Insurance brokers can leverage LinkedIn for prospecting. Chances are you have at least considered LinkedIn as your social media network of choice to prospect for new clients. And you're not alone: no less than 60% of brokers named it as their social network of choice in a 2015 survey, far ahead of Facebook - which came in second at 14%.
But of course, simply having a presence on a platform like LinkedIn is not the same as using it successfully to engage with potential clients. So whether you are new to the network or are looking for a way to improve your LinkedIn presence, here are 4 strategies to help you out:
1. Optimize Your Profile
Especially if your new to LinkedIn, your profile may not seem like a difference maker in a successful presence on the network. But in fact, the opposite is true: everything you do in the steps below will be directly connected to your name, and the first thing potential clients do when they're interested in your services is click on your profile to learn more. When that happens, you want to be sure to convey a professional and credible presence that entices them to get in touch with you.
A successful LinkedIn profile is more than just a resume. You should undoubtedly fill out your work experience and expertise, which will increase your credibility. But you also need an enticing summary about yourself and your insurance services, which will appear near the top of your profile.
In addition, adding skills, certifications, and volunteer experience helps make you more relatable in the eyes of potential clients. Check out this list of broker profiles, compiled by LinkedIn itself, to see how successful insurance brokers represent themselves on the network.
2. Join and Engage in Groups
One of LinkedIn's core features, and its major distinguishing point to other social networks, is the ability to join groups and engage with like minded professionals. For insurance brokers, this also presents an invaluable opportunity to engage with potential clients about their insurance.
You can find groups relevant to the industries of your clients by simply typing potential group names into the search box, or searching groups by industry from the Interests > Groups > Discover page. You can even create your own group, and invite your current connections to join.
Once you've joined a few groups it's time to start participating. Now, it's important to remember that you should rarely, if ever, post straight sales pitches. Instead, offer your expertise related to currently discussed topics. This will allow you to build credibility, and eventually lead to potential clients clicking on your name to visit your profile.
3. Use Advanced Search
Of course, you can also seek out potential clients directly. Using the network's advanced search feature, you can find members of your target industry to connect with. And then you can filter the results based on the location and industry relevant to you.
Once you've found potential clients, it's time to connect. But be careful - many users don't appreciate ‘cold' connecting. Instead, seek out those users with whom you share a connection, past work history, or at least a common group. Then, see what groups they're in. If you belong to that group too, engage them in a conversation by commenting on a discussion they've started or commented on. Build a relationship from there. Don't forget about InMail too.
4. Write Long Form Posts
Building credibility is not limited to participating in industry groups. On LinkedIn, you can also write long-form posts that act much like native blog posts, but with the benefit of added exposure. This link offers a great introduction to creating this type of content.
Write several paragraphs about new developments within the insurance industry, your professional journey to this point, or even a current sales offer. Then, tag it with relevant tags, and watch it gain exposure. Publish a White Paper that's on your website. This is a great way to develop trust and credibility and drive traffic to your website.
You can share completed posts with your followers and clients, both on and off the network. But thanks to the tags you add, they will also appear on LinkedIn's Pulse section, where they gain exposure to professionals within your target industries. And to bring it full circle, any post you publish will be added to your LinkedIn profile for future visitors.
LinkedIn is an incredibly powerful tool for insurance brokers, especially when it comes to prospecting for new clients. If you're not yet using the platform, or simply need pointers on how to optimize your presence, contact us!
