Young Agents Assets: How to Leverage LinkedIn for Prospecting

Do you have a LinkedIn profile? If yes, great! Sixty percent of brokers named it as their social network of choice to prospect for new clients in a 2015 survey, a clear winner over Facebook — which came in second at 14 percent. If you don’t have a LinkedIn profile, create one.

The bigger question is, “How hard is your LinkedIn profile working for you?” LinkedIn is an incredibly powerful tool for insurance brokers, especially when it comes to prospecting for new clients. However, simply having a presence on LinkedIn is not enough. You have to actively 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:

Optimize Your Profile

If you’re new to LinkedIn or have a passive presence, your profile may not seem like a difference maker, but the opposite is true. 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. In addition to your work experience and expertise — which builds credibility — you also need an enticing summary about yourself and insurance services. Adding skills, certifications and volunteer experience helps make you more relatable in the eyes of potential clients.

Check out these insights on broker profiles, compiled by LinkedIn, to see how other insurance brokers represent themselves on the network.

Join and Engage in Groups

One of LinkedIn’s major distinguishing features 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, like the UIG Agent’s Assets Resource Group, and invite your current connections to join.

Once you’ve joined a few groups it’s time to start participating. It’s important to note 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.

Use Advanced Search

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. As stated earlier, 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.

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. Not sure what kind of content to create, take a look at the UIG blog section for ideas or feel free to share.

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. 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.