Branding & Positioning

Telling Your Story on LinkedIn

Having a defined person-to-person digital strategy will enable you to develop two-way lines of communication with your target prospects.  One such platform that continues to be a leading professional networking resource is LinkedIn.  This platform is ideal for prospect research and qualification because:

  • Content on the LinkedIn feed receives about 9 billion impressions per week, but only 3 million users (out of the more than 500 million) share content on a weekly basis. This means that only about 1% of LinkedIn's 260 million monthly users share posts, and those 3 million or so users net the 9 billion impressions.
  • 44% of LinkedIn users take home more than $75,000 per year, which is above the national median in the U.S.  This makes the platform ideal for personal and commercial lines risk consultants.
  • Hubspot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter.

Bottom line, LinkedIn helps you engage a community of professionals to drive actions that are relevant to your business while telling your "work story." In other words, make the most of your LinkedIn page to tell a cohesive, concise story that connects to your audience…and that gets them to reach out to you!

Specifically, articulate your value, tell your professional story, and share your WHY while framing it in terms they care about. This will lead to meetings, prospecting leads, and interviews that you actually want.

Share Your WHY

Start by sharing your WHY. Your WHY is your cause, purpose, or belief – the essence of your professional existence…the reason you get out of bed every morning. Your LinkedIn audience (prospects, clients, underwriters, and centers of influence) need to know your WHY. Why you? Why your organization? Why you do what you do. This is where your share your values and beliefs as a trusted advisor.

Knowing your WHY anchors your narrative and gives your audience that bright, bold “hero” that they are seeking. In other words, your WHY is how you create deep long-lasting connections.

Then, help your readers visualize who you are by adding a professional profile photo. LinkedIn members with profile photos receive up to 21 times more profile views.

A good story based on your WHY puts you, the hero, in the middle of the action.

Connect the Dots

When you know your WHY, you get a better sense of what your LinkedIn presence is for. Are you online to generate leads? Get the attention of underwriters? Make professional connections in the insurance and risk management industry to move your vision forward?

Most agents and brokers think that their LinkedIn page is all about them. Instead, every message should be about positioning you to meet the needs of your consumers. Start by narrowing down who your audience is and identifying their needs. Then tell an impactful story that describes your mission.

Finally, update your profile regularly so that your story evolves and your prospects, clients, underwriters, and centers of influence think, “This person is a trusted advisor with the answers I need!”

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