Convenience and cost continue to drive consumer buying behavior, but now, people seem to also want instant gratification.

They want to shop when it's convenient for them and have purchases delivered to their doorstep, overnight.

This environment can make it challenging for independent insurance agents to stay relevant at a time when people can shop for insurance from anywhere, anytime.

As control shifts to the consumer, agents must make time to retain and service current customers while distinguishing themselves from the competition.

What can an agency do to focus on attracting new customers while meeting daily demands?

We've seen the most successful independent insurance agents employ three tactics that help them grow their business in a way that enables them to work smarter, not harder:

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1. Successful agents lean on their carriers for help.

The first step you can take is simple: Learn what resources have already been created and are available for your use. Many agents are unaware that specific and customizable resources exist and thus miss out on easy, effective ways to market themselves.

Sometimes, all it takes is a quick search around an insurance company's website to locate tools that the company offers. If you can't find something, call your carrier representative. The carrier may have dedicated teams and supporting functions that are specifically designed to help agents develop business-building marketing programs.

See if your carriers provide:

Email templates to inexpensively target individuals and increase sales and retention.
Online videos and display ads to enhance your agency's website content.
Social media posts to help your agency engage with local consumers.
Prepackaged, multimedia campaigns that combine offline and online content.
Dedicated sales executives to assist in developing campaigns to meet individual business plan goals.

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2. Successful agents know that customers have gone digital and want to do business with companies that “get it.”

Consumers are embracing the convenience of communicating digitally and are accustomed to engaging with both friends and businesses in that environment.

You should have the appropriate online tools that can be viewed on different devices to effectively operate in this evolving consumer marketplace.

Make sure your digital marketing tools are:

Customizable, so that you can easily promote your agency's brand and contact information.
Free (or low cost), so that you can try different tactics and find the ones that work for you.
Easy to use, with accompanying training materials and “how to” guides to get you started.

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3. Successful agents do some things — but not everything.

Although it's important to understand all the options that are at your disposal, the most effective agents don't use all of them immediately and for every campaign.

Decide on your objective (for example, new business or retention) then implement the right strategy for your local prospects and customers. Measure everything you do to understand whether the tactic met your objective.

Recognize that you may need to try a variety of tactics to see what works best to achieve each business goal, and don't be intimidated by the prospect of going digital.

Technology has rapidly improved, even in the past few years. Remember when it was a lengthy ordeal just to update your website? Or when it was virtually impossible to track the results of a digital campaign? These things can now be done in moments with just a few clicks. If you've had challenges with digital marketing in the past, take another look. You'll find tools that are straightforward, beneficial and easier than ever to use.

Marketing success does not happen overnight. It is a culmination of little wins and long-term commitment. A willingness to try new things and learn through the process will be the foundation of your agency's future success.

Loree Toedman, who has served as the regional vice president for the Mountain West region of Travelers since January 2010, has more than 30 years of experience in the insurance industry, including more than 15 years in field sales management. A graduate of the University of Kansas, Loree is also an Accredited Advisor in Insurance and holds numerous insurance designations.

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3 marketing habits that provide big impact for independent agents

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