Independent agents have access to a vast array of marketing tools and resources, but wading through the noise to use them in the most strategic way is a different story.

Lisa Drago, marketing manager at The Penn Mutual Life Insurance Company, spoke with Independent Agent magazine about how agents can best use marketing resources to strengthen their businesses. Drago has been in the industry since 1993, serving in a variety of roles for multiple carriers.

What struggles do agents typically face around marketing?

I do believe there is a misperception in the industry that “if I market, my phone will ring off the hook." That may work if you're selling a high-demand consumer product. But in life insurance, where the product can have a longer sales cycle and there's no immediate need for it—it will be the agent and their relationship with the client that makes the sale.

In our space, I believe that marketing is designed to turn a cold call into a warm call. Marketing can help, but it won't close the sale.

What are the differentiators agents can sell on?

Agents can differentiate themselves on the financial strength of the company, service from the carrier and agent, and having a wide portfolio of products available, to name a few.

Here it's important to consider if your marketing materials are marketing you. You've got to sell yourself. It's all about the relationship. Don't send a marketing piece to a demographic that it's not designed for. That's a disservice. Make sure you know which audience you want to focus on and market to them appropriately.

Should agents hire a marketing consultant to help them?

It's a matter of how much you want to spend and where you are in your development. Agents should first check with the carriers they represent to find out what resources they offer. Some may have certified coaches to help you or provide other support, such as practice development programs or advanced sales teams.

Call your carrier and ask them what resources they have to support you in building your business. Know what you want. If they don't offer it, ask them for a referral to help you get it.

How can young agents just starting out market themselves?

When you're just starting out, you have a big opportunity to build your business with marketing in mind. Young agents would probably benefit from working with carriers that really hold their hand at the beginning. Or they could establish a relationship with a seasoned financial professional who can show them the ropes.

What about mid-career professionals?

Mid-career agents can make their marketing as automated as they want or as simple as they want, but they do need a plan.

How much time do you have to invest? How much money? Do you have a basic marketing foundation? I think people need to be realistic with themselves: Marketing does take time. It needs to be targeted. Some people call marketing to an undefined audience “spray and pray". I call it the field of dreams. Just because you build it doesn't mean they will come.

I try to be very honest with people and recognize that most agents are “do-it-yourselfers" who struggle to delegate. That's often the hardest part of providing marketing support—getting the agent to let us help. If you don't have a dedicated day to give to this, you're better off hiring someone.

How can agents build their practice with the help of carrier marketing materials?

I would say that the first step is to get the right mindset. You have to believe that marketing is important and will help raise the chances that a client will pick up the phone when you call them.

Then you have to make the time to do it or delegate it to a member of your team. Know who you are talking to and what the purpose of the call is. Who are you trying to attract? What areas are you needing to grow? Are you marketing for new business, upselling or retention?

Rhea Wessel is an American writer based in Kronberg, Germany. Her company, the Institute for Thought Leadership, trains subject-matter experts in writing.