The Insurance Marketing Playbook

If you have ever wondered “Is AI going to take my job?” I want to flip that question into something practical: how do we make AI work for your insurance agency. I share my no-hype approach to getting found on ChatGPT, Gemini, Grok, and whatever comes next, without paying thousands to someone selling “AI marketing” as a mystery box. The real win is visibility, and visibility comes from becoming a c...

Your social media can look quiet and still be doing its job. We’re pulling back the curtain on Meta analytics so you can stop guessing and start managing your insurance agency marketing with real numbers. We walk through where to find your data inside Meta Business Suite and why reviewing a clean 30-day window makes decision-making easier. Then we unpack the metrics that matter most: viewers versu...

Your carrier’s name might be famous, but your neighbors buy from the person they trust. We’re talking about the power of personal branding for insurance agents and why “just using the corporate logo” isn’t enough when multiple agents in the same town represent the same big-name company. I share how I like to position an agency brand so your name leads, your community remembers you, and your online...

Marketing keeps changing, but most small business owners are still stuck with the same problem: trying to do everything at once and ending up exhausted. From a super casual recording spot while I’m volunteering with a local nonprofit that supports entrepreneurs, I crack open Chapter Nine of my book, Market Like A Boss, and get practical about what actually moves the needle when your time and budge...

The hardest truth in business might be the simplest: if you’re not funding visibility, you’re funding invisibility. Shelby opens chapter three of Market Like a Boss and takes us straight into the mindset shift that turns “How much does it cost?” into “How much should I invest to hit my goals?” From there, we get a practical, plain-english blueprint for building a real marketing budget, avoiding ra...

Curious why AI summaries seem to spotlight other agencies instead of yours? We dig into how tools like Google’s AI Overview, ChatGPT, and Grok actually choose their sources—and how you can become one of them. Our focus is practical and tactical: turn the questions your clients already ask into the content that search and AI love, then repeat it with a cadence you can sustain. We walk through the e...

Feeling lost in the AI noise? We cut through it with a clear path that blends proven SEO habits with smart, practical use of AI tools like ChatGPT and Grok—no mystery fees, no jargon. Shelby shares how to lock down your foundations first, then use AI to research, plan, and publish content that actually moves rankings and drives local traffic. We start by demystifying what AI search really does: it...

Tired of posting and getting crickets? We break down a simple, repeatable video strategy that turns attention into trust and trust into bound policies—without fancy gear or a production crew. Shelby McFarland, The Marketing Broker, shares how she records once and repurposes everywhere, why real faces beat AI gloss, and which short formats spark the most DMs for insurance agencies. We get specific...

Tired of saying “we’re honest” and getting crickets? We go straight at the trust problem insurance agencies face on ad-saturated feeds and show how to replace vague claims with proof people believe. Shelby breaks down practical systems for collecting Google reviews, building a steady stream of testimonials, and turning everyday client moments into visible credibility across search and social. We s...

Trapped indoors by a winter storm and buzzing with pent-up energy, we mapped out a practical visibility blueprint that helps local insurance agencies get seen, heard, and chosen by the clients who actually live in their service area. The heart of the strategy is simple: clarity first, community always, and consistency that compounds. You’ll hear how a messy brand story muddies algorithms and minds...

Fear of “spending too much” on marketing is one of the fastest ways to stall growth. We dig into five practical mindset shifts that transform scattered tactics into a focused system: reframe marketing as an investment, stop paying for cheap shortcuts, build visible proof across Google and social, outpace competitors with smart timing, and design processes that save time and money over the long hau...

Most insurance posts sound the same, which is why they get ignored. We’re flipping the script by showing how story—your origin, your team, and your community presence—turns passive scrollers into clients who stick around even when rates move. If you’ve ever wondered what to share beyond “Get a free quote,” this conversation lays out a simple, repeatable approach that feels good and works. We start...

Trust closes policies faster than any ad, and we break down how to build it on purpose. Shelby from The Marketing Broker shares a complete referral system for insurance agents, from turning five-star service into client advocacy to using Google reviews that actually tell a story. You’ll hear how to choose the right networking groups, claim a category-exclusive seat, and teach partners to spot and...

Want a marketing plan that actually lasts longer than your New Year motivation? We connect ten health habits—hydration, sleep, cardio, strength training, and more—to simple, proven tactics that grow an insurance agency without burning out your team or your budget. From getting visible in your local community to building automations that work while you rest, we show how to create momentum you can s...

Most agents want “easy” leads, but real growth comes from trust you can measure and timing you can manage. We dive into the practical differences between networking and digital lead sources and share a simple system to turn cold clicks into warm conversations that close. You’ll hear how to respond to online inquiries fast without sounding robotic, why a warm introduction from your chamber or BNI g...

Most prospects judge your insurance agency before they ever call—by what they see on Google. We open the playbook for turning your Google Business Profile into a free, always‑on lead machine that builds trust, ranks locally, and converts searchers into inbound calls. We start with the essentials: claim and verify your listing, choose the right categories, and add services that match how people act...

We lay out a simple, repeatable method to define your ideal client and turn that clarity into content that converts. Two sample personas show how message, channel, and follow-up change based on age, habits, and needs. • why clarity on your ideal client matters • how to build personas from your book and community • two core personas: new homeowner and retiree • content that fits each persona’s habi...

Tired of posting bland, branded content that gets a few likes and zero quotes? We’re pulling back the curtain on a practical marketing system built for insurance agents who want real community trust and real policies. Shelby McFarland, CEO of The Marketing Broker, shares how we help independent and captive agents across the country design local-first content that actually converts. We start with t...