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PlanSource + SHRM: Helping Brokers And Consultants Grow
September 19, 2018
Jill Garrison
Timer  Read Time: 6 minutes

This article is a recap of a webinar PlanSource hosted with David Churchill, Co-Founder and Advisor for SHRM Broker finder. 

Employers are searching for top-notch benefits expertise and best-in-class technology from their insurance brokers. And, in this ever-changing and increasingly complicated industry, it’s becoming clear that most employees are not prepared to be consumers of health care. Employers need a solution to simplify the benefits experience and they are looking for brokers the same way they look for any other product or service: online.

The question is – are you there when it matters most?

Brokers need to be experts in not only the benefits arena but also in building memorable and effective marketing campaigns to be in front of employers with the right message at the right time.

4 Marketing Tactics For Insurance Brokers

1.) Social Media

Do you think employees are tirelessly researching the best benefits options and scouring over that handy employee benefits guide you provided? Think again.

Research shows that 83% of employees spending less than an hour researching their open enrollment options. Ouch.

Now, how much time do you think employees spend perusing their favorite social media sites?

109 minutesper day!

Social media drives action, online and offline. People make purchases after learning about a product or service through the platform.

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.

For laser-focused internal marketing, 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. Targeting options include selections for job title, company name, contact targeting via email uploads, retargeting via website cookies, demographic targeting and more.

Also, don’t forget to remain active on your company’s and your own professional social media profiles. Share helpful, relevant content throughout the week to keep page fans and prospects engaged and to position yourself as a true benefits expert.

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.

Not convinced? Consider this: 88% of consumers research their buys online before making a purchase decision. Do we have your attention yet? 

Key things to note about AdWords are 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.) Content Marketing

If you work in marketing you’ve probably heard the phrase “content is king.” This statement has stood the test of time and content marketing is more important than ever to inform and persuade potential buyers. Don’t believe us? Consider this: 96% of b2b buyers want content with input from industry thought leaders. And, a buyer will consume 3-5 pieces of content before engaging with a sales representative. 

In general, there are two types of content that serve two different purposes.

Thought leadership content is provided ‘free’ (not gated) to website visitors and prospects and is more informative and educational in nature. This might include blogs or guest blogs, infographics, videos, interviews, etc.

The second type of content includes anything that is gated (requires a person to submit contact information to view). The point of this gated content is to serve as a lead generation tool for your business and to provide more thorough, in-depth resources and research to your audience. Downloadable content might include whitepapers, proprietary research or trends analysis, ebooks, webinars, etc. 

Before you get started, define your company’s voice in advance to ensure content consistency. Are you clever and witty? Serious and professional? Lighthearted and relatable? From there, build out a content calendar to keep your posts and content efforts on track. And remember – quality over quantity. Don’t over-commit yourself to content at the sacrifice of quality. Be realistic with your goals and focus on putting out the best version of whatever you are writing about. Also, consider working with your partners to diversify your content and amplify reach. Are any of your technology vendors or carrier partners willing to contribute to your blog? Or, better yet, can they post on your blog? Finally, connect all of your efforts by repurposing content into several different formats. For example, take a whitepaper or research study and break that down into several smaller blog articles, take stats out for social media posts, turn top takeaways into a video or podcast, host a webinar on findings or best practices, etc.

4.) SHRM Broker Finder

Having profiles or advertising on relevant third-party sites is another best practice for many organizations, and SHRM Broker Finder is a perfect fit for insurance brokers to get in front of a highly relevant audience. 

A relatively new product, Broker Finder serves as a compatibility site for brokers and employers. From an employer perspective, HR professionals can find and contact potential insurance and benefits brokers. From a broker’s perspective, you can use paid placements to reach a larger audience or learn more about potential technology solutions to better serve your clients.

This ‘online matchmaking’ process is common in other industries – just think about Angie’s List,, Kayak, etc. These online tools do a great job of matching searcher intent with multiple listings and the ability to easily compare offerings and contact a few potential options, which is exactly what shoppers want to do during their initial search. SHRM Broker Finder ranks well organically for highly relevant search terms like “find insurance broker” and can expose your organization to millions of potential client that are actively searching for benefits consultants.

Why is the SHRM Partnership Such a Big Deal?

SHRM is the industry leader in human resources thought leadership and resources. With an extensive professional audience, partnering with SHRM will put your agency in front of a very large and highly qualified audience.

Do you want to learn more? You can email David at for more information.

There you have it – the top 4 marketing tactics that will give you the biggest bang for your buck as an insurance broker. 

Don’t forget to view the full webinar recording for an in-depth dive into the current benefits landscape, marketing tactics and how PlanSource partners with brokers.
We’re An Insurance Broker’s Best Friend

PlanSource partners exclusively with insurance brokers to provide a better benefits experience. Drop us a line below to learn more about our three unique partnership programs for brokers and for a free walk-through of our platform and services.

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