Digital Networking Helps Insurance Brokers Build Strong B2B Relationships

Insurance brokers should claim their Google listing and build a LinkedIn profile to connect with business owners and win new clients.

by Brian Lindamood, Manta Content Director

Networking with other business owners used to be straightforward: You could join fraternal clubs, trade or social groups, get involved in community causes or local events, and build lasting relationships with others in your community. When a potential client needed to discuss their coverage needs, they already had your number.

While these connections are still important, they are no longer enough. Today, “networking” for insurance brokers just as often means digital networking, and it starts with a robust presence on search engines and social media platforms.

Don’t be intimidated. Many of these tactics are new — and sometimes it seems that they’re constantly changing — but it’s not hard to get started. By following these tips, you can build your digital network and learn how to connect with other business owners online.

Make Sure Clients Can Find You With Local SearchYoung couple dealing with their agent. Smiling man and woman taking documents of argeement. Side view of a woman sitting in front of them taking the papers. As background windows, shelves with boxes and folders, a bike. On desk tools, sticky notes and papers.

Imagine, 10 or 15 years ago, a business owner saying they didn’t have time to list their telephone number in the phone book. Crazy, right? They’d certainly have plenty of time on their hands when their phone stopped ringing. Yet that’s the attitude many now have about online listings.

A recent Manta poll found that 48% of small business owners are not interested in boosting their business’ visibility on Google, with nearly half saying they don’t have the time or money to devote to search engine listings.

If you don’t have a website, you might think you don’t need to worry about search engines. You just want phone calls. But the solution is the same: Many phone calls start with an internet search to find a number, either with a smartphone or desktop computer.

Simply put, search engines like Google are how clients find you—your website, your business address, or your phone number. If you don’t spend the small amount of time it takes to claim and update your online listings, you can expect your phone to stop ringing eventually.

Fortunately, it’s easy to fix. The most important first step is to search for and claim your Google My Business listing. If you don’t have a Google listing for your business, you can create a new one. Once you’ve claimed your listing, you should correct any errors, add important information like your business hours and a description of your business, and, if you have a storefront, add photos of your location.

Best of all, once updated your business listing info will be populated throughout Google’s many platforms: Google search, Google’s local listings, smartphone searches and Google Maps. It’s the best way to ensure that potential clients in your community can find you whenever they’re searching for a nearby insurance broker.

Connect With Business Owners On Social Media

The benefits of social media may be clear for consumer-oriented businesses. You expect to see restaurants and retailers on Facebook and Instagram. The opportunity for business-to-business service providers like insurance brokers may be less obvious, but social media can be an effective way to meet new clients.

Starting with LinkedIn will typically yield the most success. The professional-oriented network is a great place to promote your expertise and connect with other business owners.

When you create a LinkedIn profile, use relevant keywords like “disability insurance,” “ancillary benefits” and “group life insurance” to describe your skills and experience. This will help local decision-makers find you when they’re searching for the services you provide.

You can search for and connect with your current clients, friends and associates, or import contacts from your address book. Once connected, you’ll be able to see their connections—friends of friends and your clients’ associates. Ask them for an introduction! This is one of the easiest ways to get a referral directly from a current client to another business owner.

Finally, promote your expertise on LinkedIn by posting links to articles, commenting on industry trends, or writing your own posts with your advice and observations on insurance-related issues. This is a great opportunity to demonstrate your expertise, share advice with current connections and get the attention of new clients.

Digital marketing tactics like Google listings and LinkedIn profiles may be new, but the goal of marketing remains the same: Like the networking you’ve always done face-to-face in your community, digital networking allows you to connect with other business owners, demonstrate your expertise and get found by potential new clients.

Bio Brian Lindamood is director of content for Manta, one of the largest online resources dedicated to small business. Manta educates, coaches and empowers small business owners to succeed on their own terms by helping them compete, connect with customers, and grow their businesses. You can reach him on Twitter at @BrianLindamood.


Turning a Passion into Insurance Profits

How a stand-up comedian-turned-insurance partner leveraged relationships in the entertainment industry to deliver more to his brokers.

When I first started in the insurance industry, it was the last place I had envisioned myself. With a background in film and entertainment, I was a member of The Friar’s Club and was making a living doing stand-up comedy. It was long hours, late nights, and required lots of energy. To be honest, there wasn’t much of a future in it for a family man who wanted to have any sort of life outside the comedy scene.

That’s when I started looking seriously at the industry I grew up around: disability insurance.

When I started working at The DBL Center, it wasn’t easy to form relationships with our brokers. I was young, inexperienced, and had a different way of looking at life. Since I was still moonlighting in stand-up comedy, I started inviting them to my local shows. “If you really want to get to know me,” I said, “come watch my show. If you like me, we can always talk about doing business.”

While I’m no longer doing stand-up comedy, I still use my passion and skill for storytelling to help in this highly competitive industry. I’ve been told by clients and colleagues that I’m a natural storyteller and it helps open doors. It’s been good for The DBL Center, and I believe it’s been good for our brokers, who enjoy the benefits of our full back-office staff to service all their accounts and can work directly with someone they know and trust, both inside and outside the office.Christmas-Party

Now, I’ve found a way to use my relationships in the comedy industry to help DBL Center brokers be even more successful.

Working Together with Steiner Sports to Bring Our Brokers More

I’m still connected to the comedy industry and after all these years, I’ve found another way to merge the two. Through a unique partnership with Steiner Sports, The DBL Center Ltd. can now line up comedians or sports stars for corporate parties and events, fundraisers, birthday parties, recruitment events and more.

Our insurance brokers can offer their clients more with this new offering. In addition to white-glove service for disability insurance and more, plus savings on ancillary benefits, The DBL Center Ltd. provides the means for our brokers to thank long-time customers, solidify relationships, and build your brand as a broker with vast connections across the business world.

If you need a unique event idea for your brokerage or for a client, if you want to host a holiday party that stands out, or create a compelling reason for people to attend a fundraiser you’ve organized, ask us.

The DBL Center Ltd. is not just about selling insurance—we’re about building relationships. And what better way to build a relationship than through laughter or sharing common interests?

Five-star, White-glove Service

We often compare The DBL Center to a five-star boutique hotel, with the best in concierge service to meet your every need. We’ve recently re-defined what service means in the insurance industry by providing the best in corporate event entertainment for you and your clients.

At DBL Center Ltd., we’re willing to do whatever it takes to help you grow your book of business. As President of DBL Center, I consider myself extremely fortunate to be able to use my talents and my passion to bring more to our clients.

Michael Cohen of The DBL Center and Jim Florentine
More than insurance: Michael Cohen and comedian Jim Florentine at a Friar’s Club gathering.

In what ways have you used your passion—for building relationships, for serving people, and for sales—to benefit your clients and partners?

We bet if you think about it, you’ll realize that your career, like mine, was built on a passion for connecting with people.

At DBL Center Ltd. we provide the service and back-office support staff you need so you can focus on those aspects of insurance sales that you really love, making it easier to write business for mandatory DBL, TDB, and TDI coverage in New York, New Jersey, and Hawaii, and increasing your profits through ancillary products.

Let us know how we can help you build your insurance business today.