E-commerce Link: Engage With Purpose
Make It Easy: Leverage
The key to becoming addictive in ways that drive scores of leads is to leverage your subject matter experts. For example, ask your webinar speakers or experts featured in whitepapers to share what they're seeing in the market (ways to avoid risk, exploit opportunities) that most people (your customers) are not. For instance, what do your experts know—right now—that's relatively unknown and revealing?
Remember, keep it short, sweet and very digestible. Tease, be provocative. You can use text or 60 second videos embedded in LinkedIn group discussions. Make these alluring content tidbits work for you. Get started by asking yourself:
- "What unforeseen (dangerous) risks can my subject matter experts steer our target customers clear of?"
- "What hidden, lucrative opportunities can they point at that will cause my audience to react?"
- "How can internal or external subject matter experts move my target customers toward our webinar and compel them to sign up for it on-the-spot?"
Converting social media leads to sales leads using LinkedIn groups doesn't happen often enough through passive engagement. Take control and use ethical bribes when needed. Design (plan out) engagement to produce actions by solving customers' problems in ways that compel them to register or download. Connect your customers' desires to what your brand ultimately delivers.
Let me know how it's working for you. I'm always looking for success stories to profile!
Jeff Molander is the author of "Off the Hook Marketing" and adjunct faculty of digital marketing at Loyola University. Reach him at firstname.lastname@example.org and read his blogs at www.jeffmolander.com/blog and www.makesocialsell.com/blog.