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The situation was less than ideal for everyone in 2020, and if you’re like a lot of other business owners, chances are your business suffered. The pandemic has changed the marketing and business landscape for insurance agents as well as those in many other industries.

If you’re looking for ways to get your business back on track, there are a few marketing trends to pay attention to in the coming year.

One of the most important is local search. Local SEO is crucial to many insurance agencies, as it makes you visible to your local target audience in a way nothing else can. One easy step you can take right now is to claim a Google My Business listing.

When you have your listing, fill in your updated business information—your agency’s name, address, hours, and a link to your website as well as other contact information. This will give you an immediate boost in local searches.

Another thing you can do is take a hard look at your presence across all digital platforms, including your website and social media. Is the look and message of your brand consistent? Is your picture current and professional? It may be time for an update.

Consider what returns you’ve been getting from each of your platforms as well. Do most of your social media interactions occur on one platform, such as LinkedIn or Twitter? Are there any platforms that you maintain a presence on but that aren’t pulling their weight?

Dig into your analytics if necessary to determine whether you should be pulling back on any social media platforms and dedicating your limited time and resources to the ones that bring you the best returns.

Finally, the coming year is a great time to consider your content and messaging strategy. Content marketing includes blog posts, articles on your site and others, and other mediums such as podcasts, video, social media, and more.

Consider the topics that connected most with your audience in the past year. Are people responding to COVID-relevant insurance tips? Funny videos that feature your office and employees? Relevant information about the kinds of insurance you sell?

Consider what’s had the best response over the past year, and focus your content strategy around that in the coming year.

Everyone has limited time and attention these days—and that’s true for both you and your audience. If you can overhaul your marketing and outreach strategy to focus your efforts on the most impactful activities, you can get more out of your marketing while less time in execution—and that’s a huge win.