E-commerce Link: Linking in to Sales
"What social media does is allow access to buyers. [But] then the strategy is to take them off of the social media. Next you put them into a process. This is where we get into emotional-driven, direct response marketing routines … where they find you through relevant content via social media and you put them into a campaign. Dealers can leverage marketing automation technology to deliver more content that nurtures them along toward a sale."
The other quote, in essence, told my target audience what they really wanted to hear: Success is about getting back to basics, that design (a value-added service that is being commoditized lately) still matters and how social media can be used to become known, liked and trusted in very practical ways if you focus on a simple, easy-to-do process.
Most importantly, I provided no link to the content!
Provoke Prospects to Get Sales
Basically, I provoked my target market into contacting me. I already knew this approach worked. I figure, why not leverage LinkedIn Groups in a way that tempts group members to email me for more details or click over to my profile and then onward to my blog to acquire the knowledge?
Indeed, why can't you execute this same idea? Sure, you've got to trust that this will work, but give it a shot. For me, the results rolled in: A dozen or so industry-specific leads and a handful of immediate sales. I love using LinkedIn for business leads because it's so simple and time effective.
Worth noting, I followed a simple, practical system:
- I created valuable content (answers to burning questions).
- I monitored the network for people demonstrating need for it (in LinkedIn groups).
- I revealed answers in ways that created cravings for more of what I have to share (provoked interaction).
I didn't merely "tell a story" or "provide valuable content" or educate my target market. That's social media guru blather. I ethically bribed my customers into taking action on something that they wanted to take action on to begin with. I then gave them full satisfaction–useful, actionable answers to burning questions and insights they had not heard before.