How Brokers Can Use Marketing to Their Advantage in 2026
Quick look: In 2026, innovative marketing and strong partnerships will be key ingredients for broker success. This blog highlights seven modern marketing strategies, from leveraging AI and data to building thought leadership, and explain how partnering with a professional employer organization (PEO) can broaden your service portfolio and fuel long-term growth.
As competition continues to intensify across benefits, insurance, HR solutions, and other advisory services, marketing remains one of the most powerful tools brokers can leverage to grow their book of business, but the game has changed. The right marketing approach in 2026 combines data, AI, digital visibility, and human connection to build trust, drive engagement, and deliver results.
Here are seven key strategies brokers should consider in 2026:
1. Work smarter by leveraging AI-backed tools
Artificial intelligence (AI) is no longer optional for marketing, it’s fundamental.
Brokers can use AI tools to:
- Generate personalized email campaigns tailored to a client’s industry, size, or pain points
- Produce optimized social media content, including captions and short-form video ideas
- Build blog outlines and thought-leadership content, then refine it with your unique professional insight
- Gather market data to enhance campaigns
The trick is to use AI as an assistant, not a replacement. Let automated tools handle time-consuming tasks while you focus on strengthening client relationships and honing messaging.
2. Continue to focus on social selling and community engagement
Social media will remain a lead generation engine this year. Here are some tips on how to use it to your advantage:
- Social selling: Build genuine relationships and engagement to strengthen awareness and trust. Brokers can foster community by replying to comments, connecting with industry leaders online, and participating in niche groups where your next client might be listening.
- Choose your platform(s) wisely: Networks like LinkedIn are essential for B2B positioning, while short-form videos (TikTok/Reels/Shorts) can boost visibility and brand recognition.
- Position yourself as a trusted advisor, not a salesperson: Strive to follow the 80/20 rule for social engagement: 80% of what you post is value-added content (education, insights, etc.) and 20% is promotional.
3. Prioritize data and analytics for better decision-making
Brokers who track and analyze their marketing performance will stay ahead of the competition. Use analytics to:
- Understand which channels deliver high-quality leads
- Adjust campaigns based on engagement and conversion metrics
- Target audiences more precisely (e.g., industry, company size, geographic segment)
This data-driven approach helps you avoid guesswork and focus on what works in areas like email campaigns, paid ads, and search engine optimization (SEO) and AIO (AI optimization).
4. Invest in creating long-form thought leadership content
To make an impression on prospects in 2026, focus on high-value content that:
- Addresses specific client questions and pain points
- Is optimized for both search engines and AI answer engines
- Shares your expertise in benefits, compliance, PEO, and other employee solutions
Original content that combines your perspective as a broker with strategic keywords helps you rank better, attract prospects, and build trust over time.
5. Think outside the box
While digital marketing is at the heart of many modern campaigns, don’t underestimate the power of in-person and collaborative experiences:
- Host educational webinars or local workshops to position yourself as a thought leader
- Partner with other professionals (CPAs, retirement specialists, financial planners, etc.) for joint events and shared marketing
- Offer value-added content like whitepapers or industry reports
These human-centered touchpoints help solidify relationships, demonstrate expertise, and encourage brand recognition.
6. Carefully maintain your email list
Email is still one of the highest-ROI channels a broker can use, but only if it’s used wisely. Some email marketing tips to consider include:
- Cleaning your database regularly to remove duplicates and outdated contacts
- Segmenting audiences (e.g., by industry, role, pain point) to deliver relevant messages
- Using automation tools to personalize outreach and nurture leads over time
Good email hygiene and tailored messaging help center your campaign on solutions and share it with the right contacts.
7. Focus on people
When prospects are evaluating brokers, they’re looking at both the benefits you offer and the person behind them. Here are some ways to help define your brand and highlight what makes you stand out:
- Tell the story of who you help and why
- Publish consistent content that reflects your voice and core values
- Share testimonials and case studies to show social proof of real client wins
Marketing, and the right partnerships, will be key in 2026
In the year ahead, brokers can differentiate themselves by focusing not just on the services they offer, but on how they communicate their expertise and the partnerships they build. A strong, modern marketing strategy helps them convey their value, build credibility, and stay visible in a crowded industry, while the right partnerships expand what they can offer clients.
Partnering with a PEO like ExtensisHR enables brokers to strengthen their role as trusted advisors by delivering proven HR expertise, proactive compliance support, and tailored, scalable employee solutions. What’s more, with ExtensisHR, your clients also receive full-scale recruiting services at no additional cost and dedicated, responsive support for HR teams, business leaders, and worksite employees alike.
When strategic marketing is combined with a PEO partnership, brokers can elevate their brand, deepen client relationships, and create a future-ready offering that drives growth in 2026 and beyond.
Looking for more ways to expand your book of business in the new year? Explore ExtensisHR’s broker resource library or contact us today to learn more about a partnership.
