HOW INSURANCE BROKERS CAN HARNESS THE POWER OF LINKEDIN LEAD GENERATION
Organic growth is the dream for insurance brokers.
Achieving a steady stream of warm prospects — already engaged and intrigued by the services and products you can connect them with — takes much of the sting out of marketing and lead nurturing, giving busy brokers the time to spend on other aspects of their business.
LinkedIn — the high-value, business-oriented social network which first landed on our computer screens back in May 2003 — can transform this dream into a reality.
As an insurance broker, you are probably using LinkedIn already, but are you experiencing the full benefit it can provide to your business?
Turn your Business Profile into a Lead Beacon
First take care of the basics. This means making complete profiles, both for you and for your brokerage. This should include all the necessary information, giving potential clients the low-down on what you can provide and reinforcing your position as an authority in the market.
To summarise your profile should include:
- A Professional Profile Photo (Headshot)
- A Concise, Impactful Profile Headline
- A Well Written / Developed Summary
- A Well Constructed List of Professional Experience
- A Well Developed Skills & Endorsements
- Recommendations from Customers, Peers & Colleagues
- Involvement in Select LinkedIn Groups
- Education Background
- Highlighted Projects
- Publications / Written Works
You can also augment the advantage you receive from this by using LinkedIn’s Showcase Page function. Showcase the content you wish to highlight, ensuring that prospects and leads understand precisely why you should be their first choice insurance brokerage.
Create a LinkedIn Group
LinkedIn groups are an extremely powerful LinkedIn feature. It has built entire businesses and gives any insurance broker a huge opportunity to become an authority with in their industry.
Creating a LinkedIn group also enables you to:
- Drive traffic to your website
- Connect a thriving community
- Build a personal network
- Build thought leadership
- Send weekly messages
- Generate leads
- Create sub-groups as your group grows
- Manage and promote content
- Assign other members to be admins who can help moderate conversations
To create a group:
- Move your cursor over Interests at the top of your homepage and select Groups from the dropdown.
2. Click My Groups.
3. Click the Create group button on the left side of the page.
4. Provide your group information and settings, including group name, summary, description, type, website URL, manager e-mail, whether you want people to automatically have access to join or be pre-approved by you or another manager, and whether you want your group visible on your member’s profile pages.
5. If your group is located in one geographic region, select the appropriate check box. This is important for networking with other members in the same area is you want to be location specific.
6. Click the Create Group button to create your group.
Becoming an Authority by joining other LinkedIn Groups
Authority doesn’t stop at creating your own group, of course.
Joining LinkedIn Groups is your starting point to built trust and create awareness around your brand. Once group members trust you as a professional and understand what your company does, you can invite them to follow your LinkedIn Company Page for more updates.
LinkedIn has featured a powerful group searching tool, enabling users to connect with relevant groups in their field.
Search this LinkedIn Groups Directory to find other groups that are relevant to you using keywords and geographical locations to find the ideal groups to target.
In the top navigation bar in the search box, simply enter keywords to the types of groups you would like to view.
Click enter and then in the next screen select “Groups” in the advanced search to the left of the screen.
Research and join the groups most relevant to you, build your authority by engaging in discussions and sharing highly relevant content.
LinkedIn Pulse is designed to deliver news and features to the user according to their interests. On one level, it is a consumer tool which personal users can utilise as they learn about goings on in the world. However, on another level, it is a powerful content marketing tool.
In order for content to generate leads, it has to be engaging. By using LinkedIn Pulse, you can gain an insight into what stories and content pieces customers are engaging with, and then tap directly into this insight. Using this knowledge, create the content which you know will be successful and position your brokerage for success.
Pulse is also useful for identifying the influencers and authorities in the market, and for connecting with them. Gaining authority by making the right associations is a major part of an organic lead generation campaign; use Pulse to make this happen.
LinkedIn Sales Navigator
With Sales Navigator, users will be able to quickly assess and score the value of each lead. This is based on whether the lead has viewed your profile within the last 90 days and whether they have engaged with similar content or services. Accessing qualified leads in this way gives brokers a major advantage.
With the ability to zero-in on high potential connections and build trust faster enables you to cut out the time usually wasted trying to find the right people to talk to.
Best practices for finding high quality leads
- Use the target’s LinkedIn Profile to identify the best introduction opportunities.
For example — Groups they are apart of or endorsements in their skills and expertise section.
- Use Premium Search filters based on personal or organisational parameters. For example — location, company size, industry, company revenue, job title, etc.
- Use Lead Recommendations to automatically receive leads based on pre-sets and historically saved leads
The platform also integrates directly with Salesforce, enabling direct migration of data between the platforms, and also features a comprehensive dashboard to help you manage and track your efforts.
LinkedIn’s InMail tool is a way to send sponsored mail to users to supplement your lead generation strategies. Subscribers to LinkedIn’s Sales Navigator will receive access to this as standard, further underlining why the Sales Navigator package is an absolute must for brand builders and insurance lead generators.
While less effective in bringing in qualified, hot leads than an organic content strategy, sponsored mail does represent another string to be added to your LinkedIn lead generation bow. The expert advice is to use the tool carefully.
Reach out to prospects by all means, but be aware that InMail is fundamentally just cold email marketing. Introduce a more profound level of connection by offering personalised responses to those who interact with you, escalating the conversation to a consultation meeting or a phone call.
This is the sort of interaction which leads prize and respond well to. To get the best out of LinkedIn’s InMail tool, this is the approach to adopt.
Want to better understand the power and process of lead generation? Take a look at our guide “Insurance Brokers Guide To Website Enhancement for Serious Lead Generation”.