The economy is faltering—improving—stagnating. Theproperty-casualty market is getting softer—about to harden—stayingthe same. Sometimes the news about the future is too confusing. Sostop trying to predict what you can't control—and instead put yourenergy into developing a marketing plan that will help you prosperin any economy and market.

Assess your agency

Start by figuring out where you are and where you want to be.Evaluate your agency given the context of the recent economicclimate. When analyzing future sales, don't just pick a figure outof the blue. Look at past performance and anticipate what's likelyin the future so you can develop a realistic picture of salesvolume for the next three to five years. Be careful not to showsales growing exponentially to impress potential buyers or lenders,because these predictions rarely come true.

Make cash flow part of your plan

Determine how much cash you can invest in marketing. Plan aheadso you can have a healthy cash flow that allows you to takeadvantage of emerging opportunities. Then, once you select varioustactics, track the progress of each one so you can determine whichare delivering the best returns, which need to be changed, andwhich should be scrapped entirely. Your plan should be easy tofollow, broken down into specific sections. Some key steps:

1. Define your brand. Figure out what youcan deliver compared with competitors such as independent agencies,direct writers and others. Consumers and businesses don't alwaysrecognize differences among agencies and even among insurers, insome cases. So carefully define your brand by identifying what youragency offers that others don't, citing differences in claimservice, policies and other intangibles.

Keep abreast of the competition by reviewing their marketingmaterials and visiting their websites and social media pages. Andask your clients why they chose your agency and what they most likeabout working with you. With this key information, you canhighlight what you bring to the table—which, at the same time,could be your competitors' vulnerabilities.

2. Fine-tune your target customers. Determineexactly who you're going after. Lucrative markets of the past mayhave soured, while others may be emerging and are now ideal toapproach. Stay alert for changes in particular industries andconsider how new demographics, generational differences and otherfactors could affect your marketing strategy.

3. Choose the right marketing mix. Don't be soquick to dive into LinkedIn, Twitter, Facebook and other socialmedia tools without a specific plan. Analyze how each marketinginitiative will help attract or retain clients, and craft amarketing strategy suited to your business and your budget. You maywant to start small by doing what has already worked well, such asprint advertising, partnerships with local chamber and emailblasts. Then you can gradually incorporate new tactics, which,based on your research, will most likely generate leads or achieveother goals.

4. Consider financing alternatives. Significantgrowth may require financing. And despite all the reports abouttight credit for small businesses, you can secure loans ataffordable rates if you've got a well-conceived marketing plan,solid financials and a strong track record. Find out aboutdifferent lending sources, including non-traditional lenders thatspecialize in the insurance industry and understand the insuranceagency model. Consider using a commercial lender with a proventrack record in the insurance business and which recognizes thevalue of your greatest asset—anticipatedcommissions.

Growth doesn't come easy in this “new” and seemingly forevertougher economy. But you can't just talk about what you'll do whenthe economy recovers or the market hardens. You need to do it now.The rewards are out there for those agencies that are committed tosustained growth and willing to take the steps to get there.