October 30, 2020  
 
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Marketing a Health Insurance Agency

Marketing a health insurance agency can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for health insurance agency owners and managers.

Need to improve the effectiveness of your marketing channels for your health insurance agency? We're not surprised. Many small business owners in this industry aren't happy with their current marketing scheme and are desperate to identify a path for improvement.

Simplistic promotional techniques can't penetrate the clutter of the current marketplace. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.

Product Knowledge

There is no substitute for being able to speak convincingly about your products in a health insurance agency. Whether you outsource marketing or handle it in-house, the more familiar marketing personnel are with your products' distinctive characteristics, the easier it will be to devise marketing strategies that differentiate your health insurance agency from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.

Social Media Monitoring

Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All health insurance agencies are especially vulnerable to negative exposure through social media. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.

Promotional Calendars

Sloppy marketing programs have no place in growing health insurance agencies. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

More Articles on Marketing

Given your interest in marketing and in health insurance agencies, you might find these additional resources to be of interest.

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Selling a Health Insurance Agency

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