Crafting impactful LinkedIn content is essential for insurance businesses aiming to establish their presence, connect with clients, potential clients and industry peers in order to expand their business.
“Leveraging LinkedIn as part of your business’s communications or marketing not only amplifies your voice in the industry but helps you easily connect with clients and potential clients. LinkedIn is about promoting your whole business and not just about attracting employees. Sharing insights helps educate clients on risk mitigation and sharing successes helps create an emotional connection with them.”
Caroline Healy, CEO, We Are Savvy
Below are six quick tips to help you generate engaging content on LinkedIn, tailored for insurance brokers and underwriting agencies targeting other businesses.
1. Know Your Audience
- Identify who you want to talk with: Understand whether you’re communicating with small business owners, large enterprises, or fellow insurance professionals. Tailoring your content to the specific needs and interests of your audience increases engagement.
- Solve Specific Problems: Share insights on risks and risk management for the industries your target audiences work in. Provide solutions to common challenges they may face to establish your credibility.
2. Be Creative
- Use High-Quality Images and Videos: Reflect your organisation and its brand through the images and videos you use. Ensure you use team members, your services in action, client discussions, or industry events to increase engagement.
- Use Infographics: Complex insurance concepts or data trends can be made more engaging and accessible by using well-designed infographics. Infographics can also make posts more shareable.
3. Share Personal Stories and Experiences
We often hear LinkedIn isn’t Facebook or Insta, people don’t want to know what I ate for lunch. While this is true, audiences do want to get to know you on a business level. They want to know what it’s like to work in your business – are you a happy / fun / serious / credible /trustworthy business? Ultimately, clients want to get a feel for whether it is going to be easy to work with you. This is why professional personal content is a must.
- Be Authentic: Relate your content to real-world insurance, business and team scenarios, such as navigating claims or team building, supporting other local businesses or a charity. Add the personal touch to help engage and create an emotional connection with your audience.
- Highlight Successes and Learnings: Sharing case studies or testimonials from businesses you’ve helped can provide tangible proof of your expertise and the value of your services.
4. Engage with Hashtags
- Use Relevant Hashtags: Incorporate hashtags like #InsuranceBrokers, #RiskManagement, or #BusinessInsurance to extend your reach and engage in wider conversations.
5. Consistency is Key
- Maintain a Posting Schedule: Regularly sharing content keeps your profile visible and your network engaged. A consistent schedule ensures your audience knows when to expect new insights from you.
- Quality Over Quantity: It’s crucial to ensure that each post is informative, accurate, and relevant to your audience’s needs. Quality content will always trump quantity in building a professional reputation.
6. Save Time Creating Content with AI
- AI-Assisted Writing Tools: Generate content ideas, draft informative posts about insurance products, or even assist in creating more engaging narratives about your services by learning how to use AI. These tools help you save time BUT remember human intervention is always required so your posts sound like you.
If you need further advice or social media or other marketing implementation support please get in touch via hello@wearesavvy.com.au. to talk about how we can help, or check out this great article from Hootsuite that can help get you started in setting up your Business profile.