How have you been preparing for open enrollment?
For many insurance agencies, the open enrollment season is a time of frenzy. But, it can also be a time to really show off your marketing skills. Depending on the time and resources you have, your marketing plan for open enrollment season will look different from the next agency. However, there are some great ideas out there for marketing your agency during this time. Here are some we’ve gathered.
See What Lead Vendors Can Offer
Lead vendors like NextGen Leads and ProspectZone are in the business of providing insurance agencies with quality leads. Check with lead vendors like this to see what they can offer during open enrollment season. Obviously your current clients are high priority for servicing during this time, but open enrollment is often a great time for agencies to grow as well.
Blog About Open Enrollment Topics
A blog helps your insurance agency be found on the internet when a prospect is searching for information on a specific topic. A blog also demonstrates your credibility in the area. So, during open enrollment, blog about things like “what to ask your agent during open enrollment” or “top 10 most confusing things about open enrollment”. You can even "vlog" (video blog) about it! The graph below shows just how important online content is. As you can see, most groups (besides the senior group) read information about their plans digitally. They prefer to consume the content in this way.
Tweak Your Website
Just like your blog, the general words on your website help drive traffic to you when people are searching for open enrollment information. During this time, it could help your SEO (Search Engine Optimization) to tweak some words on your website. Including words or phrases (as they pertain to your agency) like “ACA”, “Obamacare”, “open enrollment health insurance”, and others can help your ranking on these terms, driving more traffic to your site. Want to know more about SEO? Check out Moz’s "Beginner’s Guide to SEO."
Google Your Business
When someone searches for your insurance agency on Google, what do they see? Does it look like this?
New Horizons Insurance Marketing
If not, you probably haven’t set up your agency as a business on Google. Doing this gives searchers 1) an easy way to contact you immediately and 2) assurance that your agency is ___. To set up your agency on Google, follow Spinutech’s "Strictly Technical Guide to Google My Business."
Identify Cross-Selling Opportunities
Whenever you acquire a new client, you should always check for cross-selling opportunities after a few months. Within AgencyBloc, you can do this really easily in two ways: through reporting or directly while you’re setting up an email campaign to these people. Check out more details on that in our blog post, “How to Find Insurance Cross-Selling Opportunities and Act on Them Immediately.”
Review Your Technology
Review your agency’s technology for both your clients and your employees and agents. First, how many channels do you have available to communicate with your clients? Phone, email, text, social media? The more, the merrier. You want to be able to communicate with them in the way they prefer. Second, do your employees and agents have the technology they need to sell policies and service clients in an efficient manner? Do you have an agency management system (AMS) in place? Is your system mobile-friendly so agents can access their book-of-business from anywhere?
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 reminders for yourself to call them, get that process set up now so you don’t miss anyone. In AgencyBloc, you can automate most of this. You can set up emails to go out X amount of months before open enrollment begins (whatever timeline works for your agency). You can also set up some internal checks like activities for agents to reach out to their clients. If you know of carrier changes relevant to open enrollment, you can search your book-of-business based on carrier so you know who you need to reach out to for that as well.
Are you ready for open enrollment?
Now is the time to start preparing for open enrollment. Interested in learning more about those open enrollment email campaigns you can automate? Check out our webinar:
Email Campaigns for Open Enrollment
In this webinar, you'll learn what email campaigns you should set up for your clients, prospects & agents, and you'll see specific examples of each.