Few insurance agencies fully understand how to use LinkedIn to its full potential. Most, simply add old colleagues and friends, endorse their skills and perhaps look for a new job through the site. However, LinkedIn can be a powerful social media marketing tool that can build your status and help your agency find new clients when used in tandem with an insurance marketing campaign.
How LinkedIn Can Boost An Insurance Marketing Campaign
Customers and industry influencers alike use LinkedIn, and with the help of an insurance marketing agency, information about your own insurance agency’s products can reach a new audience and help your agency develop a reputation as an industry leader. Together, these can drive traffic to your website, promote brand awareness and more. Here are some additional benefits of incorporating LinkedIn into your insurance marketing campaign.
Increases Web Traffic & Ability To Share Industry Expertise
LinkedIn makes it easy to share content, such as original posts with embedded links to your website or content linked directly. By posting either direct links or content with embedded links, you can increase web traffic to your site. Through various tools such as LinkedIn Pulse, you can show this content to people within your network as well as to people who are not connected to you on the site but who may still find the content useful.
Placing your content in front of more people may encourage this expanded audience to visit your website for more information, and people who visit your website may be more likely to become clients. Sharing content on LinkedIn is an easy and important component of an effective social media marketing strategy that can help your insurance agency increase its reach and get in front of more potential customers.
Figure 1.1 shows the monthly average of website users for one of our insurance clients during a LinkedIn social media campaign.
Establishes Credibility & Promotes Brand Awareness
Maintaining a page on LinkedIn can promote brand awareness among potential customers, as well. Posting new content and commenting on the content that others post helps build your brand by making it visible to other users of the site. Becoming a more visible brand makes your insurance agency appear more credible, as consumers are more likely to trust and purchase insurance services from a brand they have heard about before rather than a more obscure one.
Figure 1.2 shows the increase in reactions, comments and shares of posts for one of our insurance clients.
Furthermore, because it is easy to share posts on LinkedIn by reposting them or tagging friends in the comments, it is likely that people who interact with your post will promote your brand to their own networks, as well. This can further spread awareness about your insurance agency and its services, while helping people familiarize themselves with your brand.
The graph shown in Figure 1.3 shows the increase of post impressions over a month, which leads to an overall increase in brand awareness.
Develops Recognition Among Industry Leaders
Since the purpose of LinkedIn is to help people make connections based on their professional skills, the site is tailor-made for to help you get recognized within your respected industry. That said, your agency can post content that reflects your industry expertise, helping position your brand as a reputable player within the insurance sphere. This helps show potential clients that your agency is respected and therefore trustworthy when it comes time for them to choose an insurance provider.
In addition, LinkedIn can help your agency maintain professional relationships, by enabling you with the tools and network to interact with other insurance professionals, learn from them, and use their networks to expand your business. LinkedIn can also help your agency develop a reputation as one that consistently strives to provide the best services and customer experience possible. This type of recognition within your industry could lead to recommendations, awards, and other opportunities from your peers.
Since performing a LinkedIn social media campaign, one of our insurance clients has been able to successfully make connections with a vast amount of people in the insurance industry which is represented in Figure 1.4.
Enhances Involvement Within The Community
With LinkedIn, your agency can develop a stronger connection with the online community, including other industry operators and potential clients. LinkedIn company pages are one way to improve your community involvement on the site. A company page provides viewers with contact information and anything else you would like to share, such as updates on new insurance products, branch openings, and other content that users may find interesting and worth sharing. The page can also display infographics and photos alongside your written content to show how your insurance agency differs from the competition.
In addition to creating a company page, it is important to continue commenting on other users’ posts to contribute to relevant conversations or share information. Combined, these methods can present your insurance agency as a knowledgeable source of information that is concerned with the needs of other people, which in turn promotes trust and encourages people to visit your website.
Figure 1.5 shows an increase in comments on LinkedIn posts over a 6 month span, showing how a successful LinkedIn insurance marketing campaign is able to enhance community involvement.
Why Agencies Should Consider LinkedIn Over Facebook
Compared to other social media websites, LinkedIn provides some significant and unique benefits. Few platforms make it easy to connect with other professionals in your industry or help your insurance agency begin developing a reputation online. While Facebook allows you to interact with other users, LinkedIn is generally regarded as a more professional platform, and the content and comments you share may carry more weight on LinkedIn than on other sites.
Betting on this perception can help your brand grow your pool of potential (qualified) clients, as well as boost website traffic overall. While Facebook may be more effective for certain goals or for reaching a particular (more casual) audience, few sites give your agency the credibility and authority that leveraging the power of LinkedIn can provide.
Working With an Insurance Marketing Agency
Speak with a professional insurance marketing agency for more information and to schedule a free social media marketing campaign evaluation. 321 Web Marketing has years of experience in helping insurance agencies develop successful social media marketing campaigns that use LinkedIn, Twitter, Facebook, and Instagram to market insurance services.
The agency also conducts extensive research into each client’s industry and competitors to design a custom social media marketing strategy for each client, increasing the likelihood that the campaign will be effective and deliver the right message to the right people. Contact 321 Web Marketing today to get started on your LinkedIn insurance marketing campaign.
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Updated on April 23rd, 2020