Lead Generation Advice for Today’s Savvy Agents

The number one question facing agents in today’s complex lead generation environment is, “what lead generation technique is best?” What we’ve learned is that the most effective Medicare lead generation approach involves a smart mix of techniques to attract, engage, and nurture customers across a variety of channels.

This approach ensures you are reaching customers in the places and spaces where they're most comfortable communicating. Remember: be where your customers are.

EMPATHY IS POWERFUL

The most successful agents start with a compassionate understanding of a customer’s life journey and demonstrate empathy and knowledge.

People eligible for Medicare can find navigating the process complex. Therefore, it's critical to employ a comprehensive approach to building a thoughtful content strategy to communicate and inform. Effective lead generation starts by providing your target audience with education. Approaching your content marketing strategy by understanding the customer journey and motivations puts you in a stronger position to answer the most meaningful questions.

YES! THE AGING POPULATIONS ARE ONLINE

Traditionally, conventional marketing materials such as direct mail, print ads, referral programs, and educational brochures were sent directly to the customer’s home address. TV or radio spots were market-specific, but still targeted customers in their hometowns. Over the past ten years, a different dynamic has emerged.

It’s no secret that the internet has changed everything, and social media platforms are now viewed as the primary source of mainstream news and information across all age demographics, even the aging population.

The adoption of social media by the aging population can supercharge your online marketing efforts when they are shared with your target’s entire social networks, exponentially expanding your potential customer base.

BE BOLD, GET CREATIVE!

Building a content strategy is the process of establishing your personal brand, defining your relationship goals with target audiences, and creating a plan to deliver valuable and engaging content.

There are six key steps in developing a robust, effective content strategy:

• Determine what you want to achieve with content and define your goals
• Identify what your customers are looking for and build your content around this critical question
• Review your existing content bank to identify what you can reuse to build credibility and bring customers into your funnel
• Create an annual content plan, and outline the types of content you'll create and the channels you'll use to distribute it
• Establish your space. With your plan in place, start creating your content. Make sure it is high-quality and engaging, and always relates back to your target audience
• Analyze and optimize: Regularly track and measure the performance of your content and adjust your content strategy based on these insights

Most agents make the mistake of thinking of offline and online marketing as two entirely separate marketing approaches. The most-successful agents understand that using precise online data is a force multiplier for boosting the effectiveness of traditional Medicare lead generation campaigns.

IF YOU READ NOTHING ELSE, READ THIS!

• Medicare lead generation isn't about whom you reach; it’s about what you teach
• Understand your target audience and their life journey. Remember that a small amount of empathy and understanding will go a long way in relationship building
• The most effective Medicare lead generation approaches involve a mix of techniques to attract, engage, and keep customers
• Establishing an online presence is essential for any business looking to reach new customers
• Creating a content strategy is the process of defining your goals and creating a plan to deliver valuable and engaging content to Medicare eligible customers
• Think about data differently and apply it across all marketing efforts

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