How have you been preparing for open enrollment this year?
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 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 like this to see what they can offer during open enrollment season. Remember quality > quantity when purchasing leads, so it’s important to thoroughly research lead vendors and understand the different types and/or “levels” of leads they can provide you.
2. Blog About Open Enrollment Topics (& Double-Check Your Website's Keyword Content)
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 large as health insurance and/or employee benefits), make sure your agency shows up in that search!
A blog 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 you demonstrate 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!
Just like your blog, the general words on your website help drive traffic to you when people are searching for open enrollment 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”. Doing this helps you rank well on 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 4 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 that visitors see it immediately
- Consider which (if any) fields could be switched to optional. When one site made their field “Phone” optional, they increased their 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. 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 real/credible. To set up your agency 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 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.”
6. 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?
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 clients, and they’ll be likely to refer you and talk about this 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 now 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 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. Like we said, 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.
Not sure what to say or when to send it? We created some Open Enrollment email templates to help!
[Free Resource] Open Enrollment Email Templates for Insurance Agencies
Using automation, agencies can save 50-100 hours in email notifications and reminders to agents every open enrollment period. These email templates help you understand what you can (and should!) automate this OE season.
Download the Templates