What marketing services look like for a small insurance agency (a system, with a person steering it)

What does marketing look like at most small agencies?

Most small agencies rely on their signage and their website. They don’t put anything out in the world that would act as a hand raised in the air to say, “Hey, look over here.” They’re passive. And when marketing is passive, almost everything at the agency that has to do with revenue is a guess.

That’s the starting point for most owners I talk to. Referrals come in or they don’t. The website was built by somebody’s nephew in 2019. A producer means to post on LinkedIn and never does. Nobody’s doing anything wrong, exactly. Nothing is being done at all.

What is a marketing system, and what does the human do?

A marketing system is a set of agents and tools, set up once for your agency, that turns what you know into things people can see: landing pages, LinkedIn posts, newsletters, articles, short videos cut from long ones, emails to a client’s employees. The human steers it. Somebody at some point still presses a button, whether that’s starting a session with an agent or pressing send.

That’s the honest version. It’s never something you never touch. What changes is what the button does. With the right preparation and customization, one agent can write the article, turn it into a newsletter, cut the long video into short ones, and post to LinkedIn, Instagram, and TikTok. Repurposing one piece of content for every channel is exactly the kind of work that can be built to run on its own.

At DoBetter, the person steering it is me. I set up the system around your voice, your clients, and the questions you get asked, and I keep it pointed at the right people.

What does a landing page have to do with marketing?

A landing page is the fastest asset in the system, and it’s where DoBetter’s marketing work started. I always figured a client might need a page hanging off their website where employees and employers could get answers. It was never that clear until a wave of small new client groups started blowing up our phones and our inboxes, asking the same four questions seven different ways. They were questions someone should have answered for them on day one.

So I built something to keep that from ever happening again. It was a landing page with a chat box in the lower right corner that had a searchable memory of every question and answer we’d ever been asked by email, and every product we offered. It answered instantly. The page also had FAQs that rotated out every three months, provider lookup links for each health plan (because the network is all anyone cares about), and downloadable plan designs so people could see the copays, deductibles, coinsurance, and out-of-pocket maximums for themselves. The goal was to give people enough basic information that they didn’t have to wait on a human for it.

Then I saw a landing page I liked, reverse-engineered it, and built a skill that makes one in about six minutes. Other people saw it and wanted their own. Next thing I knew, I had a landing page builder. Pick your photos, and the page takes its colors and fonts from the website it’s going to live on.

What won’t marketing do for an agency?

Marketing will not consult with anybody. Marketing is designed to bring people in the door, usually so a consultation can happen. If you’re selling a product, it has to solve a problem, and problems are unique to people. The content raises the hand. A person still has the conversation.

Marketing also won’t fix a product nobody wants or a follow-up process nobody runs. If the phone rings and nobody picks up, more content just means more missed calls.

Is marketing the same as hunting?

Hunting is proactive, so you could argue it belongs with outbound. But bringing people in can be active in two ways. A human can do it, one call at a time. Or a piece of content can do it, the thing people see that makes them reach out. What counts is whether you’ve chosen to be active or passive. Either a person hunts, or the content hunts. An agency with neither is waiting.

Quick answers

Do I have to post on LinkedIn myself?

No. The system drafts from what you actually say, in your voice. You approve, or you press send.

Do you replace my marketing person?

If you have one, the system makes them faster. Most small agencies don’t have one, which is the point.

What can be done in a week?

A landing page in your colors and fonts, live, with a link you can send.

What does it cost?

Every build is fixed-fee after a $1,500 discovery. The intro call is free.