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By November, the days get shorter, colder weather sweeps in, and the promise of the holiday season floats in the air. Meanwhile, insurance marketers know that this is the start of a critical time for their business: Open Enrollment.
Health insurance consumers have a limited window during Open Enrollment to explore new coverage options. It is up to insurance agents and companies to create a cohesive sales and marketing strategy that engages their target audience.
Insurance professionals may allocate two or three times more on their marketing spend during this time to ensure they are sharing a message that resonates with consumer needs.
At Phonexa, we understand this moment of opportunity. We are eager to help identify trends in insurance marketing strategies and share proven reporting and tracking solutions. From major carriers to individual agents, our focus is giving insurance professionals the tools they need to implement their strategies and optimize their ad spend.
To make the most out of Open Enrollment 2021, here are the best practices to boost traffic, bring in high-intent insurance leads, and achieve a great return on investment.
5 Insurance Marketing Tips For Open Enrollment:
1. Create Content Around Open Enrollment
If you want to forge a connection with consumers before or during Open Enrollment, you’d be well-advised to have plenty of content around Open Enrollment on your website.
When you showcase your expertise, consumers will take note. Those looking for health insurance are almost certain to perform research before purchasing—position your business as an authority on the topic.
You can distribute this educational content in the form of email blasts and campaigns, as gated content as part of a PPC ad campaign, or as a newsletter to be sent out to your target audience before Open Enrollment.
2. Simplify The Concept Of Insurance
Anyone who works in insurance knows how complicated it can sometimes get—imagine the average consumer’s perspective! You’ll almost certainly attract and retain more web traffic if you can master the art of discussing insurance in easy-to-understand terms.
Provide consumers with a general understanding of the advantages of different plans, then direct them to call you to go into greater detail.
You can optimize your insurance campaigns by using call tracking software to follow and analyze your inbound calls, all while utilizing tried and tested open enrollment marketing ideas and strategies.
3. Optimize Your Web Forms
You can put in a great deal of effort towards enticing genuinely interested consumers to your site during Open Enrollment. Still, all your work could be wasted if you aren’t getting visitors to share their contact information with you to stay in touch.
Follow these best practices regarding your web forms aimed at gathering client data:
- Your form’s design and location should be impossible to miss
- Decide which fields can be made optional or eliminated altogether
- Build a responsive form so you can leverage the popularity of mobile search
- A/B Test the order of your entry fields to reach peak form performance
4. Advertise Across Multiple Channels
Don’t limit your Open Enrollment marketing efforts to one channel. You should be trying to reach insurance consumers through every means available. People across the demographic spectrum will be looking for health insurance during Open Enrollment—take steps to find them wherever they are, be it via social media, search ads, email marketing, blog articles, and elsewhere.
5. Get The Maximum Impact From Your Ad Spend
If, like many, you are planning to increase your ad spending during Open Enrollment, you should make sure you know the attribution for all your calls and web leads.
This becomes easier when you have a lead tracking solution that can provide lead attribution across multiple channels.
Being able to track your calls, web leads, clicks, as well as email and SMS channels, gives you data transparency over all your Open Enrollment marketing ideas. When you can identify where your leads are coming from and can access data points about all your spending initiatives, you’ll be able to optimize your strategy and get more quality traffic for less expense, ultimately increasing your insurance company’s ROI.
Consider scheduling a consultation to learn more about how Phonexa’s all-in-one marketing suite can help you create more opportunities for your insurance business.