During AEP, you need to find the fastest and easiest ways to reach as many Medicare enrollees as possible while staying compliant with CMS regulations. Social media is a fantastic opportunity. There are several ways you can leverage social media to boost your Medicare sales this AEP.
Seniors Are on Social Media
First, let’s dispel any misconceptions. Seniors are on social media – although they’re not always on the same platforms as younger individuals.
Pew Research Center says the percentage of older adults who are tech users has grown over the past decade. That shouldn’t be surprising – someone who was 45 in 2004 may have had to use computers for work. Over the next decade, this same person may have started using social media to keep in contact with friends and family. Now, at age 65, this person continues to use devices and social media.
Pew Research Center says 61% of U.S. adults aged 65 and above own a smartphone and 45% use social media.
Where Are Seniors Online?
If you want to connect with seniors online, you need to go where they are.
For the most part, that’s Facebook. Pew Research Center says 58% of U.S. adults aged 65 and above use Facebook, whereas only 15% use Instagram, 12% use LinkedIn, and 6% use Twitter (X). Besides YouTube – which attracts 60% of people in this age group – Facebook is by far the most popular social media platform.
This means Facebook is probably where your posts will have the greatest impact. Although other platforms may also be worth your time – especially if you already have a presence – Facebook gives you the greatest reach and therefore deserves your attention.
Create and Update Your Profile
Whether you’re using Facebook or another social media platform, you need to ensure your social profiles are up to date. Once you’ve set up an account, make sure it’s complete and up to date.
- Upload a profile image. Use a photo of yourself to make a personal connection.
- Upload a banner (called a cover photo on Facebook). Consider using Canva to create a professional-looking banner.
- Complete your bio. Keep it short and sweet, but make sure you include what you offer and how you can help clients.
- Add links. Make sure to include a link to your website.
Keep Your Profile Active
If you want your social media account to help you boost Medicare sales this AEP, you need to stay active.
- Post information that Medicare enrollees will find useful. This doesn’t have to be only about Medicare – posting other things, like reminders about flu vaccines, is also useful. Since November is National Family Caregivers Month and National Diabetes Awareness Month, you could make posts relevant to these topics. Sharing content and links is an effective and easy strategy, provided you stick to trustworthy sources like CMS or the CDC.
- Use hashtags. Hashtags are a great way to expand your reach – just make sure you use relevant hashtags that will appeal to your target audience. Hootsuite has a free tool that will help you find good hashtags.
- Consider joining groups. Posting in groups is another great way to expand your reach. However, you’ll need to follow each group’s rules, which may include no marketing. In these cases, it’s still helpful post relevant content to help expand your reach.
Remember to Stay Compliant
Although you can leverage social media to find prospects and make sales, you need to be mindful of CMS Medicare Marketing guidelines. There are strict rules about what brokers can say and how they can contact leads for Medicare sales and marketing. Following these rules protects your agency as well as the clients you serve.
Since CMS rules may change, this is something you need to review regularly. It’s a good idea to consult with your FMO’s Compliance Officer about your social media content.
Do you have questions about using social media to boost Medicare sales this AEP? Or do you need help with other questions and concerns? The team at Western Asset Protection is ready to support you. Contact us and download our comprehensive Social Media Guide.