As we approach the end of another year, it’s the perfect time for reflection (what worked/ what didn’t work) and to set your sights on the future.

If you’re a producer or running an agency, planning ahead is essential. In this article, we underscore the significance of creating a well-structured marketing plan for 2024 and discuss the key sections to include:

Why build a Marketing Plan?

Heading into the new year with a marketing plan offers several distinct advantages:

1. Clarity and Focus: A plan serves as a roadmap that outlines your marketing objectives and strategies, ensuring everyone is on the same page.

2. Budget Allocation: Planning ahead enables you to allocate your budget more effectively, ensuring you invest resources where they will generate the most impact.

Competitive Edge: By preparing in advance, you can identify and seize opportunities ahead of your competitors.

Adaptability: Early planning gives you time to adapt to changing market conditions and emerging trends.

Now, let’s explore the essential sections that your 2024 marketing plan should include:

1. Executive Summary: A concise overview of the plan, highlighting your key objectives and strategies.

2. Situation Analysis:

  • Market Research: An examination of the market and industry trends.
  • Competitor Analysis: A detailed look at your competitors and their strategies.
  • SWOT Analysis: Identifying your strengths, weaknesses, opportunities, and threats.

3. Target Audience: Define your ideal client and buyer personas. Understand their needs, preferences, and pain points.

4. Marketing Goals and Objectives: Set specific, measurable, achievable, relevant, and time-bound (SMART) goals for the year.

5. Strategy and Tactics:

  • Content Strategy: Outline your content creation and distribution plan.
  • Digital Marketing Strategy: Detail your approach to online channels, including SEO, PPC, social media, and email marketing.
  • Offline Marketing Strategy: If applicable, address any traditional marketing efforts.
  • Budget Allocation: Allocate your budget to different marketing initiatives.

6. Content Calendar: A detailed schedule of content creation and distribution throughout the year.

7. Key Performance Indicators (KPIs): Define the metrics you will use to measure the success of your marketing efforts.

8. Team Responsibilities: Assign roles and responsibilities within your marketing team or among employees and partners.

9. Timeline and Milestones: Create a timeline that outlines key milestones and deadlines for your marketing activities.

10. Risk Analysis: Identify potential challenges and plan for how to address them.


Creating a comprehensive marketing plan for 2024 before the year begins is not just a best practice; it’s a necessity for insurance producers and agency owners. It provides direction, clarity, and a strategic edge. The earlier you start, the better you can adapt to market dynamics and changing client behaviors.

We hope this article inspires you to start the planning process for 2024 and embrace the opportunities that lie ahead. As you begin drafting your marketing plan, remember that it’s a dynamic document that can and should be adjusted as circumstances change.

Tip: Find an accountability partner outside of your organization who can hold you accountable for what you wrote in your plan on a monthly basis.

Need a template or help building your marketing plan, Connectify Marketing can help. We’re insurance industry insiders who completely understand insurance marketing. Click here to schedule a no-obligation call.

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