4 ways a dedicated marketer can help your agency grow

Dale Steinke
Woman smiling behind desk in office setting

In today’s hyper-competitive insurance market, agency marketing is more important than ever. In Safeco’s Agent for the Future survey, 38% of independent agents said they plan to increase their investment in marketing. However, only 16% said they planned on hiring a dedicated marketer.

Hiring a marketing specialist takes the weight of marketing efforts off of producers and principals and lets them focus on prospecting and writing new business. Another Safeco survey looked at the practices of the 240 fastest-growing independent agencies and found that just over half had a dedicated marketer on staff.

Below are just a few of the ways a dedicated marketer can help your agency grow. Check out Safeco’s “Ultimate Guide to Marketing like an Agent for the Future” to learn more and see 10 things your agency should do now to improve marketing.

Increase brand awareness and drive qualified leads

A marketer has the time and expertise to create interest in your products and services. They know how to target marketing efforts and capture contact information to move new leads along the buying journey to become qualified prospects.

Enable cross-sell opportunities

In the midst of finding new leads, a marketing specialist can help your agency gather more data about the mix of business within your agency’s portfolio. This allows your agency to better understand its strengths and weaknesses and plan for future marketing campaigns.

In Safeco’s Agent for the Future survey, 53% of independent agents said that the data collected and curated by marketing would enable deeper risk conversations, and two-thirds said it would assist with cross-selling opportunities.

Deepen client relationship and increase referrals

By communicating well and addressing client needs, a marketer can help your clients feel more connected to your agency. In fact, agencies who communicate regularly and authentically with their clients see a 1.5 retention lift over a 12-month period.

Marketing efforts can lead to meaningful interactions with your clients, which make them more likely to act as ambassadors for your agency and refer people to you.

Help fill the talent pipeline

Marketing is not just about getting new customers — good marketing can also help your agency attract talented team members.

With more insurance agency principals heading toward retirement, attracting young talent is crucial for perpetuation planning. Safeco’s Agent for the Future survey found that 58% of new positions in independent agencies were filled by millennials.

These are just a few of the ways that a dedicated marketing specialist can help your agency drive growth in a way that reflects your values.

Ready to add a marketer to your staff? Learn more about Safeco’s Marketer Developer Program, which helps Safeco appointed agents recruit, hire and train a staff marketer to contribute to the agency’s overall growth.

Watch Dale’s conversation with Agency Nation to learn some best practices for agency websites and digital marketing:

about the author

Dale Steinke, Agent for the Future
Dale Steinke
Director, Independent Agency Digital Marketing

Dale Steinke leads a team of experienced marketers who help personal and commercial independent insurance agencies grow their overall business through more effective marketing. With 20 years of experience in online and digital technology roles, his primary focus is to deliver digital marketing tools, tactics and services through the industry-leading Bricks & Clicks program.

Outside of work, you’ll probably find Dale on a bicycle or in the kitchen cooking for his family and friends in Seattle.

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