Lucy I think you should offer free work shops at local churches, civic organization, etc. Blogging is a great idea (with Q&A) but it's not as personal, you can also contact your local new paper and set-up something like a question and answer column (Dear Abbey). Network with local Tax preparers whom the new healthcare laws will affect as well. You might even consider radio spots.
Make sure your blasting it on your social media outlets like facebook and LinkedIn to gain exposure. There is a need and I want to wish you well.
Like all marketing, there are usually a number of ways to effectively reach your target market... but first you need to determine who your target market is. Do you work both on and off the exchange? What area do you work... local, statewide, multiple states? Your answers will determine what your most effective marketing avenues are. Then there are both online and offline marketing to consider.
As far as offline, suggestions on free clinics are good... but who you partner with is important! If you can sell on the exchange, there are a number of non-agent groups who help people sign up for Obamacare, many of which do clinics and are in need of someone who actually knows something about the insurance options to help with their clinics... those are the ones to try to partner with.
As far as on-line, it depends on your needs, but some options are...
If you want to be found locally, Local Search SEO through Google, Yahoo and Bing business listings will get you found in local business searches.
Video marketing can quickly get informational videos found at whatever level you want. They will not only provide useful information, but can bring targeted traffic to you.
Website SEO, which starts with in-site SEO, but can help get your website ranked in searches.
Blogs are, of course, helpful... but they also need to be found by your target market to bring in business.
Local networking through BNI groups can also be a good option if you find the right group.
Have you consider having a free "clinic" so to speak to update them on the changes?
I believe the first step would be to clearly define your Customer Value Proposition. This means to find the answer to the following questions:
1. Why Health Care Law matters?
2. What problem you (as an expert in the filed) or your company can solve for your customers?
3. What is the real value of your services to your customers?
Secondly, do the same for your partners and the rest of the stakeholders!
I think it is best to tie up with professional bodies, corporates, community networks who will ideally give you access their vast database of subscribers/patrons in return for special deals or prices. it can assist you to generate volume businesses.
Have you thought about searching for blogs and forums that talk about it? This way you can establish a content marketing strategy and I am sure it will work much better than any other advertising strategy
Write blog posts about most frequently asked questions and then offer to answer any additional questions people have.
I agree with the free clinic option, it's a great way to get in front of potential clients. To directly answer your question, I don't believe there are many marketing techniques that wouldn't be effective since your target market is probably 99% of the country.
The most effective way to deal with confusion - is to educate your potential clients, to describe your service in a clear and friendly way. It's great to make some workshops in local groups and communities, meetups and conferences where your target audience go. Cross-marketing may also be an option - collaborate with other companies, who serve your TA: educational, healthcare, financial, etc.
Set up your own meetups or free webinars, that are easy to run and available for people from different places.
Blogging is good, but as an additional source to share some materials and promote your other activities.
Make a survey and ask your current clients and other groups about the most critical issues they are worried about. This will be a great base to create FAQ, presentations and other materials that would answer real questions in the exact way people think about them.
Assuming you are focused on local businesses in your area, the free workshop idea works best. Here's the "Things To Do" list:
1) Find a location. Many restaurants will welcome you with open arms. Approach those with private or semi-private rooms. You could also rent a conference room at an executive suite e.g. Regus International.
2) Start a group on Meetup.com and promote your event. Give yourself at least two weeks (if you want a small turnout of <10) to one month (for a turnout of 10+) to promote , invite, follow up, etc.
3) Network online (LinkedIn, Google+, Facebook, etc.) and offline at local networking events (you can find through Meetup).
You may have the answer to the question in your question -- make the health care law easy to understand for them by presenting it in ways that laypeople will understand it.
Gear your advertisements toward the "Confused about the Affordable Care Act?" crowd, and position yourself as someone who can explain it in a way that they can understand it.
Create a newsletter or blog that explains a piece of the healthcare act in an easy-to-digest way, and close each article off by inviting people to call you for more information (this is where you'll be able to get your consultations).
Blog at least 3x a week then promote each post on groups on LinkedIn. Communities on Google+, Twitter and Facebook. Share other people's content as well. I have several articles on social media marketing on my site:
Find a way to be the second thing they see on google when the search Health Care Insurance :-)
But seriously a Free Clinic is a great idea since there is sooo confusing!
Offer to speak at resource centers to people who are most affected since they are usually the ones that didnt have insurance and now need to get it.
We have been producing many direct mail postcard campaigns in the past months on the same subject! They have been working very well for our customers selling insurance and all the options available under Obamacare.
Lucy: Contact your tax advisor or another tax agent and discuss how the healthcare plan impacts someone's taxes. Get direct quotes from that/those individuals and focus a marketing plan around how to address small businesses operations around reducing taxes by offering healthcare or the impacts the ACA has on the number of employees. Everyone is looking at the heatlhcare act itself, but what are the ramifications of no signing up? Then check the insurance carriers and compare non-enrollment against paying higher premiums. Think of ways you can answer the confusion? What IS the confusion? What are those answers? Where do you find those answers? Market to those needs and you'll create at lot for free clinics, workshops, or a blog post of your own that draws clients to you. Instead of trying to go to the client, think of ways to bring the client to you by answering their questions with your marketing style.
If you want to market your insurance globally or locally. You can do it Online. By doing that you can target your specific client.
Many companies now are doing ONLINE PRESENCE for their companies.
You can do Social Media Marketing and SEO
Let me know if you have any Question
First and foremost please stop calling it Obmacare - this is not the name of the program and this alone causes most of the confusion as it has a negative connotation. Second, most people who will be using the exchange are people who work and may have little time to get the correct information. You need to encourage future clients to come to you for guidance and insurance (figuratively and metaphorically). Lastly, keep your message simple and in 3 points if possible - clear and easy. If you are in a small town use FB, local community points and wherever folks stop on their way to and from work - local radio may work well in this case. Set up a talk during a community event as has been suggested by others and most importantly, be there to help. When you create trust you will go a long way.
Are you going after any/all small businesses or a specific niche(s) of small businesses?
There's always Facebook groups (small biz, entrepreneurs), Twitter search health ins questions, Linkedin groups. Share your "Top 5 Answers: to the confusion of Obamacare.
Free workshops and clinics are great.
Also consider writing a blog- then you can add content as the ever evolving legislation changes take effect.
You can offer tips, use it to promote upcoming events, post videos... it is a free website with statistics! Your audience grows as you share what you write and more readers read! check out http://blogger.com
You can view my blog http://bethegarden.blogspot.com to see an example.
Hope this is helpful!