What’s on your list of the top all-time combinations:
Bacon and eggs?
Peanut butter and jelly?
Rainy days and strong coffee?
Or maybe…
LinkedIn and Social Selling?
Stopped you there, didn’t I? We know. Since you are obviously a business hero because you read our blogs, we’re sure you are more likely to focus on the last one. After all, LinkedIn is to social selling what yin is to yang.
However, while some businesses are really able to leverage LinkedIn’s full potential, there are some that fall flat every time they log in. As we went exploring for the reasons for this failure, we came up with some elements that you could be missing.
Let’s check them out.
1. Create your profile keeping in mind that the “customer is the center of the universe”
Do you know how to find the center of the universe?
As a savvy business person you already know the answer: WHEREVER THE CUSTOMER IS.
Let’s get a bit boring and discuss this. We are residents of the digital era that accounts for billions of social media users. This virtual community comprises everyone: you, us, and all those customers waiting for a solution for their business problems.
Since we are all on social media, we are more likely to look for a solution there. While customers search for help on social, they come across lots and lots of options to consider, and that can make it hard for them to figure out what to do. After all, everyone’s looking for just the smart choice.
When they land on your profile finding you as a potential knight in shining armor, they immediately begin to evaluate you on your competence–can you provide an intelligent solution?
Being on LinkedIn is no different. But wait, it becomes even more daunting. You need to prove that you indeed are the one they are looking for. Make sure your profile speaks of your competence, professionalism, and groundbreaking approaches that you want to be known for.
Here is something that can help you out-
Step 1: Kick-start with incredible brand authority and credibility
You may be the business guru your customers have been looking for. But, are you?
Make sure your profile stands out and is convincing to your target market. Highlight your strengths. Cover any shortfalls. Once you finish, check out your profile with the judgmental eyes of a customer. If you are impressed, your customers will be too.
Step 2: How you do it is often more important than what you do
Your style says it all.
It is the same as working out in the gym. You may lose pounds, but what interests’ people is how you did it. Make sure the answer to HOW is an amazing one. Once your customers find the answer they have been looking for, nothing can stop them from succeeding just like you did.
Step 3: Overcome trust issues
Buyers can be sensitive. They lose faith as soon as they gain it. But you can help win their trust long term.
The idea is simple- now that you have a profile that speaks for itself, all you have to do is craft the content around the same messages. Check out what the customers are looking for, and then hit the bull’s eye. They get what they want when you answer their questions with the content you produce.
Step 3: Personalization is the key to the heart
Let’s consider two scenarios here-
It’s your birthday.
An eCommerce company sends you amazing deals randomly. One day, it’s electronics, another it’s apparel. This eCommerce company is just trying its luck with you.
But we are in a competitive arena. We also have another online marketplace. This one is a bit smarter. It tracks what you have been shopping for lately. Let’s say it’s a premium fragrance. Then an email appears that says, “Hey There!!! We have a great discount on premium fragrance, JUST FOR YOU.”
We simply lose all the resistance, and in no time, we are on the website of this online marketplace.
The same theory applies on LinkedIn. You can simply drop your connection request with a boring marketing pitch of 300 characters. Or, you can add to a personal touch that builds a one-to-one BOND based on prior knowledge you have researched about this prospect.
Don’t forget this once they land in your contact list. Expectations only grow once relationships start!
3. Pamper them to generate leads
Customers love attention and if you don’t take care of their demand, they flee. And the worst part is, a ‘sorry’ doesn’t bring them back.
Simply put, conversations are a critical element of your sales funnel. Once prospects are in your contact list, make sure that you maintain the spark by communicating with them. And remember that it does not need to be a marketing pitch every time.
Once someone is in your network, leverage the opportunity. Make use of advanced search features and do all you can to build a vast network.
Make sure you deliver an impressive first impact and then keep up with it using those charming conversational skills of yours.
4. Content isn’t classy? Thou shall not pass
The world of the Internet has thousands of debates, and it all boils down to one thing,
“Content is king.”
The king also rules the empire of social selling via LinkedIn and closely determines your success. It helps you to express, win consumers attention, and then advance it into a great business partnership.
Here are tips to keep in mind while crafting your content:
- Listen to what your networks care about. Don’t simply go on uploading what you feel is best. Check out what the prospects are looking for.
- Focus on educating them. Do not solely publish self-promoting content. Instead, go for content emphasizing thought leadership. Once you leave a mark as an expert in your field, you will land on the right side of your prospects.
- Consistency is the key. Inconsistency will only take a toll on user engagement.
Let’s get started with effective social selling on LinkedIn
Now that you know the critical elements that decide the success of social selling on LinkedIn, what’s keeping you waiting? Get ready and go with the above strategy to make a mark.
Milan Ruzika
Latest posts by Milan Ruzika (see all)
- Critical Elements to Effective Social Selling on LinkedIn - May 15, 2019