Friends today I am going to share five steps we take in the lead generation method when we use the LinkedIn platform.
Step #1: Create A Bite-Sized Freebie Thing (That’s Easy to Consume)
However, if you offer something SMALL and FREE to would-be LinkedIn connections, then you’ll separate yourself from the rest of the LinkedIn marketing pack. Now this FREE THING doesn’t have to be BIG or comprehensive. Just a bite-sized (but juicy) tip that helps your ideal customer with one of their biggest, annoying obstacles. (And which lays the groundwork for them to opt-in to your email list.)
Step #2: Create a Slightly More Expansive Freebie Thing (That Converts)
Now this FREEBIE is more comprehensive than the freebie in Step #1. (As it should be, you are asking for more of a commitment here — such as an email address or phone number or both.) And the FREEBIE can take the form of things like:
- Case studies
- Insider guides
- Cheat Sheets
- Webinars
- Seminar
- Special reports
- Resource guide
Step #3: Set Up a Way to Collect Email Addresses
You most likely already have this in place. So, I won’t belabor the point. But you’ll need two things in place to make your “larger freebie” translate into future profits. And that is:
- A Landing Page (Where prospects provide their email and/or phone number)
- An email autoresponder (That collects the contact info and then delivers the FREEBIE)
Just make sure your landing page is as simple as can be and that means:
- A picture of your freebie
- A place to collect contact info
- Headline copy that lets people know what they’re going to get
Step #4: 2-3 Follow-Up Emails (That Tell Stories)
This is where most folks’ LinkedIn marketing efforts fall short. (Well, that, and their constant need to fill their profile with “certifications” nobody has ever heard of.) When somebody FIRST opts into your email list, they are both at their most questionable state. — “Who is this guy and why does he want to keep emailing me?” — and they’re most likely to buy something from you. They do after all have a problem/concern they need help with. And they want it solved…YESTERDAY! The key is to write an email follow-up sequence for new opt-ins (I like to send 2-3 over that first week) that tells stories (and subtly sells.) Tell “stories” about you — or your customers — and how they overcame their challenges. (And don’t sell until email #3.) If you’re unsure how to do this, just follow this oldie-but-goodie formula:
- Email #1 – Problem (Touch on the biggest problem your leads are facing, hint at solution)
- Email #2 – Agitate (Make the problem emotional, urgent)
- Email #3 – Solve (Offer ‘me the solution — which is your product)
Step #5: Take a Tour of Your Marketing Funnel
So, this is a tip I got from a super-expensive, otherwise-worthless Mastermind seminar — trust me I’d rather have the Home Theatre system I could have bought with the 10K — in which one member mentioned every three months he “plays” prospect and goes through every aspect of his marketing funnel, as if he were a customer. And whether you follow the stringent 3-month directive, I recommend before you plunge headlong into the deep end of the LinkedIn marketing pool, you go through your own marketing funnel. (Or have a critical friend or family member do it for you.)
- Do the sales copy adequately speak to the needs of your new leads/subscribers?
- Are you missing any opportunities for upsells — or down sells — or affiliate income that could boost your bottom line?
- Is there a disconnect, at any point, between the message you’re trying to send out (and the market you’re hoping will receive it)?
Doing this alone will boost your conversion rates, each step of the way, at least 15%. (Which will put enough money in the bank for you to buy those home theatre speakers you’ve had your eye on.)
Letzrise consulting services bring in social media marketing strategies. To take our services write back to us at info@letzrise.com
Authored by Deb, a fundraising strategist and nonprofit growth advisor with over 20 years of experience, this roadmap draws on deep expertise in ethical giving, storytelling, and donor engagement to help mission-driven organizations scale with purpose.