Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Jeff Molander

Making Social Sell

By Jeff Molander

About Jeff

If you're a business owner or marketing executive who wants insightful, jargon-free tips on making social media work for your business—FAST—you're in the right place. Jeff Molander is the authority on making social media sell. He's an international speaker, publisher, adjunct digital marketing faculty at Loyola University and an entrepreneur who co-founded the Google Affiliate Network. His book, "Off the Hook Marketing: How to Make Social Media Sell for You," is first to show how fans, readers and followers can be converted to leads, subscribers and sales. Make Social Sell is your practical resource on making social media produce leads and sales.

 

Mobile-First Marketing

Greg Hoy
Mobile Advertising Isn't Just for Big Brands Anymore
Oct 20, 2014

The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities...



Direct Mail for the Modern Marketer

Summer Gould
Stand Out With Texture
Oct 16, 2014

How can you get your direct mail to stand out in the mailbox? Have you considered using texture? Coatings do...



Reinventing Direct

Gary Hennerberg
5 Copy Approaches to Influence Gut Reaction
Oct 15, 2014

Call it a gut reaction, but oftentimes our prospects and customers make decisions and respond based on intuition, a hunch,...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Great Blogs for B-to-B Marketers
Oct 15, 2014

In our fast-changing marketing world, a smart B-to-B practitioner keeps up to date by learning from thought leaders. While this...



Marketing Sustainably

Chet Dalzell
Truly Greening Digital: The DMA ‘Green 15’ Gain a Digital Edge
Oct 13, 2014

With little fanfare, the Direct Marketing Association just published a "refresh" of its "Green 15" sustainable marketing practices first announced...



The Power Punch

Carolyn Goodman
Do You Live Up to Your Brand?
Oct 10, 2014

As California suffers from one of the worst droughts in recent history, it was recently reported that the chairman of...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Missing Data Can Be Meaningful
Oct 9, 2014

No matter how big the Big Data gets, we will never know everything about everything. Well, according to the super-duper...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



The Integrated Email

Cyndie Shaffstall
Client Maturity
Oct 6, 2014

As an agency, or even a marketing department, you must work with clients of every possible ilk. Oh sure, your...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
6 Keys to Search Success in 2014
Sep 30, 2014

What if someone gave you scientific data on what hundreds of sites are doing to get thousands of top keyword...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



A Weird, But Effective Shortcut to Generate Sales Leads on LinkedIn

4
 

See what I just did? You chose to read this article—probably because the headline provoked curiosity. It's one of the oldest tricks in the book, the basis of effective copywriting. True, there is no silver bullet for generating sales leads on LinkedIn. However, there is one habit that consistently brings my students and me more success generating leads online: Giving customers a reason to click and take action—relieve that nagging pain or take a step toward an exciting goal. 

Yes, creating curiosity that lures customers to act seems like an obvious strategy. So, are you and your team doing it?

Engagement Is NOT the Goal: It's the Entry Fee
At the simplest level these are our goals:

  • Grab attention, hold it long enough to...
  • provoke engagement in ways that...
  • earns response (generates a lead).

Will you agree with me? If you don't get response to content placed on LinkedIn, you're wasting precious time.

Will you also agree engagement is not the goal on LinkedIn? I know we've been told it is. It feels strange saying it's not. But engagement is the beginning of a courtship process.

Whether it happens on your profile or inside LinkedIn groups, engagement is the entry fee. It's your chance to create irresistible curiosity—or let your customer click away.

LinkedIn can be a big time-saver. It can scale your ability to generate leads. But only if you adopt a successful paradigm, one where engagement is the beginning, not the end. I'm talking about a world where it's easy to get response—using a system to get customers curious.

3 Steps to Generating Leads on LinkedIn
Here are my best tips on structuring what to say and when—so you create hunger for more details in potential buyers. Remember, intense curiosity is the goal.

The idea is to give prospects temporary satisfaction. When you post updates, engage in LinkedIn groups or dress up your profile, answer customers' questions in ways that satisfy. However, make sure your answers cause more questions to pop into their heads. That's when you'll hit 'em with a call to action that begins the lead generation journey.

Here's where to start—either on your profile or in a LinkedIn group where prospects can be found: Answer a question your target market needs answered in a way that focuses on a nagging pain or fear. The idea is to directly or indirectly signal, "this discussion will help you overcome _____" (insert fear or pain).

If responding to an existing question make your comment suggest, "I'm here with a new point-of-view" or "I'm here with a fresh, new remedy to that pain."

When you communicate follow these guidelines:

  1. Get right to-the-point. When you start or contribute to a LinkedIn group discussion be like a laser. Don't make readers wait for the solution. Hit 'em with it. However start by...
  2. Revealing slowly. When it comes to all the juicy details of your remedy take it slow. Slow enough to encourage more questions—to create curiosity in the total solution. When you do this, make sure you are...
  3. Provoking response by leveraging customers' curiosity.

Yes, be action-oriented and specific. But avoid being so complete that readers become totally satisfied with your words.

Make Your Answers Generate More Questions
Think of this like a successful dating encounter. Masters of the courtship process have always known the secret to creating intense curiosity: Being a little mysterious. Suggesting "I've got something you might want." Holding a little information back. Strategically timing the sharing of information.

We're trying to get the other person to be curious about us. So the best way to spark curiosity is to answer questions in direct ways that satisfy—but only for the moment. Answers should generate more questions ... spark more curiosity in what we are all about.

Of course, we need to be credible. We cannot risk playing games with the other side. Yet being a little mysterious is fair play. It encourages more questions. This is how to generate leads on LinkedIn.

In business it works the same. Your ability to start generating sales leads on LinkedIn will be determined by an ability to answer questions in ways that provoke more questions from the buyer. Good luck!

4

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: