Leads: They’re the lifeblood of insurance agents.
Without leads coming in, your agency won’t be able to do any new business. That’s why you’re always on the lookout for new opportunities and tools that will help you get leads.
That’s also why, if you’re not already using social media to generate leads, you should be. LinkedIn, in particular, has the potential to be a powerful tool to help insurance agents boost their lead generation. But how exactly do you find–and cultivate–LinkedIn insurance leads?
Why use LinkedIn for lead generation?
Five hundred million people use LinkedIn to make professional connections and advance their careers. Business owners and company representatives are on the platform for reasons ranging from recruiting to inspiration to networking. Therefore, if your agency sells any commercial lines of insurance, you’d be missing out on a lot of potential customers by ignoring LinkedIn.
Did you know that, out of all the social networks, LinkedIn drives the most customers to B2B companies?
The reason LinkedIn is such a powerful driver for B2B is easy to see. This platform is all about taking care of business. Users log in to the platform with a business-oriented mindset, meaning that you’re more likely to find people on this platform who need the commercial insurance products you offer.
But what about your personal lines of coverage, you ask? Once you establish a good professional relationship with the representatives of a business, they are more likely to turn to you for their personal coverage needs, rather than going elsewhere.
Turning these professionals into customers starts by generating leads. Read on to learn our best strategies for finding insurance leads on LinkedIn.
LinkedIn is only as effective as the connections you make. Therefore, make good use of this platform and connect with everyone you know. Connect with current clients, colleagues, and competitors. Connect with your friends from childhood, school, and church. Even if it’s someone you only met or spoke with once who decided not to purchase insurance from you, reach out to make the connection–because they may change their mind later.
By building a large network, you increase your reach, and therefore your ability to generate quality leads.
Pay attention to your profile views
One useful feature of LinkedIn is that it notifies you when someone views your profile. This gives you a good idea of who is curious about your agency, and perhaps even the coverage you offer. It’s basically a free source of insurance leads.
How can you act on this information? If it is someone with whom you are already connected, just send them a message to reach out and learn if you can help them with anything. If it’s someone who is not in your network, then send them a message saying that you noticed they recently looked at your profile and were wondering if you could answer any questions for them. This is a great way to make an introduction, and start a conversation that may lead to a future sale.
LinkedIn gives you great ways to make your network work for you. One of these is the introduction feature. Essentially, you can ask an existing connection to introduce you to others in their network. One way is to reach out to them with a list of names from their connections, asking to be introduced. For ease, provide a short paragraph of copy for them to copy, paste, and send. Alternately, you can use the “ask for an introduction” feature on the profile of the person to whom you wish to be introduced. This is a great way to get in touch and start conversations with people you might otherwise never come into contact with.
We’ve talked before about how joining insurance groups on LinkedIn can be beneficial to your agency, in terms of growing your network, gaining knowledge, and building brand awareness. However, you should be focusing on more than just groups about insurance. In order to grow your business, you need to be where your customers are.
Consider the type of customer you are trying to attract, and the types of LinkedIn groups they might join. If you sell commercial auto insurance, you may want to join groups for people in the trucking or transportation industry. If you wish to sell more business owner policies, then you might consider groups for entrepreneurs or small business owners. Brainstorm a list of interests you think would be relevant to your customer, and search for groups within those categories.
Once you join these groups, work to become a part of the community. This means not only posting good content, but responding to others, giving encouragement, and offering advice. Focus on engaging, and not on selling insurance. In this way, you position yourself as a valuable member of the group, and the agent to whom they are likely to turn with their insurance needs. Additionally, you will be able to identify members who are likely to need your services, and reach out to those individuals.
Selecting and joining the right LinkedIn groups is a great way to gain access to a built-in pool of potential leads.
Advertise to collect leads
Did you know that LinkedIn ads have a built-in lead collection feature? In a nutshell, this feature makes it so that users who click on your ad are directed to a landing page with a button requesting your agency to contact them. If that’s not an easy way to get leads, we don’t know what is! This is a great element to add to your advertising strategy, and well worth the investment to be able to reach people beyond your network.
If you’re already creating content for your insurance blog, then you should be publishing on LinkedIn as well. It’s a great way to showcase your expertise and reach people beyond your network–since anyone you’re connected with can share your articles with their connections, and since people outside your network can still follow your articles. Take note of the people who like, share, and comment on your articles. These are people you may want to reach out to.
Be an active user
The best way to consistently generate leads on LinkedIn? Be consistent yourself! By staying active on the platform–that is, posting on your timeline, engaging with others’ content, and interacting with your groups–you maintain visibility and increase your ability to find and be found by potential leads. It is a time investment, but one that has a great ROI.
Social media in general is a great resource that insurance agents need to be tapping for leads. However, with built-in lead generating functionality and the ability to reach professionals across all industries, LinkedIn is one platform that can’t be ignored for lead generation. Put these strategies to work for your agency today.