Leveraging LinkedIn for Blog Exposure


LinkedIn is a great platform for expanding your network, connecting with industry colleagues, clients, and prospects, recruiting new hires, and announcing new products, programs, carrier relationships, and staff members. It’s also a great way to get more exposure for the blog content you create for your website. Here’s why.

Establish Yourself As a Thought Leader, Raise Your Agency Brand’s Profile

When posting links to your blogs on LinkedIn, you’re further positioning yourself as a thought leader in your area of expertise. It’s a way of demonstrating the depth of your knowledge and elevating your insurance agency’s brand awareness to a targeted audience.

For example, let’s say you specialize in insuring restaurants or the construction industry. Your LinkedIn network likely includes clients, industry associations and publications, and prospects in these niche markets. When writing about specific relevant issues, such as risk-mitigation strategies to prevent common exposures at restaurants or how recent trends may impact the residential construction industry, you assert your authority, foster credibility and trust, and enhance your agency’s visibility among your clients and prospects. You may even have an association reach out to you to speak at one of its conferences or a publication ask you to contribute to its digital magazine, furthering your exposure in the industries in which you specialize.

Delivering high-quality content that engages and informs your audiences is a way of sharing valuable insights that drive interest and recognition of your agency brand.

Foster Engagement with Your Audience

When you post blog links on LinkedIn, add a question or comment to generate responses from your network. Give people a reason to comment or share your article after they read it (be sure you have a LinkedIn share button on your blog posts). When someone comments on your LinkedIn post about your blog topic, reply and show your appreciation, keeping the conversation going to foster further engagement with your network.

Boost Your Connections with Relevant Content

In addition to posting a blog link on LinkedIn, you can send emails directly to your connections on the platform. Send a relevant blog to individuals you are connected to with a personal message, similar to what you can do with an email marketing campaign. For example, let’s say you are writing about the National Labor Relations Board (NLRB) joint employer rule and how it impacts the restaurant industry. You can send the blog link via email on LinkedIn to restaurant owners who will be interested in the rule and your insurance perspective.

Drive Traffic to Your Website

Blogging not only establishes you as a thought leader but also helps drive traffic to your agency website, where visitors can learn more about the insurance products and services you offer and are encouraged to contact you.

Additional Helpful Tips

Ensure your blogs are engaging and relevant to your audience, not clickbait or a sales pitch. You want your blogs to be about topics that directly impact your audience. Get in the habit of writing two to four blogs a month for your website, and always provide a link to them from LinkedIn. If you don’t have the bandwidth to write, hire a writer to interview you on various subjects and help shape your thoughts and insights. Establishing a blog schedule two or three months in advance is helpful, with the flexibility to change things up to cover a “hot” topic when needed.