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5 ways to market like a pro in 2018

By: Ann Freeman, Executive Director of Marketing, Trustmark Voluntary Benefit Solutions

If you’re looking at your marketing plan for 2018 and wondering how to get more mileage out of what you’re planning; there’s still plenty of time to re-evaluate, adjust and get on board with some of the marketing trends that will shape 2018. Last year was transformative in many ways, especially in how we look at and process information, which has a ripple effect that reaches the marketing world as well. It’s up to marketers to adapt to these challenges and we have 5 tips to help you market like a pro in 2018. 
  1. Transparency is a must – Today, more than ever, there seems to be a sense of skepticism towards institutions. Consumers aren’t simply going to take you at your word. That’s why it’s imperative to be transparent; to show who you are and your organization’s culture. It’s more important than ever to build personal relationships with customers to establish trust. Only then can you deliver your message and have them believe it. You can’t do that if you don’t start with transparency regarding who you are and what you stand for.
  2. Take advantage of influencer marketing – A survey found that 39 percent of professional marketers plan to increase their influencer marketing budgets in 2018.1 To establish some of that credibility we discussed above, you should make the most of influencers who will help to share the message for you. Building this network and recruiting these influencers provides you with the kind of word-of-mouth marketing that builds credibility and can help spread the word about your brand.
  3. Utilize personalization and simplicity – The move towards more personal customer experiences with brands has been a trend for a while now. We used to say that is was because of the prevalence of social media and the online world and, while that is still true, think about some of the ways we interact with brands now. Amazon can open your door and drop your package in your house or you can simply speak to their product; “Alexa, what is the…?” Think about it: We’re on a first-name basis with our devices! It is imperative to market to the individual. That means knowing your customer profiles; knowing who they are and delivering simple, effective messaging that speaks to them as an individual, not just another name on a list of targets. You need to enhance their experience to keep them engaged and happy, and that starts with making it personal and simple.
  4. Don’t overdo it – Following up on that last note, you can’t achieve simplicity if you’re trying to do everything at once. You need to make conscientious choices about where you are marketing. There was a time where an organization I was working with insisted that we “had to have an app”. But, why did we need that app? Was it relevant? Would we reach our customers there? There are so many platforms and tools at your disposal, that you simply can’t be everywhere at once. To succeed in 2018, measure, evaluate and pick the mediums that are right for you and your customers. 
  5. Set your content marketing free – Content marketing will continue to play a critical role in reaching consumers and building your brand as an expert in your space. But, the influx of content means that competition for consumers’ attention is fierce. As such, you can’t afford to keep your content hidden. Rather than putting all of your content (white papers, webinars, etc.) behind lead gen forms or requiring some kind of registration, make some if it free, push it out there and use a strong call to action to generate your leads. You’ll get more mileage out of the content, distribute it to a larger audience and end up with more qualified leads as a result.

At Trustmark, we’re doing our best to practice what we preach with the initiatives above. And, as always, we’re here to serve as a trusted partner for those who want to collaborate with us and share the Trustmark message together. This year is off to a great start and it will only get better as those of us in the insurance industry tackle new initiatives and strategies to help reach customers, educate them about our industry and provide them with the best possible customer experience.

1 “9 trends that will define marketing in 2018”. January, 2018.

Posted on January 25, 2018 in Industry Marketing

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