How to Use LinkedIn Social Media Advertising for Insurance Brokers

LinkedIn is a powerful tool for professionals in a range of

different industries. People often call it the “Facebook For

Your Career”... but there’s so much more to it than that.

Using LinkedIn as an advertising platform can be a great way

for you to expand your network, meet people in the insurance

industry, connect with potential mentors and get sales leads.

There are three types of ads that you can create on LinkedIn and it’s crucial that you choose the right format

for your campaign.

1. A sponsored update

It takes the viewer directly to your website by clicking the link

or image. They can also click through to your Linkedin

company page or follow you on LinkedIn.

These adverts attract new followers to your Company, drive

engagement with company-specific content and appear on

mobile devices, tablet and desktop.

Simply create an account that is associated with your

company page on LinkedIn, select that account on the list

and hit the “Create Campaign” button.

Select the tab to choose

“Sponsored Updates”, choose

a name for your campaign and

then choose to sponsor an

update from your page or

create new Sponsored

Content.

2. A text ad

It will only allow the user to click through to your website via

the link or image within the advertisement. These are easy to

create and can be highly targeted. They are fantastic for

budget-conscious campaigns and appear on the top and in the

right rail of many LinkedIn.com pages.

Creating a text ad is simple;

all you need is to select the

relevant account and then click

on the “Create Campaign” button.

Select “Text Ads” and enter a

name for the campaign. All you

will need is a short headline and

description.

3. Sponsored inmail

It sends a targeted and personalised message directly to the

people you select. Inmail messages are only delivered when

the receiver is active on LinkedIn, enabling you to reach out

to prospects when they are most engaged and active.

When you are putting together LinkedIn ads, you can create

different versions and perform tests to see which

descriptions and headlines are most influential.

It’s important to send out your

marketing message to exactly the

right people.

You can select the locations that

you want to include or exclude

in your advertising campaign

and refine the type of person

you want the ad to target.

When you are narrowing down this focus, you’ll notice that

your estimated target audience size will be changing. You can

also click “Audience Expansion” to see audiences that are

similar to the one that you have targeted.

Setting your budget is easy using “Cost per Click” or “Cost

per Impression.” Since you're competing with other

advertisers, there isn't a set cost for an ad campaign as it's

auction based and not guaranteed inventory.

To control the expenditure, either set a budget for the

maximum total amount you want to spend each day or set

the maximum amount you want to pay for each click or

every 1,000 impressions.

Campaign Manager shows you a suggested bid range,

representing an estimate of the current competing bids by

other advertisers targeting the same audience. Generally,

the higher you bid in this range, the more likely you are to

receive clicks and impressions.

The crucial next step in your campaign will be to review the

analytics and see how your adverts are performing.

The analytics will allow you to compare the performance

between your text ad campaigns and sponsored updates.

This information will allow you to edit your ads, change the

audience that you are targeting and adjust your budget if

necessary. The high level of customisation makes it an

extremely effective way to spread the word about your

insurance services.

Want to better understand the power and process of lead

generation for insurance brokers? Take a look at our guide

“Social Media for Insurance Brokers: The Ultimate Guide to

2017.”