Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Life Health > Life Insurance

Sell yourself some marketing insurance

Your article was successfully shared with the contacts you provided.

Instead of repeatedly trying to figure out on the fly which marketing strategies will work for you, why not carry marketing insurance?

What if you could pay a premium each month for marketing insurance which could protect you from mistakes in your marketing? You would certainly implement a lot more marketing, wouldn’t you?

Of course, marketing insurance isn’t something you can buy, but it is something you can have. And sometimes, it’s actually free! Here are the three stages of marketing insurance:

1.    Pinpoint lead generation. Determine the most likely source of your best new clients. Do they come from referrals, seminars, strategic alliances or speaking engagements?

2.    Get a plan. Create a simple action plan for defining the handful of activities you will need to carry out consistently to obtain your next clients. Consistent implementation is critical. Assign someone (or make a commitment yourself) to be responsible for getting these tasks done every week, month or quarter.

3.    Make regular progress. Look at your plan every week and make sure you are moving forward. Even if it’s just for 5 minutes, review your plan and make sure implementation is proceeding according to plan.

It may seem simple, but if you know where clients generally come from, have a simple plan to consistently reach out to them and do so each week, you have acquired an insurance policy for your marketing efforts. For free!

Sign up for The Lead and get a new tip in your inbox every day! More tips:

Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.