Why Sharing Content on LinkedIn Doesn't Work
Are you diligently sharing valuable content on LinkedIn — videos, whitepapers, articles and other helpful tidbits — wondering where the sales leads are? Don't feel bad. A majority of sellers are sharing-and-sharing-and-sharing only to earn likes and shares.
Because sharing content on LinkedIn to create sales is, for most of us, a fairy tale.
Staying in front of customers is important. However, it is not an effective social selling strategy.
Why Sharing Content Doesn't Work
The act of sharing knowledge via a LinkedIn post or update is passive. In most cases, it cannot compare to having lunch with — or speaking on the phone with — your customer or prospect.
It is relatively impersonal — one-to-many. There's nothing personal about it to your buyer. I'm not saying it cannot help you. Not I! However, “staying on the customers' online radar screen” does not work.
Consider everything interpersonal communications genius Dale Carnegie taught us about becoming known, liked and trusted. You cannot fake empathy. And you certainly cannot create empathy by sharing content over-and-over.
Proving you care about a customer takes ... well ... proof. You cannot communicate sincere interest or empathy without proving you give a darn. Sharing content doesn't offer such proof
Your Content Isn't New
The world is awash with online articles and videos that aren't worth a nickel. The last thing your customer needs is another article to read. Don't you think? Seriously. I'm talking about content that:
- offers little if any new information
- agrees with current thinking
- is not actionable beyond a “like” or share
Consider your own experience. When is the last time you discovered new knowledge about selling? Likewise, how much of what you're sharing with prospects is the same — information they already know?
Our buyers are smart. But we must be smarter. We must know more about their problem or challenge than they do. That means we must offer something new to them — information that challenges current thinking.