A message to the spammers, and a lesson for your marketing
Imagine you’ve joined a Professional Association. To get involved you decide to go to their annual conference to meet some fellow professionals and to learn some new skills and ideas—you’ve heard that the keynote speaker is great.
You turn up bright and early, grab a good table and the presenter starts to talk. But there’s a problem—10 of the audience haven’t sat down. They are walking from table to table handing out brochures and giving everybody their 30 second elevator pitch.
No one can hear the presenter.
It sounds ridiculous, but that’s what Groups on LinkedIn are like today. 10% of members are constantly posting stuff about their business and driving traffic to their websites –and no one finds it terribly useful.
Real conversations, real learning and research are being drowned out…This is partly why we have started new Groups for our clients, where we can moderate this junk.
So what can you learn from this for your own marketing?
Nobody likes to be sold to straight off the bat. Here are five tips to help you get results from your LinkedIn campaigns:
5 Steps to Generating Leads on LinkedIn Groups
- WIIFM? (What’s in it for me?) – the only way to network with others on LinkedIn and to strike up a conversation with a prospect is to have a good hook. Don’t bulk-post your blog posts and don’t write directly to people offering your services. We use other Groups on LinkedIn to research what’s popular in different industries – what’s gaining the most comments/interest? Add your own twist, phrase it as a discussion question and share.
- Focus – focus on the LinkedIn Groups that contain the largest majority of your VIPs (very important prospects!). Perhaps start with 10 Groups; don’t bulk-post your sales material and expect a response.
- Have a call-to-action – so you shouldn’t be just posting links to your free event, but how do you ever get clients from LinkedIn? LinkedIn Group members are there to network and learn – so your goal here should not be to sell a service, but to sell a guide or paper on an issue in your field. It’s appropriate to link to your White Paper in a relevant discussion.
- Measure – we all know what a timewaster social media can be – in fact that’s the No. 1 reason why people resist it. Plan your campaigns and measure clicks, comments and downloads. Is the time you’re spending yielding good leads?
- Plan a follow-up – in B2B or B2Professional relationships, people don’t buy from one touch. Eight or more touches are often needed before someone trusts or understands your business enough to respond/buy. Make sure you plan an email sequence with engaging content that is relevant to what your prospects have downloaded.
If they get value, they will stay. And some will engage. Then some will buy. And more will buy next month… And the next.
But only if you stop selling at everyone.
Discover more ways to increase Lead Generation with Social Media.