A Handful of Tips:

In the dawn of “New Normal”, the world still comes to grips with the pandemic-induced curbs on businesses and travels.

Consequently, every sustainable business (and marketing) strategy requires even more skills and effort to maintain a long-term relationship with the existing policyholders, return customers, and future clients alike.

In addition to Pathway’s holiday gift, we’d like to add this Christmas post for good measure.

A short reminder list can always come in handy, and the winter holiday week is an ideal moment to look back, rethink and contemplate ideas.

1. Strive for excellence, not just “good”.

In an era like this, fierce competition is just another item in the daily list of uncertainties any industry faces, and Insurance is no exception.

In 2020 alone, close to  4.5 million business applications were submitted in the US, nearly doubling the numbers from only a decade ago.

Your knowledge and expertise go without saying, so don’t be shy of learning constantly. Also, the extra mile in terms of client assistance is how to stand out.

For example, it’s always the perfect time to offer free, helpful extra tips on budgeting or the best insurance policies for a given policyholder. Small businesses – especially those just starting and struggling with their modest initial funds – would greatly appreciate the help, bring referrals, and become more likely to develop a lasting relationship.

A free-of-charge business/budget template is an excellent long-term investment if these tasks exceed your available daily resources. It “speaks” for itself far and wide as a marketing tool and pays off.

2. Make your content marketing matter.

With 4.5 billion people online daily, content marketing is the king. It generates 3x more leads than paid search advertising, its primary counterpart.

It becomes far easier to think of it as your online business card with that in mind. It’s your initial introduction to everyone, from tire-kickers to future policyholders. But, of course, the first impression is made only once, so it’s never too early to secure a steady quality-content flow.

While a prospective client is, understandably, more interested in your discounts and special offers, a valuable and readable blog section, a well-crafted brochure, or an e-book are just as likely to garner attention.

Also, if you’re building an authority-content presence within the industry, fellow professionals make up a uniquely important part of an audience in your long-term outreach strategy. A well-presented and relevant content is the best way to build such relations.

3. Reach out.

Emails, home addresses, jobs and phone numbers change. Unfortunately, many clients tend to forget agents whose results they liked and benefited from once the contact is abandoned or lost. 

A simple personal thank-you note is an excellent way of finalizing a successful business relationship. An occasional birthday card or congratulations note also shows a lot of appropriate consideration to longtime clients.

Needless to say, if your communication is limited to generic, impersonal updates, it becomes, well… more counterproductive as time passes.

4. Provide loyalty and support: rain or shine.

As we all know, loyalty is being tested through testing times. Don’t forget that 66% of small business owners are personally involved with three or more operative areas, from finances and marketing to IT.

If your customer’s business is going through a rough patch, a single free-of-charge consulting session can make a world of change.

Once the hard times are over, your devotion and trust won’t be forgotten. You offered a helping hand when it mattered and showed that your policyholder’s well-being is your concern.

Here at Pathway, that’s our exact way of reasoning: each of our client’s success is our top priority, be it a local, family-owned startup or an international corporate industry leader.

On that note, we wish you a Merry Christmas and a Happy New Year.