Social media marketing has begun to creep into every aspect of business, so why should marketing insurance be any different?

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

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Your target audience


The first thing to define is your target audience. In my role at Mutual of Omaha, my target audience is comprised of readers of this column and people who want access to trustworthy insurance expertise.

There are many side segments in the audience as well, such as coworkers, customers and, yes, competitors. Another good piece of advice: If everyone is your target audience, no one is. Be specific.

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Curate your profile


Once your target audience is established, curate your profile so your headline reflects the value you can deliver to your target audience. For example, my headline says: “Partnering with benefit professionals on voluntary and employer-funded employee benefit plan designs.” The balance of my profile consists of facts that support the credibility of my headline.

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