If you’re a benefits provider approaching Open Enrollment, you probably already feel like there’s rarely enough time to accomplish everything you need to in a day. Most professionals recognize that strategies centered around “cold calling” (or time spent on employees who are uninterested in benefits) are ineffective and run the risk of wasting a lot of time. When you consider that cold call strategies have been demonstrated to yield abysmal success rates, the optimal path forward becomes clear: it’s crucial for professionals who have their sights set on success to take another route.

Benefits providers should prioritize low-hanging fruit when it comes to marketing and follow-up activities. Indeed, the best way to save time for your benefits team (and employees in a case) is to use benefits engagement metrics when creating follow-up plans.

Focus On the Low-Hanging Fruit

First, identify which employees are the most interested in your benefits offerings. From there, it’s easy to maximize the efficiency of your day by focusing on your most interested prospects. It’s easy to pick up on buying cues during a conversation with someone. However, if you have a large book of business, it can be difficult to manage one-on-one conversations with all of your leads or prospects

Not sure how to pinpoint the low-hanging fruit? The solution is to identify hot leads. To save on time, it’s best to outsource or automate the identification of hot leads. Though it may feel odd referring to employees interested in benefits as “hot leads”, borrowing the concept from more traditional sales processes can be effective. In fact, working under this framework helps HR teams, agents, and brokers increase enrollment numbers and revenue. There are a number of tools and strategies that can help make identifying low-hanging fruit (or “hot leads”) easier.

Leverage Technology to Identify Hot Leads

The goal of focusing your time and effort on your most interested prospects is to save time. Don’t waste more of it by calling through potential leads to try to ascertain interest. Instead, set up some sort of automated process to complete the step for you. Consider building a system with one (or more) of the following solutions:

  • Programs that track inquiries via phone calls, emails, or text messages
  • Tools that monitor clicks or visits to landing sites or social media pages
  • Digital tools built to provide key insights on leads’ and prospects’ activity

Benefits Zone is an example of a tool that can help gather valuable engagement data for benefits solution. It not only tracks what resources employees are interacting with, it also provides details on the frequency of engagement.

Using Metrics From the Benefits Zone App

The Benefits Zone app doesn’t just offer tool to deliver valuable insights to HR teams, agents, and brokers, it also serves as a centralized hub for benefits information and resources for employees.

App owners can use Benefits Zone to determine how app users are engaging with the tool. App user interaction patterns can be easily analyzed and coupled with powerful tagging features. Then, you can use tags to strategically drive enrollment.  Benefits Zone’s engagement insights make it easy to identify low-hanging fruit and optimize your marketing tactics.

Improve Outcomes By Focused Follow-Up

Use the metrics you gather to identify the leads with the highest likelihood of enrollment. Focusing on these leads allows you to streamline efforts and prioritize follow-up activity. It makes each day more efficient, which allows more time to focus on the leads that are interested in moving forward.

A focused approach to follow-up helps professionals improve their outcomes and achieve their goals. When you track employee engagement, it’s much easier to assess and meet their needs.

Start Analyzing Engagement Metrics

Looking to learn more about how you can use engagement metrics to improve efficiency? Curious about how you could boost enrollment numbers? Then, reach out to us today!