June 5, 2020  
 
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Marketing a Personal Insurance Business

A profitable personal insurance business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.

But by creating a strong marketing strategy, you undergird your connection to your base. When viewed from this perspective, marketing becomes a customer engagement concern in a personal insurance business's planning process.

Company Website

Technology is changing the way small businesses market their products and brands. The on-ramp for using technology to promote your personal insurance business is also the anchor point for your technological strategy: A company website. A functional and attractive company website is no longer an option for businesses with a long-term outlook. Content, architecture, and features are important consideration when creating a website. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.

Improving Customer Loyalty

Customer loyalty provides the backbone for business growth. In growth-minded personal insurance businesses, customer acquisition can be achieved by tapping into the resources of third-party mailing list providers. To encourage customer loyalty, you'll need to tap into deliberate mechanisms that incentivize customers to reward your brand with repeat business. In many cases, online channels can be leveraged to create innovative customer loyalty programs.

When It's Time to Rebrand

There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. Rebranding is an intentional marketing technique designed to deliver long term results. For a personal insurance business, the time to rebrand is when your current brand is outdated or no longer in sync with the needs of the marketplace. All businesses change over time and rebranding can bring your business profile in line with your current core competencies. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.

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