Why multi-channel marketing is key for health insurance agents

Health insurance agents are excellent sales professionals. But being a sales savant does not automatically translate to being a master marketer.

Partnering with the right Field Marketing Organization can complement your skills by providing real, tangible marketing consulting and support. This support can – and should – stretch beyond throwing a few carrier dollars your way. Instead, that support should help you thoughtfully make the most of every marketing effort you pursue.

Earlier this week, a member of our marketing team had the opportunity to do just that.

The scene

One of our agents, a long-time employee benefits specialist, has found many folks in his book – owners, subscribers, and members alike – are aging off group coverage and into Medicare. As he’s supported them in this transition, he’s found real joy in helping this population. And so, he’s figuring out how he’ll break into this segment in earnest.

Recently, a cold email from an out-of-house marketing firm hit his inbox. The message promised he’d get his name/face on hand sanitizer dispensers in local grocery stores – hand sanitizers seen by up to 57,000 consumers per day. He called in to pick our brains and wondered aloud about the return on investment of such a deal.

The solution

Through a deep conversation, and some interrogation of the out-of-house firm, we landed on a “yes, but.” The but, in this case, was that there needed to be another marketing channel to complement the hand sanitizer displays.

Consumers, on average, do their grocery shopping once a week – maybe twice. That means they’ll only see the ad, at most, twice a week – if they even glance at the sanitizer. And frankly, that’s just not often enough to compel them to respond – especially if they’re not in-market for insurance.

Together, we decided that the out-of-house advertising could be complemented by social media advertising that targets the locations immediately around the hand sanitizer displays. But why was this a good choice? Why not just pick one or the other?

The rule of seven

Long-held marketing wisdom tells us that consumers need to see or interact with your brand at least seven times before they commit to taking action. Generally, the thought process goes something like this:

• First exposure: “Who is this agent?”
• Second exposure: “I remember seeing this before.”
• Third exposure: “They seem to be established in the market.”
• Fourth exposure: “Maybe I should learn more about what they offer.”
• Fifth exposure: “Their message seems relevant to my needs.”
• Sixth exposure: “I should probably reach out soon.”
• Seventh exposure: “I’m ready to act.”

Meaning, on average, a consumer won’t bother to Google search you or visit your website until at least the fifth time they’ve seen you. In today’s society, with ads everywhere, that number probably climbs even higher.

The question every agent must ask is: “How can I get my message in front of consumers at least seven times?”

The answer?

Multi-channel marketing

Multi-channel marketing is exactly what it sounds like --- broadcasting your brand and message through a variety of media at the same time. The why behind it is simple: you’re in a race against consumers’ memories and attention spans to get noticed seven times. Using multiple channels, such as billboards, digital ads, and email marketing can help you speed toward that number.

The how is more of a challenge – but not one we can’t help you conquer. But first, we have to knock down some barriers.

Breaking down the walls

When we start down this road with any agent, there are two objections we hear: “I don’t have time to manage all this,” and “This sounds expensive.”

We encourage those agents to start small – and free, where possible. Beginning with two complementary channels (such as email marketing and one social media platform), can help you build a good rhythm – and practice recycling and upcycling ideas between the two. When you’re comfortable, you can add more to the mix.

And, it’s always better to spend strategically than to spend big. Dividing your budget across well-targeted and complementary channels will almost certainly yield better results than dumping everything into one medium. Most strategies can be kicked off for less than the cost of one new business commission. Your FMO (including your account managers here at Action) may also be able to help you access additional funding.

Where to begin with multi-channel marketing?

First, you’ll want to strike a balance between channels you can easily manage and those your target audience is likely to see. We recommend starting with an appropriate social media channel and pairing it with another lower-cost strategy, like a blog, email marketing, or targeted physical marketing. After selecting your channels, it’s time to figure out how you’ll use them.

Build a schedule

A sustainable rhythm is the key, here. Dedicate small blocks of time throughout the week to each channel.

For example, you might spend an hour on Monday crafting a weekly email newsletter for your existing clients. Tuesday could be your day to shine on social media as you post educational content or check in on existing paid ads. On Thursdays, you’d perhaps spotlight customer testimonials or success stories on your social media channels. And on Fridays, you might wrap up your week with an hour prepping for your next local event or workshop.

Whatever you choose to do, building in a defined “when” and sticking to it is key to your success.

Show them the money

"How much should I spend – and where?" The answer, of course, depends on your needs, resources, and goals. But, for less than the commissions from a new Medicare contract, you can start building your multi-channel presence. Here’s a sample budget.

Limited Budget ($500/month):

• Social media advertising: 25%-35%
• Email marketing platform: 10%
• Direct mail (targeted approach): 35% to 45%
• Local print advertising: 15%-25%

Right away, you’re probably wondering “Hey, where’s the specific dollar figures?” You won’t find them here. When you’re pursuing multi-channel marketing, you fund each of your channels by mixing and matching based on your needs and resources that month – just like balancing the hot and cold water in your shower. These ranges help you prioritize direct mail while maintaining a presence in digital and traditional channels. You’ll be able to reach prospects in multiple ways without stretching your budget too thin. 

If you have more resources or are willing to spend a little to make a little, you might add additional platforms to the mix.

Moderate Budget ($1,500/month):

• Social media advertising: 20%-25%
• Email marketing platform: 5%-10%
• Direct mail campaigns: 20%-30%
• Local print/radio: 15%-25%
• Google Ads: 20%-30%

This more substantial budget allows for greater reach across all channels, with particular emphasis on targeted direct mail and digital advertising. The addition of Google Ads captures high-intent prospects actively searching for health insurance.

Repurpose your content

To do this well, and without pulling all your hair out, you’ll want to repurpose content across all your channels. This workflow shows how one valuable piece of content can be transformed into multiple touchpoints without creating everything from scratch. Start with thorough research on a topic important to your prospects – a longtail keyword, perhaps --- then adapt that core material for different contexts.

1. Blog post: Comprehensive guide with details
2. Email: Key highlights with a link to the full blog
3. Social media: Eye-catching statistics or quotes from the article
4. Infographic: Visual representation of key points for print or digital use
5. Video: Brief explainer covering main points
6. Direct mail: Condensed version with a strong call to action

With this process, you can create six distinct marketing touchpoints from a single thought. When compared to coming up with a separate idea for each channel, there’s a lot of time savings to be had.

Monitor, measure, and adapt

Without measuring results, you won’t know what’s working. This simple tracking template helps you monitor which channels are delivering the best return on investment. By asking prospects where they heard about you, and updating this monthly, you'll quickly identify which channels deserve more of your budget and which might need adjustment.

Look beyond just the raw numbers of leads generated, though. A channel producing fewer leads but higher conversion rates may ultimately deliver better ROI than one generating many low-quality leads. A system like this helps you make data-driven decisions rather than relying on gut feeling.

Putting it all together

So, how do we advise agents to get this done? By following seven simple steps:

1. Audit your current marketing efforts. Learn what’s working, what’s not, and where your gaps are.
2. Identify your primary and secondary channels based on your target audience. We can help with that.
3. Create a consistent, adaptable message across various platforms.
4. Develop a realistic schedule you can maintain consistently.
5. Track results to understand which channels perform best.
6. Adjust your approach based on performance data.
7. Rinse, repeat!

Remember: The goal isn't to be everywhere at once, but to be consistently present on the channels that matter most to your potential clients.

Taking the next step

The most successful insurance agents understand that marketing isn't about finding one perfect channel—it's about creating a consistent presence across multiple touchpoints. By embracing the Rule of Seven and implementing a strategic multi-channel approach, you'll build stronger awareness, establish greater credibility, and ultimately convert more prospects into satisfied clients.

If you're partnered with Action Benefits and need support developing or implementing your multi-channel marketing strategy, reach out to your account manager today. They’ll provide all the guidance you need to hit the ground running.

Not yet contracted with Action Benefits? Speak with one of our Broker Sales Managers to learn how our support can help grow your business.