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Marketing a Surety and Fidelity Bonds Business

Small and medium size surety and fidelity bonds businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

Still looking for a way to effectively market your surety and fidelity bonds business? Unfortunately, there is a fine line between capturing buyers' attention and blending into the background.

In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. On the upside, great marketing is a real possibility for a surety and fidelity bonds business willing to adapt its strategy to the demands of the marketplace.

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. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.

Viral Marketing

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 surety and fidelity bonds business, you ultimately have to cross your fingers and hope for the best. Although you have little control over whether or not your products go viral, there are things you can do to nurture your brand's viral capacity. Product giveaways, community-building, online discussion channels, and other techniques may not guarantee that your products will go viral -- but they definitely improve the odds.

Industry Resources

Lone rangers don't survive long in a surety and fidelity bonds business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. 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.

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