Why Most LinkedIn Lead Generation Tactics Fail
Sharing relevant content on LinkedIn likely will not get customers talking with you about what you're selling. Nor will commenting on the updates of others. Connecting with potential buyers and sending them "relevant content?" Commenting on discussions in LinkedIn groups? No and no.
The truth is most of what experts say works does not. These ideas may engage buyers, but they rarely help us net sales leads.
I'm not going to waste your time preaching what I think will work for you. Instead, let's quickly examine how many of my students are building their businesses using LinkedIn.
Why I Failed on LinkedIn
I'm not afraid to tell you I failed on LinkedIn. I was doing what most sellers are doing, on my profile, in groups and with email messaging. I believed that sharing relevant content on LinkedIn would create sales leads. But it didn't.
Because being seen as a trusted expert by buyers is the reward ... it's the outcome of a successful LinkedIn lead generation strategy. It's NOT the strategy!
So what is the strategy? At the highest level, it has two components:
- Problem-solving and
- Direct response copywriting.
Before we get into the details let's agree on the goal. On LinkedIn, you need to:
Attract customers (get them to engage with you) and (the part most reps and distributors are struggling with) get potential customers to respond to you. Not engage, respond.
The Surprising Key to Getting Response
Successful LinkedIn lead generation takes more than relevant content. It takes a combination of sharing knowledge that solves a problem and causing buyers to react ... to want more from you.
We need to provoke thoughts like, "I never thought about it that way. How can I get more advice like that?" or "I wonder what else this person can help me do?"