Like so many service-oriented businesses, insurance agencies used to rely on word-of-mouth marketing to get them in front of new clients.
Now, with more people searching online to find low-cost insurance, you’d think the medium was lost. But it’s not really.
There’s a vehicle to conduct word-of-mouth marketing online called LinkedIn. LinkedIn is a professional networking site that allows people to set up a profile that outlines their work history, education, and a summary of their skills. It can be used for job searching, as well, but many professionals are realizing its potential to connect with other professionals in their field and with prospects.
Here are some tips to help you use LinkedIn to educate yourself and find clients:
- Find and connect with your current clients: This will keep you in the forefront of their minds and possibly lead to referrals. It also ensures that your status and profile updates appear in their news feeds.
- Write a summary that reflects your expertise and the benefits you provide clients: The goal is to show that you are an expert in your field. That way if any current clients or industry partners refer prospects to your LinkedIn profile, they’ll see you’re the real deal.
- Recommend people you do business with: If you recommend the services of the people you do business with (i.e. carriers, consultants, other insurance people), there’s a good chance they’ll recommend your services as well. Their recommendations will appear on your profile, thus solidifying your reputation as an expert.
- Join ALL the groups related to your field of business: Groups are perhaps the best way to get in front of your prospects in LinkedIn. They are also a good way to keep yourself educated about what’s going on in your field. You can start searching for groups using keywords that are important in your industry, such as risk management and insurance or New York workers compensation. People often ask questions on the groups’ boards. If you know the answer, go ahead and answer it. This will improve your reputation and perhaps land you a new client.
About the Author: Gordon B. Coyle, CPCU, ARM, AMIM-President, is a 30-year veteran of the insurance industry, Gordon Coyle has extensive experience working within the mid-market business sector; helping to reduce risk, prevent loss and lessen costs through a unique and diagnostic risk management process. Coyle has demonstrated professional competence by earning the Chartered Property Casualty Underwriter (CPCU), Associate in Risk Management (ARM) and Associate in Marine Insurance Management (AMIM) designations. Coyle continues to share his knowledge, furthering his influence as a frequent guest speaker. He actively participates in educational lectures aimed at niche industry groups as well as provides his own sought-after seminars regarding effective risk management solutions, insurance topics, and general business issues.
