The Insurance Marketing Playbook

Shelby McFarland
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  • Marketing

The Insurance Marketing Playbook is your go-to podcast for insurance agents who want to attract more clients, close more policies, and scale their business with modern marketing strategies. Each week, we break down proven tips on digital marketing for insurance agents, including SEO, social media, email campaigns, Google Business Profile optimization, paid ads, and referral systems. Hosted by Shelby McFarland, The Marketing Broker, who specializes in helping insurance agents grow, this show gives you actionable marketing strategies designed specifically for the insurance industry—no fluff, just play-by-play tactics you can implement right away. Whether you’re a new agent building your book of business or an experienced producer looking to modernize your marketing, this podcast is your competitive edge. Subscribe to The Insurance Marketing Playbook and learn how to generate quality leads, build your brand, and grow your insurance agency with confidence.

  1. 17h ago

    Human Connection Driven LinkedIn Marketing For Entrepreneurs

    LinkedIn can feel like a noisy room full of “experts,” automation, and awkward cold DMs. We want to cut through that with something more useful: what’s working right now when you’re a real person trying to grow a business, land better opportunities, or build a personal brand without turning into a corporate robot. Shelby McFarland talks with LinkedIn specialist Katie Rasure about the surprising strategy that keeps paying off: human connection. We get into why giving away helpful information for free doesn’t scare off buyers, it attracts them. Katie shares how she leaned on LinkedIn after graduating during the pandemic, how consistency helped her get noticed, and how local networking events accelerated everything once she got out of her comfort zone. If you’ve ever hit a wall, burned out, or thought “I just want a simple job and to disappear for a while,” her path will feel familiar and encouraging. Then we go practical: how to write LinkedIn posts that people actually read, why storytelling and “Facebook with a business twist” beats stiff professionalism, and how often to post without wrecking your sanity. We also unpack what to ignore: trend-chasing advice that mainly benefits big creators, overposting, and AI-driven outreach that kills trust. You’ll learn a cleaner approach to B2B prospecting on LinkedIn: comment with value, connect with intention, and message like a human. We even talk reposting, timing, and how to use scheduling without losing the engagement LinkedIn rewards. Subscribe for more honest marketing conversations, share this with a friend who’s stuck on LinkedIn, and leave a review so more business owners can find us. What’s one LinkedIn change you’re going to try this week? Order "Market Like a Boss" at www.shelbysmarketingbook.com

    39 min

  2. May 27

    Inside A Women’s Business Showcase

    A packed room, quick questions, and the kind of answers you only get when people stop performing and start telling the truth. We’re in Conway, Arkansas at a Women in Business Showcase talking with founders, operators, and creators across interior design, events, yoga, HVAC, construction, insurance, counseling, accounting, law, and more. The focus isn’t hype, it’s what actually helps women build a business and keep their life intact while doing it.  You’ll hear how entrepreneurs recover from burnout by planning real downtime, why networking still beats most “growth hacks,” and what authentic content looks like when you’re a local service business trying to earn trust. We get into practical small business marketing like using real staff photos, keeping your posts rooted in your community, and being transparent when you get a negative review. Several guests also share what makes content grab their attention, from calming audio and nature vibes to quote-style visuals that let people read instead of being talked at.  The leadership and work-life balance insights land hard: balance isn’t a perfect split, it’s being where you’re needed when you’re needed. We talk about boundaries, delegating, asking for help, and why running a business can feel all-consuming. We also hit the essentials that protect your future: accounting clarity beyond your bank balance and the legal foundations you need before something goes wrong. If you want real talk, local wisdom, and practical takeaways for women entrepreneurs, press play, then subscribe, share with a friend, and leave a review so more builders can find these stories. Order "Market Like a Boss" at www.shelbysmarketingbook.com

    34 min

  3. May 20

    You Don’t Need More Leads, You Need More Conversations

    If you’ve ever paid for marketing and still felt like nothing changed, we’re saying the quiet part out loud: marketing can’t replace selling. Shelby McFarlane sits down with Arkansas insurance agent Nick Tubberville to unpack the difference between being visible and actually closing business, especially in industries where you’re selling something intangible like insurance coverage or digital marketing services. We talk about what really moves the needle when the phone isn’t ringing: community involvement, shaking hands, and starting more conversations even when people are busy and distracted. Nick shares how relationship selling beats “perfect scripts,” why prospects ghost instead of saying no, and how trust can win business even when you’re not the cheapest option. We also dig into the reality of local marketing fundamentals like Google Business Profile, reviews, and SEO, plus what it means now that AI tools are reading and summarizing the internet for customers. Then we get into the messy middle: training new salespeople, surviving the first week of onboarding chaos, and building a culture of accountability when numbers slip. Nick lays out a practical reset plan with one-on-ones, weekly goals, tracking, and coaching, along with a candid take on lead generation. Buying leads may feel “easy,” but the math can be brutal when close rates are low. If you want a clearer sales process, smarter marketing expectations, and a more grounded way to grow a local business, hit play, then subscribe, share this with an owner who needs it, and leave a review so more people can find the show. Order "Market Like a Boss" at www.shelbysmarketingbook.com

    30 min

  4. May 6

    Why Your Insurance Marketing Is Blending In

    If your agency’s marketing sounds like “great service” and “competitive rates,” you’re not building trust, you’re blending in. On this episode, Alexis and Mattie step in for Shelby and get blunt about the phrases that make insurance agents invisible online, even when they’re genuinely excellent at what they do. When your website copy and social media posts read like everyone else’s, prospects default to price shopping or pick the brand they already recognize. We talk through what actually differentiates an insurance agency: clear, specific messaging, consistent branding, and the kind of authenticity that feels human. You’ll hear why “familiar” doesn’t always mean “trustworthy,” and how showing up in your community and online changes the decision for someone who can buy insurance anywhere. We also dig into why video marketing matters so much right now, not for vanity, but because people want a face to the name and a sense of who they’ll be calling when something goes wrong. Finally, we make the case for consistency over perfection. Nobody is grading your captions, but they are noticing whether you’ve posted recently, whether your website looks updated, and whether your agency seems responsive. If you want insurance marketing tips you can use immediately, this one will reset your approach. Subscribe, share this with an agent who needs it, and leave a review with the most overused line you’re ready to retire.

    5 min

  5. Apr 29

    Turn Client Questions Into Weekly Insurance Content

    Your next month of insurance marketing is hiding in the questions your clients ask you every single day. If you’ve been stuck trying to “come up with content,” we’re flipping the process: we start with real conversations from sales calls and turn them into posts that feel natural, helpful, and easy to batch. We walk through a simple challenge: write down five questions you hear nonstop and make five pieces of content this week. Think pricing, what info you need to quote, whether you pull credit, how to choose a deductible, and the big ones that drive deeper trust like how much life insurance coverage someone should carry. Then we map those questions into three formats that reach different kinds of buyers: quick selfie videos for video watchers, a Frequently Asked Questions page on your insurance agency website for SEO and readers, and clean branded graphics for fast-scrollers. We also talk about taking it up a notch by putting your team on camera in an interview style so prospects can “meet” your agents before they ever call. The bigger takeaway: when you educate clearly, you don’t have to push people into buying. You earn trust, and that’s what turns a single conversation into better coverage decisions over time across auto, life, renters, and business insurance. If this helps, subscribe, share it with a friend or your team, and leave a review on the platform you’re listening on. What’s the number one question your clients ask you every week?

    8 min

  6. Apr 22

    Three Posts A Week That Grow An Insurance Agency

    Random posting doesn’t fail because you’re not trying hard enough. It fails because it doesn’t give people a reason to trust you, understand you, or take action. We share a simple framework built for insurance agencies that want consistent leads without living on social media: three post types that work across Facebook, Instagram, TikTok, and beyond.  First, we get clear on educational posts that actually help. Think coverage explainers, quick guidance on when to review a policy, and team spotlights that make your agency feel real and recognizable in your community. When people can picture who they’ll talk to and what you do, reaching out feels easier.  Next, we lean into trust-building content, the behind-the-scenes moments and community involvement that show how you operate. Ribbon cuttings, giving back through coat drives or toy drives, supporting teachers, and even sponsoring travel ball can become powerful signals that you’re invested locally for the long run.  Finally, we talk about decision-driving posts that guide action: quotes, comparisons, and especially reviews. We explain how to highlight testimonials so your happy clients do the selling for you, and why five-star Google reviews matter so much for local SEO and showing up when people search for an insurance agent near them. If this helped, subscribe, share it with another agency owner, and leave a quick review so more people can find the show.

    4 min

  7. Apr 15

    Insurance Marketing Myths That Waste Your Time

    You’re posting, you’re trying to stay consistent, and the likes are still… not there. If you’re an insurance agent staring at low engagement and wondering whether social media marketing is a waste of time, I’m going to challenge three myths that quietly sabotage good digital marketing for insurance agents. First, “If I post more, I’ll get more leads.” Consistency is non-negotiable, but more posts don’t guarantee instant inbound leads anymore because your entire community is online. I’ll explain what a lead can actually look like in insurance agency marketing today, including tags in local threads, reviews, and referral-style comments that happen after people have seen you enough times to trust you. Next, we tackle the big one: engagement does not equal success. I walk through what to look at instead, like impressions, views, and the relationship between viewers and total views. When people see your content multiple times, that repetition is a real asset, even if they never hit “like.” Finally, we talk about the obsession with going viral and why it often doesn’t help state-licensed agents chasing local business. If you want a calmer, smarter way to measure your marketing and build leads with patience, hit play now. Subscribe, share this with an agent friend, and leave a review so more agencies can stop guessing and start growing.

    5 min

  8. Apr 8

    Organic AI Visibility For Insurance Agencies

    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 clear authority online. We start with the easiest lever: your keywords. I explain how to use ChatGPT to pull a list of the top search terms for your city and state, then weave those phrases into social media content three times a week. I also break down why keywords in your captions and even your hashtag strategy can strengthen local SEO, improve your overall Google footprint, and increase the chances that AI tools pull your business as an answer when someone searches for auto insurance, home insurance, life insurance, or local coverage help. Then we move to your website and content marketing. If you want AI to trust you, your site has to sound confident, specific, and useful, page by page. I walk through why a weekly blog post still matters, how to use AI to discover the questions people in your community are already asking, and how to turn those questions into a simple rhythm of blog posts and social posts that keeps feeding Google. If you want a quick gut-check on where you stand, I also offer a free SEO check and a consult to map out your next steps. Subscribe for more insurance marketing strategy, share this with another agent who needs it, and leave a review if it helps. What city are you trying to rank in right now?

    7 min
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About

The Insurance Marketing Playbook is your go-to podcast for insurance agents who want to attract more clients, close more policies, and scale their business with modern marketing strategies. Each week, we break down proven tips on digital marketing for insurance agents, including SEO, social media, email campaigns, Google Business Profile optimization, paid ads, and referral systems. Hosted by Shelby McFarland, The Marketing Broker, who specializes in helping insurance agents grow, this show gives you actionable marketing strategies designed specifically for the insurance industry—no fluff, just play-by-play tactics you can implement right away. Whether you’re a new agent building your book of business or an experienced producer looking to modernize your marketing, this podcast is your competitive edge. Subscribe to The Insurance Marketing Playbook and learn how to generate quality leads, build your brand, and grow your insurance agency with confidence.

Information

  • Creator
    Shelby McFarland
  • Years Active
    2025 - 2026
  • Episodes
    25
  • Rating
    Explicit
  • Copyright
    © 2026 The Insurance Marketing Playbook
  • Show Website
    The Insurance Marketing Playbook