooperation but an outright hostility between the sales and marketing departments. In order for both efforts to be successful, they have to work together. Your sales staff should have input on marketing programs, since they will be the people following up the leads being generated.
  2. Combine methodologies. A single approach is rarely as effective as combing several methods of market outreach. For example, you can use e-marketing to send invitations to monthly webinars for your clients and prospects, then use telemarketing to follow up on the registrants and to set appointments. Or combine social media marketing with SEO to increase web traffic and raise brand awareness.
  3. Market strategically. It can actually be counterproductive to deploy a haphazard marketing effort. Instead, think long term, decide what you want the overall effort to accomplish and take the necessary steps to achieve your goals.
  4. Stick with the program. Marketing success doesn’t happen overnight, so don’t get discouraged when after 30 or 60 days your agency hasn’t signed 20 new clients.

Remember, if you have a good strategic plan in place and the right tools and people to use them, your marketing plan will succeed. Just be sure you give it time to work.

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Mike Lauducci is the head of client services for StartUpSelling Inc., where he works with small businesses on lead generation, sales, marketing, website design and branding. For more information on Web marketing topics, go to www.StartUpSelling.com and visit Lauducci’s blog at http://startupselling.com/blogs/mikelauducci.