A Deeper Dive into LinkedIn Leads and Sales Creation

The key to netting leads and sales using LinkedIn Groups is thinking differently about engagement and changing your habits—getting prospects off of social media and onto a lead nurturing program. In my last blog post I revealed the three-step process to making LinkedIn sell for you: Step 1: Create Content That Provokes; Step 2: Locate Qualified Discussions; and Step 3: Tease Prospects Into Action.

The key to netting leads and sales using LinkedIn Groups is thinking differently about engagement and changing your habits—getting prospects off of social media and onto a lead nurturing program. In my last blog post I revealed the three-step process to making LinkedIn sell for you:

  • Step 1: Create Content That Provokes
  • Step 2: Locate Qualified Discussions
  • Step 3: Tease Prospects Into Action

The Details: How I Did It
Now here’s how I’m generating leads and sales on LinkedIn Groups. I’m taking my best quotes from interviews I record—with subject matter experts—and chumming the water with them. If you want to catch fish you’ve got to attract the jumbos. Here’s one of the actual quotes I recently used:

“What social media does is allows access to buyers. [But] then the strategy is to take them off of the social media. Next you put them into a process. This is where we get into emotional-driven, direct response marketing routines … where they find you through relevant content via social media and you put them into a campaign. Dealers can leverage marketing automation technology to deliver more content that nurtures them along toward a sale.”

The other quote I placed told my target audience what they really want to hear: Success is about getting back to basics, that design (a value-added service that is being commoditized lately) still matters and how social media can be used to become known, liked and trusted in very practical ways if you focus on a simple, easy-to-do process.

Most importantly I provided no link to the content!

A Simple System to Get Sales
What did I do here really? I provoked my target market into contacting me. I already knew this approach works outside of social media and figured why not leverage LinkedIn Groups in a way that tempts group members to email me for more details or click over to my profile and then onward to my blog to acquire the knowledge? It worked.

So can you execute this same idea? Sure, you’ve got to trust that this will work but give it a shot. For me, the results rolled in: A dozen or so industry-specific leads and a handful of immediate sales. I love using LinkedIn for business leads because it’s so simple and time effective.

Again I followed a simple, practical system:

1. I created valuable content (answers to burning questions).

2. Monitored for people demonstrating need for it (in LinkedIn Groups).

3. Revealed answers in ways that created cravings for more of what I have to share (provoked interaction).

How many of you are doing the same? Surely there are more success stories out there. Let’s hear some!

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

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