Using personalised PR to your advantage
Insurtech is enabling many leading insurance businesses to go mobile and get personal like never before to engage with audiences, worldwide. This means that they are not only talking to their clients, but also to yours.
The big question is therefore: how do you compete, particularly if you do not have a marketing communication budget to match the major players’ activities and reach?
The good news is that social media and digital communication are no or low cost activities, as is PR with the right focus and approach.
You may not have the budget to sponsor a fleet of Mercs in Monte Carlo, set up a stand at BIBA or advertise at AIRMIC, but you can fight back, with focus, endeavor and understanding.
How Insurtech is helping
Insurtech is not only bringing about a revolution in the use of big data and delivery of products and services, it is also enabling businesses to personalise communications to engage better with clients and prospects.
The B2C insurance market has led the way here; my own insurer Aviva regularly sends me communications of pertinent interest, not just standard marketing emails asking me to buy something soon.
Insurtech start-up Marshmallow regularly sends out bite-sized targeted communications to engage with their ex-pat audiences, with handy tips and ideas, in future in different languages, for people who have moved abroad.
The B2B insurance market can learn from this, as most of us, maybe you, are so bombarded by communications that we sometimes switch off, meaning that many marketing efforts are wasted.
Reviewing your approach to communication
To grasp the opportunities and mitigate the threats, you may need to review your approach to communication, so that you can integrate the proven traditional methods, such as working with the press, with targeted digital communications and social media.
Indeed, certain elements of the press have caught onto personalisation and publications such as Insurance Day, Strategic Risk and publishing platform Slipcase are sending more targeted content that is of interest to readers.
Making this work for you, however, may not be as easy as it sounds, as there are now so many different channels and types of content, from blogs and vlogs to news and views via thought leadership articles.
What’s the answer?
Joined-up thinking and understanding the audiences that you wish to target are clearly vital for you to maximise your opportunities. This way you can create the right content for the right channel and audience.
Thought leadership is a great example of the importance of targeting your communication efforts, as one specialist article maybe of particular interest to one party, but of no interest to others.
Getting this right, however, is not easy. Working with a specialist PR and communication agency that understands your industry and the nuances of integrated personalised communications is the answer.
What next?
If you would like to know more about what’s possible in the world of personalised or integrated communications, feel free to drop me a line.
Simon Hayes, M.D.
e: simon@nextgencomms.com
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