linkedin and insurance: social selling
Post on 18-Oct-2014
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LinkedIn more than a resume.
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What is it? Social Network with 277+ Million users world-wide
It’s the highest lead generating site. Period.
277% more effective for lead generation than Facebook & Twitter.
But LinkedIn is kind of like a trade show; you don’t overshare.
Guide: LinkedIn
more conversations; more listening.
Because other companies are out there and they’re doing it, but we can do it better.
It’s a chance to listen to conversations happening about the industry (even the
company) that are happening online.
It’s free.
It’s easy.
Because you can learn more about your client, understand their needs, concerns and
barriers. It will give you the opportunity to serve them better.
Become a brand ambassador for the company.
Because 80% of insurers are using social media.
Generate leads.
Build Loyalty to you & the company.
WHY?
HOW? Be transparent.
Be inclusive.
Be authentic.
Be client-driven.
Step into the circle of trust.
People do business with people they know, like and trust.
HOW? People are not just demographics anymore. Kids today know their way around
iPads, iPhones and pretty much every tech-related gadget you can imagine.
Tomorrow’s consumers are today’s digital prodigies.
Millenials outnumber boomers. [Insurance Tech] They wield $350B in direct
spending power. And at least 96% have joined a social media networking site. They
think for themselves (except hipsters who ironically hate and/or like depending on
how cool they think it may/may not be.) They only care what their friends think and
do. Meet them on their turf.
more conversations; more listening.
Know your ideal
prospect. Not literally, of course. But have an understanding of the type of demographic
you’re seeking (small vs. large business; executives or managers etc.)
more conversations; more listening.
Sign up for LinkedIn. If you need help, ask Kat.
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Complete your profile
in its entirety. Whatever the account, make sure you add a photo (yes, having a photo is important; people are
SEVEN times more likely to check out your profile if you have a photo!) and fill out each field (skills,
experience, education.) Aim to become a LinkedIn “All-star.”
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Use “Advanced” Search. By using this tool you can narrow down your search to your ideal prospect.
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Join LinkedIn groups. Depending on your goal, focus your energy on joining groups where you’ll get in front of the
right people, who can share knowledge & expertise (For Sales: you want to be where the
prospect company’s CFOs, CEOs and executive leadership like executive coaching groups etc.)
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Follow relevant people,
companies & groups. This will help you cast your net further. E.g.: Follow the companies you would ideally like to do
business with.
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Send personalized
messages. Don’t use the regular LinkedIn blurb to connect, customize it and reach out to prospects using the
“get introduced” tool.
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Spend ten minutes a
day on LinkedIn. This means looking for new contacts, clients, updating your profile, sharing industry and business
news/information. Look at what others are doing online; share & engage.
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Share relevant content
in your network. Think about it, most people are using LinkedIn for professional reasons: connect, stay up-to-
speed on industry news & dialogue. Only share information that is business/industry relevant –
this is not the place for a status update on what you ate for breakfast (that’s Twitter.)
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Aim to be visible &
valuable. Look to answer questions posed on discussion pages. E.g.: our company is looking to switch
providers, does anyone have recommendations? Engage, share information, build your
reputation, establish yourself as an expert and become a credible source on your industry.
more conversations; more listening. Give clients the opportunity to be as proud of the company as you are.
Don’t let competition
beat you to this turf. Look, this is a competitive industry. To be successful takes a lot of time, energy and thick skin.
LinkedIn is a compliment to traditional means of networking. Give it a try!
creating & optimizing your profile LinkedIn
http://www.linkedin.com
Once you sign up, check your email for a
confirmation from LinkedIn. Click & go to
the site.
creating & optimizing your profile LinkedIn
First, edit your profile.
Tip: Have your resume handy to
copy & paste descriptions.
creating & optimizing your profile LinkedIn
Click the “edit” link.
Add full name & photo.
Personalize your headline.
Fill out all FIVE (5) sections;
and relevant sub-sections.
Sections:
Background
Recommendations
Connections
Groups
Following
Sub-Sections:
Summary
Experience
Skills/Expertise
Education
Certificates etc.
creating & optimizing your profile LinkedIn
Fill out the summary. This is an opportunity
to showcase the “big” picture of who you are: work
experience, volunteerism, community involvement &
extracurricular activity (but not what you ate for
Supper last night or a bad date you recently went on.)
At any time, one each section
(Summary, Experience,
Education etc., you can edit!)
creating & optimizing your profile LinkedIn
Fill out your experience by using the “+ Add a
position”. This means any jobs or skills relative to the
industry you currently work within. It’s best to showcase
the last three (3) positions rather than filling out 5-10-
15 + years of jobs.
Tip: Be as specific as you want. The more rich your
profile is with “keywords” relative to your industry, the
higher the SEO value.
SEO (search engine optimization) – basically, how easily
you are to find.
Feel free to use the LinkedIn boilerplate, available in the social media folder,
found on the J-drive.
creating & optimizing your profile LinkedIn
Fill out your education. This includes any
Relevant school (e.g.: Insurance Institute of Canada
etc.)
creating & optimizing your profile LinkedIn
Ask for recommendations. People do business with
people who have a good reputation and have built trust
within their respective industry/community.
Only 14% of people trust advertisements, but 78%
trust the recommendations of other consumers.
creating & optimizing your profile LinkedIn
Get endorsed for skills & expertise!
creating & optimizing your profile LinkedIn
Get your vanity URL.
Go to accounts & Settings.
Choose Privacy & Settings
creating & optimizing your profile LinkedIn
Get your vanity URL.
Go to accounts & Settings.
Choose Privacy & Settings
Next screen, choose Edit your public profile
Type in your name
e.g.: www.linkedin.com/in/katmacaulay
creating & optimizing your profile LinkedIn
• Edit who can see your connections.
• Go to accounts & Settings.
• Choose Privacy & Settings.
• Click “select who can see connections..”
• Choose either “only you” or “connections”
***People will always be able to see shared connections
creating & optimizing your profile LinkedIn
Once your profile is filled out,
LinkedIn will prompt for other
Ways to optimize it. Click “Improve
Profile” and they walk you through
other profile additions.
You can see how your profile is stacking
Up on the right side of the screen, by
“profile strength”
creating & optimizing your profile LinkedIn
Add social networks like Twitter.
creating & optimizing your profile LinkedIn
• Identify your ideal prospect.
• Join the groups they are in.
• Engage by adding value.
creating & optimizing your profile LinkedIn
• Identify your ideal prospect.
• Use advanced search.
• LinkedIn allows you to get
specific: Location, Industry,
Seniority, Company size.
E.g.: CFO AND OIL
creating & optimizing your profile LinkedIn
• Not a first-degree connection, no
problem. Get introduced.
creating & optimizing your profile LinkedIn
Then what?
creating & optimizing your profile LinkedIn
See what your
competition is
up to.
creating & optimizing your profile
more conversations; more listening. LinkedIn
NEED HELP? E: kmacaulay@rogersinsurance.ca
https://www.facebook.com/rogersinsuranceltd
https://twitter.com/expertbrokers http://www.linkedin.com/company/rogers-insurance
https://www.youtube.com/expertbrokers
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