Millions of professionals use LinkedIn search every week to discover industry news and insights, potential job candidates and offers and of course other professionals and business opportunities.
I’ve produced my 9 top tips for insurance professionals to get the best from LinkedIn.
1. Use filtering tools
When searching for a specific result on LinkedIn, there’s a great tool in the updated search filter located at the top of the search results page. This tool enables filtering through your search results meaning finding a person, company or opportunity has never been easier. The filtering options allow for a more precise result on your search based on location, jobs type, industry sector, connection degree, education and more.
For further assistance, LinkedIn provides predictions on key words in order to guide your search based on the key words inputted in the search bar. For example, when searching for ‘Broker’ the top results are those individuals who hold this job title currently as well as open job listings that you can explore.
2. Use your current connections
Did you know that 70% of people had a connection in their network associated with their current job prior to being hired at the company?
Using your existing connections can be especially helpful when finding the perfect candidate in the instance of needing to fill a vacancy in your team.
In order to make use of this feature, check the ‘connections of’ filter. This can easily be applied by clicking on ‘all filters’ on the top of the search page or directly from a connection’s profile page. If you require a deeper search this can be achieved by searching through your connections’ connections that work in the industry you’re looking into.
3. Build custom feeds
With the use of the Sales Navigator, you’re able to easily tag leads and prioritise their posts into a separate feed. This allows you to create a specific news feed allowing you to keep up with only a few hundred of your connections, which may include prospects or referral partners, instead of having to scroll through the noise of a busy timeline. Here are some more benefits of the Sales Navigator tool:
- Get customized lead recommendations using LinkedIn’s algorithm
- Use Advanced Search to find and connect with prospects
- Get real-time updates on your prospect’s activity, including job changes and other information
- See who is viewing your profile
- Use LinkedIn InMail to communicate with prospects
4. Engage, Engage, Engage
Engaging with others on your feed by commenting on and sharing their posts is a great way to build your own profile exposure. Remember, while posting your own content helps to promote your own opinions and expertise, monitoring your connections posts will give you the opportunity to provide comments and join discussions. A simple ‘like’ is not engagement and the LinkedIn algorithm knows this, so comment and contribute!
Comments provide more data than likes and re-shares; they also generate engagement. This is why many successful authors end their post with a question. They understand the importance of generating a discussion. You should too.
5. Expanding your Network
Linkedin provides the option of importing your contacts from another source in order to expand your network. Your current contacts may have connections you’d like to engage with – an introduction can be arranged this way. These additional imported connections may lead to great future opportunities.
To import a contacts file:
- Click the My Network icon at the top of your LinkedIn homepage.
- Click Contacts under ‘Manage my network’ on the left rail.
- Click Add more contacts on the right rail. Note: You’ll be redirected to a page where you can enter the source you want to import the contacts from.
6. Be Seen
An incomplete profile on LinkedIn can affect credibility and trust, ultimately decreasing your exposure. The appearance and level of completion of your profile is essential to ensure you can be found and to attract interest from other professionals relevant to you.
Here are some tips for how to build a great profile:
- Choose the right profile picture – it’s how people are introduced to you and (visual beings that we are) it governs their impressions from the start.
- Don’t use your headline for your job title. Say something eye-catching about yourself. Your job title will appear in your experience section anyway. Use the headline field to say a bit more about how you see your role, why you do what you do, and what makes you tick.
- Use a great background photo. This is the second visual element at the top of your profile page. It grabs people’s attention, sets the context and shows a little more about what matters to you.
- Add media e.g. pictures and video content which also include key words in captions and titles and allowing for increased exposure.
- List your relevant skills. It’s one of the quickest of quick wins on LinkedIn – scroll through the list of skills and identify those that are relevant to you. Doing so helps to substantiate the description in your Headline and Summary, and provides a platform for others to endorse you.
7. Consistent Posting
In order to be found, it is important to keep a consistent posting schedule to inform connections of any updates. These can be business orientated but can also take a light hearted route, for your viewers to engage and get to know who you truly are. Viewers appreciate seeing the human side of every business and its employees. Posts do not have to be published everyday – however those that do should be relevant and informative – never being too long!
Optimised LinkedIn profiles increase sales conversions and referrals – in the event of sharing insights and comments a prospect will remember your profile even if they are not yet ready to use your services!
8. Make Use Of Groups
By joining relevant groups (found by going to the ‘interests’ within the top navigation tool by selecting ‘discover’) with the use of key words such as ‘Broker’ you can establish yourself within a private space to interact with like minded LinkedIn professionals. Within these groups you’re able to publish informational posts, news and updates relevant to the group’s focus.
There is a general 80/20 rule which recommends sharing 80% interesting and knowledgeable content in comparison to 20% self-promoting content. When sharing valuable content you position yourself as a thought leader and the chances are that curious group members will visit your profile to find out more about you and your business. Joining LinkedIn groups also presents the opportunity to exchange and increase your own expertise through privately messaging individuals within your industry one-to-one.
9. Educate, Enlighten or Entertain
Create a variety of content such as whitepapers, blog posts, videos, case studies and testimonials in order to provide evidence for the success of the services you provide. Great content should Educate, Enlighten or Entertain.
Great content leads to great prospects who have the feeling that your services are effective and worth investing in. Not only does content inform your connections of your services it increases engagements and impressions ultimately increasing your exposure.