A few weeks ago, I discussed the necessity for benefit brokers to optimize the customer experience in order to stay relevant in today’s landscape. Achieving this requires you to customize your marketing strategy to the preferences of your target audience. For benefit brokers, the challenge lies in the fact that the workforce is evolving and millennials now have a significant influence on B2B purchasing decisions. With that in mind, this week I’ll take an in-depth look into insurance marketing to Millennial B2B buyers.
Open enrollment season is coming, and now is the time to maximize your agency’s brand exposure to drum up new business. As we touched on last week, insurance is confusing. When consumers need to find information they turn to Google and social media. Yet, a startling, 50% of independent agents do not have a website, and only 17% have online quoting capabilities.