For insurance agents who focus on Medicare plans, your busiest time of year is over now that the Annual Election Period has ended. But marketing should always be a year-round endeavor, so that you can continue to gather new clients and maintain a trusting relationship with old ones. Since you’re shifting out of mass enrollment mode and back into marketing mode, organize your strategy by focusing on these five activities until next October.
Hone your website. Your website represents your “home” on the internet, and it should be continually updated to remain informative and relevant. You also want to ensure that your target audience can easily access your website and understands how to use it. Focus on these activities to keep your website competitive in a quickly-changing digital business landscape.
- Go through your web content and update it if information has changed
- Continue to create new content regularly, both to boost SEO and to stay in touch with current clients
- Check to be sure your website is mobile-friendly
- Navigate through your website to check for broken links or confusing placement of text or menus
- Make sure text is large enough to be easily legible to the over-65 crowd
- Develop a landing page to gather contact information
Email marketing. Continue to gather contact information from your target audience and compile email databases. Reach out to your audience regularly, addressing them by name and using compelling subject lines that motivate them to open emails. Each email should include a reminder to call you if they have questions about their Medicare plan, so that you stay “top of mind” when they need assistance.
Build a sales funnel. Design and build a Medicare sales funnel with an experienced Medicare marketing team. At the top of the funnel you offer general information on Medicare and establish yourself as the go-to expert for your audience. Then, continue to educate them via email marketing or even a webinar series, so that your prospects become familiar with their Medicare plan options.
Toward the bottom of the funnel, the goal is to deliver to you informed leads who are ready to make a decision. The idea is to allow the digital sales funnel to do a lot of the work for you, around the clock, online. By the time your prospects call, they are feeling motivated to quickly convert to a sale.
Get more active on Social Media. Social media offers one of the most powerful marketing tools at your disposal. The over-65 demographic flocks to sites like Facebook, using the digital platform to stay in touch with family and friends. Tap into this potential by building a social media profile, posting regularly, following digital etiquette rules, and demonstrating your friendly expertise. You will find that your contact list grows, your website views increase, and your client list expands.
Create a digital “library”. While you’re creating digital content for your online marketing strategy, remember that every piece of information can be presented and used in different ways. Whereas some audience members might prefer to read blogs, others are more attracted to infographics or videos. Make sure to repurpose information and save it all in a secure location, so that you have resources to offer on a variety of platforms to a variety of different clients.
Remember, if you don’t have the time or the desire to do all of these things yourself, consider enrolling in our Medicare Marketing 24/7 program where we manage these critical aspects of digital marketing for health insurance agents just like you!