It’s July, the mid-year mark. Independent agents are already thinking about fourth quarter and end-of-year growth and goals. Meeting those goals and ensuring profitability requires regular check-ins on marketing efforts and resources to ensure a strong close by year-end.

Mid-year reviews can help insurance agency owners see how they are doing and adjust their marketing goals, strategies, and tactics. While there are many performance factors to look at, an honest assessment of the major touchpoints crucial to your customer’s journey will help you identify adjustments necessary to meet – or exceed – your annual sales goals.

Website. An updated, user-friendly website is a must-have. Are the agency’s insurance services clearly listed and explained? What is the ease-of-use of the client portal? Does the website offer clients the ability to quickly receive or compare quotes? Can clients easily navigate the website from their mobile devices? Is it visually appealing or does it look dated? Internet hygiene is important, and nowhere more so than on an agency’s website. Clients expect a seamless, sophisticated experience. Compare your website to a competitor or two (at least once per year) – you might be surprised to learn your website needs some attention and updating.

Google Business Profile. Google allows agents to create and verify business listings that improve searchability. Agents can access metrics and manage various forms of contact from customers, prospects and more through their Google Business Profile. Utilizing existing online information, Google may have already created a business profile for the agency. It is a good idea to access this profile and explore its benefits, including improved searchability and a range of best practice resources. Like an agency’s website, a Google Business Profile should be reviewed throughout the year. Additional add-ons that can help agents get seen by clients include tools such as the “Request a Quote” button.

Social media. Social media is a great way to connect with potential clients. Posting relevant content to an agent’s social channels on a regular basis can help build and enhance his or her reputation as a knowledgeable agent who cares about providing the community with important information. On average, consumers spend more than two-hours per day on social media. Meeting them where they already are – and where they already seek information – makes for an effective marketing approach. Any content sharing should be filtered through the lens of what value that content offers to existing and potential clients.

Customer & prospect lists. An outdated customer list is problematic, and an outdated prospect list is nearly useless. When reviewing a prospect list, agents should consider whether those prospects align with the current mix of insurance products being offered. Customer lists should have contact information verified at least twice per year, including details such as family demographics. For business clients, that data should include types of products or services the business offers. Properly updated and maintained, this data can help agents better serve the community and meet client needs more effectively.

Successful marketing is essential to the growth of any business. A mid-year review of an agent’s strategy offers opportunities to pivot as necessary and bring in new resources where needed to meet or exceed business goals for 2022.