8 ways to use LinkedIn as a prospecting tool for your benefits business
LinkedIn is an underutilized prospecting tool. This works to your advantage.
Of course you are on LinkedIn. Do you actively use it to find and engage with prospects or people who can connect you with prospects? Many people build a network by inviting their email contacts, post some content provided by the firm and stop there. But LinkedIn is an underutilized prospecting tool. This works to your advantage.
8 ways to unlock LinkedIn’s potential as a prospecting tool
Let’s assume you are an active user, seeking to unlock Linkedin’s potential as a prospecting tool. You’ve got lots of connections. Let’s see if you can use that as a springboard to business. Note: Everything I do occurs on the version of LinkedIn that’s free to users.
1. Find benefits professionals. This one’s obvious. You know the job titles of potential prospects. For example, scanning on “Benefits Manager” returns 2,460,000 results worldwide! Scan on job titles. Stick to 2nd level connections. Personalize each invitation. Reference the number of connections you share. Give a compelling reason for connecting.
2. Find fellow college alumni. This is a good reason to connect. Find people who went to the same school. You likely share connections. Invite them, paying attention to the firm where they work and their job title. You should find at least a few in the right place at the right time.
3. Search by company. Certain firms are your best prospects. Build up a set of LinkedIn connections at those firms. As you get to know them, learn who in the company you should prospect.
4. LinkedIn groups. LinkedIn has many groups. Back in 2016 it was estimated around 1.78 million. LinkedIn is a professional site. It’s highly likely there are groups specifically for people in the Benefits business. Ask to join. Post content. Comment on other people’s posts. Invite active group members in the right roles to connect with you.
5. Write articles. Does your firm allow it? Maybe they have compliance-approved content. More on that later. If you are allowed to write content, posting after it’s approved, you are on your way to becoming a subject matter expert.
6. Post article links. Just because you saw an article doesn’t mean everyone else saw it too. Share with some of your connections. These are usually compliance approved content. If you found it on your own, check before posting. Post those links to your groups composed of benefits professionals. You are bringing value.
7. People you could ask for advice. People know other people. You might have taken continuing ed courses or worked on an advanced degree in a field related to your business. Did you make friends with your professors? Are they on LinkedIn? How about industry experts? Connect with them. Ask for advice on getting the right connections and clients. They might know people…
8. Local business organizations. You belong to the Chamber, but your town has other online business communities. They might have LinkedIn groups made of local business owners. Join the group. Post article links. Become the “go to” person when people have questions about benefit plans for their business.
In my opinion, LinkedIn is incredibly underused as a business development tool. Get it working for you before your competitors do!
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