Avoid These 3 Most Common LinkedIn Mistakes
Studies show our brain is wired to learn from lessons learned—things that went wrong. This approach makes "what works" come into clear focus. So let's quickly discover how to avoid these three most common mistakes on LinkedIn when prospecting for customers. Let's avoid "what does not work" when prospecting with:
- Email and InMail
- LinkedIn Profiles
Email: Prove, Entice and Compel
What's the difference between earning the delete key and getting responded to on LinkedIn? Rising above all the crap in the prospect's inbox. This means doing homework on the prospect, getting them curious about your words and asking for an immediate response.
Start by writing LinkedIn prospecting emails that:
- Are short—three to four sentences max, and focus on what they most want to hear.
- Immediately prove your words are worth reading.
- Ask for a response in a way that creates curiosity.
Sending email is too easy. That's why you must do homework on prospects and prove it to them, fast. Your email must scream "my message is not random."
Think about how you use email. When someone contacts you in a way that shows they already invested time, how do you feel, what do you do? Are you more or less inclined to respond when asked?
When asking for a connection request, ask prospects to decide. When pitching a group member on having a conversation, give them a reason to wonder, "Hey, is there a relevant discussion to have here?" Start using trigger words to get more response and assess deal potential faster.
The technique I teach my social selling students speeds-up prospecting and increases seller productivity. Basically, it's all about structuring the email subject line and words within the message to trigger greater response.
Prospects connect via LinkedIn, then self-select themselves as hot, warm or cold leads.
Profiles: Trigger Leads With Copywriting
Similarly, many social sellers and reps have LinkedIn profiles that are not creating response (generating leads). Most profiles are not structured to get customers curious. That's why using copywriting techniques give prospects a clear path to getting their itch scratched-and become a lead.
Start by making sure sellers' profiles contains "exit points" where customers can leave the profile and get a problem solved or a goal achieved. For example, place YouTube video content in the summary section of profiles.
You can trigger more emails, phone calls and sign-ups/downloads by writing effective call-to-action titles. Let's say you upload a video to your summary section, or perhaps you're linking to a lead generation page using the publications section. Write a title that creates curiosity in the prospect to earn a lead. Curiosity words include:
- simple technique
- one small thing
You can also use words that suggest problems to create drama:
- unwanted results
You will also be wise to use attention words too:
Again, keep your titles focused on speeding up customers' ability to succeed, solve a problem or avoid a risk.
Groups: Success Is Not About Being an Expert
Being seen as an expert in your field is the outcome of a successful approach to generating leads on LinkedIn—not a strategy! Yet "experts" claim you should share content and somehow you'll generate leads. Yet this approach rarely works because of what and how sellers are sharing advice with prospects.
Today's top LinkedIn sales prospectors are using a systematic approach to create attention, engagement and converting that engagement to leads. Making the leap from engagement to lead is all about one principle: Curiosity.
Once again, the essence of "what works" is based partly in what is referred to as "challenger selling" (challenging status quo thinking plus education) and copywriting (using the written word to elicit behavior).
In the end, most sales rep's lack of success with LinkedIn is based on lack of a better way. It's not because they're lazy. It's because they've not been given the right tools yet. Now you have those tools in the form of best practices. You're ready to avoid the most common mistakes on LinkedIn.