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Getting the Best Results working with a Marketer
Video, Notes & Tool from Live Executive Round Table
NOTE: Notes taken by AI. Caveat emptor
Quick recap
Michael and Matt discussed their recent experiences, including a trip to France and a tornado in Florida, and the future of property insurance in Florida. They also discussed the roles and capabilities of marketing assistants and marketers within an agency, emphasizing the importance of clear expectations, communication, and understanding of the marketer's capabilities. Lastly, Michael shared his decision to no longer hire marketers and offered to guide others on how to do it themselves, while Nick and Brier discussed their roles in their respective agencies and considered hiring contract marketers.
Next steps
Florida Property Insurance Outlook Matt and Michael discussed the future of property insurance in Florida, with Matt predicting stability due to better control of runaway litigation and more manageable loss ratios. They also touched on the potential impact of inflation on repair costs. Michael then introduced Nick and Hannah, who work for Al Papardo and Jay respectively, and invited them to ask questions during his presentation. The conversation ended with Michael expressing his enthusiasm for discussing France, hinting at a recent trip.
**Working With Marketers and Planning Retreat**
Michael discussed his recent experiences, including a river float trip and a review of 19 game changers for his clients. He announced a planning retreat for the following week and a review of how to work with a marketer, a critical position in the industry. He emphasized the importance of understanding how to work with a marketer to achieve full potential, and shared a slideshow and a guidebook on the topic. He also mentioned a new page on their member website dedicated to this topic.
**Consumer Power and Marketing Evolution**
Michael discussed the changing dynamics between agencies and consumers, attributing this shift to the increased power and influence of consumers, particularly due to their access to powerful technology. He emphasized the importance of nurturing consumers and making their lives easier. Michael also highlighted the evolution of the marketer's role, from a marketing assistant to a chief marketing officer, and the need for professionals to continually improve their skills. He stressed the significance of strategy in marketing, contrasting it with the lack of strategic thinking in many agencies. He concluded by emphasizing the need for marketers to understand where to leverage their tools effectively and to focus on content that inspires consumers.
**Marketing Roles and Capabilities Discussed**
Michael discussed the roles and capabilities of marketing assistants and marketers within an agency. He described marketing assistants as paraprofessionals who are primarily responsible for social media and storytelling, requiring clear direction and defined responsibilities. Marketers, on the other hand, are beginning professionals with 3 to 5 years of experience, who can write copy, create original content, and run marketing automation platforms. They also have skills in lead generation and can design referral campaigns. Michael emphasized that marketers can lead customers through a satisfying journey from stranger to fan. He also suggested that individuals with a propensity for artificial intelligence could potentially accelerate their progression to marketer status before reaching the typical 5-year mark.
**Marketer's Role in Business Strategy**
Michael discussed the role of a marketer in a business, emphasizing the importance of their involvement in major policy decisions, understanding of lead magnets and marketing funnels, and responsibility for measurable results in the top line. He also highlighted the need for marketers to identify gaps in their knowledge and potentially bring in contractors or vendors to fill these gaps. Michael touched on the four stages of a marketer's experience, their ability to create high-quality content, and their understanding of technology and strategy. He also discussed the importance of a lifestyle focus in customer engagement, starting with the acquisition phase and moving towards retention, cross-selling, and referrals.
**Clear Expectations and Marketer Collaboration**
Michael discussed the importance of clear expectations and communication in the relationship between agency principals and marketers. He emphasized the need for weekly meetings to discuss progress, focus areas, and skill development. Michael also highlighted the potential for marketers to identify trends and contribute to the agency's growth. He stressed the importance of understanding the marketer's capabilities and setting realistic expectations. He concluded by suggesting that agency principals should not pretend to be marketers themselves, but rather respect the marketer's role and expertise.
**Marketing Strategies and Contract Marketers**
Michael discussed his decision to no longer hire marketers and instead guide people on how to do it themselves. He offered to share job descriptions and advice on hiring contract marketers. Nick shared his role in the Pappalardo Agency, where he helps lay out marketing plans and provides feedback. He also mentioned the agency's plans to revamp their referral program and expand into neighboring parishes. Brier shared his conversation with a business consultant who suggested he needed someone to execute his grandiose ideas. Michael agreed, suggesting that agency principals shouldn't do all their own marketing. Brier considered hiring a contract marketer to test out a particular idea or market. Michael offered to share a job description he had crafted for other agencies.
Maximize Opportunities with Contract Marketers!.mp4