Present Yourself as an Expert
You want to be your clients’ go-to source of Medicare information. Become that expert by building a wealth of resources on your website, driven by up-to-date, timely content. If you can find an outlet in your community or beyond, become a presenter at educational events or even start a podcast. Consumers want information they can trust, and when you establish yourself as a reliable source of Medicare content, they will look to you.
Be Strategic with Marketing Spend
Yes, you still want to send out direct mail. Make your mailers stand out with the help of a print vendor, and use envelopes the size of greeting cards or oversized postcards to make them catch the eye of your consumer. You will also want to work with a list vendor who can help you reach the right addresses and generate leads.
For the digital environment and social media, you will want to develop a content calendar. A lot goes into posting strategically on social media, so work with a marketing group if possible to create your plan and execute it successfully.
Carefully Craft Your Visuals
Keep your audience in mind when you design your marketing, communications and advertisements. Medicare may mean you market to “seniors” but that does not mean your clients feel like old souls. Don’t let your marketing visualize them as fragile or as needing more resources and assistance than they likely will need. Today’s Medicare beneficiaries are much more technologically savvy, and in this world with information and endless content at your fingertips, you don’t want your website and media to look tired.
That said, there are a few good practices to use in your marketing. Choose photos that are relatable to your target age group. Be mindful of aging eyes when choosing your colors and font size; 12pt Times New Roman is still recommended in printed marketing materials.
When crafting your message, be mindful of CMS advertising rules. You want to avoid claims you cannot prove, superlatives, pushy word choice, and more.
Stay True to Yourself
Your personal brand lends a lot to your business, and the reputation of both reflect on each other. Act according to your Code of Conduct to work with integrity. In all of your messaging, if you don’t stand by the words you are putting out there, then back up and try again. Your brand message should be consistent to keep the trust of your clients.
