So , how do you track them ? What measures are there for success . Some have data points ( e . g ., social media reach , site visits , views , etc .) and others don ' t . The two overarching KPIs I recommend are quote volume and bind ratio . That should tell you if you ' re reaching the right audience with the right message , •
MARKETING
1 . Where does this audience ( s ) get their information
( e . g ., social media , tradeshows , peers , Google , etc .)? 2 . Is our agency providing info / content in those spaces ? 3 . How are we telling the story of our competitive advantage ( e . g ., case studies , testimonials , etc .)? 4 . Are we telling that story in the spaces where they are getting information ? 5 . Do we need to be paying to reach them ?
Once you know where your audience is doing research and identifying info , focus your efforts on those channels .
Are you thinking , " Well , we get most of our business from referrals ." Great ! How are you empowering and encouraging others to refer you ?
ASSIGN YOUR TASKS
Inevitably , this discussion will result in things for people to do , which may include :
• Cultivating more Google Reviews
• Writing more blogs / content
• Creating video content
• Developing the agency ' s social media
• Attending trade shows and / or networking events
These tasks do not have to be done by the same person / people , but they need to be assigned , monitored , and reported on for ROI .
TRACK YOUR RESULTS
So , how do you track them ? What measures are there for success . Some have data points ( e . g ., social media reach , site visits , views , etc .) and others don ' t . The two overarching KPIs I recommend are quote volume and bind ratio . That should tell you if you ' re reaching the right audience with the right message , •
Daniel Smith is a Co-founder and CMO of Market Retrievers , a boutique marketing firm that helps build and implement marketing strategies for clients the insurance industry .
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