E-commerce Link: Engage With Purpose
Sure, it's possible to generate leads within LinkedIn groups by showing your target market how you can solve their nagging problems. But sometimes it takes more than providing tips or "micro-solutions." Sometimes you need to turn up the volume by prompting customers to behave in ways that provide benefit to them and, at the same time, identify them as qualified leads.
One of the questions I get most often about content marketing in general is, "How can I make the leap from information provider to trusted supplier, and how can I make engagement pay off?"
The truth is, there is no way to guarantee you'll ultimately make the sale. But setting up a system of value exchanges with customers dramatically increases the chances of generating leads. Instead of defining engagement as "occupying customers' time" think of it in terms of a series of purposeful exchanges with prospects. Oftentimes, the difference between success and failure is simply having a distinct purpose.
Let's say you're staring at your screen right now, trying to figure out how to start a LinkedIn group discussion that will serve to attract business leads. Think: What's your ultimate purpose? To earn response. Now crash test your discussion idea by asking yourself these questions:
- "Is this discussion topic relevant to my target customer?"
- "How can I make this discussion part of a larger (designed) discussion that connects to our product/service?"
- "How can I make this discussion (or status update) induce a response from my target customer at some point? How can I provoke and invite a response?"
- "Once provoked, how can I discover, collect and catalog each target's stage in the purchase consideration process and follow up with them in ways that remove obstacles to purchase behavior?"
Now you're focusing social media on your true purpose.