Open enrollment is the most hectic time of the year for health insurance agents. So how does one cut through the noise and efficiently market their brand to shore up sales during this period? Below are three digital marketing tactics aimed at reaching more prospective clients and increasing your sales throughout open enrollment and beyond.
1. Captivating Content
Publishing content on your website focused on the topic of health insurance and open enrollment can guide the way for prospects to find your agency through a search engine such as Google. And the more relevant and engaging your content is, the more likely you are to rank higher in search results. One of the easiest ways to publish content is to incorporate a blog on your website. Then throughout (and even before) open enrollment, publish relevant blog content around common search terms for one of the most effective ways to garner new leads organically. If you are new to blogging, here are 7 quick tips to get you started:
2. Converting Landing Pages
The primary purpose of a landing page is to drive visitors to take a single, desired action. Effective landing pages often remove distractions found on a typical website (like navigation and links to other sections of the site) and drive a user toward a specific goal. Insurance agencies can use this digital marketing tactic to create a simple, open enrollment page that provides a clear message that inspires visitors to fill out a form or contact the agency for more information. These pages should include terms the visitor would use in their everyday life to describe what they seek, e.g., “health insurance quote.” Including these keywords in both the landing page’s content as well as the campaign that drove them to the page instills confidence in the user that they have found an insurance agency that can help them acquire health insurance during open enrollment. Link to these landing pages from email campaigns, social media posts, and other digital and non-digital promotions with cohesive copy to maximize leads during open enrollment.
Here are 6 key points to remember when creating landing pages:
3. Effective Email Campaigns
Email is still one of the most effective ways to communicate with current and prospective clients. If your contacts are already organized in an agency management system, then creating simple email campaigns is low-hanging fruit to keep your agency top of mind and a click away when a prospect is ready to take action. Examples of potential email communications include:
Below are 5 tips to remember when creating your open enrollment email campaigns:
Looking for additional tips to ensure your agency’s open enrollment period is a success? View our 2017 Open Enrollment infographic for compelling facts and figures that will help your agents close.