Using LinkedIn Publishing To Improve Insurance Web Marketing

Creating blog posts for your insurance agency website is an important way to connect with customers and attract new prospects. Creating articles to post on social media sites, including LinkedIn, helps extend agency reach and showcase expertise. Why LinkedIn Publishing? In the US, 38% of adults use LinkedIn, many of which are business people including…

Creating blog posts for your insurance agency website is an important way to connect with customers and attract new prospects. Creating articles to post on social media sites, including LinkedIn, helps extend agency reach and showcase expertise.

Why LinkedIn Publishing?

In the US, 38% of adults use LinkedIn, many of which are business people including your customers and prospects. Other notable LinkedIn statistics include:

  • Now at 433 million members
  • Over 100 million members access the site monthly
  • More than 1 million members have published content on LinkedIn
  • Over 3 million companies created LinkedIn accounts
  • 17% of small businesses in the USA use LinkedIn

LinkedIn provides a publishing platform for members to create and distribute authoritative articles. These articles are then categorized on Pulse, LinkedIn's content aggregation system. Pulse allows people on and off LinkedIn to see your article, but only LinkedIn members can share, like or comment on a post.

Access to Professionals around the World

Nearly half of people who read articles on LinkedIn Publisher are senior management in their respective industries: CEOs, VPs, COOs, CTOs. The average post is read by professionals from over 21 industries in nine different countries. An article published on LinkedIn can receive tens of thousands of views and hundreds of comments, some of which can come from both clients and prospects. Many businesses who regularly publish on LinkedIn have stated that they acquire new clients from their LinkedIn Publishing efforts.

LinkedIn publishing offers an attractive format, with large banner image for each article. It's important to take the time to find an eye catching, high resolution image, for these images help improve the professionalism of the post, and increase readership. And insurance agency marketers should include keywords in every article post.

LinkedIn Analytics

When people comment on a post published on LinkedIn Publisher you will be able to see their profile via LinkedIn's analytics. You will also be able to see statistics on readers, including job title, geography and industry. You can then determine who is reading your articles, and if they are in your target market and prospect profile, and if you need to change your content or writing style.

For insurance agency marketers looking for a new way to reach your business prospects, consider LinkedIn publishing. You will be able to learn more about your target market while growing your customer base with top professionals. Those agencies and brokers which lack the resources, expertise or time for content marketing, can consider outsourcing this type of initiative to a profitable insurance marketing firm.