5 No-Fail Open Enrollment Marketing Ideas for Your Insurance Agency

The health insurance Open Enrollment Period is here, and for many insurance agents, this is a crazy and overwhelming time. Not only will you be trying to manage new leads, but you’ll be trying to take care of client requests and renewals. All of this while trying to stay organized, and dealing with any other issues that come up at your agency. But, while there will be a lot on your plate during this time, you still have to find a way to stay on top of your marketing strategy, since one of the main things that will help you be successful during the Open Enrollment Period is driving conversions.

Why Marketing Is So Important

As mentioned, the OEP is a critical time for insurance agents, because you have both prospective and current clients who will need your help finding a health insurance policy. Some might be looking for a completely new plan, while others will be looking to make changes, and some might be looking for policies to add to their current plan. Knowing how to market your insurance agency will help you reach the right audience at the right time, which will help you maximize your conversion rate as you save time and money.

Marketing Tactics To Consider

1. Publish strategic SEO-driven content

SEO written in the middle with connections to words related to SEO
The best way to get traffic to your business is by creating SEO-driven content.

There will be a lot of people searching online for health insurance options before they make a purchase during the OEP, so you need to be as far up in the search rankings as possible. This means publishing SEO-driven content using targeted keywords and answering the questions that your target audience is asking online. Blogs are a great way to get your business in front of inquiring leads, just make sure you research all the keywords and topics your customers are searching for.

2. Get your agency a Google My Business listing

What pops up when someone searches for your specific insurance agency on Google? Is there a picture of your agency? Is the correct address listed? Are the hours and phone numbers correct? 

You want to make sure that info about your agency is easily accessible and correct, so get yourself a Google My Business listing. To create a listing, first sign in to Google Maps. Then you can add your business easily: Enter your address in the search bar. On the left, in the Business Profile, click add your business. After that, just follow the on-screen instructions to finish signing up for your Business Profile.

3. Ask for reviews and referrals

Around 89% of consumers read reviews before making a purchase, and 92% of consumers trust referrals from people they know, so it’s very important to have plenty of both. You can ask for referrals from current customers, and use them to your advantage to bring in more customers. As for reviews, make sure that your ratings are up on the Google My Business listing you created. And if you have any negative reviews, make sure that you respond to them and try to rectify the situation.

4. Look for cross-selling opportunities

Cross-selling opportunities can boost your sales and customer retention, as well as customer satisfaction rate. Before your renewal meeting with your current clients, make sure to always check for cross-selling opportunities. You can conduct comprehensive audience research to identify what your clients’ needs are, which should be done regularly – after all, customer needs are always changing. For example, if they just got married, engaged, or are having a baby, you can open up a conversation about looking into a healthcare plan that will meet their new needs. 

To increase your chances of making a sale, implement your cross-selling strategy within 30 days of your initial conversation. Timing is critical, and if you wait past this period, your efforts will be less effective.  

5. Use automated email campaignshand with lots of mail leaving it

Automated email campaigns will help you stay top-of-mind with new and prospective clients. Make sure to tailor the information in your emails to your audience, and to personalize your message to individuals as they move through the sales funnel. You can create many types of emails with different purposes, such as product promotions, follow-ups, and notifications to upcoming changes in their policy. 

How Benepath Can Help You Succeed

Marketing is one of the most important things to focus on for your business to bring in and convert more leads. But if you need help finding leads that are qualified and ready to be converted, Benepath can help!  When you work with Benepath, receiving reliable, exclusive leads is the easy part.

We provide real-time leads through a secured process and give you a customized thank-you page so your leads will be ready for your call. This thank-you page assures leads that they won’t be bounced around between agents and gives them a feeling of connection with you right from the start. We offer the leads, and, while it is up to you to properly nurture your leads, we’ll be behind you every step of the way. You’ll find, though, that our leads don’t need much nurturing because they are ready to speak with you and buy your product! But if they do need some nurturing, follow the effective ways mentioned above to seal the deal. To get more information, fill out the form below or call 866-368-0377.

The 5 Best Ways To Get Referrals

A solid marketing plan, and using a reputable lead-generating company like Benepath, are great ways to get new customers. But you shouldn’t underestimate the power of referrals. Around 85% of small business owners say word-of-mouth referrals are the number one way prospective customers find out about their business. While referrals can be a big boost to your bottom line, it can feel awkward to ask your customers for them. With a little creativity, though, and our top 5 tips, you can get referrals that will help grow your business. 

1. Be Prepared To Ask

If you want referrals, then you need to be confident and make asking a natural part of your interactions with customers. Waiting around to ask for referrals could mean missing out on a lot of new business. Try making referrals a lighthearted part of your initial conversation. Your approach can be something as simple as, “If I do a great job and get you a great deal, then you will tell others about it. Deal?”

clock on the time 7 o"clock

2. Know The Right Time To Ask

While you don’t want to miss out on a referral by waiting around, you also need to read your customers and know when to ask. It’s a case-by-case kind of situation – you know your clients best and can figure it out by focusing on their personality. For example, jumping in and asking the moment that your transaction is complete could turn some customers off. With these customers, you might need to establish a relationship first, or they might need time to process your transaction and make sure they are fully satisfied. For other customers, some well-placed compliments might help. Some customers are most excited and pleased with you right after they make their purchase, so they might be more receptive to a quicker request for a referral.

However you decide to ask, make sure that you check in with your customer before you do to make sure they are happy with your service and the plan you delivered. Offer exceptional customer service, and you will find that happy customers are happy to help you.

3. Make It Easy For Them To Refer You

caucasian man in a suit with a card in one hand and the other holding his suit jacket
You can include referral information on your business card.

You can’t get referrals if your customers don’t know that you’re looking for them, or if they don’t know how to refer you! If you want to make it clear where and how they can refer you, then you can:

  • Add a line in your email signature noting your interest in referrals.
  • Include referral information on your business card.
  • Mention referrals in the follow-up emails you send them. 
  • Thank your clients and ask if they have friends that need your help.
  • Incentivize referral requests with a referral program.
  • Ask for testimonials on your site. 85% of consumers trust online reviews and recommendations.

4. Ask For Feedback

Get a feel for what is working and what is not in your business so that you can understand what it will take to get more referrals. Ask your current customers what they like and don’t like about your service. Listen to their feedback, and show them that you care about them and their needs. You want to blow your customers away and exceed their expectations so that they will go out of their way to recommend you to others. Think about how you feel when you eat at a restaurant and end up loving the food. The next thing you want to do is recommend the place to your friends so they can enjoy it too. 

5. Networking

network of people connected

The saying “you get what you give” applies in the insurance business, too. You can help grow your network by referring your customers’ businesses to others. This simple action will make them more inclined to do the same for your business. If you work with a real estate agent who helps you buy a house or an event planner who helps plan a party for you, then share their information with others. Establish a mutually beneficial relationship with these companies and you can both grow.


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