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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.

 

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Convince Prospects You Can Change Their Success Rates

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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!

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