We Need Better Marketing
Marketing an Actuary Business
Marketing an actuary business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.
Although innovation is important, consistency is critical when you market an actuary business. For businesses in this sector, solid execution and a commitment to core messaging are the most valuable marketing traits.
Purpose in marketing is the key to success in this space. From our vantage point, it's clear that profitable actuary businesses are intentional about devising and executing winning marketing strategies. The inclusion of innovative tactics and techniques is important, but the consistent application of sound marketing principles may be the most important factor in raising your brand's visibility with buyers.
Social Media Monitoring
Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All actuary businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.
Promotional Calendars
The best laid marketing agendas can quickly get fouled up, especially in fast-paced actuary businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.
Marketing Expertise
Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of actuary businesses need to make every dollar count, especially when it comes to their marketing budgets. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.
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