E-commerce Link: Engage With Purpose
Don't Just Lead It
What I'm suggesting is empowering. Act on the fact that successful use of LinkedIn groups is all about what you're already good at—designing your marketing to induce response. Turning LinkedIn contacts or group members into leads is easy if you remember one idea: Effective content marketing is as enticing as it is engaging.
Your job isn't about producing thought-leading content—rather, thought-provoking content.
Ask yourself, "Am I designing engaging content to provoke behavior in LinkedIn groups, or am I just hanging shingles 'out there' in hopes of being perceived as a thought leader?"
The truth is, thought leadership is no longer enough. You've got to start provoking prospects to take action—sign up for a webinar, download a whitepaper and tell others to do the same. How can you make that happen more often?
The Ethical Bribe
When I use the term "ethical bribe," I'm talking about presenting tempting opportunities to prospects. Sometimes that comes in the form of a contest or giveaway, but think creatively. Bribes can also come in the form of knowledge (booklets, videos, etc.) that customers can use to create more success, drive more revenue or avoid risk.
The key is making sure these opportunities are genuinely new, never-before seen by your audience. That's the tough part, but not impossible.
Hot tip: Focus on giving customers solutions to problems they don't yet know they have. Now, don't hand it all out at once; keep some for your proprietary content (whitepaper, webinar, etc.). That's how you become addictive.
Sorry, LinkedIn gurus, the trick to generating more and more leads with content created on LinkedIn is showing customers ways to capitalize on previously unseen opportunities—and solve previously unknown problems—that ultimately connect to your products and services. Success is all about making everything you do on LinkedIn scratch customers' itches. It's not about broadcasting "quality content" into LinkedIn or "engaging in relevant discussions" or generating large numbers of connections.