The solution for a successful 2012 Q1 and beyond: inbound marketing

By BenefitPlace.biz - BPTradeshow.com

BenefitPlace / BP Trade Show


"Success is really about being ready for the good opportunities that come before you. It's not to have a detailed plan of everything that you're going to do. You can't plan innovation or inspiration, but you can be ready for it, and when you see it, you can jump on it."
-Eric Schmidt, executive chairman of Google

For many years our founding company worked with brokers and employers to design, co-ordinate and implement core and voluntary benefit strategies for employer groups. The vast majority of our time in the yearly fourth quarters was spent on the education, communication, enrollment and data management processes.

We were maximizing our client services and revenues. It seemed that every year we, and the brokers with whom we worked, faced a recurring dilemma.

The dilemma: While we were extremely busy and made a high percentage of our annual revenues in the fourth quarter of a year, we had little or no time to prospect or meet with potential clients in preparation for a successful first quarter of the following year.

Invariably, the first and second quarter was spent scrambling for new business. These months were slow in terms of generating revenues. During those years we were unable to find a viable solution to this dilemma.

A solution: With the development of the Internet, search engines, social media, SEO, etc. it is now possible to plant the seeds of production during the fourth quarter and harvest the reward in the first and second quarters of the following year. An inbound marketing strategy takes time to develop and generate traffic — you must first build trust and then add value.

Your goal is to:
  • Become visible to the Internet world
  • Drive traffic to your website
  • Attract inbox email
  • Attract incoming phone calls
  • Have potential clients knocking on your door
  • Make sales
A problem: Unfortunately, this inbound strategy can put more demands on your time if done internally. In addition, when an individual organization attempts to promote itself utilizing the Internet and social media, the efforts often seem self serving. The potential clients involved in a search on the Internet for plans, programs and/or services become skeptical.

Generally, in the initial stages of a search, they are looking for information and unbiased input. While they are self-qualifying themselves as interested in a specific plan, program or service, they are not ready to read an insurance company's, broker's, agent's or sales person's story.

They are not ready to begin purchasing.

A solution: A two-pronged, viable, efficient and cost-effective set of solutions that:
  • Utilize directories
  • Review company profile pages
  • Review plan, program, or service profile pages (equivalent to brochures)
  • View and listen to avatars and videos speaking for the provider (equivalent to your representative)
  • Preview plan, program or service roll-outs and launches
  • Join in Webinars
  • Contact the provider