My guess is that most of you are reading this because you saw it on LinkedIn. And, now that you’re here, maybe you plan to read past links I have written about how to generate more prospects. So, if this is accurate, it’s the perfect illustration to answer the question I get asked frequently: Does using LinkedIn social media work – not only for me but also for my clients? In a word – YES! I’ve found B2B marketing on LinkedIn to be one of the most powerful ways to develop new business relationships.
Not sure how to act or what to say on social media? You shouldn’t be. If you have the interpersonal skills to be selling, you’ve got the skills to be successful communicating via social media. There really isn’t much difference. So, I am going to share with you what I’ve learned about how to use social media. I’m also going to share with you what works so you can get a head start on your own social media lead generation strategy.
1) Content First. Social Media Strategy Second.
Assuming your objective is to generate leads, you need to consider how you can provide something of value in exchange for a prospect’s contact information. For example, I offer a free white paper or e-book, both have lots of useful, easy-to-implement tips. Another example is HurricaneFranchising.com’s “Simple Restaurant Investment Guide” that is promoted on their home page. Make sure you have something interesting to post before you start your lead generation plan using social media.
2) Start Blogging
One of the best and most cost-effective ways to distribute your content is by setting up and writing a blog. You don’t have to post every day – but post enough so that your audience doesn’t forget you.
3) Design A Conversion Architecture
Creating a content library and setting up a blog are the first two steps to a successful, ongoing lead generation campaign using social media. The second step is designing your conversion architecture. What’s conversion architecture? It’s the system that starts with posting valuable content and ending with prospect contact information. This is accomplished by taking the following steps: 1) At the start or end of each blog, add a banner that offers something of value. Refer to #1 of this article. Or, if you are reading this on www.davidstein.me, look at the top of the blog and you’ll see a banner offering content. 2) Link that banner to a landing page with additional information about your brand and a name capture form. 3) Automate your name capture to a marketing automation and/or CRM system.
4) Don’t Forget To Add Visuals
I’ve found for my clients that adding visuals (photos, videos,etc.) increase click through by 128 percent. So, whatever you post, try to do it visually.
5) Build Your Connects, Post To Groups
Your highly targeted lists include your own LinkedIn connections as well as LinkedIn groups. Applying the tactics I have outlined in this article to your LinkedIn connections and groups will get your message out to the people who are interested most in what you have to say.