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.

 

Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
Sep 2, 2014

Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Marketing Sustainably

Chet Dalzell
My Summer Reading List Includes Facts About Direct Mail
Sep 1, 2014

The "dog days" of summer are about to end, so I'd better wrap up my summer reading fast. Of course,...



The Power Punch

Carolyn Goodman
Mistake or Clever Test?
Aug 29, 2014

As marketers, we know that consumers are accustomed to providing personal information in exchange for something free. As business-to-business marketers,...



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...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Mobile-First Marketing

Greg Hoy
Why Contextual Advertising Is Still Hard
Aug 27, 2014

Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of...



Reinventing Direct

Gary Hennerberg
10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...



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...



The Integrated Email

Cyndie Shaffstall
When All Hell Breaks Loose
Aug 25, 2014

With automation comes risk. In the course of drafting, testing and deploying automated programs, many of us have suffered through...



Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
Aug 21, 2014

Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



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...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....



Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...



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...



Convince Prospects You Can Change Their Success Rates

2
 

Is generating leads with LinkedIn proving frustrating and difficult? Probably because you're failing at tempting prospects to click more deeply and explore what you're all about ... in ways that help capture a lead. 

Here's how to provoke response—get people to dive deeper into your blog post, explore your LinkedIn profile, register for a webinar or whitepaper download, email or call you.

Success depends on your ability to prove to customers that you can change their success rates (before they purchase and in ways that earn you a lead).

The One Thing That Determines Success
Generating leads with LinkedIn depends on creating intense levels of curiosity in prospects. You've got to get them hungry for more information about solutions to their most urgent situations. But not the solutions you sell.

Your first meaningful interaction with prospects cannot be one they pay for. You've got to give customers a "taste of success" in advance of their purchase. This gets them confident in their own abilities and trusting you.

Here's What to Say (to Get Response)
"What do I say to prospects when they don't want to talk about what I sell yet?"

Whatever matters to them.

The best way to start generating leads with LinkedIn is to ask yourself, "What's keeping my typical customer up at night?" 

It sounds obvious, but are you doing it?

When interacting on LinkedIn, talk about answers to your prospects' problems, methods to avoid risks or ways to achieve goals, but in ways that don't immediately connect to what you sell.

Whether in a LinkedIn group or private email, present yourself in a way that leaves the prospect wanting more. This part will make or break your success.

Being provocative takes practice, but it's the only way to earn a lead when using LinkedIn.

Promise to Change Your Customers' Success Rate
No matter what you're selling, you've got to give people a reason to start a focused conversation with you. Changing their success rate is that reason.

There are three "places" to converse with prospects:

  • LinkedIn groups
  • Email
  • Your blog

In all cases your challenge is the same: Be relevant and provocative enough to earn prospects' clicks (to your blog).

Here's how to begin:

1. Be clear, helpful, yet not 100 percent thorough. Lay out knowledge, tips and actionable information in ways that encourage more questions. Be specific but not so complete that readers become fully satisfied. Find ways to share actionable information in ways that make readers crave more examples.

2. Bust a myth. Few things attract and engage customers more than telling them "Let's face it. What you're doing is popular yet not effective. Here's the secret on what actually works. I'll prove it to you and show you how to get more of what you want." By using this provocative technique you'll create more response and a distinct voice for yourself. You'll start generating leads with LinkedIn.

3. Make a clear call-to-action. You're not selling. Instead, saying, "I have a cure for that" or "I've experienced that pain, suffered and here's my three-step system to fix it." Then make the pathway (to get that system, knowledge or quick fix) clear. Give content away free in return for a lead. Invite contact via LinkedIn's email system or presenting a link to your website (if allowed in the group).

The opportunity standing before you is terrific. Giving prospects a way to better understand their problem or gain confidence over it can help what you sell become the obvious next step. In this way your product isn't something to consider buying; instead it is a logical next step in a journey prospects find themselves on. Good luck!

2

COMMENTS

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