Features | October 06, 2020
How to Get More Leads and Sales from LinkedIn
With many areas of the country facing increased or renewed restrictions on face-to-face meetings, sales and marketing professionals are quickly finding that new skills are required to prospect online. For successful social sellers, LinkedIn is one of the best places to engage with potential clients.
But for those who did not invest time on LinkedIn pre-COVID-19, many suddenly find themselves at a perilous disadvantage. Fortunately, there is a four-piece Engagement Framework every successful LinkedIn communicator uses, which can be learned by anyone to achieve more engagement that creates leads and sales.
Since less than 1% of the LinkedIn user base implements all four pieces correctly, let’s take a look at each component to understand the key tactic in each.
The Engagement Framework: The Social Seller’s Strategy Guide
To build a network of prospective buyers, successful social sellers engage in a series of daily habits. Taken together, these behaviors form a framework for successful social selling, as follows:
1. Build a Profile That’s Irresistible to Your Target Market.
As mentioned in a previous column, it is imperative to craft your LinkedIn profile in a way that draws the attention of your target audience.
The mistake most rookie social sellers make is crafting a profile that is self-congratulating rather than one that delivers value to their target audience. For example, your LinkedIn profile’s “Headline” is a critical strategic asset, as it appears in multiple places and is prominently featured when you post, connect and comment.
Unless you’re looking for a job, it is advisable to rewrite your headline to summarize what you do for your target audience, rather than merely stating your title. This simple change will increase the number of connection requests you get, as well as the number of messages you get asking for more information on your services.
2. Connect Purposefully With New People.
The next step in growing your network on LinkedIn is to send connection requests to people in your target market.
When sending requests, it’s helpful to send a personalized note with the connection request. By taking the time to craft a customized note, you’ll increase your chances of a reply and subsequent engagement. We recommend setting a personal goal of sending at least five new connection requests per day (including Saturday and Sunday).
When done correctly, you should be able to get 50% or more of your connection requests accepted by the other party, and you’ll steadily grow your network. As your network grows, the number of people who see your posts will increase as well, and you’ll have more first-degree connections you can send targeted, one-to-one messages to as the need arises.
3. Comment to Drive Engagement.
The vast majority of people on LinkedIn read posts written by others and simply move on, taking no subsequent action. A few enterprising souls will take a moment to press “like.”
The smart social seller doesn’t do this. Instead, you should find posts written by those in your target market, and not only press “like” but also leave a comment. It’s in how you comment that makes all the difference. First, tag the post’s author in your reply whenever possible. Second, leave some additional value or insight in your comment so that you give people a reason not only to read what you’ve written but also to connect with you. And third, ask a question to engage the author and other readers.
Doing this at least five times per day will bring a steady stream of connection requests as others begin to see your comments. And remember, because you now employ an enticing headline, you’ll draw people to you in increasing numbers if you comment with insightful, useful and thought-provoking questions.
4. Post Content That Draws Your Audience To You.
Most first-time social-sellers find this to be the most challenging component of the Engagement Framework: Posting content on a regular basis. It can feel scary, awkward and narcissistic. But when done correctly, it raises your visibility within your target market and draw many more people to you and your company.
The exemplar social seller does a few things:
- Obsess over your post’s first two to three lines. These lines are what most people see in their newsfeed. The first line must capture the reader’s attention if there is any hope of stopping the scroll.
- Realize that your post must provide value. It is no longer sufficient to merely post about one’s wares; the social seller must provide his target marketing with value. If you’re having trouble thinking of post subject matter, think about the value your product offers your market and try to accomplish the same objective but with words, videos or pictures. In this way, your content becomes useful to your target market, raising their awareness of you and your capabilities.
- Include call-to-action whenever possible. Usually, the call-to-action is at the end of the post and presents your audience with a chance to engage. The call-to-action can be something as simple as requesting a link to a case study, access to a private webinar or directly connecting with you (the author) to see more content.
Together, these four pieces comprise the Engagement Framework. When done correctly and consistently, the result is a daily flow of new connections and inbox messages asking for more information about your product or service.
If you optimize your profile, send five targeted connection requests per day, leave five meaningful comments per day and post three times per week, you’ll see your connections increase, and the number of inbound questions about your services will rise as you improve at each piece of the framework.
For more strategies like this one, make sure to connect with me on LinkedIn. Send me a message with “PSDA” in the body, so I know you’re seeing us here. Happy to send you more tips for improving your social selling.
David Rosendahl is the president and co-founder of MindFire, a company that uses a unique marketing platform combining direct mail, email, social and other channels to create more leads and sales.
Marketing and Sales Business/Growth Strategies COVID-19