If you’re a benefits advisor or broker seeking to outpace the competition and expand your business, there are several cost-effective marketing strategies you can adopt to increase your client base and revenue. As a former agent of change in the group insurance industry working with Benefits Advisors, I am familiar with the ‘survival of the fittest’ approach prevalent in the insurance sector and would like to share a few economical yet effective marketing techniques. These methods can yield rewarding results if you’re willing to commit time and resources. My expertise over the past two decades has been primarily in marketing, specifically in generating leads within a tight budget. The tips I am sharing are foundational and crucial.
Remember, B2B marketing is a long-term process. If you concentrate on 2-4 key tactics initially and keep track of the results, you’ll see progress. The key is to broaden your network and engage with others. In the era of COVID, digital engagement has become more critical than ever.
If you’re fortunate enough to be an advisor with a brokerage that invests in marketing and promotion, that’s great! But many advisors are solely responsible for their business development efforts. The following strategies are particularly useful for such individuals.
Marketing Strategies for a Tight Budget
As you might be aware, if you’re not investing money in something, you likely need to invest time instead, and vice versa. However, spending money doesn’t always guarantee results. In my experience as a marketer, I’ve learned that there’s no one-size-fits-all solution. What works for one business may not work for another. The key is to be open to new ideas, experiment, and track the results. You don’t need complex tools for this; at the very least, ask potential clients how they found out about you!
It’s always a challenge to decide where best to invest your time. Don’t feel like you have to do everything yourself. If you have an administrative assistant, friend, spouse, or a responsible teenager who’s eager to learn and has some free time, enlist their help. Teamwork makes the dream work!
Essential Marketing Tools
Here are some tools that I consider indispensable:
- Professional & SEO-Optimized Website
It’s crucial to have a professional, user-friendly website that’s packed with useful information and optimized for search engines. Your website is the digital representation of your professional image and reputation. It’s your most effective tool for generating leads and building trust and credibility with your audience. The digital-savvy customer of today uses Google to find you and your business. If they can’t find you, or if your website looks outdated, they’ll probably continue their search. In my view, a good website is the most critical marketing tool for B2B targeting. To build trust with your audience, incorporate customer testimonials or case studies which are priceless. Some advisors are hesitant to publicly share their client list, fearing competitors might poach them. However, if you’re providing excellent service and value, this shouldn’t worry you. In my opinion, choosing not to include testimonials makes it harder, not easier, to attract new business.
Including Customer Testimonials
When seeking a customer testimonial, I recommend offering to write it for them. This approach is beneficial for the following reasons:
Time Savings: If you have a strong relationship with the customer, you should be able to articulate the value you provide. By drafting a testimonial for them to review and approve, you save them time, increasing the chances of getting a testimonial. People are busy, so make it easy for them. Remember, this benefits your business, not theirs! If they prefer to write their own, don’t worry! Be grateful they’re giving you one.
Control the Message: By drafting the testimonial, you can shape the message as you wish. If there’s something you excel at, highlight it in the testimonial. Ensure it’s truthful and accurate (or the customer won’t approve it), but this also serves as a subtle reminder of the great work you do (just in case they’ve forgotten!).
Include a Photo and/or Company Logo: We all appreciate a bit of recognition now and then, so feature your customer as well by displaying their photo*, name, and job title. Ideally, if you can include the company logo (and link it back to their website URL, this drives interest to their company AND helps both of you with strong, reputable backlinks, which are good for SEO). Depending on the organization, they may or may not let you use their logo publicly, but you can always ask.
If your looking for more help contact me here at The Silent Seller by clicking on the contact us button .