How to Reach Your Target Market
Marketing an Employee Benefit Administration Business
The task of promoting an employee benefit administration business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
Strategic Partnerships
When multiple interests join together in a strategic partnership, they gain employee benefit administration businesses economies of scale, not to mention a larger promotional footprint. Joint ad campaigns, mailings and other marketing initiatives can be conducted on either a short- or long-term basis, as long as each partner is involved in the creation of messaging and has approval authority over the content that is released.
Market Segmentation
Given the current competitive landscape, you can't successfully promote an employee benefit administration business without a market segmentation strategy. Market segmentation has been around for decades and it has enabled many smaller companies to dominate parts of the market, even when they face competition from larger firms.
Filtered mailing lists facilitate market segmentation by focusing your resources on customers within your segment. The best list providers are equipped to accommodate various segments for contained within your employee benefit administration business marketing strategy.
Newsletters
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. We've seen a lot of company newsletters over the years, and the best ones use a thought leadership strategy to advance key value propositions and raise the company's profile as a dominant presence in the industry. These days, employee benefit administration businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
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