Why Sharing Content on LinkedIn Doesn't Work
Knowledge they can act on —not just “like.” And that means we've got to be provocative.
Your Content Isn't Provocative
Today's most successful B-to-B marketers take risks. They go out on a limb. Sales reps who win more customers also take risks. They're provocative. They “tell truths” other sellers are afraid to discuss.
Think about it, right now. What can you share with prospects that, in the past, you would not share? Are there taboo issues customers will eventually become aware of? Are there dirty little secrets about what you sell or unscrupulous sellers you compete with?
Your customers will find this information online. Why not tell them yourself? Be bold. Prove yourself to be trustworthy by blowing a whistle.
Warn clients. Steer them clear of dangers they may not know about — or suspect may exist. This is the kind of content that provokes customers, naturally. It gets them thinking, “Hey — I'd love to get more of this kind of insightful stuff.”
It helps your content become action-oriented.
Your Content Isn't Actionable
Let's assume the information you share is new and thought-provoking. But is it actionable? Is it urgent enough to make the prospect think, “Where can I get more insights like this?” or “What exactly does he/she mean by that?”
Do your words spark curiosity? Do your answers, tips or short-cuts spark more questions in the minds of prospects?
Does your content spark an urge in the customer — leading them to take action? Are your words making your buyer want to consume more content? Talk to you?
If not you're like 95 percent of sales reps using LinkedIn and social media. You're re-broadcasting whatever knowledge comes your way regardless of it's ability to serve you and your buyer.
You're practicing a failing (yet popular) technique: Staying in front of your customer. Hoping.