9 powerful outbound marketing strategies for brokers

In the dynamic marketing world, the effectiveness of outbound strategies remains a crucial component for success, especially for benefits advisors. An intriguing statistic underscores this: 68% of marketers believe that outbound marketing yields the best quality leads for their sales teams. This figure highlights the enduring relevance and potency of outbound methods in an age where digital and inbound strategies often dominate the conversation. I even know some marketers who don’t like outbound strategies. I come from a sales background, so I embrace it and think your agencies should, too.

The challenge for brokers lies not just in reaching out to potential clients, but doing so in a way that is both effective and that resonates with the specific needs of their target audience. This involves navigating a delicate balance between traditional methods and the evolving expectations of an increasingly informed and discerning market. If you’ve been in the game for many years, I’m sure you’ve noticed your clients’ knowledge has grown drastically.

In this article, I share nine key outbound marketing strategies that have proven effective for my broker clients and can also work for you. While these strategies range from time-tested methods like trade shows and direct mail to more modern approaches like IPTV and targeted print advertising, each has unique strengths and weaknesses. Understanding how to leverage these tactics opens up new avenues for benefits advisors to connect with their audience, build meaningful relationships, and, ultimately, drive business growth in a competitive industry.

9 outbound channels to master

As we delve into the world of outbound marketing for advisors, it’s important to recognize the diverse range of strategies at your disposal. Each of these nine methods offers unique advantages and can be tailored to reach and engage your target audience effectively. From traditional approaches to more modern techniques, these strategies help you connect with potential clients, enhance your visibility, and ultimately drive growth in the competitive landscape of employee benefits brokerage. Let’s explore these nine powerful outbound marketing strategies and how they can be implemented to maximize your outreach and impact.

1. Trade shows and conferences – Participating in trade shows and conferences offers a direct way to network with potential clients and industry peers. These events are excellent for showcasing your services, gaining insights into market trends, and establishing your presence in the industry. One of the most valuable tricks I’ve used in the past to make trade shows more valuable is to use appointment setters to line up meetings with potential clients. (More about appointment setters below.

2. Direct mail – Direct mail, though traditional, still holds significant value. Tailored, personalized mailings can grab the attention of decision-makers inundated with digital communications, providing a tangible touchpoint. I’ve used tools like Lob.com to automate the process within the buyer’s journey and successfully done one-off campaigns.

3. Email marketing – This remains a powerful tool, especially when messages are customized to the recipient. Segmenting your email list and crafting messages that speak directly to each segment’s specific needs and interests can significantly boost engagement and response rates. Newsletters are awesome to stay on people’s radar, while event announcements are perfect to fill your webinars.

4. Cold calling – When executed with a well-researched approach, cold calling can be highly effective. Since COVID, it’s harder to connect and succeed, so the strategies need to evolve. Increasing outbound volume definitely helps. Using low-cost outsourcing services is a compelling strategy; with services like AppointmentSquad.com that serve the broker community and plans from $1,500, it’s worth a test. More general providers like Belkins.com and Leadium.com should also be on your radar.

5. Public relations – Utilizing public relations and press releases to share significant achievements, partnerships, or new services can enhance your credibility and brand visibility in the marketplace. When working with broker agencies, I always like to weave my content marketing strategy with my PR efforts to save on costs and have greater synergy. This dual-focused strategy works for most B2B companies.

6. Event sponsorship – Sponsoring industry events or local business gatherings can increase brand recognition and demonstrate your commitment to your industry or community. Local events can be cost-effective with higher conversion rates; you just need to find the right events.

7. Print advertising – Print advertising in industry-specific publications can reach your targeted audience in a cost effective manner. This method establishes authority and reaches decision-makers who regularly consume these publications for industry insights. Typically, these are premium priced, but can be worth it.

8. IPTV, YouTube, and display advertising – Digital advertising allows for targeted messaging on platforms, reaching potential clients where they consume content online. This type of advertising can work for brokers if they handle their targeting correctly. CRM email-based targeting of prospects can get you in front of the right audience every time.

9. Cold emailing – Cold emailing, like cold calling, requires precision. It involves sending tailored, relevant emails to potential clients who have not yet expressed interest in your services but fit your ideal client profile. Many of the same companies that work in the outsourced cold-calling space can help in this regard. Both cold calling and emailing work in synergy, like peanut butter and jelly. I would personally approach them with a unified strategy.

Each outbound marketing strategy offers different ways to reach and engage your target audience. By carefully selecting and implementing these tactics, advisors can create a diverse and robust marketing plan that effectively reaches potential clients and drives business growth.

Conclusion

In summary, these nine outbound marketing strategies offer a comprehensive toolkit for benefits advisors in the ever-evolving landscape of employee benefits brokerage. The key takeaway is the importance of adopting a multi-channel, data-driven approach. Advisors can significantly enhance their outreach and engagement with potential clients by leveraging various platforms and tactics.

Rick Ramos, the author of ‘Transform Your Marketing,’ currently leads TransformYourMarketing.com, an agency that helps benefits brokers and healthtech companies market to HR departments to drive sales.