Years ago when LinkedIn first came out, it used to just be for job seekers. Users would post resumes, and only connect with people they knew and no one else. Since it felt like a more professional version of Facebook, it was awkward when you received a friend request from someone you didn’t know. Today, it’s become more of a content platform for professionals to share and engage with people you know and don’t, like Twitter. With more than 575 million professionals around the globe, regardless of the industry your B2B customers are in, they are almost certainly on the platform.
In today’s hyper-competitive digital marketplace, marketing on LinkedIn is a necessity. No, it is not another social media platform to waste time looking at nonsense. LinkedIn today is a platform that gives you direct access to the best professionals at the best companies, anywhere around the world. Just like you can follow your favorite celebrity on Instagram, you can follow the career of your favorite professionals and companies online. To a job seeker LinkedIn means one thing but to a commercial agent, LinkedIn is one of your most handy tools.
With over 100 million active Linkedin users and 40 million users in decision-making positions, it’s clear to see why LinkedIn is a potential goldmine for commercial insurance agents. That’s why I’m sharing a surefire LinkedIn strategy to help commercial insurance agents make LinkedIn an integral part of their marketing mix.
A 5-Step LinkedIn Strategy for Commercial Insurance Agents
Upgrade to LinkedIn Sales Navigator
We’re not affiliated with LinkedIn, or getting paid to say this but out of all of the B2B tools available, Sales Navigator has to be the absolute best. While your free LinkedIn profile has a ton a unpaid features, to get the most of out LinkedIn you’ve got to upgrade it. And for as little as $64.99/mo, it almost costs you not to have it. With “Sales Nav”, you and your team can search far and wide for potential customers on LinkedIn, inMail 20 people out of your network every month, see everyone who’s viewed your profile, and get recommended leads and company accounts, based on your preferences! Start the process by signing up for Linkedin Sales Nav.
Define Your Outreach Strategy
Secondly, this is an overlooked point, but you have to be consistent. Turning your LinkedIn profile into a viable marketing channel is a process. Start slowly by scheduling 15 minutes a day to develop your profile. After you decide to commit to using LinkedIn, it’s likely your profile needs a makeover. But before you overhaul your profile, you have to decide whether your intentions are to develop channel partners or sell directly. Your profile copy and outreach strategy will largely depend on you, so align it with your overall objectives. If you’re an agent that loves to network and form referral partnerships, build your profile based around you looking and seeking partners. If you’d like to go direct-to-market and reach prospects, then optimize your profile with your end-buyer in mind.
Develop Your Campaign
There are two facets of your LinkedIn campaign, your sales message, or offer and your outreach strategy. In developing your campaign, your first goal is to go beyond a digital resume and create a digital landing page. This means, designing your LinkedIn profile page messaging to attract who it is you want to reach. Start with your headline and work your way down. By clearly conveying your intentions to the open waters of LinkedIn and you’ll be surprised how prospects will begin to find YOU. The second part of your campaign is to determine your outreach strategy. Your outreach strategy boils down to campaign messaging, your sales cadence, and call-to-actions. As you start to develop your campaign, work backward from your ultimate goal and break down the steps to get there.
Identify Your Targets & Build a Database
Did you know that from the Sales Navigator section of LinkedIn, you can search out thousands of your ideal contacts or company targets using their search engine? The Sales Navigator search function is easily 10x more powerful than the free version. You can filter people by geography, relationship, company name, industry, headcount, seniority level, function, and title to find the exact people. On the other hand, you can filter companies by geography, industry, headcount, headcount growth, revenue, department, technologies used, job opportunities and relationship to break your way into accounts! Furthermore, when you save these prospects and target companies in your database, LinkedIn will find similar accounts and prospects and will alert you to their activities on LinkedIn, the perfect business development espionage to bolster your efforts.
Connect & Engage
Now that you’ve developed your strategy and identified who you want to find on LinkedIn, you’re ready to reach out. There are daily tasks you can do to connect and engage with new people. As apart of your activities, you can add new contacts to your network, build your database of leads and accounts to the 1,500 and 10 curated lists limit, and simply scroll up and down your timeline. Furthermore, on a monthly basis, LinkedIn will give you 20-50 inMails that you can use to send targeted messages to professionals outside of your network. And, if that’s not enough, there are relevant groups, discussions, and LinkedIn recommendations to keep you busy building your online network.
Wrapping It Up
If you’re a commercial agent, LinkedIn is where your targets are and LinkedIn isn’t going anywhere anytime soon. That’s’ why introducing LinkedIn outreach to your marketing mix is a no-brainer. By following this step-by-step process, you can transform your outreach and turn your LinkedIn profile into a B2B lead generating engine. Simply commit to making LinkedIn work for you, upgrade to Sales Navigator, and engage the people you want to do business with.
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