Are you planning on leveling up your digital marketing game? If so, you’re considering which tactics to take on. As you start on this process, you might wonder what gets you the most bang for your buck.
The answer is not what you think.
Sure, some tactics can be useful. These include audience segmentation, keyword targeting, and content development. But without a strong foundation in place, your efforts will crumble.
And when I say strong foundation, I’m talking about your mindset.
Make no mistake. Your mindset will make or break your digital marketing effectiveness. Let’s look at how you can leverage your outlook, and set yourself up for success.
To Protect and Serve
What’s your motivation for running your agency?
- To make money?
- To provide for your family?
- To support your staff?
- To get to see your name on the sign out front?
- To carry on your family’s business legacy?
You might have answered yes to one of these questions. Or all them. And that’s great! These are all fantastic reasons to come to work every day.
But they shouldn’t serve as your primary motivation.
Your prime motivation as an insurance agent is to serve the needs of your consumers.
Your consumers’ goals are more important than your own. And the reason is simple. Consumers pay you money. If they’re satisfied, they’ll renew their policies or refer friends and family to you.
These transactions are the lifeblood of your company. They keep the agency running. And they provide the funding for all the motivations above.
They come first.
Across the Bounds of Cyberspace
Now, you might think, “What does this have to do with digital marketing?”
A consumer-first mindset doesn’t stop at your agency’s front door. It permeates all touchpoints, including your digital properties.
ITC’s Vice President of Marketing, Becky Schroeder, once said, “Marketing is the way you answer the phone.” I love that line. It demonstrates how having the right mindset is essential at every step of operation.
Your agency website, social media pages, and email messages should reflect this mindset. You must show a commitment to serving consumer needs. Then you must deliver on that commitment, time and again.
How It Works
How does this look in action? Consider the following steps.
- List your motivations on a piece of paper, leaving an empty space at the top. When you’re done, write Serve our consumers in that space.
- Derive a mission statement from that motivation sheet. Try to incorporate the word help into the statement if you can. For reference, here’s the mission statement I have on my whiteboard.
- Share this statement with your team. Explain how a consumer-centric mindset can drive success. (I’ll have more on this in a bit.) Also, share what’s expected of your staff to keep this mindset alive. Remind them this mindset must be consistent across all channels.
- Track your employees. Observe how they interact with customers and prospects across all touchpoints. Is their behavior consistent? Does it follow the agency mission statement? If you don’t have the time to check on your staff, make time for it. It’s critical.
- Get an outside look. Have friends and acquaintances call the agency or visit your website. Ask them how seamless the experience is, both when times are slow and when your office is hopping. Address any discrepancies with your staff.
- Be gracious. When a consumer says something about your agency, treat it as constructive criticism. Thank consumers who leave a good review. If consumers thank your staff members, encourage staff to reply, “My pleasure.” Be sure to respond with empathy if a consumer provides negative feedback.
You might have noticed something. None of these tips mentioned content, keywords, web design, or email campaigns. These tactics are tools that connect consumer needs with solutions.
If you have a consumer-first mindset in place, you’ll develop a good feel for what those needs are. Your digital marketing strategy will tie needs to the appropriate tools. That mapping of needs to tools will become your digital marketing mix.
Why It Works
Consider what’s different about this approach. By focusing on your agency’s mindset first, you ensure all content aligns with your mission. That mission speaks to consumers and empathizes with their needs.
A consumer-centric mindset breaks down barriers. It fills the void between what you want and what consumers want. If you go all-in on it, consumers will notice. They’ll buy from you, and return to buy again. They’ll spread the word with others, and help grow your referral base. All this will boost your agency’s relevance, authority, and visibility, both online and off.
The Next Level
Maintaining the right mindset can apply to other aspects of your business as well. If you pay vendors for services, verify if they have the right mindset. You are the consumer in this situation. Ensure the vendor is putting your agency’s needs first. Communicate your agency mindset and goals with them. Make sure everything’s aligned.
If the vendor puts your agency first, treat your contacts with kindness and respect. The work they perform and the advice they offer will help you fulfill your agency mission.
A Final Word
Having the right mindset in business is more critical than ever before. Consumers can now use plenty of channels to connect with your agency. But they’ll only do so if they feel valued at every touchpoint. And that includes your agency’s online properties.
Commit to your consumers when planning your digital marketing strategy. The returns can be astronomical.
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