The Lean Quick Start Guide to Insurance Marketing on LinkedIn
LinkedIn: The Ultimate Lead Gen Machine for the Modern Age of Insurance
I’m intending for this to be the most BASIC possible guide to using LinkedIn. No waste.
You want LEADS, right?
Do this.
- Have a killer profile. (I’m adding the latest secrets on this shortly. Watch this space!)
- Get more connections. (You can do that manually. LinkedIn constantly suggests folks. Or you can take your chances and use a 3rd party automation tool. More about that ‘inside’ under Cool Tools.)
- You can message your connections. Ideally, offering something of incredible value that gets them into your marketing funnel. Ideally, NOT saying ‘I’d love to chat’ or ‘Let’s grab a quick 15 minutes. What works good for you?’ Ugh.
- You can post. ADD VALUE. Create a Lead Magnet that’s so good they can’t ignore you!
- You can engage with people who post or people who engage with you. If you’re taking care of item #4, above, you’re half-way there. Add value. Let people engage (like or comment). Then message them. Simple.
Who Should Use LinkedIn?
On the agency side:
- Agency Principals who want to dominate their market. Even if you have a marketer, you should understand the power of LinkedIn to connect deeply with the market of your choice - and you probably should be creating some/much of the content yourself. You also should consider a ‘Company Page.’
- Agency Principals who have team members on LinkedIn. You must understand it. You probably should engage in what your team members post. You should make sure your producers and marketers are getting the most out of it.
- Commercial lines producers. It is a business platform. Hence, ideal for almost all C/L growth strategies.
- Personal lines producers who market through influencers. If these influencers matter to you, this is the platform to find them and deepen relationships: mortgage brokers, CPA’s, attorneys, family offices, real estate agents, etc.
What IS LinkedIn, really?!
It’s a combination:
- Content delivery platform. Yes, it rewards those who follow a few simple tricks outlined in this Toolkit. But it’s not just about ‘tricking the algorithm.’ It’s about connecting with PEOPLE and delivering value to them. They don’t like to be ‘tricked.’ They like to be acknowledged. They like their problems solved. LinkedIn rewards high-quality content. Thought Leaders prove themselves here.
- A HUGE database of leads. (Which you can download from Sales Navigator, BTW.)