Business owners know that the first step to sales is to form a relationship with their target demographic. And when it comes to your Medicare marketing efforts, that rule especially rings true. When your clients feel heard and well informed, they’re more likely to enroll in a plan. They’re also more likely to send more referrals your way in the future.
Content marketing is one of the best ways to reach an audience and start forming a relationship with them, before you even talk on the phone or meet in person.
Content marketing helps you find your target demographic. With Medicare sales, you’re dealing with a very specific demographic. According to a Pew Research Center analysis of Bureau of Labor Statistics data, 73 percent of the over-65 crowd are online. More than half of them (53 percent) own smartphones, and that number continues to grow.
Seniors are participating in social media platforms like Facebook, they use email regularly, they watch videos on YouTube, and they search for information relevant to their lives. Their daily internet use basically represents an open door for you; walk through it and introduce yourself!
Content marketing is versatile. With so much to do online, which platform or which type of content is best for reaching your target audience? The good news is that you aren’t limited to only one. Blogs, social media posts, videos, emails, and more all fall under the umbrella of content marketing. They all provide effective ways to reach an audience and begin to form a relationship with them.
In fact, producing a variety of content can help to ensure that you attract more attention to yourself, by appealing to different reading or viewing preferences. Just make sure that your content is always:
- Relevant – it relates to the needs or interests of the over-65 demographic
- Valuable – it answers questions or provides information that is useful to your audience
- Consistent – it presents a stable image of your brand and is delivered regularly
Content marketing covers the first three stages of the buying process. If you work in Medicare insurance sales, you’re familiar with the four stages of the buying process. But let’s review anyway:
- Awareness – the potential client becomes aware that they need a Medicare plan
- Research – the potential client begins to research the different options available to them
- Comparison – now they compare their options in light of their own needs and preferences
- Decision – the client chooses a Medicare plan and enrolls
Content marketing supports the first three stages, so that the potential client moves through the sales funnel and ends up at your doorstep (or on a virtual sales call). You will jump ahead of the content by grabbing attention from potential clients while they’re still reaching awareness, doing research, or comparing their options. Start forming a relationship at those stages, and you will be the first person they call when they need assistance or feel ready to enroll in a plan.
Now, you might be wondering how to create content that helps you to form these relationships. Request a demo, or watch our Medicare Marketing 24/7 video overview and we’ll be happy to explain our process in detail.