105: Optimising Insurance Marketing on LinkedIn with Catherine France

<p>How can LinkedIn be used for reaching your target demographic?</p> <p>What kind of marketing content is most likely to facilitate a return on investment, and how can this be calculated?</p> <p>In this episode, we’re excited to be speaking with Catherine France, an insurance copywriter who specialises in using LinkedIn to help attract and convert clients. In conversation with Boston Tullis’ Sarah Myerscough, she illustrates how you can target LinkedIn content to your intended demographic, and explains the steps you need to take in order to project a trustworthy and reliable brand presence.</p> <p>Quote of the Episode</p> <p>“In terms of sales vs non-sales content, when I'm talking to my clients, and we're building their profile on LinkedIn, we are very much focused on educating, informing, giving value, as opposed to selling. It's probably like the 80-20 rule: 80% of the content we put out is information, and then 20% might be information with a call to action, that's more sales.”</p> <p>It’s easy to assume that the best way to garner sales through your marketing content on LinkedIn is to directly promote the services and products you offer. However, this is more likely to alienate than entice your ideal client, particularly if they have little to no knowledge of the insurance industry. Catherine suggests that a great way to subtly market your business whilst simultaneously capturing the interest of potential clients is to post educational and informative content, perhaps explaining different kinds of policy or common insurance misconceptions. Prior to doing so, you should establish who your ideal client is, and what challenges they might be facing that you can assist with. How much do they know about insurance? Subsequently, you can target your marketing content towards such individuals.</p> <p>Key Takeaways</p> <p>With 875 million people on LinkedIn, all of whom need insurance, the service provides a huge wealth of potential clients that you can attract to your brand. We live in the age of content, and qualit