For a business insurance business, a great business model doesn't guarantee solid revenues.
When done effectively, marketing is a coordinated and comprehensive strategy that raises the visibility of your business insurance business using a carefully crafted mix of techniques and tactics.
It makes sense for business insurance businesses to participate in direct marketing. A coordinated mailing campaign raises your company's profile and draws new customers into the business. At Gaebler, we advise small and medium-sized businesses to purchase mailing lists from reliable providers. Are vendor-provided mailing lists worth the investment? We think so. But the real value is that the quality of the contacts contained in a premium mailing list can be the catalyst for long-term customer relationships.
A lack of personal marketing experience is not an excuse for moving forward without the support of a promotional knowledge base. Resources are limited and most business insurance businesses are usually hesitant to engage in high-risk marketing. Since inexperience raises the risk level, the quality of the marketer is just as important as the quality of the message. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.
Social Media Monitoring
Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. These days, business insurance businesses are especially vulnerable to negative exposure through social media. Social media monitoring can be as simple as periodical Google searches or as complex as the application of sophisticated monitoring software. Either way, it's essential to develop a system for regularly monitoring your company's presence in social media, followed by positive customer engagements.
Given your interest in marketing and in business insurance businesses, you might find these additional resources to be of interest.
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