What Is a Good Marketing Plan for a New Insurance Agent?
Starting out as a new insurance agent can feel overwhelming. You’re juggling licensing, learning products, and trying to find clients, all at once. That’s where a simple, clear insurance agent marketing plan can make all the difference.
At Your Marketing Support (YMS), we help agents like you launch fast with smart, no-fluff insurance marketing. No jargon. No pressure. Just the tools and support you need to grow with confidence.
Let’s walk through a simple, step-by-step insurance marketing strategy that you can start using today.
Set Clear Goals & Budget
Pick 1–2 Outcomes for 90 Days
Start with the end in mind. What do you want to achieve in the next 90 days? Pick one or two outcomes like:
- 10 booked appointments
- 25 new leads
- 5 policies issued
Keep it simple. Focus helps you stay on track and measure progress.
Simple Budget Split
Even a small budget works if you split it wisely:
- 30% for brand awareness (logo, website, social posts)
- 50% for lead generation (ads, events, landing pages)
- 20% for nurturing (email follow-ups, thank-you gifts)
H3: Track with a One-Page Scorecard
Use a basic weekly scorecard to track:
- Reach (views, impressions)
- Clicks (website, email, social)
- Leads (form fills, calls)
- Appointments booked
This helps you create an insurance agent marketing plan that is effective, focused, and flexible.
Define Your Audience & Offer
Choose a Niche and Ideal Client
Don’t try to sell insurance to everyone. Pick a target niche like Medicare, life insurance, or annuities.
Then define your Ideal Client Profile (ICP) with information such as age, job, location, and pain points. This helps you tailor your agency messaging, content, and promotional offers to resonate deeply with the customers most likely to benefit from your product or service.
Craft a One-Sentence Value Prop
Create a one-sentence value prop to tell customers who you are and what you sell. Use this formula:
Problem → Promise → Proof
Example: “Many seniors feel overwhelmed by Medicare. I help them compare plans in a simple way, so they can choose with confidence.”
Create a Basic Offer + CTA
Make it easy for people to take the next step. Try:
- Free consultation
- Plan comparison
- Downloadable checklist
Pair it with a clear call to action (CTA) like “Book a free call” or “Get your free guide,” to allow consumers to easily interact with your efforts.
Get Your Foundations in Place
Website or Landing Page
You don’t need a full website or a complex digital marketing strategy. A simple landing page works, just make sure it has a clear headline, a short value prop, and a strong CTA towards the top of your page.
Google Business Profile (GBP)
Claim your GBP and fill it out completely:
- Add categories to define your professional services (e.g., insurance agency, insurance, Medicare, etc.)
- Set your sales area
- Ask happy clients for reviews and referrals
This profile increases views of your company with online local search results when potential customers are looking for coverage.
Compliance-Ready Disclosures
Use approved language and file your marketing materials for review. Stay compliant from day one.
Choose 2–3 Channels to Start
Social media: LinkedIn + One More
Start with LinkedIn and one platform where your clients hang out, like Facebook for Medicare and older audiences.
Post 2–3 times per week. Keep it helpful, professional, and educational, not salesy.
Email: Welcome + Monthly Tips
Set up a simple email campaign for new leads:
- Welcome email with your story and offer
- Monthly tips or newsletter with a soft CTA (“Need help? Book a call.”)
Email marketing keeps customers engaged with your insurance company while also not overwhelming them with information.
Local: Events & Referrals
Show up in your community:
- Attend local events and engage with local businesses
- Partner with other people in related industries (CPAs, realtors)
- Ask for referrals from satisfied clients
Build a 30-Day Content Calendar
Here’s a simple strategy to keep your marketing ideas fresh and effective:
4 Educational Posts
Answer common questions:
- “What’s the difference between term and whole life?”
- “When should I enroll in Medicare?”
4 Credibility Posts
Build trust with:
- Testimonials
- Educational videos
- Certifications or awards
2 CTA Posts
Invite action:
- “Book a free call”
- “Download our Medicare Checklist”
Make content creation easier by using the monthly content calendar provided by Your Marketing Support (YMS). It’s designed specifically for agents and includes ready-to-use ideas, captions, and visuals, so you can stay consistent and relevant without spending hours managing your social media.
Track, Improve, and Stay Compliant
Weekly Metrics
Track these every week to stay on top of performance and identify trends early:
- Reach: Measure how many people are seeing your content across platforms. This helps you understand brand visibility and audience growth.
- Clicks: Track how many users are engaging with your content by clicking on links, ads, or CTAs. This is a strong indicator of interest and relevance.
- Leads: Count the number of new contacts or prospects generated. This could include form submissions, newsletter signups, or downloads.
- Appointments: Monitor how many leads are converted into scheduled calls, demos, or consultations. This reflects the effectiveness of your campaigns and customer experience.
- Close Rate: Calculate the percentage of appointments that result in a sale or conversion. This helps assess sales performance and lead quality.
Monthly Review
At the end of each month, take time to reflect, refine, and develop:
- What’s Working? Identify which campaigns, channels, or messages are driving results. Double down on these successes.
- What’s Not? Pinpoint underperforming areas. Are certain advertisements not converting? Is engagement low on specific platforms?
- What Should I Double Down On? Focus your energy and budget on the strategies that are delivering the highest ROI.
- Make Small Changes and Document Them: Test new headlines, visuals, or targeting options. Keep a log of changes so you can track their impact over time.
Save Everything
Keep a folder with:
- Ads
- Scripts
- Emails
- Compliance approvals
This keeps you audit-ready and organized.
FAQs
What should be in an insurance agent marketing plan?
Clear goals, a defined audience, a simple offer, 2–3 starting channels, a 30-day content calendar, and basic tracking.
How much time should I budget to develop a marketing strategy?
Plan on 3–5 hours to set up, then 2–3 hours per week to publish and follow up.
Do I need a website to use this agent marketing guide?
A basic landing page works. Pair it with Google Business Profile, email, and one social channel to start.
What’s the quickest win in an insurance marketing strategy?
Publish a simple “book a call” landing page, claim your GBP, and post two helpful tips per week.
How do I know my strategy is working for my insurance agency?
Track weekly: leads, appointments, and policies issued. If numbers aren’t moving in 30 days, adjust channels or messages.
Final Thoughts: Build with Intention, Grow with Insight
You don’t need to do everything at once. Start small. Stay consistent. And track what matters.
At Your Marketing Support (YMS), we help new agents like you launch with confidence. From templates to tech setup to coaching, we’ve got your back.
Need help building your insurance agent marketing plan? Let’s talk.