Andy Neary (Complete Game Consulting) introduces a four-step marketing framework for insurance agencies to build brand recognition and fill their pipeline in 2023: Clarity, Capture, Content, Conversion. This video focuses on Step 1 — Clarity — advising agencies to (1) define their brand so the market and team can speak about it consistently, and (2) identify an ideal prospect using psychographic criteria (values, beliefs, decision-making) rather than solely demographics.
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If you're an insurance agency and you want to up level your marketing for 2023, there are four steps you have to walk through to build the brand recognition. You need to fill your pipeline with the right prospects. These are the same four steps we walk our clients through here at Complete Game Consulting. What are those four steps? Clarity. Capture, Content conversion. Now, I'm going to use the next four videos to walk you through, step by step, through each step so you can build that marketing plan that is going to help you stand out next year. So let's start with step number one, Clarity. You have to answer two questions very clearly. Number one, what's your brand? And number two, who's your ideal prospect? When it comes to your brand, you have to clearly identify how you want the market talking about you. Your producers need to build their own brand, so they need to figure out how they want the market talking about them. You see, when you can get clear on what you stand for, what you believe in, and how you want your prospects and clients talking about you, that is how you start to build your agency's brand identity. And more importantly, everybody on the team must understand what that brand identity is. The second part of clarity is understanding who your ideal prospect is. You can't be all things to all people. In fact, the key to your success next year is to find the smallest viable market. Go find the prospects that are a best fit for you. How do you figure that out? Figure out what problems you solve? What problems does your agency solve different than anybody else who becomes an ideal fit to solve that problem? You see, you and I have been taught how to identify prospects demographically. Right? Size, location, industry. But that does not denote a good prospect. You need to figure out how you are going to identify your ideal prospect psychographically. What do they stand for? What do they believe in? How do they make decisions? Because if you look at your favorite clients today, demographics might help. But the reason they're your favorite is because you two align psychographically. So when it comes to developing clarity for your marketing strategy in 2023, answer these two questions clearly. What is your brand? And who is your ideal prospect? When you do that, you will build a foundation to build one heck of a marketing strategy. Going into next.
