Setting up your profile is just the tip of the iceberg. Once you’ve got that completed, you will need to manage the page by creating, curating, and sharing content with your followers. Ensure that it’s all fully compliant with both your brand and D.O.I. guidelines. This is a job that you should not do on your own. Let’s face it; we know you are busy! Choose a designated team member or two to help manage your page. You can give them management access by adding them as Page Admins. Do this by clicking “Admin Tools,” where you will be able to select additional page administrators. Click “save changes” to complete setting up your admin team.

More Optimizing! Optimization of your LinkedIn company page is an ongoing, ever-evolving project.

To begin optimizing your page:

• Ensure that you have filled out all fields in your profile.
• Confirm that all specialties have been selected.
• Highlight key job vacancies within your agency.
• If it is appropriate for your business, you can display your company name and description in over 20 different languages.

A few additional business tips for LinkedIn include taking advantage of LinkedIn Groups, creating Showcase Pages, and using LinkedIn Analytics to monitor engagement levels from your desired demographic. Let’s break these down a bit:

What are LinkedIn Groups? LinkedIn Groups provide a place for professionals in similar industries, or with similar interests or goals, to network, share content, view and post jobs, and position themselves and their company as leading industry experts. LinkedIn Groups not only help you to make other business contacts, but it can also help you connect with your customers. Groups can be used as a way to reach your target audience in a more focused way, because the potential customers who are in that group, or simply viewing its content, are people who are actively interested in what you have to say and what your agency offers. In marketing terms, these customers would be considered “hot leads.” However, LinkedIn Groups isn’t a place for a business to advertise. In fact, advertising in groups is frowned upon because it takes away from creating genuine relationships with people. By sharing relevant content and engaging with members by commenting on posts, you can start building credibility within your industry. This type of exposure goes well beyond what a paid ad can do. Be mindful, however, that paid advertising isn’t a bad option to help grow your business. Actively engaging with LinkedIn Groups is an excellent, overall business strategy.

Creating Showcase Pages. LinkedIn Showcase Pages are used to highlight your brand, specific details of your agency, and core business initiatives. It gives you the opportunity to share your unique content with a select audience. How are showcase pages beneficial for your agency? Well, showcases pages are an extension of your brand. If someone is interested in a niche part of your business, they can follow both your LinkedIn company page and that specific showcase page. The function allows you to create even more intimate connections with your customers. Businesses can create up to 10 Showcase Pages. The content on these pages can range from different products you offer, tips/how-to guide on selecting the right coverage, or even community involvement. It is up to you how you use these pages and what specialties are most important for you to highlight. However before setting up showcase pages, check with your marketing team to determine if they’re compliant or not, with your particular brand.

Monitor Engagement with LinkedIn Analytics. Your agency can learn so much about your target audience through LinkedIn Analytics. Analytics help you to learn what type of content resonates the most with your demographic, what time of day and what days of the week are your posts receiving the highest amount of engagement. They can also give you insights on your follower demographics and activity on your company page. You don’t get analytics if you’re only allowed to set-up a personal page as opposed to a company page.

Try one big, bold LinkedIn strategy. Have a team member go to Google. Do a search for your top commercial vertical, law firms, CPA firms, Dentists, Chiropractors, etc. Find those businesses, who are headquartered in your market, and then have them go over to LinkedIn. Once on LinkedIn, have them do a name search for that business owner. Once they find that business owner’s LinkedIn profile, send them a “connection invitation.” Don’t use the default message. Write your own, brief customer “connection invitation.” You’ll get a higher percentage of owners who will accept your “Invitation to connect.” Once they accept, start interacting with their page and content. When they become familiar with you and your page, invite them for a cup of coffee, etc. Remember the key with “social media” is to “be social.” You won’t need a direct sales approach when using this method to close more new commercial lines business.