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It’s time to take your brokerage business to the next level with effective content marketing! As you know, developing a strong online presence is key to connecting with buyers seeking vision care plans.
Read on for some proven broker marketing tips and engagement tactics that will grow your client base.
Define Your Broker Marketing Audience and Objectives
The vision plan market is diverse, and focusing on a specific segment or using multiple channels to connect with different niches can pay off.
There are three main profiles:
- Employers who are typically looking to offer a competitive benefits package. Only 27% of private sector workers have vision care benefits, so it’s a niche with room for growth.
- Consumers, who often find themselves navigating a complex market in an attempt to find the best value possible.
- Families, who often prioritize plans with pediatric eye health services that match their budgets.
Once you have defined your target audience, it’s time to set some goals for your insurance content marketing efforts.
When setting goals, the SMART framework is a good point of reference (Specific, Measurable, Achievable, Relevant, and Time-Bound). For instance, you can work on increasing your website traffic by 20% over the next eight weeks, or focus on adding 25 new subscribers to your email list by the end of the week.
Develop a Broker Marketing Content Strategy
Buying a vision care plan is a complex decision, which is why users seek quality content and expert advice.
Establishing yourself as a trusted expert as early as possible in this buying journey enhances your chances of turning a user into a lead and ultimately growing your client base.
Besides showcasing your expertise, adopting a strategic approach to vision marketing can help.
Cover the Right Topics
Address topics that are relevant to the niche you’re targeting and frame vision care plans as a solution to the pain points your audience is experiencing.
For instance, employers are likely looking to offer vision plans for employee retention while families might want a vision care plan that supports vision health and, therefore, academic success.
Optimize Your Content
Eye care SEO marketing matters. You should conduct keyword research to better understand search trends and use your findings to develop content that aligns with search intents.
Explore Different Formats
Deliver a memorable omnichannel experience by developing different content formats. Videos, short-form articles, and success stories are currently among the top-performing formats for content marketing, but you can also explore infographics, webinars, long-form articles, case studies, and more.
Why You Need a Publication Schedule
Frequently posting broker marketing content improves visibility in search results while allowing you to target the latest trends and topics of interest.
How Often Should You Post?
Try publishing content at least once a week, or more often if you have the budget for it. Be consistent with posting frequency and the channels you use.
You should conduct some tests to find your ideal posting frequency and the best time of day or week to reach your audience. For instance, to connect with business owners and HR reps, posting on LinkedIn between Tuesday and Thursday within the 10 A.M. to 3 P.M. window is ideal.
Multichannel Engagement
While a blog post is ideal for educating your audience and engaging potential buyers through storytelling, infographics or short videos can deliver impactful facts and data points. Keep your posting schedule varied to reap the benefits of different content formats.
Tracking Metrics
Metrics like engagement rates, conversions, or traffic can tell you a lot about how your content is performing and your publication strategy.
Grow Your Client Base with Vision Care Direct
The vision plan market is diverse and full of opportunities, despite existing competition. From publishing engaging content to setting SMART goals, a strategic approach can help you stand out.
Vision Care Direct of Oklahoma is here to help you grow your client base. Besides cementing your reputation for excellence by offering a quality product, joining the VCD family puts you in a position to offer a uniquely valuable product with pre-negotiated savings on various eye health services.
Learn more about how VCD helps brokers like you!
Summary: For brokers, a strong online presence is crucial. Our latest blog post explores effective content marketing strategies for connecting with employers, individuals, and families looking for vision plans.
