Why Agency Marketing Fails

March 30, 2015 Becky Schroeder


What constitutes agency marketing failure or success? For each agency the answer could be different. One agency may consider two leads a week from its insurance website a marketing success. For another agency that may not be enough.

Everyone wants to know if their agency marketing is meeting expectations. When you allocate budget and revenue responsibilities to your marketing efforts, you may have an impression that your marketing isn't as effective as it should be. You may be right.

Here are some reasons why agency marketing fails. This list isn't exhaustive, but it is a good place to start rethinking your efforts.

  1. No measurement

    If you're not measuring your agency marketing, how do you know if it's actually working? You can't. Set goals. Start measuring your efforts against those goals. And then you'll have a better idea of whether your marketing is working or not.

  2. Unrealistic expectations

    Sending a marketing email to a list of 1,000 people is not going to result in a 50% conversion rate. You won't even get a 50% open rate. If you expect unrealistic results, you are setting yourself up for failure and disappointment.

  3. Inconsistent effort

    Marketing takes multiple touches to work. Doing a one-off campaign is not enough. Rigorous planning and repetition are much more effective.

  4. No engagement

    Your marketing and its messaging needs to focus on what is important to your prospects and clients. If you only talk about yourself, you will not get engagement, especially on social media. Give your audience a reason to care, and you will start to see more engagement.
Are there more reasons why your agency marketing may not be working? Of course. If the above list doesn't apply to you, look at your metrics. Keep in mind if you only pay attention to vanity metrics, you're not looking at the behaviors that are tied to your goals. Go deeper into your metrics for an unfiltered look at what's going on. Then you can move forward for more effective marketing and better results.

Got a question about marketing? Leave a comment below.

About the Author

Becky Schroeder

As Chief Marketing Officer, Becky Schroeder is responsible for driving ITC’s overall marketing strategy for the company and its products. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and developing marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.

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