June 4, 2020  
 
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Marketing a Cargo Insurance Business

The value and earning capacity of a cargo insurance business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.

What to know the characteristics that distinguish leading cargo insurance businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.

Mailings

There are a lot worthwhile reasons for cargo insurance businesses to conduct direct mail campaigns. Unlike other marketing tactics, direct mail has the potential for exceptional ROI, as long as the messaging is strong and your mailing list is targeted toward likely customers. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.

Broadcast Advertising

In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many cargo insurance businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing cargo insurance businesses, a combination of marketing venues is preferable to relying exclusively on local broadcast opportunities.

Why Branding Matters

A good brand has value for both your balance sheet and earnings statement. Any and every cargo insurance business has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Although the competition for market visibility may be fierce, a branding initiative can quickly scale your promotional footprint to compete with anyone in your geographic or demographic market sector.

More Articles on Marketing

These additional resources offer more insights into marketing, cargo insurance businesses, and related topics.

Selling a Cargo Insurance Business

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Marketing Budgets

Getting a Toll Free Number


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