Just when you think you’ve got all of your social media under control, a website decides to change its design. Facebook is famous for this and now LinkedIn, not to be outdone, is rolling out a new look as well.
The good news is that the changes actually do seem to be improvements, at least for visitors. The redesigned pages feature less clutter, easy navigation, and a big yellow “follow” button located on the right side of the screen.
So, what does your insurance business need to do to take full advantage of the new design? I’m glad you asked…
Focus on a Single Image
The old LinkedIn business pages were crowded with multiple images, widgets, and text. The new look is much cleaner. At the top of the screen, you will find a single image and a brief overview of the company.
You can easily take advantage of this format and use it as a great tool for lead generation by selecting one clear image that you want associated with your company. McDonald’s, for instance, uses the golden arches and Susan G. Komen for the Cure uses its own specially designed pink ribbon.
Once you have decided on your company’s brand, make sure it appears at the top of your LinkedIn page and on all of your other social media pages and other advertising materials. A unique brand makes your business easily recognizable.
Write Compelling Text
Next, take a few minutes to write a brief overview of your company’s products, services, mission, and goals. Make this section as short as possible without sacrificing any important information. It may help to think of it as an “elevator presentation.” Imagine that you’ve just stepped onto an elevator with your ideal customer and you have 30 seconds to convince her or him to hire you. If you get stuck writing the company overview, it’s well worth your money to hire a freelance writer who is experienced at impressing clients with a few well-chosen words.
Other Changes to Be Aware Of
You page will still have a news feed, but the RSS feed has been removed. Statisticians determined it was not driving lead generation and it was cluttering the page. If you want readers to be aware of your new blog posts, share them directly on the news feed.
Let’s face it, no one is particularly fond of change, but if you take advantage of the new format, you may actually be able to give your insurance business a boost. As the old saying goes, “If you can’t beat ’em, join ’em.”