How are you preparing for Open Enrollment season this year?
For many insurance agencies, Open Enrollment season is a time of frenzy. But, it can also be a time to show off your marketing skills.
Depending on the time and resources you have, your marketing plan for Open Enrollment will look different from the next agency. However, there are some great ideas every agency can borrow from to market your agency during this time.
Here are seven Open Enrollment marketing ideas we’ve gathered.
1. See What Lead Vendors Can Offer
Lead vendors like NextGen Leads are in the business of providing insurance agencies with quality leads. Check with lead vendors to see what they can offer during OEP, specifically. Remember quality > quantity when purchasing leads, so it’s important to thoroughly research lead vendors and understand the different types and “levels” of leads they can provide you.
2. Write Blogs About Open Enrollment Topics (& Double-Check Your Website’s Keywords)
A report, The ROBO Economy (Research Online Buy Offline), found that “82% of smartphone users consult their phones on purchases they are about to make in-store, and 45% read reviews before making a purchase.”
Since we know almost everyone is searching online before making a purchase decision (especially one as important as health insurance or employee benefits), make sure your agency shows up in that search!
Consistently writing blogs with relevant, valuable content helps your insurance agency come up in search results when a prospect is searching for information on health/benefits plans. A blog also helps demonstrate your credibility in the area. Use the time leading up to OEP to blog about things like “What to Ask Your Agent During Open Enrollment” or “The Top 10 Most Confusing Things about Open Enrollment, Simplified”. You can even vlog (video blog) about it!
Like your blog, the other pages on your website help drive web traffic to you when people are searching for OEP information. Ensure you’re performing well SEO-wise (Search Engine Optimization) by including words or phrases (as they pertain to your agency) like “ACA,” “Obamacare,” “Open Enrollment health insurance,” “employee benefits,” etc. Using these keywords strategically helps you rank well for these terms, driving more traffic to your site. Want to know more about SEO? Check out Moz’s Beginner’s Guide to SEO.
3. Optimize Your Website's Lead Form
Optimizing your lead form so that visitors are more likely to fill it out is incredibly important during this time when you know consumers are shopping around.
A few best practices are:
Try not to include more than four fields (name, phone number, email address, & what they’re looking for, for example).
Make sure your form is placed near the top of your website (above the “fold”), so visitors see it immediately.
Consider which fields could be optional. When one website made its “Phone number” field optional, it increased conversion rate from 42% to 80%.
- Make your form responsive! Ensure that no matter which device your visitor is on (desktop, tablet, phone), they can easily and quickly fill out your form.
4. Check Your Agency’s Google Business Listing
When someone searches for your insurance agency on Google, what do they see? Do they see a Google Business listing on the right side of their search results?
If not, you probably haven’t set up or claimed your agency as a business on Google. Doing this gives searchers an easy way to contact you immediately and assurance that your agency is a real establishment. To set up your agency as a business on Google, follow Spinutech’s "Strictly Technical Guide to Google My Business."
5. Identify Cross-Selling Opportunities
Whenever you acquire a new client, you should always check for cross-selling opportunities after a few months or at your next renewal meeting. Within AgencyBloc, you can do this easily in a couple of ways: running a report or setting up an Email Campaign. Check out more details on that in our blog post, “How to Find Insurance Cross-Selling Opportunities and Act on Them Immediately.”
6. Review Your Agency’s Technology
Review your agency’s technology to ensure your employees and agents have the tools they need to sell policies and service clients efficiently. Do you have an agency management system (AMS) in place? Is that system mobile-friendly so agents can access their book of business from anywhere?
What does this have to do with marketing? Well, word-of-mouth is arguably one of the most powerful marketing tools. Make sure you’re able to deliver excellent service to your current & prospective clients, and they’ll be likely to refer you and talk about your service to others.
7. Start Checking In With Your Current Clients Now
If you haven’t already started checking in with your current clients, start doing so now. Whether it’s with automated emails or setting up reminders to call them, get that process set up so you don’t miss anyone.
In AgencyBloc, you can automate most of this. Set up emails to go out X months before Open Enrollment begins—whatever timeline works best for your agency. You can also set up some internal checkpoints, like activities for agents to reach out to their clients. If you know of upcoming carrier changes, you can search your book of business for clients with that carrier so you know who to contact.
Are you ready for this year’s OEP?
Now is the time to start preparing! One way you can do that is by putting some automation in place to communicate proactively with clients and to ensure your agents and employees are aware of everything coming up.
Want to learn more about using Automated Workflow at your agency? Check out this eBook: Automation for Life & Health Insurance Agencies: Using automated workflow to create efficiency & consistency.
[Free eBook] Automation for Life & Health Insurance Agencies: Using automated workflow to create efficiency & consistency
Automation allows agencies to transition from manual processes to efficient and consistent processes. This eBook will cover what automation is, how it can be applied to insurance agencies, what opportunities agencies have to use Automated Workflows, and how they can monitor it.
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