Social media marketing has begun to creep into every aspect ofbusiness, so why should marketing employee benefits be anydifferent? Let's briefly discuss the realm of business-to-businesssocial media connectivity. We'll focus on using LinkedIn, since it is the most commonbusiness-oriented platform.

Related: Human, meet technology. Technology, meethuman

Your target audience

The first thing to define is your target audience. In my role atMutual of Omaha, my target audience is comprised of readers of thiscolumn and people who want access to trustworthy benefitsexpertise. There are many side segments in the audience as well,such as coworkers, customers and, yes, competitors. Another goodpiece of advice: If everyone is your target audience, no one is. Bespecific.

Curate your profile

Once your target audience is established, curate your profile soyour headline reflects the value you can deliver to your targetaudience. For example, my headline says: “Partnering with benefitprofessionals on voluntary and employer-funded employee benefitplan designs.” The balance of my profile consists of facts thatsupport the credibility of my headline. It is neither a resume nora brag piece. Add your work experience and accomplishments next.Finally, have someone carefully proof and fact check everything.There is nothing worse than saying “we will help you master all thedetails and nuances of the benefits marketpluce.” Oops! There goescredibility.

Ask for recommendations and fill out yourskills

There are also areas for skill endorsements and recommendations.Ask trusted friends or customers for recommendations, since thatcan be a great way to have someone else tell your story, whichmakes it more authentic.

Develop a following

Most business professionals already have a LinkedIn account, andat least some contacts. It's a good idea to build your following byinviting people you know, including customers you currently serve,prospects you are actively pursuing, and former customers. TheLinkedIn search and “people you may know” functions will help youfind any you may have missed. Make sure to personalize yourconnection requests — this makes people more likely to connect.

Step beyond the basics

You may want to step beyond the basic “free” LinkedIn accountinto its Sales Navigator product. In Navigator, you can identifycross contacts, especially once you have built your direct contactslist as far as you are able. Let's say you want am introduction toa contact at the ABC Box Company. You do a web search and find outMr. Johnson is your key target contact based on his title.Navigator will let you know whether any of your contacts are linkedwith Mr. Johnson, or other key people at the company who couldprovide an introduction. It's much better to connect through apersonal introduction than a cold call.

Related: How brokers can use social media to prove theirvalue

Create a content strategy

Finally, create a content strategy. Original content is great,but takes time to develop, so finding articles targeted to youraudience from sources like BenefitsPRO is a great place to start.Express why you think the content has value. When one of yourcontacts posts something relevant, don't just “like” it, comment.When you comment, you are showing thought leadership and creatingengagement, which is a key point of using social media forbusiness.

An effective social media strategy is among the building blocksof success in today's benefits marketplace. So please, connect withme on LinkedIn.