Raysan, a new producer in San Diego, was used to the transactional nature of his previous industry. Transitioning to insurance, he faced the challenge of reaching health and human services prospects effectively. He turned to Andy Neary’s webinar on building a community on LinkedIn and followed Andy's step-by-step process for his playbook.
Raysan began posting regularly on LinkedIn, sharing both personal and business insights. “I try to keep a consistent rhythm that shows, ‘hey, I’m in this community!’” he said.
The key was to get his name known fast and broadly. He realized he needed a strategy to broadcast his message to a larger audience quickly. So, he embraced LinkedIn, recognizing its potential to reach hundreds, if not thousands, of viewers with a single post. This shift marked a significant change in the prospecting game. It wasn’t about having a Rolodex of contacts; it was about ensuring that prospects knew who he was.
Raysan asked himself, “How many of my prospects know who I am so that when they think of insurance and risk management, they think of me?” This question drove him to execute a content strategy on LinkedIn, using his posts to educate and engage his target audience.
Raysan’s creative touch shone through in his monthly newsletter, aptly named "Ray of Sunshine." This personal touch resonated with his audience, and one new client even mentioned, “If I’m having a bad day, I save my newsletter to read it at the end of the day because it brightens my day.”
By leveraging LinkedIn, Raysan not only expanded his reach but also established himself as a trusted name with his clients and prospects, proving that the power of social media can transform traditional sales approaches.