If you’re reading this that means you’ve found a moment to breathe during this crazy first quarter, and we thank you for the time. We know that it can be challenging to jumpstart the year after a busy fourth quarter and enrollment season. Therefore, we wanted to create a bit of a shortcut for you in your 2019 marketing planning. We have taken our lessons learned this year in demand generation to give you the top marketing tactics to fuel your growth in 2019.
1.) Social Media
Research shows that 83% of employees spend less than an hour researching their open enrollment options. An underwhelming statistic, no doubt, and some of the employees we have spoken with said, “we simply don’t know what we don’t know.” Meaning, there is an opportunity for us as benefits experts to get ahead of these groups to educate and empower.
Now, how much time to do you think employees spend perusing their favorite social media sites? 109 minutes – per day!
Social media drives action, online and offline. People often make purchases after learning about a product or service through the platform. So, why not help your clients use the persuasive power of social media?
To better assist employer groups with their benefits communications, help your clients embrace social media through free tools like Facebook groups. These private groups are easy to set up and manage and provide a convenient way for employees to interact with HR members.
Work with your clients and use social media as a way to remind employees of important benefits meetings, share educations materials and much more. Or, better yet, host a live Q&A session on Facebook if you have a contingent workforce. We run these groups today with companies large and small who are all trying to make open enrollment a seamless and fluid conversation for their employees.
On the opposite end of the spectrum, are you looking to generate demand for your services and drive traffic to your website? Look to social media platforms like LinkedIn to reach employers in a highly relevant, professional setting. LinkedIn offers a few different ad formats to meet individualized needs and offers several targeting parameters that can be combined to provide highly effective campaigns.
Ad targeting options include selections for job title, company name, contact targeting via email uploads, retargeting via website cookies, demographic targeting and more. Communicating your value to the right audience at the right time will help you win more in 2019!
See more social media tips for insurance brokers on our blog!
2.) Search Marketing
Meet prospects during key moments in their search process by relying on search engine marketing. Products like Google AdWords make it easy for you to have a strong presence when it matters most.
In case you’re not familiar, AdWords is a robust advertising platform that allows marketers to serve ads on Google search results pages based on keywords. Marketers can also serve ads on different websites through the Google Display Network.
An important thing to note about AdWords is that it is a pay per click platform, so you’ll only pay when someone clicks on your ad. You can specify the exact keywords you want to show ads for and you can target your ads even further based on geographic location, time of day and much more. The key to success lies in providing a highly relevant user experience from your ad targeting to ad copy to the final landing page.
Get started with AdWords on Google’s Academy For Ads.
3.) Email Marketing
Email is the third most influential source of information for audiences, behind only colleague recommendations and industry-specific thought leaders. Email marketing can prove to be extremely effective at not only adding new prospects to the marketing funnel but also moving them along until a sale is made. The amount of email users in the world has increased to over 3.8 billion users and is expected to surpass 4 billion by the year 2022.
Email marketing has a wide reach, yet the volume can be overwhelming to busy working professionals, especially during working hours. This is why personalization and segmentation are essential to reaching the right person at the right time.
Remember: quality wins over quantity every time. Don’t send emails just for the sake of sending emails. Rather, carefully craft your campaigns and use smart automation and personalization to optimize your outreach.
Personalization, in particular, is an email marketing best practice and should be fairly easy to implement depending on your email platform. From the very basics like the recipient’s name and subject line to more advanced features like dynamic content, imagery, and re-engagement campaigns, all forms of personalization give you the chance to better connect with your target audience.
Great results should yield great data. Click through rates and conversion rates obtained from email marketing give you data to analyze, which provides instant feedback and helps with planning follow-up marketing campaigns. Since the average reader takes only 8 seconds to decide if they are going to click through an email, it is important to leverage data collected and implement it in ways that will draw readers in.
With more people having an email account than a social media account, email marketing should be a strong contender for one of your go-to marketing strategies in 2019.
4.) Landing Page Optimizations
A landing page acts as the destination page for campaigns and is the most important link between visitors and leads. Your landing pages directly impact lead conversions and should, therefore, be tested regularly to ensure optimization.
First and foremost, every landing page should clearly convey the offer from the call-to-action and not be overcrowded with an overwhelming amount of company information. Remember, all of your other web pages are where the prospect can find out more about the company, service offerings, current clients, etc. The landing page should be direct and as hassle-free as possible, as its role is to simply collect information from the prospect and convert them into a lead.
In order to keep the conversion process as painless as possible for the prospect, remember to keep landing page forms short, only asking necessary information, and easy to complete in a timely manner. A great rule to keep in mind is that if you need more complex information then compensate the prospect for their time with something valuable, such as a guide, ebook, or helpful content.
If you want your landing page to be a bit more personal, add images or videos to increase page time and connection with the prospect. Another way to increase landing page interactions is to implement a chatbot.
Chatbots add the value of 24/7 support and a frictionless communication channel to bring a whole new level of engagement to your prospects.
If using a chatbot, test a delayed response to be sure you aren’t distracting the prospect from the initial form fill; have the bot appear after a few seconds to assist them if needed. And, make sure the bot is easy to hide so it is non-intrusive while the prospect is reading and considering your value proposition.
Remember to nurture your leads. Not every new lead will be ready to make a purchase right away. By taking the time to nurture those prospects, your leads could see up to a 45 percent increase in ROI.
We hope you all have a great start in 2019. It’s important to hit the ground early with your marketing because, as we all know, the later in the year, the more hectic things can get.
Ignite Your Demand Generation
Do you have questions on how you can get started with marketing in 2019? Let us know, we have a full team dedicated to growing your book this upcoming year and would be happy to help!