No matter how strong and well-established your business is, slowdowns will occasionally happen. They’re inevitable – but they’re also reversible.
Ideally, you should maintain a steady marketing plan in both busy periods and dry spells, to prevent the feast-or-famine cycle that can be detrimental to so many independent businesses. But even if your marketing plan has slipped in recent months, you can use these tips to reduce the duration and impact of a slow period on your business.
1. Get in touch with agents you currently work with (or have in the past)
Your existing and past customers are perhaps your best-qualified leads – they’re people who have worked with you before, and are most likely inclined to work with you again. Marketing to them is like pushing on a door that’s already cracked open.
Design a marketing plan that targets those you’ve worked with in the past, or who continue to work with you. You may even want to get in touch with prime prospects individually – tell them about new business opportunities, send links to articles that might be of interest, or touch base to ask what they need.
2. Spruce up your newsletter
Your newsletter (digital or print) is sent to people who’ve opted into receiving it – so again, you’re pushing on a door that’s propped open. If your business is slow, now is a great time to develop a content plan for an amazing newsletter that generates business.
Consider what content will most interest your audience. Educate them on new insurance industry regulations and events in the news, and how this will impact their clients. Highlight new market offerings. Announce new developments with your business and highlight successful case studies of agents who had a great outcome with you (with their permission, of course).
A strong newsletter can help reforge old connections and reach prospects who might have need for your services.
3. Strengthen your in-person connections
It’s easy to ignore in-person connections and gatherings, especially when social media is so easy and COVID has made gathering in-person risky. But it’s worth it to physically meet up with industry contacts from time-to-time! Consider attending networking events, conferences, and gatherings with agents who have need of your expertise – especially if you’ve been so busy that you’ve let these connections fade a bit. This helps you stand out from other wholesale agents who only market online.
Business slowdowns happen to everyone. These simple steps can help you get things going again, and hopefully make slow periods a thing of the past.
Kristen Nevins, CDMP, has over a decade of experience in marketing and communications. She joined Direct Connection in early 2018 and leads the team with her extensive digital marketing expertise.
For additional information, contact Kristen at firstname.lastname@example.org or 707.410.7254.
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