Collector – September 2019 - 12

BESTPRACTICES

Social Networking
How a defined LinkedIn strategy can boost
brand recognition and lead generation.
By Anne Rosso May

I

f someone asked you how your company
tackles lead generation, would LinkedIn
be part of your answer? If it's not, it
should be.
With more than 610 million global users,
LinkedIn is a professional network you can't
afford to overlook. Not only can it brand
your company to a targeted audience, but
it can also help you attract new clients and
nurture current relationships. It does take a
little work, though, so we checked in with a
few social media experts to get their tips on
crafting a strong LinkedIn strategy.

YOUR PROFILE
It all starts with your LinkedIn profile,
which Steven Gan, president of Stellar
Risk Management Services, says should
be "impressive." Approach your profile
the same way you would your website or
a corporate brochure. "You want to put
your best foot forward," Gan said.
Profiles that include a photo get up to
21 times more views and 36 times more
messages than profiles without a photo,
according to LinkedIn. Your executive
team members should have personal
LinkedIn accounts with recent headshots
or professional-looking photos. For
your company page, size your logo to fit
LinkedIn's profile photo dimensions (300
x 300 pixels).
The horizontal image behind your
profile photo is known as the banner.
LinkedIn automatically populates this
space with a neutral photo, but you can
customize it to fit your brand and help
your page stand out. LinkedIn suggests
using your banner to display team photos
or advertise seasonal events.
Your About section should succinctly
explain what your company does, where
it's based, your values and mission and

12

how people can contact you. Complete all
the categories in this section.
You may wonder which is more important:
a carefully crafted company page or strong
personal profiles for your executive team and
managers? The answer is both, because they
serve different functions.
Company pages tell the world what your
company does. They give you credibility and
boost your SEO rankings, and you can use
your company page to run LinkedIn ads.
Personal profiles tell the world about the
people who make your company successful.
Plus, when it comes to lead generation, "you
will have more success with a LinkedIn
personal profile than with a company profile,"
Gan said. "The reason is that with a company
profile we have followers, and with personal
profiles you have connections."
Why does this matter? On a company page,
you don't automatically know who is following
you-you don't have followers' names and
can't reach out to them until they start to
interact with your posts. But with personal
connections, you have access to each of their
profiles, which can yield a ton of valuable
marketing data.
While you should encourage all your team
members to use LinkedIn, your marketing
and sales team should be the most active
employees on the platform, according to
Matthew Tudge, digital marketing specialist at
WDA Branding Derby.

YOUR OUTREACH
The personal connections you acquire
on LinkedIn are categorized by degrees.
Your first-degree connections are often
people who you know personally-
either you've accepted their invitation
to connect or they've accepted yours.
Second-degree connections are those
who are connected to your first-

degree connections, and third-degree
connections are connected to your
second-degree connections.
The way you can interact with each of
these groups varies, but it all boils down to
getting as many first-degree connections in
your target market as possible. Gan suggests
searching your second- and third-degree
connections by location, market or even job
title, and reaching out to those who fit your
client demographic to make a direct connection.
"You don't need to have thousands and
thousands of connections who are not going
to be useful for you, but you do eventually
want lots of connections with people who
will use your services and benefit from the
information you are providing," Gan said.
"You are using LinkedIn to build the structure
for your other marketing endeavors, so I'd
say that every month you want to try to add a
minimum of 50 new connections."
Send prospects an invitation to connect
with a personal note. Gan suggested
something as simple as: "Hello Marcy, I would
like to invite you to connect with me on
LinkedIn. Sincerely, Joe Smith." 
"Don't push hard on the first connection,"
Gan advised. "Keep it neutral and follow the
person a bit first. The more commonality you

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Collector – September 2019

Table of Contents for the Digital Edition of Collector – September 2019

Ask the Experts: Raising the Bar
Staying on Track
Work Ethic From the Ground Up
Calling Concerns
Robo-Dispute Purveyors Found Guilty of Fraud
Upfront
Industry News
Best Practices
FYI
Collection Tips
Calendar
Honor Roll
Education Spotlight
ACA SearchPoint
Ad Index
Membership
Last Word
Meet ACA’s 2019/20 Board of Directors
Collector – September 2019 - Cover1
Collector – September 2019 - Cover2
Collector – September 2019 - 1
Collector – September 2019 - 2
Collector – September 2019 - 3
Collector – September 2019 - Upfront
Collector – September 2019 - 5
Collector – September 2019 - Industry News
Collector – September 2019 - 7
Collector – September 2019 - 8
Collector – September 2019 - 9
Collector – September 2019 - 10
Collector – September 2019 - 11
Collector – September 2019 - Best Practices
Collector – September 2019 - 13
Collector – September 2019 - FYI
Collector – September 2019 - 15
Collector – September 2019 - Collection Tips
Collector – September 2019 - 17
Collector – September 2019 - 18
Collector – September 2019 - 19
Collector – September 2019 - 20
Collector – September 2019 - 21
Collector – September 2019 - 22
Collector – September 2019 - 23
Collector – September 2019 - 24
Collector – September 2019 - 25
Collector – September 2019 - Meet ACA’s 2019/20 Board of Directors
Collector – September 2019 - 27
Collector – September 2019 - 28
Collector – September 2019 - 29
Collector – September 2019 - 30
Collector – September 2019 - 31
Collector – September 2019 - 32
Collector – September 2019 - 33
Collector – September 2019 - 34
Collector – September 2019 - 35
Collector – September 2019 - 36
Collector – September 2019 - 37
Collector – September 2019 - Calendar
Collector – September 2019 - Honor Roll
Collector – September 2019 - Education Spotlight
Collector – September 2019 - 41
Collector – September 2019 - Ask the Experts: Raising the Bar
Collector – September 2019 - 43
Collector – September 2019 - Staying on Track
Collector – September 2019 - 45
Collector – September 2019 - Work Ethic From the Ground Up
Collector – September 2019 - 47
Collector – September 2019 - Calling Concerns
Collector – September 2019 - 49
Collector – September 2019 - Robo-Dispute Purveyors Found Guilty of Fraud
Collector – September 2019 - 51
Collector – September 2019 - ACA SearchPoint
Collector – September 2019 - Ad Index
Collector – September 2019 - Membership
Collector – September 2019 - 55
Collector – September 2019 - Last Word
Collector – September 2019 - Cover3
Collector – September 2019 - Cover4
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