Marketing has changed greatly ... or perhaps it hasn't changed at all. Seems like the setup for a robust debate with each side laying claim to the truth. But there's no need for debate -- both of these statements are true."Marketing hasn't changed in purpose," says Mark Willaman, president of HRMarketer.com based in Santa Cruz, Calif. "All the same principles that have always applied still apply. But the tools available to conduct marketing campaigns have changed."
And that is to benefits professionals' advantage, if they are willing to learn some new tricks; if they are willing to "combine proven marketing methods with innovative, emerging technologies," says Justin Downey, managing director and owner of Dallas-based JDM.
All this talk of using the latest and greatest technology, especially as it involves the Internet, isn't just discussion of change for the sake of change. There's a reason to get online.
"Our research shows that -- second to peers -- buyers of human resources services and employee benefits go to the Internet," says Mark Willaman, president of HRMarketer.com. "That being the case, brokers need to be visible on the Internet. And that is as applicable for small, independent brokers as it is for the Aetnas and the Cignas and the Aflacs."
A solid alternative marketing strategy starts with a Web site done right. Once that presence is established, the site can be used to run a number of marketing campaigns simultaneously -- Webinars, podcasts, blogs and more.
Presence with purpose
Establishing a Web existence isn't as simple as securing a Web site address, populating a prepared template, loading it onto a server and waiting for the hits to come. Actually, creating a presence online can be that simple -- if all a person wants to do is have a presence. If a broker wants a Web presence to mean something -- to get leads -- he or she has to make sure the site works. Willaman says thats a three-step process.
The first step is to make sure the site is found easily and designed for lead acquisition. If possible, hire a designer to create a site that says "this is my company." Also make sure the right key words are included in the site's copy: benefits broker, voluntary benefits, cost savings, full-service, consultant, health insurance expert -- any word or combination of words human resources buyers might search for. Once people get to the Web site, how are they then enticed to provide their contact information? Is it a research paper? A weekly or monthly newsletter?
Whatever convinces people to leave their contact information, it has to do with the second step of Willaman's process: content.
"HR buyers love content, not promotional pitches," he says. "Take the time to write a white paper or an article," and over time that content will build up.
What is one supposed to write about? As experts, Willaman suggests benefits brokers speak to HR professionals' pain. How can they cut costs and keep employees happy? Come up with 10 ways to do that. How can they keep their workers healthy? Provide a list of exercise, nutrition and lifestyle tips.
Including such information on a Web site might not yield immediate results but it works over the long run.
"A by-product of this effort is establishing one's own expertise and authority," Willaman says.
Downey agrees. He sees Web sites as a way to build relationships.
"If you're the expert with all of this great information and data you can soft-sell them," he says. "If they come to your site for information, when it's time to look for a new broker they're going to remember you."
The third step in Willaman's process, the one that will help benefits buyers remember you, is an ongoing marketing campaign. He recommends a new kind of campaign organized around customized press releases. Brokers can write press releases -- to highlight a white paper that covers employer pain points, for example -- and place them on Google and Yahoo news feeds. HR professionals can read the press release and get a taste of the white paper details and then go to the broker's Web site to find out the rest (at which point they might have to provide contact information to receive the full white paper).
Search-optimized press releases are just one of the ways new technology can help brokers carry on a constant marketing campaign.
Be heard
A piece of marketing strategy that has people excited are podcasts -- maybe best thought about as an online radio broadcast, but it can be done ahead of time and listened to on a broker's Web site on demand. Downey sees podcasts as something brokers with businesses of all sizes can take advantage of, with a little dedication. At their most useful, podcasts deal with one topic at a time, something that can be discussed in 10 to 20 minutes, and can offer practical tips for overcoming problems employers face, much like a white paper but spoken instead of written.
Downey gives three keys to creating successful and useful podcasts: production value, frequency and good topics.
Production value, he says, is the easiest obstacle to overcome. With decent audio editing software and a good microphone, almost anyone can create quality-sounding interviews. Five years ago, Downey says, most podcasts sounded like amateur radio and streaming speeds were slow, but that isn't the case anymore.
To really become the expert HR professionals trust for information, a broker needs to create and post podcasts frequently. Downey says to manage them, an editorial calendar and a schedule should be created, and people held to both. When possible, brokers should bring in outside experts to lend their broadcasts an additional air of credibility. If buyers know a broker posts a new podcast every other Wednesday, they will return to the site to listen, and while they are there they may look around for other information, too. If the topic du jour really hits home, buyers may e-mail the link to their contacts (more on that in a moment).
Lastly, podcast topics need to be relevant and timely. What are the subjects HR professionals and employers want to know more about? Some are obvious, others not. Brokers can conduct surveys to find out what's on people's minds. They can read industry magazines and newsletters. They can search the Web. However it is done, gathering topics of interest is vital. Downey and Willaman both recommend keeping podcasts informational, avoiding sales pitches. Use the final few seconds to mention a Web site address and the white paper the information came from (if applicable).
To maximize the reach of podcasts, brokers can send them to their e-mail distribution lists. Post them on company blogs. Form partnerships with other professionals and post podcasts on their blogs.
Whether brokers decide to create white papers, customized press releases or podcasts, building a long-term marketing strategy that employs new tools to carry out age-old tasks is going to take time and commitment. It cannot be a once-in-a-while deal.
"Brokers have to discipline themselves to put out new content consistently," Willaman says. "Over time, their site builds a library of content for download."
Offer that content in exchange for contact information and the site turns into a lead acquisition machine.
Marketing has changed. Marketing has stayed the same. True enough. And as HR buyers trend younger and younger, the sentiment will grow even stronger. As more of those clients migrate to the Internet, having an online strategy will become ever-more important for brokers.
"The human resources community tends to be forward-thinking," Downey says. "The way technology has penetrated into that market is astounding."
