Medicare Agent Marketing
- Start by building simple content and thought leadership to attract Medicare agents and establish trust. As confirmed in my call with Marcus, your Medicare agent is going to skew younger than your Medicare recipient. For this reason, I would suggest creating long form content and publishing articles on your website and resharing to platforms like LinkedIn and Facebook.
- Set up a basic email system to capture those interested agents (from webinars and resources). There was a concern about paying to host 100,000s of emails in Mailchimp. If you are building a permission-based email list where the agents opt-in (versus receiving a list of emails from another source i.e. Pinnacle), the list will be smaller and more manageable. If you consider the customer value, the operational cost for your email marketing platform should be covered.
- Build a clear funnel: sign-up → email follow-up → webinar registration → attendance → repeat engagement
- Position webinars clearly as required CE credit sessions tied to renewal deadlines
- If this has not been done, I recommend organizing your website around a simple webinar calendar by state and license type
- Use social media only for reminders and urgency around deadlines. Again, I would focus on LinkedIn and Facebook. I would not recommend Instagram as this platform skews younger.
- Add paid ads last once the system is already working. You can target by state and demographic, which will help you reach the 13/16 states mentioned in your respective calls.
- Establish Thought Leadership and Content Strategy: The initial focus must be on establishing trust and attracting Medicare agents through simple content and thought leadership. This includes creating long-form content, publishing articles on our website, and strategically resharing on platforms like LinkedIn and Facebook.
- Implement Permission-Based Email System: Implement a cost-effective, basic email system designed to capture interested agents from resources and webinars. This must be a permission-based system where agent’s opt-in, ensuring a smaller, more manageable list. Operational costs for the email marketing platform must be covered as a primary constraint.
- Define the Conversion Funnel: Design and build the agent marketing funnel to follow this clear progression: sign-up → email follow-up → webinar registration → attendance → repeat engagement.
- Webinar and Website Positioning: All webinars should be clearly positioned as required CE credit sessions tied to renewal deadlines. Our website needs to be structured around a simple webinar calendar organized by state and license type.
- Focused Social Media Use: Social media use (LinkedIn, Apollo.io, and Facebook) will be limited to generating urgency and sending reminders regarding deadlines.
- Resource Library Development. Manage all necessary content, marketing materials, and video assets for our subscription-based resource library hosted on the LMS.
- Paid Ads Rollout down the line: Paid advertising campaigns should be added only after the primary marketing system is fully operational, with initial targeting focused on state and demographic data.