Digital Strategy Resources

Beginner's Guide to Building Your Digital Presence

About This Guide

It’s no secret that being online is vital in today’s digital world. Gone are the days of looking through the phone book to find solutions for your business and personal life. If you want to be found - you must be online. We encourage all our members to have a website and to set up at least one social media channel. This generally leads to the questions - “where do I start? What do I do?” Which is why we created this guide.

The internet and all it’s potential can be a little overwhelming and it’s important not to get bogged down in the sheer weight of trying to figure out everything on your own. We are here to assist. This guide is designed to help you take the first steps to creating your Digital Presence as an Insurance Agency. We will cover the basics of what is important in a website, how to populate and set up your social media accounts, and how to use LinkedIn as a powerful prospecting tool.

All recommendations are targeted at Independent Insurance Agents, so there is no guess work of “Is this right for my industry?”. Yes, this is how Insurance Agents are creating their digital presence with great success. However, these are only recommendations. We encourage everyone to use this as a starting point and then develop their own online strategy that highlights their goals and unique agency model.

What does it mean to have a Digital Presence?

A Digital Presence is how your business appears online and the impression it makes. This includes your website, social media accounts, review sites, search engines, etc. - anywhere your brand and reputation can be found by clients and prospects online. Whether a prospect visits your website, or a client interacts with a social media post, or your Google My Business page comes up as a search result, in all cases it is customers and prospects interacting with your digital presence. The impression your digital presence makes through branding, content, and design is a vital part of finding new leads and retaining existing clients.

What is a Digital Strategy?

A Digital Strategy focuses on how you use technology to improve your business. Having a sound digital presence is one factor of an overall digital strategy as it focuses on the use of online technologies to give your business a competitive edge. However, your digital strategy does not end there - having an agency management system and leveraging other technologies to improve your business’s performance, as well as the process of evaluating new technologies you may wish to implement in the future, are all part of your digital strategy. If you are looking for assistance with creating and implementing a digital strategy, Chicagoland SIA offers on-going Agency Development assistance, recommendation and discounts on agency driven technologies, and offers mentorship on implementing technologies to help your agency grow and evolve in the digital landscape.

Download the Guide for Free!

Website Optimization Recommendations

Websites are crucial to expand a business’ client base by providing information on its services and offerings. Many potential clients will look up the business website before contacting the business owner to ensure it is a good fit for their needs. Without a website it is difficult to stay competitive within the industry especially in today’s environment where most of the initial contact is happening online. Whether or not you already have a website, below are a few recommendations to ensure your site is optimized to its full potential.

General Requirements

  • Logo & Branding
    • Make sure the website has consistent branding throughout the site while consistently using the logo across every page
    • For example, if your branded colors are blue and white, stick to those across each page
    • We recommend having a header with the logo present on each page
    • Each page should flow and look similar in order to maintain a native feel on the website
  • About Us/Our Team
    • History of the company
      • Who are you? Why should a customer be interested in your company’s history?
    • Bio & Photo of employees that should be highlighted (mostly client facing employees)
      • Who are they? What are their backgrounds? Why should a potential customer want to work with them?
    • Should include professional headshots
    • Include each listed individual’s contact info
  • Services Offered
    • Keep it simple on the front page with the service listing but have a separate page that deep dives into each offering so a potential customer can learn more
  • Contact Us
    • Request Proposal – any contact form with a strong CTA to encourage users to fill out the form
  • Request name, e-mail, phone number – very basic information
    • Unless you have an integration with a proposal generator
  • Contact forms should be located on most pages
    • Side of page is beneficial on most pages apart from the intro page – that page should have the contact us form at the bottom
  • Search Engine Optimization (SEO)
    • Adding keywords to your website content will increase your SEO score which will help when potential customers are looking for your services
    • Don’t go overboard with keywords but adding the important key phrases or words will allow Google to acknowledge when to include your website on Google searches
    • The more relevant your keywords & phrases, the higher up your website will be on the search pages
    • If the content on your website isn’t being updated regularly, your website will be pushed down the list as the search engines are refreshing the list to ensure they aren’t including outdated content on user’s search pages
      • Only have so many content updates with your web contract? See below for a few added value features you can offer to your potential and existing customer base while also keeping your SEO up-to-date

Added Value Features

It’s important to distinguish your business apart from competition. Establishing yourself and your business as subject matter experts is extremely valuable to clients. Two ways to do that are to incorporate quarterly or monthly newsletters or to create a blog on your website.
  • Newsletters
    • Do you have a newsletter? If so, make sure to have a form fill on your website so potential and current customers can sign up
      • Not best practice to sign clients up for the newsletter without permission
    • Newsletters don’t have to live on the website but the form to sign up should
    • Newsletters should be released quarterly at minimum or monthly at maximum
    • Newsletter information should be relevant
  • Blogs
    • Do you have a blog? Are you interested in a blog?
      • Generates a user following, promotes page visits, can promote on social media platforms, shows expertise
      • It’s also a great way to improve your SEO & relevancy score on Google
        • Keyword usage on blog posts keep your site relevant on search engines as it’s looking for regularly updated content to ensure it’s not including outdated sites on user searches
  • Recommend having each of these pages/categories broken out into individual tabs on the website instead of one long page
  • Link to social media pages
    • On the bottom of each page be sure to include a navigation bar that has social media icons where a user could click out to your social channels
      • Effective to encourage activity on your social channels and increase your following on each platform
      • More likes, more comments and more connections improves your pages!

Google My Business

If a potential customer wants to know your location or contact information, they will typically Google it. Without a My Business account, your information might not be readily available on Google’s front page when a user searches for you. The account also allows you to include photos, business hours, a place for customers to leave reviews, etc. which are all valuable pieces of information to your potential and existing client base.
  • Instructions are provided <insert area>
  • Location, contact information, link to website, hours, general services should be listed
  • Logo image should be included
  • Google reviews are helpful for users – request these from existing clients to add to your Google account

Website Tracking

Website tracking is completely optional, but we do recommend having your web developer add Google Analytics to the website. It’s a free tool that provides insight into who is viewing your website that you can use to learn more about your target customer base. Additional tracking can be added for the advanced web users who are looking to run paid media campaigns through Google or any social channel. It’s important to note that high volumes of traffic are required to activate any media tracking in order to apply it to paid digital media campaigns.
  • Use Google Analytics if possible to determine demographic information, user flow, web engagement, etc.
    • Free tool that can be added by your web developer
    • This is the base tracking that we recommend to monitor website activity and can help provide valuable data into website functionality
  • Google Ads remarketing/conversion tags to use for Google campaigns
    • If a Google Ads campaign is of interest, we recommend adding a Google Ads remarketing tag to the website to build an audience pool of users who have visited the site. Conversion tracking is also important to track the overall effectiveness of the campaign.
  • Additional tracking available to use on social media campaigns
    • Linkedin Insight Tag
      • The Linkedin insight tag allows Linkedin to gather audience pools based on user activity on your website - Valuable to include on your website if a Linkedin campaign is of interest. A web developer can help add this to your site.
    • Facebook Pixel
      • The Facebook pixel allows Facebook to gather audience pools based on user activity on your website. It also helps track the overall effectiveness of your campaign if conversion pixels are placed in addition to the base Facebook tag - Valuable to include on your website if a Facebook campaign is of interest.

Do I Need a Google My Business Account?

We recommend creating a Google My Business account in order to claim your business’ information. If a potential customer wants to know your location or contact information, they will typically Google it. Without a My Business account, your information might not be readily available on Google’s front page when a user searches for you. The account also allows you to include photos, business hours, a place for customers to leave reviews, etc. which are all valuable pieces of information to your potential and existing client base. If you don’t already have an account, please follow the instructions below to create one. It shouldn’t take longer than 10 minutes!
Setup Instructions
  1. Go to https://www.google.com/business/
  2. Select “Manage Now”
  3. Select “Add your business to Google”
  4. Insert Business Name
  5. Select your business category
    1. i.e. Insurance Agency
  6. Next selection asks if you’d like to add a location.
    1. We recommend selecting yes unless you don’t have an office location yet
      1. If that’s the case, you can add in your new address later
  7. Input the address information OR the city & state where you serve your customers
    1. The option you receive is prompted by the answer you gave on step #6
  8. Insert contact information
    1. Phone number
    2. Website URL
      1. You can always add a website later if it hasn’t been created yet
      2. We always recommend having a website even if they aren’t one of our recommended vendors. Google offers an option to have a free website created based on your My Business listing. They aren’t the best websites but are OK on a temporary basis
  9. Select Finish and follow the remaining instructions
  10. Add photos, hours, etc.
  11. Publish

Organic Solutions for Your LinkedIn Business Account

LinkedIn is a great resource to make connections with industry professionals, promote yourself as an industry expert and ultimately grow your business. There are ways to attract new connections and clients using LinkedIn without having to promote paid ads. We put together a list of optimization suggestions and quick tips to help you get started or help improve your Business account.

Business Account Optimization Recommendations

It’s important to create and maintain your business account so that your business stands out as a leader within the insurance industry while also providing potential clients with an avenue to learn more about your busines without leaving the LinkedIn platform. We’ve included a list of recommendations from your header to the types of content your business should be posting below.

  • Optimizing Your Business LinkedIn Account
    • Header – Page Info
      • Upload your business logo
      • Include business name
        • Should be the same across your website, Google My Business listing, Facebook business name, etc.
      • Select a public URL that is easily recognizable and as close to your business name as possible
        • For example: linkedin.com/company/concklin-insurance-agency/
      • Insert a tag line that’s less than 120 characters
        • Should draw in attention while explaining what your business does
          • For example:

Linked In example

  • Header – Buttons
    • Opt-in to custom buttons
      • We recommend using one of the following:
        • Contact Us
        • Learn More
        • Visit Website
      • Insert your website URL
        • Should direct users to your homepage
  • About – Overview
    • Insert a description in the designated box
      • Your description should be between 400-600 words or one paragraph that sums up your offerings
        • Can be repurposed from your website
      • Example:

concklin Linkedin About us

      • Insert website URL
        • Should direct users to your homepage
      • Select “Insurance” as the industry
      • Select the appropriate option for company size
      • Select the appropriate company type
      • Insert business phone number
        • This is optional
        • If you decide to include a phone number, it must be a business number. Do not include personal phone numbers
      • Select at least 2 specialties
        • For example: health insurance, personal insurance, etc.
    • About – Locations
      • Insert business address
        • If you don’t currently have an office space, just include the town/city your business is located in
    • Community – Hashtags
      • This is optional but if you want to keep tabs on trending topics in the insurance industry or industries relevant to your clients, we recommend adding 3
        • The first two hashtags should be unique to your target audience (i.e. hospitality, contractors, etc.) then the third we recommend being insurance related
  •  Community – Groups
    • This is also optional but if you have a business group you want to showcase on your page then this is the place to do so
  • Cover Photo
    • Should be something specific to your business
      • Office front
      • Office photo
      • Team photo
      • Text Banner
      • Make sure it’s in your company colors
    • Avoid using your logo as the banner image
      • Logo can be located in the banner, but we recommend having imagery located in the cover photo in addition to the logo
        • For example:

Social 5 Web Banner

    • The image should be good quality and business appropriate
      • Not pixelated or stretched
      • Clear and easy to read/see
  • Posting
    • 1-2 posts every week
      • The intent of posting is to encourage engagement with your content
        • Quality > Quantity
        • If you post 1 quality post every week that users engage with then LinkedIn will keep your post high up on your connections newsfeeds and will potentially reach users outside of your network
    • We don’t have a rule of thumb for LinkedIn posts like we do for the Facebook 70/20/10 rule
      • LinkedIn is a platform where you can post third party content on your business page and won’t be penalized as long as you include your own thoughts/feedback in the body of the post
      • The content you post should showcase your business expertise
        • Maintain professional language throughout the entirety of your posts and comments
    • Content Examples:
      • Articles
        • Relevant to the insurance industry OR to your target markets industry
        • Trending topics and news stories
        • Avoid politics
      • Blog Posts
        • Ideally your own blog posts
        • Can be third party sourced
          • SIAA or Chicagoland
          • Any of the carriers
          • Must be a reputable Source
      • Videos
        • LinkedIn prefers videos to be uploaded directly to their platform as opposed to using YouTube or Vimeo links
      • Thought Pieces
        • Written by yourself or someone in your business
        • Industry leaders
        • Avoid politics
      • Reposting
        • Sharing a client or connection’s post on your page
        • SIAA, Chicagoland or a carrier post
    • Should be professional in nature
      • Don’t be afraid to post professional developments
        • Can be hiring, promotions, your company receiving recognition or an award, etc.
    • Include keywords in the body of the post
      • Should always include text in your post even if you’re sharing content that is from a third-party source
        • Why are you sharing this?
        • Why is it important?
        • Why should your connections be interested?
        • What did you gain from reading this?
    • Include a strong call to action (CTA) at the end of your post
      • CTA should encourage users to engage with your post
        • “What are your thoughts?”
        • “Have you ever experienced this before?”
        • Avoid saying “comment below” as users already know where to comment. Use friendlier language as you were having a conversation with the reader
        • Engagement
    • Likes/Reactions
      • Likes and reactions are important but LinkedIn’s algorithm weights comments and shares heavier when considering what posts should be located on the top of your connection’s newsfeeds
        • We don’t provide a recommended number of likes/reactions as we’re aiming for comments
          • Every post will be different
    • Comments section
      • Follow up with related content even if no one has commented to keep the post to the top of the feed
      • Respond to users who comment no later than 48 hours after the comment was made
    • LinkedIn’s algorithm looks at the number of comments on posts and will share posts with high engagement across your network’s pages and beyond
      • The more comments = the more visibility
      • LinkedIn will “bury” posts with less comments to the bottom of your network’s feed
      • LinkedIn promotes popular content that has recent and relevant information to your network’s pages
    • Don’t be afraid to engage with other businesses on the platform
      • Congratulate them on their achievements, updates, etc.
      • “On behalf of Concklin Insurance Agency we want to congratulate you on your recent successes”
  • How often should I check my page?
    • We recommend checking your page 2x a week unless you’ve recently posted
      • Once at the beginning of the week then once towards the end of the week (Thursday is recommended over Friday)
      • If you’ve posted that week then we recommend checking in on the post for 48 hours after posting
        • It’s important to monitor the comments section and promptly respond
          • Response time should be no later than 48 hours after the comment is made

 

 

Organic Solutions for Your Personal LinkedIn Account

Linkedin is a great resource to make connections with industry professionals, promote yourself as an industry expert and ultimately grow your professional network and business. There are ways to attract new connections and clients using Linkedin without having to promote paid ads. We put together a list of recommended optimizations and quick tips to help you get started or help improve your existing personal account.

Personal Account Optimization Recommendations

The best way to grow your business on Linkedin is to promote your personal page and gain as many relevant connections in your network as possible. The next step is engaging those connections with helpful, thought-provoking content that you can tie back to your business expertise.

Optimizing Your Personal Linkedin Account

  • Include Contact Information
    • How can potential customers get in contact with you?
    • We recommend including your e-mail address as the bare minimum
    • Phone number and websites can also be included in addition to e-mail
    • Can also include address if that is of interest on your personal account
  • Photo & Banner
    • Photo should be recent
    • Headshot preferred
    • Professional attire
    • Cropped from the shoulders up
    • No one else present in the photo
    • Plain/simple background
    • Include a banner image with the company logo included
  • Headline
    • Most important aspect of the profile because that is the information that the user views first. When coming up with your headline, ask yourselves the following:
      • What do you want to be searched for?
      • Who are you and what are you providing?
      • How can you explain your job and offering in 15 words or less?
      • Be as clear as possible – “agency” is a broad term so be specific
      • Don’t be afraid to get creative
      • How would you like to stand out from your competitors?
      • Example of a creative yet clear headline:

matt masiello linkedin About

  • About
    • Profile is a first impression to you and your business
      • How do you want to come across to potential and existing customers?
      • If someone doesn’t know you professionally, what would you want them to know about you?
      • What sets you apart from your competition?
    • Think of the “About” section as a soft sales pitch
      • Why
    • Avoid “copy and pasting” your resume in the about section
      • Use your personal voice
      • Make it friendly but keep it professional
      • Third person is recommended
    • Make sure that your business keywords are located on your profile and your company’s profile
    • Call to Action (CTA)
      • Make sure it is clear as to how you can help early on in your profile
        • If it is unclear how you can help a potential client, they will likely lose interest rather quick
      • A strong CTA will encourage your profile visitors to engage in your profile or even head to your website
        • Remember, social media channels encourage users to stay on their site instead of clicking out to business pages. Use friendly, encouraging language to keep the user on your page to interact or click on your website link to learn more
      • Examples:
        • For more information visit our website!
        • Want to learn more? Head over to our website!
        • Interested in getting in touch? Send me a message!
      • An “About” Example:

Craig Linkedin About

  • Experience
    • Be sure to include as much previous job experience as possible including accurate date ranges
      • This increases the likelihood of having common ground between you and your new connections
    • Include brief summaries of each job responsibility
      • No more than 2-3 sentences
  • Search Engine Optimization (SEO)
    • If there are specific keywords you want to be associated with, make sure they are on your company and personal profiles
      • Carry these over from your website. Consistency is key!
      • Make sure to include relevant terms and phrases. A few examples:
        • Independent
        • Small Business
        • Family Owned
  • Promote organic content, shared content, etc.
    • More engagement = more views across networks
    • Avoid posting or sharing without including a comment in the body
      • Why is this post important?
      • What is the intention behind this post?
      • Include a short blurb in the post and encourage your connections to engage in the comments section
        • What were your thoughts on the post?
        • Why should others read or interact with your post?
        • How will this help them and/or their business?
    • More posts does NOT equal more engagement – be strategic in your posting
      • 2-4 posts per week
      • How would this post help the connections in your network?
      • Is this post relevant to your network?
      • How can you engage users to interact with your post
        • Strong CTA’s
        • Asking questions in the post to encourage comments/likes from your connections
  • 500+ Connections
    • Linkedin says that 500 connections should be any small business owner’s goal
    • More is encouraged but this is the threshold when your account becomes substantial
    • We do not recommend adding everyone into your network just for the sake of hitting the 500+ mark
  • Engagement is KEY
    • Not only should you encourage engagement on your posts, but you should also engage with your connections posts as well
    • Network, network, network
    • If a mutual friend or colleague posts an article and is attempting to start a conversation, don’t hesitate to contribute!
Join Professional Insurance networking groups on Linkedin
  • Recommended groups:
    • Insurance Professionals
    • Insurance Journal
    • Insurance Consultancy
    • ReMark eXchange
People Filters – finding new connections on Linkedin
  • Are you currently connected with your existing client base?
  • Are you currently connected with friends, family, colleagues, etc.?
  • Be strategic in who you are adding
    • How can they help you?
    • How can you help them?
    • Are they of interest in having an introductory conversation with?
    • Can they offer valuable information on your business prospects?
    • How can you learn from their content and posts?

Prospecting Using LinkedIn

LinkedIn is a tool that we recommend tapping into while prospecting potential commercial lines clients. Using the search function you can look up company names, individual accounts, and job titles to grow your network and get in touch with prospects. Prospecting on LinkedIn should be treated differently compared to a traditional first touchpoint, so we’ve put together some tips & tricks to navigate the space while maximizing the free capabilities that the platform has to offer.

Using Your Personal Account To Prospect

We recommend targeting commercial lines business using your personal LinkedIn account by getting in touch with key decision makers in the businesses you are targeting. This can be accomplished in a few different ways:

  • Find the business or office website and visit the “about us” page to find the owner, VP, office manager, etc. From there, insert their name into the search bar on LinkedIn and make sure the title information, name and/or picture (if applicable) closely matches what was on the website.
  • Search the business name on LinkedIn and navigate the business page to the employee section. From there, pay attention to the job title listed next to each employee. Again, you’ll want to get in touch with a key decision maker at the company.
  • Search by job title within the search bar. When inserting the title into the search bar, make sure the title is specific and easy for the platform to identify. Avoid only searching general terms such as “Owner” or “Vice President”. Instead, search “Owner Jersey Mikes Subs” or “General Contractor”. There will be a few options that appear while searching. Always use the search option that includes “People” as shown below:

Search term: general contractors

    • Please note, this might be best if you’re looking to target broadly and not specific by city or state. We recommend using this method if you’re going after franchisees, contractors, medical offices, etc.
You’ve Found Your Prospect, Now What?

Now that we’ve found a prospect, it’s time to make initial contact. We recommend adding the prospect as a connection and including a brief message explaining why you’re adding them to your network. A few examples of appropriate messages can be found below:

  • Hello, INSERT NAME HERE. I hope you’re having a nice day. I’m interested in joining your network to learn more about your business needs and to share insurance related content that I feel would be relevant to you. Looking forward to connecting!
  • Hi, INSERT NAME HERE. I noticed that we had some mutual connections and I thought it would be beneficial for us to connect. I’m excited for the opportunity to join your network!
  • Good afternoon, INSERT NAME HERE. I’m hoping to connect with you to share some insurance related content that I believe would be relevant to your business needs and will help protect your business. I look forward to connecting with you.

We typically see a 25%-33% acceptance rate when a message similar to the above is added with a connection request. These should be short, sweet, and not heavily sales focused messages that provide a reason why you’re connecting with the prospect. If you’re more comfortable adding a brief introduction to who you are that is also encouraged but not a requirement.

If the prospect doesn’t accept, don’t worry! Everyone has different preferences as to who they allow into their LinkedIn network. For example, a prospect might decline your request if you don’t have any mutual connections. If this is the case, proceed with a traditional cold call or mailer to their business as your first touchpoint.

Immediate Next Steps After the Prospect Accepts

Once the prospect accepts your connection request, it’s important to reach out within 48 hours of acceptance. This is technically your 2nd touchpoint with the prospect and can be a little more “sales” oriented. We recommend sending a message thanking them for accepting and providing a bit more information on you, your background, and your intent for connecting. This is also a great time to pull in aspects of their profile, website, and business to show your interest and expertise with their field. Explain how you can help them with their business then end with a strong call to action that encourages a follow up e-mail or phone call.

What happens when the prospect responds and wants more information?

Hit the ground running! Schedule a phone call, zoom meeting or in person conversation depending on what works best with the prospect. Request the prospect’s contact information so you can get a time and a date set and take the conversation outside of the LinkedIn platform.

What happens if your prospect responds but doesn’t want to connect at this point in time?

Don’t be discouraged! They have connected with you so there is some interest in you and your business offering. Politely thank the prospect again for connecting and let them know that if anything changes with their situation that you’d be interested in having a follow up conversation. Also be sure to include your website and e-mail address so they can easily find more information and/or contact you should their insurance needs change or if they’d like any insurance related advice in the future. We also recommend asking the prospect if they’d like to be added to your newsletter distribution list in your response. It’s important to avoid pushing the prospect into having a conversation with you as it will likely sour them from wanting to work with you in the future. Lastly, make sure to be interacting with the prospect’s posts regularly! Throw them likes, comment on their posts, engage with their content, etc. to show that you’re interested in them and their business.

What happens if your prospect accepts your request but doesn’t respond to your note?

Again, don’t be discouraged! This is completely normal and doesn’t mean that the prospect has gone completely cold. This prospect might need a different introduction style compared to others or might require a longer warming period. If this happens to you, schedule some time on your calendar 1 month after your initial touchpoint to follow up with the prospect. In this note, I recommend sending over an article, a snippet from your newsletter or information that is relevant to their business to spark interest with the prospect. Include a note with the content you’re providing as to why you wanted to provide this information and how it would help their business. Then see where the conversation goes! If the prospect does not respond the second time, don’t panic. Wait 2-3 weeks and ask if they’d be interested in having a conversation or if there would be a better time to get in touch. Remember, the prospect has accepted you into their network, so they see your public posts and engagements. You’ll still be top-of-mind as long as you’re consistently engaging with the platform. If you find that a prospect hasn’t responded to your first two messages but likes or comments on one of your posts, that’s a great time to follow up with them via private message and engage in conversation about the post they were interested in. If your prospect completely ignores your posts and messages, it’s best to hold off on engaging with them on the platform. The last thing you want is to turn a prospect off of you and your business because they felt pestered on LinkedIn. If there’s no engagement then it’s best to go with another approach (cold calling, postcards, etc.) or drop the prospect until a different time.

Keeping Prospects Engaged With Your Brand

Regardless if the prospect has responded to your messages or not, it’s important to stay relevant, encourage engagement and promote your brand consistently within your LinkedIn network. That way when a prospect gets to the point in their insurance lifecycle and decides to make a change, your name will be top-of-mind. Here are a few quick tips to ensure you’re staying at the top of your prospects’ feeds:

  • Post, post, post!
    • Share content that portrays you and your personal/business brand. Why would this prospect choose you over your competition? That should be top-of-mind every time you are posting on your LinkedIn page.
      • Doesn’t always need to be insurance related
        • If you find an article that is relevant to small business owners, post and explain why you found the article helpful
        • Did someone in your family have a recent accomplishment (i.e., graduating high school, getting accepted into a college, starting their first job, etc.)? Post about it!
          • Family achievements are relatable to most demographics and encourage engagement
        • Participate in a volunteer day or a non-profit organization? Share one of their posts or create your own post sharing your experience and include a photo then tag the organization
        • Hot topics, trending conversations and pop culture discussions are welcome here as long as they are kept professional
          • The goal is to make you and your brand as relatable as possible
            • Passionate about sports? Post about how your favorite team is doing
            • Interested in learning and education? Post about the recent masterclass session or webinar you participated in
    • If an existing client hit a major milestone or achievement, share that on your page
      • Congratulate the business and tag them in the post you created or shared
      • Helps to build your network but also grants you credibility with prospects if you’re working with another business in their market
    • Sprinkle in content that is relevant to your target market
      • Hitting a niche market? Find some articles to share and provide your own input into the body of the post
        • The goal is to let your prospects know that you’re doing your research and are an expert in their space
        • Helps to build trust with you and your brand
      • Avoid getting too “sales-y” but in some of the posts you can include a sentence or two about how you’ve been able to help other businesses tackle some of the challenges the article discusses
      • Highlight statistics, data, and any major takeaways in the body of your post
      • Always include a call to action (CTA) at the end of the post to encourage your network to engage with the post
  • Engage in their content and page
    • Interact with their posts by liking, commenting, etc.
      • Respond if they post questions or are looking for referrals
    • Congratulate when they have a work anniversary, accomplishment, or achievement
    • Wish them a happy birthday
    • Follow their business page if they have one on LinkedIn
    • Any type of engagement that expresses your interest in their business and brand is encouraged
Final Thoughts

While you’re prospecting using LinkedIn it’s important to stay consistent and motivated as it’s easy to drop off if a routine isn’t in place. We recommend dedicating 15-30 minutes of time at least 2x per week towards prospecting, posting, and engaging on the platform. The more time you spend on the platform, the better your results will be.

Using Your Facebook Business Page to Grow You Business

Creating a Facebook Business page is a great way to establish your business online, maintain existing relationships with your customers and engage within your community. If you already have a Facebook business page, it’s important to stay frequent and relevant on the channel to show your clients and prospects who you are and what your business is all about. Facebook can be a great resource for your business as many agencies use Facebook to receive reviews, post about their client’s success stories and ultimately receive referral business. Need help getting started or optimizing your existing account? See our tips and tricks below!

Account Details Overview
  • Business Name
    • Exactly how it’s listed on your website
    • Should be consistent across all social media channels & Google My Business
  • Address & Contact info
    • Include business address
    • Phone number
    • E-mail address
    • Website
    • Business hours
  • Profile Photo
    • Company logo is typically best
      • Helps with brand recognition and differentiates between your personal page and your business page
    • Team photos also work but we recommend having a company logo added to the photo before uploading as a profile picture
    • Make sure the photo is good quality
      • Not pixelated
      • Clear
      • Fits the window
  • Cover Photo
    • Business front
    • Office
    • Team photo
    • Avoid using the same photo as the profile photo and cover photo
      • For example, if you use a logo for the profile picture do not reuse the logo as a cover photo
    • Make sure the photo is good quality
      • Not pixelated
      • Clear
      • Fits the window
  • The cover photo & profile photo portions of your profile show potential clients who you are and what your business is about. Remember, this is a social platform, so people like to see real people and real places!
  • About Section
    • 3-4 sentences explaining your business and your offerings
      • Don’t be afraid to include a bit of information about yourself as Facebook is a social channel for personal use. Keep it professional but if there’s something you want a potential client to know then don’t hesitate to include. 
    • Can be the same as your LinkedIn Business page about section if you don’t want to recreate the wheel
    • Should be able to give a potential client enough information to want to book an appointment or request a quote
  • Additional Information Section
    • Can add more information about your business here
    • Don’t copy and paste the same “about” section in here – it should be different
    • Intended to include more in-depth information that would make your original “about” section too long
      • Have more information from your website that you want to include? Add it here
  • Services
    • Include details on services offered
      • Should be a max of 2-3 sentences per offering
  • Reviews
    • Include a section for reviews on your business page
    • After getting a positive review on any of your channels (Google, Yelp, Facebook, etc.) share or post it on your page
    • Encourage reviews directly on your Facebook page
  • Appointments
    • Opt-in to requesting appointments on your Facebook page
    • If you have appointment scheduling enabled on your Facebook page, make sure you opt-in to receiving notifications so you know when someone has attempted to schedule
      • I recommend having these notifications sent to your business e-mail, so you know ASAP when an appointment has been requested
Posting & Content
  • Recommend posting 1-2 times per week
    • No more than 4x per week
    • Can be scheduled posts or spontaneous
      • Posts can be scheduled ahead of time so if you could set 2 hours aside at the beginning of each month to schedule posts that is ideal.
      • “Off-the-cuff” posts don’t need to be scheduled and can be more spontaneous in nature. Just make sure to double check for spelling and accuracy before posting
    • No more than 1 post per day
      • If there’s a follow up that you’d like to add to a post use the comments section on the post
  • 70/20/10 rule
    • We like to abide by the 70/20/10 rule when it comes to posting on Facebook.
      • 70% “organic” (written by you) content that is a bit more personable and relatable in nature.
        • Think company news posts minus the “sales-y” aspect.
          • Did someone get promoted in your business?
          • Have you hired anyone?
          • What are some big wins you can share?
        • Don’t be afraid to get personal here. If it’s a family business feel free to share family related events
          • High School graduations
          • Engagement
          • Family volunteerin
          • Christmas Cards
        • Feel free to share community posts as well.
          • Enjoy a local restaurant? Write about it and tag them on your profile.
          • Get a tire changed? Feel free to recommend them on your profile.
        • Don’t be afraid to add photos! Have a family Christmas card? Feel free to post that alongside text wishing your followers happy holidays
    • 20% should be content that is relevant to your followers – doesn’t need to be organic or written by yourself personally.
      • Can be an external blog post, news source, post from a local business, etc. that you re-post or share to your page and include a note.
        • We recommend always including a note in the post to encourage network engagement and to let them know why it’s important to read the content.
        • You can always use carrier posts and share them to your social pages as well!
      • 10% should be sales focused.
        • I would say once a month include a more “sales-y” post that includes your offerings and links out to your company website.
        • You’re still a business so it’s important to include some aspect of the business on your profile!
  • General content ideas:
    • Sights & scenes around the office
      • Have a jersey day at the office? Take some photos to post!
      • Celebrating a holiday or a birthday? Post some photos and tag your employees!
    • Photo posts
      • Recommend always uploading a photo alongside your text post
        • Need some photo content? Feel free to try one of the following free stock photo websites:
          • Pixabay.com
          • Pexels.com
      • Encourages engagement and is “thumb stopping” for users on their mobile devices
      • Use your own photos when possible as long as they are work appropriate, good quality and relevant to the post
  • Videos
    • Post directly to the platform instead of a YouTube or a Vimeo link
      • Facebook prefers to have videos uploaded directly so they live on the platform as opposed to a third-party source
      • Videos can be time consuming, but they are a great way to get in front of your clients and prospects
        • Especially in a time where face-to-face interaction is limited
      • Recommend keeping video content less than two minutes. Under a minute is preferred!
  • Think of content you would like to see on your personal page
    • Not too “sales” oriented like how you’d see on LinkedIn but still informative
  • Think “shareable” content
    • Put together a music playlist based on your employee’s or family’s favorite tunes
      • Share it on your social media pages and get your followers engaged
        • “What are some of your favorite songs or artists to listen to at work? Comment below!”
    • Any new pet stories from you, your team, or their families? Share them!
    • Volunteering efforts
      • Share background on the organization, what you and your team did to help and how others can get involved
    • Podcasts relevant to your client base
      • Always add in your personal comment to let your followers know why they should listen!
    • Local news stories
      • How is this relevant to your followers? Why should they pay attention? Explain what/where/why in your post
      • If it’s a post about a local business, then tag them in your post!
  • Client spotlights
    • Spotlight clients and some of their big wins & success stories
      • Encourages engagement from your existing clients and prospects
      • Credibility to your business
      • Showcases your support for local businesses and your community
      • Increases likelihood of receiving a review or positive comments from the client you are spotlighting
How often should I check my Facebook page?
  • We recommend checking your page every day to every other day depending on your level of engagement
    • If you enabled the appointment scheduling on your page we recommend checking once a day
    • If you posted on your page, we recommend checking every day for 3 business days to promptly respond to comments and questions
    • If you’re more passive on your Facebook page (i.e., posting 2-3x per month, don’t offer appointment scheduling, etc.) we recommend still checking 2x per week (once at the beginning of the week and once toward the end) to stay involved with your followers and other businesses. The more time you spend on Facebook, the greater the return
  • Posts should be consistent and a regular part of your page
    • At least 1 post per week with a max of 4 per week
      • Avoid creating new posts every day
        • We recommend being active on existing posts and using the comments section to encourage engagement
    • Posts can be scheduled at the beginning of the month or week then fill in the remainder of the posts with “off-the-cuff” content
      • The best “off-the-cuff” posts fall into the 70% range
      • Scheduled posts can be sharing blog posts, articles, etc. that fall into the 20% and 10% categories
How many followers should I have?
  • We recommend adding friends, family, and colleagues from your personal page as a starting point
  • From there, let your clients know that you’re on Facebook and ask them to follow your page
    • As your client base grows, so should your Facebook followers!
  • Follow your client’s business pages and local community business pages to keep tabs on their recent news, company updates, etc.
    • This will also encourage them to follow you in return
    • Don’t forget to engage in their posts! This is a great way to get your business name out there and to encourage engagement on your posts as well
  • Connect your Facebook page to your website so prospects have the opportunity to find you and follow along easily
  • Make a yearly goal to help grow your following base
    • We like to see our agencies have around 150 followers
    • At 100 followers? Aim for 125 this year! Then 150 the next year, etc.
  • Do NOT pay for followers from a third party
    • Obtain your followers organically
    • The best followers are those who find you themselves or those who are referred!
      • More reviews = more referrals