We recognize that the best fleet insurance business entrepreneurs tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren't always obvious.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of fleet insurance business marketing success.
Public Relations Strategies
Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. 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.
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. As a way to improve performance and time management, owners of fleet insurance businesses enlist the assistance of external marketing professionals. Outsourcing is less expensive than maintaining an internal marketing unit and it ensures that your company's marketing plan receives the attention it deserves.
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Unlike flyers and other advertising mediums, newsletters have an informational focus. In fact, the best newsletters encourage customers to take the next step without ever asking for a sale. These days, fleet insurance businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
Given your interest in marketing and in fleet insurance businesses, you might find these additional resources to be of interest.
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