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Vision care brokers need to be creative to reach their target audience in today’s crowded market. Finding the right prospects and getting their attention in a way that resonates with their needs is an ever-present quest. This requires balancing the usual methods of marketing for brokers and the changing expectations of an increasingly informed and discerning online market.
Read on to find out how you can use digital marketing channels to communicate the unique selling propositions of Vision Care Direct of Oklahoma to your prospects.
Marketing for Vision Care Brokers: Define Your Plans
Unfocused marketing campaigns are destined to fail. The first steps to creating a winning email marketing campaign are outlining clear goals and finding the right audience. It’s too vague to say you want to reach “businesses in X town.” You need to identify more granular targets, such as small businesses that do not offer full benefits packages to their staff.
It’s important to profile your ideal vision care customer by city or ZIP code, type of business, number of employees, and other criteria relevant to your campaign. Then consider how they would make a buying decision—what are their pain points? How can you solve them? This will help you to develop key messages.
Be sure to create a captivating and memorable hook to interest prospects in the importance of vision care plans. You also want to convey the broker’s role in helping them determine the benefits and options of the various available plans, and being there to advise them throughout the year.
Graphical elements, such as creative charts or infographics, are also important in grabbing your target audience’s attention. They break up the text and can be used to highlight crucial details. Attractive visuals allow the email or ad reader to scan the content and absorb the main points easily.
Digital Tools to Consider in Marketing for Brokers
After defining your audience and key messages, determine which digital tools you want to use in your campaign. You may want to focus on one or multiple marketing channels. Multi-channel marketing requires an integrated sales strategy that enables you to reach people in various formats. However, ensure your message and brokerage’s image remain consistent across all your assets.
Here are some digital channels to consider using for vision care marketing for brokers:
Email Marketing
You may already use email to keep in touch with current clients and remind them about open enrollment. Maintain a list of leads you are nurturing with periodic emails about the industry, changes in insurance plans, and the differentiators of Vision Care Direct. You can purchase leads, but they may not be targeted enough. Some agencies do better with smaller, more focused, self-compiled mailing lists. Networking events and trade shows are excellent places to gain contacts for your mailing list.
Social Media
It’s important to be active on social media platforms that are likely to attract your target market, such as LinkedIn, Facebook, and Instagram. Sixty-three percent of small business owners report that social media marketing is effective for them. Get organized by setting up a social media content calendar that leverages seasonal messages. You can augment it with posts showcasing your expertise and providing information about vision care. This will help you build credibility.
Online Ads
To reach your markets, you can create targeted advertising campaigns using Google Ads, Facebook Ads, or other relevant platforms. These outlets identify targets based on their browsing history and activity on that platform.
Search Engine Optimization (SEO)
If your agency has a website, make sure you are incorporating sound SEO techniques so your site ranks high in search engine results pages. This can increase visibility.
Using the Information
Digital marketing should be a vital element of marketing efforts for vision care plan brokers in today’s business environment. Implement these marketing for brokers techniques to add new business and present Vision Care Direct as a money-saving option for clients.
Vision Care Direct is a membership plan, not insurance. We fill in the gaps that insurance plans leave in patients’ unsuspecting laps, including common upgrades on their glasses. Learn more at (877) 488-8900 or send us a message online.
