Social media marketing has begun to creep intoevery aspect of business, so why should marketing insurance be anydifferent?

Let's briefly discuss the realm of business-to-businesssocial media connectivity. We’ll focus on using LinkedIn, since it is themost common business-oriented platform.

Your target audience

The first thing to define is your target audience. In my role atMutual of Omaha, my target audience is comprised of readers of thiscolumn and people who want access to trustworthy insuranceexpertise.

There are many side segments in the audience as well, such ascoworkers, customers and, yes, competitors. Another good piece ofadvice: If everyone is your target audience, no one is. Bespecific.

Curate your profile

Once your target audience is established, curate your profile soyour headline reflects the value you can deliver to your targetaudience. For example, my headline says: “Partnering with benefitprofessionals on voluntary and employer-funded employee benefitplan designs.” The balance of my profile consists of facts thatsupport the credibility of my headline.

It's neither a resume nor a brag piece. Add your work experienceand accomplishments next. Finally, have someone carefully proof andfact check everything. There is nothing worse than saying “we willhelp you master all the details and nuances of the benefitsmarketpluce.” Oops! There goes credibility.

Ask for recommendations and fill out yourskills

There are also areas for skill endorsements and recommendations.Ask trusted friends or customers for recommendations, since thatcan be a great way to have someone else tell your story, whichmakes it more authentic.

Are you in the business of being social? (Photo:iStock)

Develop a following

Most business professionals already have a LinkedIn account, and atleast some contacts. It's a good idea to build your following byinviting people you know, including customers you currently serve,prospects you are actively pursuing, and former customers.

The LinkedIn search and “people you may know” functions willhelp you find any you may have missed. Make sure to personalizeyour connection requests — this makes people more likely toconnect.

Step beyond the basics

You may want to step beyond the basic “free” LinkedIn account intoits Sales Navigator product. In Navigator, you can identify crosscontacts, especially once you have built your direct contacts listas far as you are able.

Let's say you want am introduction to a contact at the ABC BoxCompany. You do a web search and find out Mr. Johnson is your keytarget contact based on his title. Navigator will let you knowwhether any of your contacts are linked with Mr. Johnson, or otherkey people at the company who could provide an introduction. It'smuch better to connect through a personal introduction than a coldcall.

Create a content strategy

Finally, create a content strategy. Original content is great,but takes time to develop, so finding articles targeted to youraudience from sources like PC360 is a great place to start. Expresswhy you think the content has value. When one of your contactsposts something relevant, don't just “like” it, comment.

When you comment, you are showing thought leadership andcreating engagement, which is a key point of using social media forbusiness.

An effective social media strategy is among the building blocksof success in today's insurance marketplace. So please, connectwith me on LinkedIn.

Marty Traynor is vice president of voluntary benefits atMutual of Omaha. He can be reached at [email protected].