{"id":10104,"date":"2023-11-08T10:00:33","date_gmt":"2023-11-08T15:00:33","guid":{"rendered":"https:\/\/share.independentagent.com\/?p=10104"},"modified":"2023-11-08T10:00:33","modified_gmt":"2023-11-08T15:00:33","slug":"why-creating-a-memorable-brand-can-help-your-insurance-agency","status":"publish","type":"post","link":"https:\/\/www.independentagent.com\/trustedchoice\/blog\/why-creating-a-memorable-brand-can-help-your-insurance-agency\/","title":{"rendered":"Why Creating a Memorable Brand Can Help Your Insurance Agency"},"content":{"rendered":"<p><span data-contrast=\"none\">Whether by design or happenstance, you already have a brand.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">But rather than leaving any part of your image to chance, a deliberate approach can nurture a memorable brand that helps your firm<\/span> <span data-contrast=\"none\">grow.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Why does a strong brand matter? Because <\/span><a href=\"https:\/\/www.tailorbrands.com\/blog\/branding-statistics\"><span data-contrast=\"none\">77% of consumers<\/span><\/a> <span data-contrast=\"none\">say they make purchases based on brand name. And there\u2019s a hiring advantage. According to LinkedIn, <\/span><a href=\"https:\/\/business.linkedin.com\/content\/dam\/business\/talent-solutions\/global\/en_us\/c\/pdfs\/ultimate-list-of-employer-brand-stats.pdf\"><span data-contrast=\"none\">75% of job seekers<\/span><\/a><span data-contrast=\"none\"> say they consider an employer\u2019s brand before they apply for a job.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Build a Brand that R<\/span><\/b><strong>esonates.\u00a0<\/strong><\/h2>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Let\u2019s start with a definition: <\/span><span data-contrast=\"none\">A brand is\u202f<\/span><span data-contrast=\"none\">the collective perception of how a product or business is seen by those who experience it <\/span><span data-contrast=\"none\">\u2014 that can include customers, investors, employees, the media and vendor partners. A brand isn\u2019t simply tangible things like a name, tagline, logo, service or product. It is intangible \u2013 relationships formed with every stakeholder interaction.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Within <\/span><a href=\"https:\/\/www.tourolaw.edu\/lawreview\/uploads\/pdfs\/27_2\/9.pdf\"><span data-contrast=\"none\">90 seconds<\/span><\/a><span data-contrast=\"none\">, a person makes a subconscious judgment about your agency, so you need to carefully plan your branding approach. Invest the time needed to assess what makes your firm truly <\/span><i><span data-contrast=\"none\">different <\/span><\/i><span data-contrast=\"none\">from the competition (hint: it doesn\u2019t have to be far out or exaggerated \u2014 only genuine and believable).\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Words have consequences, and so you should really think about messaging. Don\u2019t leave it to chance.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Involve your stakeholders.<\/span><\/b><span data-contrast=\"none\"> When you begin a branding exercise, involve team members from varied departments and roles. Collect opinions about your brand from external stakeholders as well, such as current customers, prospects, vendors and carrier partners. Different perspectives will help your brand take shape. Expect the process to take multiple meetings.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:false}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Be authentic.<\/span><\/b><span data-contrast=\"none\"> This\u00a0is the first step in establishing a brand to which people will relate and remember. <\/span><span data-contrast=\"none\">Insist on honesty in the branding process. Let stakeholders know you want frank discussion and that there is no penalty for candid remarks. You can\u2019t improve your brand experience if you don\u2019t understand your real strengths and weaknesses.\u00a0<\/span><span data-ccp-props=\"{&quot;134233279&quot;:false}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">What is the \u201cWhy\u201d?<\/span><\/b><span data-contrast=\"none\"> Why do people do business with you over other agencies? With little exception, other firms offer a similar menu of products, so you need to stand out for other reasons. When considering your brand, focus less on products and services and more on what truly differentiates you from your competition: your people, your approach, your expertise and how you work with customers and the community.\u00a0<\/span><span data-ccp-props=\"{&quot;134233279&quot;:false}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{&quot;335559685&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">The end goal is to create a brand strategy in which your entire team feels invested and to which they are committed (which makes their involvement from the beginning especially key).\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Brand strategy must-haves.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">A series of messaging guidelines will ensure consistent communication about your brand going forward.<\/span> <span data-contrast=\"none\">This should include your:<\/span><b><span data-contrast=\"none\">\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Mission.<\/span><\/b><span data-contrast=\"none\"> This describes what your agency does and for whom. Keep in mind this should be less about the literal act of selling insurance or settling claims and more about the reward you provide to customers (such as more confidence for businesses or more security for families).\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">As an example, Google\u2019s mission is \u201c<\/span><span data-contrast=\"none\">to organize the world\u2019s information and make it universally accessible and useful.\u201d<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Vision.<\/span><\/b><span data-contrast=\"none\"> This answers <\/span><i><span data-contrast=\"none\">why <\/span><\/i><span data-contrast=\"none\">you do what you do. How do you hope to change the world? What is the work you do to create a better state of affairs for your customers? Let this statement be aspirational. It\u2019s something to strive for and not necessarily something you will ever be able to achieve.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">With no mention of beverages, Coca-Cola\u2019s mission is <\/span><span data-contrast=\"none\">\u201cto refresh the world in mind, body, and spirit,\u201d while Tesla strives \u201cto accelerate the world\u2019s transition to sustainable energy.\u201d<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Values and code of ethics<\/span><\/b><span data-contrast=\"none\">. Your core values guide daily employee conduct and reveal how you promise to operate as professionals. How will you treat each other? Your customers? Your carriers? Think of words like resourceful, responsive, transparent, but have specific examples to back them up so they aren\u2019t just words. Ask, \u201cHow am I being resourceful today?\u201d\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">Typically, this is a list of five to seven value statements that are authentic to your firm and are enthusiastically shared inside and outside the agency. You will find this list helpful for hiring new talent. And, also helpful as you\u2019re completing performance evaluations. <\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Personality.<\/span><\/b><span data-contrast=\"none\"> Describe your brand as if it were a person. That is how consumers think of brands, too. Is it serious, energetic, funny or proactive? Choose single words and then add some sentences to describe that word in more detail and how it applies to your firm. This, too, will help you decide who to hire in the future.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Positioning statement.<\/span><\/b><span data-contrast=\"none\"> Craft three or four sentences that explain your agency\u2019s distinct benefit to your target market. If you have multiple target markets and enough resources to focus exclusively on one at a time, you may want more than one positioning statement, such as one for commercial lines and another for personal lines.<\/span><b><span data-contrast=\"none\">\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">This is <\/span><span data-contrast=\"auto\">not a slogan or tagline, but a summary of the primary advantage you want someone to know your agency offers. As a thought starter, consider filling in this sentence: \u201cAgency XYZ is the [firm descriptor] for [target customer] who needs\/wants [this specific advantage]. Unlike competitors, XYZ does\u2026\u201d<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Proof-points or reasons to believe. <\/span><\/b><span data-contrast=\"none\">This is a list of facts that prove your positioning statement to be true. It may be growth or sales statistics, markets served, number of customers, renewal rates or other concrete facts.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Origin story or narrative. <\/span><\/b><span data-contrast=\"none\">Everyone loves a good story. What is yours? Who founded the agency? When? How did it evolve and grow? Did you expand your product set or geographic footprint along the way? Who do you serve? Why do your people work with such passion to protect customers? What about your community work? Where are you headed as a firm in the future? Host this narrative with pride on your website.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">Armed with this brand messaging, many agencies also find it helpful to write an \u201celevator speech\u201d that summarizes the statements overall. This is what you might say if you were asked to describe your company during a short elevator ride. It\u2019s just a few sentences that lets someone see why they\u2019d want to partner with you.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Marketing your brand.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Once you have everyone on the same brand page, you can begin creating your marketing pieces. Regardless of who is producing or approving elements, your brand guidelines should direct your choices, from <\/span><span data-contrast=\"auto\">sales message and word choices to logo, colors, images and typeface. Whether it\u2019s a printed piece, presentation, email message or other communication piece, it should sound and look like it\u2019s coming from the same person.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Insist on consistency.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It can take a minimum of <\/span><a href=\"https:\/\/www.pammarketingnut.com\/2014\/05\/personal-branding-strategy-social-media-marketing-white-paper\/\"><span data-contrast=\"none\">five to seven impressions\u202f<\/span><\/a><span data-contrast=\"none\">to even begin establishing brand awareness. After that, consistent presentation of your brand can increase revenue by <\/span><a href=\"https:\/\/www.forbes.com\/sites\/gabrielshaoolian\/2018\/08\/10\/10-marketing-web-design-branding-statistics-to-help-you-prioritize-business-growth-initiatives\/?sh=b02d775d708b\"><span data-contrast=\"none\">up to 23%<\/span><\/a><span data-contrast=\"none\">, according to a <\/span><i><span data-contrast=\"none\">Forbes <\/span><\/i><span data-contrast=\"none\">review of varied online platforms.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Recognize that everything about your agency communicates something about your brand as well, so be sure to review even your office space and corporate apparel to make sure they fall within brand parameters. Be diligent; don\u2019t allow variations of colors or fonts or other creative elements with your logo and signage.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">With time, and as customers are exposed to your brand, you\u2019ll increase awareness and familiarity. In turn, that exposure builds trust, loyalty and the likelihood of referrals and word-of-mouth advertising.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Keep the conversation going.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Remember that the launch of a new or refreshed brand is just that, a launch and only the beginning of the journey. Remain engaged and reach out to customers in different ways, always reinforcing your message. Refresh online content and update materials as needed.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Trust the process.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">It\u2019s not uncommon for agencies to grow bored or weary of their own marketing and push for frequent \u201cmake-overs\u201d of the brand. While you want to keep things relevant and modern, resist the urge to change brand elements unnecessarily, as that could diminish your brand\u2019s equity in the market. (Remember Coca-Cola\u2019s branding fail with \u201cnew\u201d Coke? Arguably one of the largest branding risks ever taken!) Evaluate your messaging once a year, sure. But look at your new or refreshed logo, tagline and other visual design elements every five years or so.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Protecting the brand also may require some policing on your part. Employees often want to get creative and tweak things just a bit for fun. Simply nudge them back by explaining why one voice fuels a stronger brand.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Ask for help.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">If marketing and branding are not your strength, don\u2019t hesitate to call in the experts. You don\u2019t need a full-time ad agency, but maybe you need a professional freelancer or a firm with branding experience.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To find a partner, simply ask colleagues in the industry who they use, or check out the marketing resources of a local (even noninsurance) brand that has captured your interest.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether by design or happenstance, you already have a brand.\u00a0\u00a0 But rather than leaving any part of your image to chance, a deliberate approach can nurture a memorable brand that helps your firm grow.\u00a0\u00a0 Why does a strong brand matter? Because 77% of consumers say they make purchases based on brand name. And there\u2019s a [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":10171,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"authentication_status":"","authentication_restrictions":[],"_downloads_block_files":[],"_sponsor_title":"","_sponsor_url":"","_person_author_id":0,"content-type":"","share_enabled":false,"community_list_site":"","_bigi_custom_date_time":"","blog_show_author":false,"author_name":"Kasey Connors","author_title":"VP of Marketing Operations Trusted Choice","author_bio":"","author_facebook":"","author_twitter":"","author_linkedin":"","author_image":8690,"bigi_community_list_restrictions":[],"footnotes":""},"categories":[7],"tags":[],"blog-tag":[],"class_list":["post-10104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.2 (Yoast SEO v28.2) - 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