Home / The work / Digital strategy

Before any ad money is spent.

I start with the problem that is costing you the most. I look at your market, your website and listings, and the business you want to write. Then I pick a short plan. The work runs on the LocaliQ platform, and I stay responsible for it.

Digital strategy

Strategy comes first. I want to know who you want to reach, what they search for, and what happens when they get in touch.

Tactics.

• A conversation about the problem that is costing you the most.
• A check of your website, your listings and how you show up in search.
• A look at which searches bring the right people, and which bring the wrong ones.
• A written roadmap: what to look at first, and where spend may not match the business you want to write.

What I do for an insurer. I keep the plan ahead of the products. I will not suggest a channel just because the platform has it. For mutuals and brokerages, the plan sends people to your agents and brokers, not around them. For MGAs and program administrators, it makes your website clear for brokers.

What this is for. A short plan you can say yes or no to.

Quick wins and slow builds

Some tactics work fast. Others take time but keep working. A good plan uses both.

Quick wins. Search ads and a clear landing page can start bringing inquiries soon after they go live. Fixing listings and making it easier to get in touch can help quickly too.

Slow builds. SEO, AI search, reviews, helpful content and brand video grow over months. Over time they make you easier to find and easier to trust, and each visit costs less.

How I balance the budget. Early on, more goes to quick wins so you can see inquiries coming in. As the slow builds start working, the mix shifts toward them. Ads stop the day you stop paying; slow builds keep going. The actual split depends on your firm, so we set it together on the free strategy call.

Which program fits?

Two quick choices. You get a starting program in plain words: what is in it, what it runs on, and what to expect. Everything is delivered on the LocaliQ platform.

Reporting

Reporting should help us decide what to change. I keep it simple and honest.

Tactics.

• One dashboard with ad views, clicks, website visits and inquiries.
• Where each inquiry came from, when that can be seen.
• Which days and times bring the most activity.
• A plain note on what cannot be seen, like a sale that closes on the phone or in a broker’s office.

What I do for an insurer. I track what matters to you: inquiries, inquiries for the business you want to write, and quote requests. We go through it together and decide what to change.

What this is for. A calm monthly conversation about what ran, what came in, and what to do next.

How the budget moves

Once we pick the channels, the LocaliQ platform can move one budget toward the ads doing the best work. LocaliQ calls this cross-media optimization. I treat it as a way to run the plan, not a reason to turn every channel on.

What I do. I set the goal first: usually inquiries for the business you want to write, not the cheapest click. I set limits so spend cannot drift into places or people you would not take on. I check the shifts and pull back anything bringing the wrong people.