Marketing Techniques By Market
Marketing an Insurance Examiners Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own an insurance examiners business, exceptional marketing may well be the determining factor in your long-term survival and success.
Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Staffing Expertise
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. To maintain marketing momentum, many insurance examiners businesses outsource marketing to a professional firm. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.
Public Relations Strategies
The beauty of PR is that it can raise awareness of your offerings in a very credible and cost-effective fashion. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your insurance examiners business, that's PR. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
Company Website
If you haven't done so already, the first step in marketing your insurance examiners business is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. But you will also need to consider how you will attract visitors to your site and what you will do with them once they are there -- and that means you'll need to include SEO and conversion path considerations in the web design process.
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