Flip the Cap Episode 14 | Marketing for Non-Marketers: How to Boost the Bottom Line

Welcome to Flip the Cap, the insurance industry’s premier podcast! In this episode, Kathryn Smith sits down with Eric Holtzclaw and Cynthia Hayes of Liger, a full-service marketing firm. The three explore the dynamic world of marketing and its intersection with the insurance industry. They delve into how artificial intelligence is reshaping content creation and social media strategies while emphasizing the need for authentic, human-driven communication. Discover the importance of maintaining brand consistency, leveraging the PESO model (paid, earned, shared, and owned media), and the transformative power of video in engaging audiences.

 

The Liger team provides actionable tips on enhancing your marketing ecosystem, from optimizing your website and creating relevant content to harnessing LinkedIn and personal branding. They also discuss the significance of internal alignment with your brand's mission, effective collaboration between sales and marketing teams, and the strategic use of AI tools to boost domain authority and content relevance.

 

Episode Highlights:

• • [00:02:46] Disruptive changes in the marketing industry over the last 12 months
  • [00:07:41] Key changes and how to stop the scroll
  • [00:09:15] Tech's Impact On Customer Expectations
  • [00:11:58] Why marketing matters (when you aren’t in marketing)
  • [00:18:29] Building a healthy marketing ecosystem
  • [00:34:09] What insurance professionals can leverage in the marketing world

Keep up with the latest industry insights from Jencap: https://jencapgroup.com/insights/