Harnessing inbound marketing to attract and engage employers
Inbound marketing offers a strategic approach for benefits advisors to pull employers towards your agency rather than relying exclusively on outbound tactics.
What is inbound marketing?
Inbound marketing centers around creating high-quality content and experiences that resonate with your target audience – in this case, employers seeking employee benefits solutions. It’s about providing valuable information, building trust, and establishing your agency as a thought leader in the industry.
Why inbound marketing for benefits brokers?
- Attract qualified leads: By crafting content that addresses employer concerns around benefits plans, cost management, and compliance, you attract employers actively looking for solutions.
- Become a trusted resource: Position your agency as a go-to source for reliable information through informative blog posts, webinars, and white papers. This builds trust and establishes you as a valuable partner.
- Nurture relationships: Inbound marketing allows you to nurture leads through targeted email campaigns and social media interactions. This keeps your agency top-of-mind throughout the employer’s decision-making process.
Inbound marketing strategies for benefits advisors
Content marketing: Go beyond basic blog posts. Develop informative content that positions you as a thought leader. Craft in-depth guides on employer cost-containment strategies with specific examples and data-driven insights. Create downloadable resources like e-books that delve into complex topics like voluntary benefits or compliance updates. Offer them in exchange for email addresses, building your lead list. Utilize infographics and explainer videos to present complex benefit plan details in an easily digestible way. When done right, content marketing drives leads and helps feed your social media strategy.
Search engine optimization (SEO): Conduct thorough keyword research to target not only generic terms like “benefits broker” but also specific employer pain points. Optimize your website content for phrases like “reducing health care costs for employees” or “benefits for attracting top talent.” Don’t just stuff keywords. Ensure your content is informative, engaging and provides genuine value to employers searching for solutions. My agency spends the same amount of time optimizing content as we do writing it; it’s that important if you want to drive traffic to your website.
Related: Social media blueprint: a broker’s guide to engaging HR professionals
Social media marketing: Engage, don’t just broadcast. Share industry insights, but also actively participate in discussions on LinkedIn groups or answer questions in Facebook communities where employers gather. Showcase your expertise by hosting live Q&A sessions or X (Twitter) chats on trending benefits topics. Leverage social proof by sharing positive client testimonials and case studies demonstrating your services’ impact.
Email marketing: Segment your audience. Tailor your email campaigns to address the specific needs of different employer groups (e.g., small businesses versus large corporations). Nurture, don’t bombard. Provide valuable content like industry reports, upcoming webinars, or exclusive content offers to nurture leads and build trust. Track your email marketing performance and A/B test different subject lines and content formats to optimize engagement and lead generation. Email marketing is my agency’s biggest driver of leads, right behind hiring appointment setters.
By implementing inbound marketing strategies, employee benefits advisors and agencies can attract qualified leads, build trust with employers, and ultimately convert them into long-term clients.