Small-mindedness has no place in great marketing. In fact, a strong marketing strategy can give a small business high visibility in the marketplace.
However, foundational marketing principles may not be enough to capture the attention of buyers in today's market. To capture audience attention, you'll need to stay current with the channels they use to receive information and product messages.
Managing Negative Publicity
A certain amount of negative publicity is a given for most health insurance businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Inexperience and a lack of industry connections have an isolating effect on owners of a health insurance business. Although there is a tendency to believe that the challenges you face are unique to your business, your competitors face many of the same marketing hurdles and obstacles. To overcome those obstacles, you'll need to tap into industry resources. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
Viral marketing is one of the most elusive marketing techniques in a small business owner's arsenal. By including viral elements in a campaign for a health insurance business, you ultimately have to cross your fingers and hope for the best. But despite the risk, viral marketers can influence the likelihood of success. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.
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