How to Market on the Cheap

“We don’t have a marketing budget, so we don’t do any marketing.”

It’s a common statement from independent agents, and their justifications are many:

• We’re too small.
• We’re too busy selling insurance.
• We don’t have marketing experience.
• We’re doing just fine without marketing, thank you.
• We don’t have the money.

But whether you’re deliberately working to promote yourself or not, you communicate something about your brand every day. You can say you’re too small, too busy or too inexperienced or that you simply don’t need marketing, but the reality is that it’s far better to market yourself consciously than to leave it to chance.

Limited funds are the reality for most small agencies, but that doesn’t exonerate you from marketing responsibilities. How can you actively promote yourself with zero or minimal dollars? Focus on opportunities that require little cash and rely more on time and effort than money. Leverage “free” awareness drivers or marketing tactics, including:

1) Be consistent. Sloppy doesn’t sell. Present yourself the same way all the time. It’s small, but not inconsequential, to maintain consistent typeface, colors, logos, program names and terminology. It’s a free way to look more polished and professional.

2) Engage community. Represent your agency at community events. Wear apparel with your logo to raise awareness. People like to work with agents who are committed to their community.

3) Educate. Become the go-to resource for anything insurance related. Get to know local reporters, business leaders and teachers. Create a monthly email newsletter to share insight and news. Prospects choose agents who are knowledgeable.

4) Socialize. Social media doesn’t cost a thing; it simply requires commitment. If multiple platforms feel overwhelming, choose one to start. People prefer agents with whom they have a relationship.

5) Show you care. Take the time to personalize your approach with each client. Acknowledge life events with a handwritten note. Clients stay with compassionate agents.

6) Reward referrals. Use word of mouth to your advantage. Create an active referral program. The simple promise of a gift card may be all you need to prompt a recommendation. Customers appreciate being appreciated.

Amy Skidmore is an IA contributor.