E-commerce Link : Linking in to Sales
3 steps to using LinkedIn to generate leads in a non-traditional waySeptember 2012 By Jeff Molander
I've been using LinkedIn to net leads and sales with great success lately. Contrary to what "the experts" say, the trick is how you think about what you already know works. In fact, getting prospects off of social media is key. Yes, I'm serious.
I know, the gurus claim setting up an engaging LinkedIn group or attractive profile is the key to success for your business. But finding crafty ways to mention your blogs, webinars or new product releases within LinkedIn groups will not work well to create appointments, leads or sales. Not like the technique I've been tapping into can.
Step 1: Find and Showcase Honestly New Knowledge
I recently decided to go after a niche market: Small to mid-sized home improvement businesses who need help using LinkedIn for sales at their dealership or local business. My goal was to create sales leads for my book and training products—relationships that I could nurture into sales. My strategy was to get people already engaged in discussions relevant to the pain I can cure to actually leave LinkedIn and visit my site.
First, I created audio and print/blog content that I knew would scratch the itch of my target market. I properly baited my hook. I interviewed a kitchen cabinet industry expert who had something truly different to say about how successful kitchen cabinet dealers are using social media and using LinkedIn for sales leads.
What my expert had to say was contrarian, valuable, provocative and actionable. This part was key. This was the barb in the hook.
Step 2: Watch for Qualified Discussions
Next, I published a handful of stories and audio interviews on my site featuring my guest, Jim Gurulé, discussing how successful home improvement businesses are using social media to create leads and sales. He didn't talk about how they should be using Twitter, Facebook, blogs and such. Instead, he spoke on how his company is doing things and gave readers/listeners the chance to learn how they can do the same. He told them how to take action.
I then carefully joined related LinkedIn groups, taking care to make sure I was clear about my intent to join. I had something honestly valuable to share—actionable insights on a topic that is of current interest to group members.