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.

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