How to Reach Your Target Market
Marketing an Employee Benefits Insurance Business
The task of promoting an employee benefits insurance business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
In an employee benefits insurance business, a great business model doesn't guarantee solid revenues.
In fact, a good marketing strategy can level the playing field and help small to medium-sized employee benefits insurance businesses scale their visibility with consumers. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Newsletters
Newsletters can pack a promotional punch. How? By subtly using information to promote the benefits of your products and services. Unlike flyers and other advertising mediums, newsletters have an informational focus. In fact, the best newsletters encourage customers to take the next step without ever asking for a sale. Increasingly, employee benefits insurance businesses rely on newsletters as cornerstones of a deliberate PR and marketing strategy, combining print and online distribution channels.
Niche Marketing
A niche marketing approach is a good fit for small businesses, particularly employee benefits insurance businesses that hope to dominate a geographic of demographic wedge of the marketplace. Niche marketing isn't new. It's been around for years and has proven to be most effective for firms that understand their key strengths and core audience.
Many companies facilitate niche marketing by providing specialty mailing lists. These lists are targeted and filtered, and deliver greater focus to your company's direct mail campaigns. Specialty mailing lists from top-rate providers take the niche concept a step further by giving you measured insights about consumer behaviors within the niche.
Competitive Awareness
Do you have a new marketing idea that will transform your industry? Don't be so sure - at least not until you have explored what the competition is doing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other employee benefits insurance businesses, you may not have all of the information you need to make an informed marketing decision. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
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