Time to read: 3.5 minute

#1 Talk MOSTLY in terms of what they want

Are your email response rates low? You’re probably letting what you need (leads) get in the way of what your prospect needs to act on. The solution is to talk mostly about what the message recipient wants. Put what they want right up front in the first sentence. 

Where to start?

Social media gives us many “instant” ways to create personal relevance. Take the time to discover what REALLY matters to prospects. Monitor their comments in LinkedIn Groups. Listen for pain, fear, worry, need. 

Don’t just listen for things that can immediately connect to what you’re selling. Stay open-minded.

Respond directly and obviously to what you discovered using InMail with the solution to their problem.

Think in terms of the

• remedy to their pain
• pleasure you can create for them 
• freedom you can allow.

A short-cut

I know, it takes serious focus to do this when we’re under pressure to “hurry-up-and-GET” leads. It feels un-natural, I admit. So here’s how to make sure you succeed. It works for me and it will work for you:

At the end of drafting your message go back and reduce the number of times the word “I” appears in the message!

Get the “I’s” down to a bare minimum. This will help you focus your words on what your prospect wants. They already know you exist. The idea is to not let your need to get a response get in the way of what they want to act on—your message!

But what if you can’t even get them to pay attention to your message? How can you get a higher LinkedIn Inmail response rate if they’re ignoring your message?

#2 PROVE you’re not like the other crap in their inbox

The best way to get someone to read and respond to your email is to prove you’re special. Here’s how:

Show them you’ve done your homework on them.

Don’t just say you’ve done it prove it. Get dramatic.

In one sentence (yes, you CAN do it!!) say something that makes them think, “hey, THAT took some effort on the sender’s part.”

Prove to the message recipient how you’ve already invested in them—beyond scanning their LinkedIn profile. If possible, put this proof in your Subject line. 

For example, I show prospects that I noticed their Tweet on Twitter expressing a need or goal … or desire to avoid a risk … or pain they want to remedy. Sometimes I choose to prove to them that I’m relevant by referencing their recent blog post. You get the idea.

I write subject lines like, “Your article on _____” or “I noticed your tweet about ______.”

Rise above all the CRAP in your prospects inbox in dramatic form. If you’d like to get started on applying this technique, here’s a FREE Linkedin training. Otherwise… 

Reveal something that quickly makes them think “Hey… could this person be my hero?” or “Be my solution to ____?”  This gets to the next step:

#3 Create irresistible curiosity

Can your service solve a problem? Can your product give buyers a life-altering experience or bring them closer to reaching a goal? Let them know you’ve got a sample of it waiting for them. 

All they need to do is respond.

Politely tease them a little. Dangle a carrot. When you’re writing the object is to help them wonder, “I wonder what, exactly, he/she means by that?” 

This part is tricky but critical to your success. I say tricky because you’ve got to be BOTH credible and provocative. You’ve got to be respectable and mysterious. 

I get the most response when I present myself as a “pain reliever” to someone who just expressed a pain. Then, I get to work saying just enough about my remedy to create curiosity. 

My promise about the remedy is—above all else—BELIEVABLE. 

I also get response by presenting myself as a “vehicle to opportunity” by creating a sense of intrigue, curiosity. I work really hard to make them wonder, “this guy did his homework, knows about my specific pain… I wonder if he can actually help me… hmmm… I wonder….”

That’s the spark of curiosity you’re going for (and how to go about getting it). That’s how to boost your LinkedIn InMail response rate.

#4 Ask for a decision to be made

Want immediate access to the true potential of your prospect?  Invite them to say “yes” or “no.”

One day I tried this on a whim. WOW. It works.

Why and how can you do this?

First of all, hardly anyone does it. Very few sales people (and even fewer marketers) are smart enough to know: Honoring the time of the prospect is key to getting their immediate, honest response.

Think about how you use email—how you respond most often to short, compelling messages that ask you to!

That’s why it works.

Here’s how you can apply it:

“In the interest of your precious time, I would like to decide if there’s a focused conversation for us to have—or not…”

Let them off the hook right in the email. (the “or not” part) Why? Because it works. They’ll respond!

Remember: A negative response is GOOD. This lets you move on … invest time in better prospects.

Give your prospect a way to do what they’re already looking to do—escape your email.

This tactic increases response rate tremendously. It’s an old cold calling tactic of mine. By inviting the prospect to say “no” you’ll get immediate access to the true potential of closing the prospect.

#5 Keep it short

This part is obvious. Let’s not linger on it.

Stop writing emails longer than 3 sentences. You can do it. Trust me.

You DO want to get get a higher LinkedIn InMail response rate, right? Well, trust me!

What you’re really doing here is crafting a message that a) will get read and b) asks them to decide, right now, IF they want to talk with you or not—based on the “30 seconds of well-thought-out reasoning” you just gave them.

Good luck!

Photo credit: Iscan

The post Get a Higher LinkedIn InMail Response Rate in 5 Steps appeared first on Make Social Media Sell with Jeff Molander.

Time to read: 4 minutes

First, I’ll lay out the system in short form. Then I’ll dive into each step. Here we go…

The template in a nutshell

Here is the proven, simple blog post writing template that is making my blogging flexible, fun, fast and profitable.

Promise Tangible & Emotional Results up Front
When crafting titles and first paragraphs, write about what customers need help with—in ways they will discover on Google. Match how you write with how they search. Think in terms of questions prospects are asking and answers you’re publishing. Also, remember the ‘emotional end result’ your customers are craving. Promise it to them. 

Give Readers Confidence in Themselves (not you)
Give away tips, tricks, shortcuts and/or samples of what they need to achieve things or avoid risks. Get readers confident in themselves. Make them believe they can achieve something they want by giving them the tools to do it. For example, empower them to make better decisions or teach them a new skill. But then plant a seed: give them reason to question that new found confidence. “Could there be more to discover about ___?” This makes buyers hungry for more of what you’ve got.

Deliver a Result: Help Customers DO Something (not just know it)
Toward the end of the blog post create a call-to-action that lets customers take action on the craving (for more results) your post just created. Play on their hunger to get more confidence. Publish and promote downloadable guides that help customers get something done faster, better, smarter, cheaper. For example, help customers decide on “best fit” for their needs … or checklists that guide buyers toward better (personalized) decisions … or short video tutorials that teach customers a skill or short-cut that is relate-able to their goal and what you sell.

This template is like “guide rails” for creating information my prospects need and making sure they produce leads for my business. Want to get started on implementing it in your business (free)? Check out this free tutorial where I’ll guide you step-by-step. Or just see details below.

Promise to solve a problem / give a result

Coming up with blog content that creates leads (and ultimately sales) for your business is as easy as:

1. listening to your target market’s pain, suffering, fear or aspirations … then
2. answering; responding to what potential customers need or crave in your blog.

Using this practical system makes it EASY to connect what you sell to your blog posts. Start by asking yourself, “Which questions do our customers need answered before they’ll buy?” or “Is there a skill I could teach them that would make them feel (and act) like a smarter buyer?”

Remember: Don’t restrict the questions to those about your product—think like a buyer. 

For example, are there myths prospects believe in that prevent them from understanding an important consideration point?

Do they fear getting ripped-off or talked into a situation that doesn’t serve them? Is there an experience they’re craving?

To get ideas, listen to potential customers as they express:

• fears
• hopes, aspirations
• goals or objectives
• problems or challenges

Listening is easy on the Web. You should conduct search engine keyword research but here are other GREAT places to find your buyers’ questions—FAST.

• LinkedIn Groups
• Webinars
• Monitor www.search.twitter.com (for expressions of pain or un-met needs around what it is you’re selling… and complaints about your competitors)
• Google keyword research

Give results that create cravings (for more)

Has anyone ever stopped you, sat you down and told you about a dangerous risk you were unknowingly taking—that you didn’t need to be? When we suddenly realize a way to avoid danger (thanks to someone else) it makes us feel relieved. But then we start to worry again. We often wonder, “Gosh, what else do I NOT know … that this person DOES know!?”

We’re not confident in ourselves … but we want to be. NOW!

You see, once we discover how avoid something dangerous from someone else it creates hunger for more knowledge about avoiding more risks.

PLUS it builds trust in the person dispensing the advice!

So spill the beans on what you know. Show customers how to get some of the near-term results they crave. By showing them how to solve a small yet serious problem (that you can eventually connect to what you sell) you will make them confident. They will feel like “I CAN do it!” (whatever it is that’s important to them) AND they will become hungry for more.

Solve problems or give useful answers on your blog—on your terms and in exchange for knowing who your potential buyer is and a little bit about them.

Be clear, helpful, yet not 100% thorough.

In other words, lay out your knowledge, tips and actionable information in ways that encourage more questions. Be specific but not so complete that readers become fully satisfied. For example, find ways to share actionable information in ways that make readers crave more examples. 

Help prospects DO (not just know)

Toward the end of your blogs make calls-to-action that clearly show customers a way to get more results (just like what you just gave them). Show them a clear way to relieve more pain, avoid more risks, achieve more success or get to where they’re going faster. 

Give them the actionable information they’re now craving.

I call these bits of knowledge “nuggets of wisdom.” I’m talking about what you know (right now) that (when you share it) will help customers DO something … something that moves their needle. Something that creates success. Something that gets them even more confident in themselves.

Let’s face it: Knowing is not enough to get people BUYING!

You’ve got to create a “mini-result” for them. This way your nuggets can be eventually, logically connected to what you sell.

I’m talking about useful tools like:

• Checklists. Help customers make smarter decisions FASTER about something important to them.
• Ebooks. Help prospects compare features and benefits of products & services they are in need of (but in ways that do NOT push your product).
• Educational video tutorials. Teach customers (step-by-step) a new skill, avoid an unseen risk or help them make faster comparisons to determine “best fit” in a pithy video or short series.

Start here: Keep it simple

What wisdom nugget should you produce? Where do you start? 

Start with what is EASY for you to produce—right now. Start by asking yourself:

When what pressing problem do we solve? What pain do I remove?  What hidden risk do most customers NOT know about …  that I can reveal and look like a BIG hero? What pleasure can I help create? What freedom does our service permit? What important connection does our product allow? 

How do you start capturing and nurturing leads with these nuggets? That’s a subject covered in my monthly lead generation training course. The strategy varies based on the business, customers, competitive environment, etc. If you’d like to take first steps toward discovering the power of this blog post writing template, sign-up for my free tutorial. I’ll guide you step-by-step.  

Full disclosure: The video series itself is an example of the effective lead-generation system I’m describing!

Your turn

Until I discovered this “better way” of writing, I struggled. It felt horrible. I could not get Google’s attention nor convince people who were reading my posts to respond to me.

Today, I use this simple, effective system to get blog posts discovered (in Google) and acted on by potential buyers. Now it’s your turn to have a blog that:

1. Creates response by putting customers on the path to deciding if and when they want to buy from you.
2. Proves you’re worth investing in by giving “results in advance” to people who apply your tips.  
3. Encourages purchase by creating confidence in buyers … so much they may start asking you for the sale.

The power of this blog post writing template is the response it creates for your blog. By putting potential buyers on the path to deciding if (and when) they want to buy you’re empowering them AND giving yourself a business lead.

So start saying, “I can solve that nagging problem” to prospects on your blog. Then solve them in exchange for the chance to court prospects using a “wisdom nugget” or series of them distributed with an email nurturing routine. 

Because if you change your customers’ success rate they’ll become confident in themselves. Moving your customers’ needle before they invest in what you sell you creates trust in you.

Giving prospects a way to better understand their problems … and gain confidence over them … can help what you sell become the obvious next step. Your product transforms from something to consider buying into a logical next step in a journey prospects find themselves on.

Photo credit: Slaff.net

The post The only blog post writing template you’ll ever need appeared first on Make Social Media Sell with Jeff Molander.

Time to read: 3 minutes.  It sounds like a fairy tail but it’s true. Inbound marketing manager, McKay Allan created a social media lead generation system that got LogMyCalls more new customers in 90 days than any prior campaign. Now you can discover how this growing business tackles blog-focused social media lead generation and apply it in your setting.

McKay’s now famous, “150 Blog Posts in 50 Days” effort was successful. Really successful. It even spurred the company to stop some paid marketing tactics—and fire a search engine optimization contractor.

“With a company our size, the commitment has to be significant in order to produce 3 unique and useful blog posts a day,” says McKay.

“After all, we also produce 2 original marketing Webinars each week, monthly case studies, a variety of marketing White Papers, and some humorous and awesome marketing call tracking videos.”

How many blogs should you publish and why?

“All of this requires commitment,” says McKay who recognizes the number of blog posts per week will vary depending on a company’s business environment.

LogMyCalls is producing 3 unique blogs each day, “for as long as we can,” says McKay. “For the foreseeable future, we’re going to continue to generate more unique content, more great blogs, and more sweet Webinars.”

Should you follow in McKay’s footsteps? How many blogs should you be publishing, to whom, about what and why? And how long will it take to start getting leads? Learn the answers to these questions and more by listening to my interview with McKay above… or start taking action in my Make My Blog Sell for You lead generation training course.

Should you fire your SEO agency too?

McKay is level-headed, pragmatic and recommends you follow suit.

“We are not advocating that every company fire their SEO firm, or that SEO firms are bad, or that our SEO firm was bad,” says McKay who doesn’t mince words nor shy away from controversy.

“We’re simply stating the fact that we didn’t see much impact in 9 months and our efforts were working, so we fired them.”

Tell the truth in ways that move customers’ needles

One of McKay’s biggest success principles is positioning LogMyCalls as a serious advocate for customers. Really serious. For
example, he frequently blogs warnings to customers about changes that dramatically effect their bottom line.

He recently posted, “… if you use session-based keyword call tracking, you’re likely wasting at least some of your money. Why? Well, the only reason someone gets session-based keyword call tracking is to determine which organic keywords generate calls. If Google won’t give you 60% to 70% of that keyword data then you are, by definition, wasting 60% to 70% of your money.”

Worth noting, McKay pairs his warnings with calls-to-action that provide a pathway toward more complete answers. His 5 Ways to Prove Marketing ROI with Call Tracking e-book is a perfect example.

McKay is essentially “baiting his hook” with this book and answering questions on his blog that create hunger for more answers … that his ebook answers. He trades valuable knowledge inside the ebook for insight on his prospects. 

This is exactly what I teach in my Make My Blog Sell for You lead generation training course.

Give away your best knowledge—all of it

McKay also recommends blogging about business failures in ways that attract attention, earn respect and genuinely teach prospects a lesson they can benefit from. 

“Our brains, contrary to what most people think, have been designed to learn much more from lessons learned… from what didn’t work; from conflicts; from situations that were everything but successful; from what would force us to re-think what we’ve just done and do it better, trying harder next time around,” says Luis Suarez, an IBM knowledge management consultant.

So let potential customers find your treasure trove of answers. This approach proves your business:

1. Completely understands the market;
2. is bold enough to give away the answers (and not worry about people “stealing” your knowledge) and
3. realizes value is in the DOING not merely knowing

 Tune in to the above Webinar, meet McKay and learn how to turn up the volume on your social media lead generation efforts!

The post Social media lead generation: How to increase leads 400% in 90 days appeared first on Make Social Media Sell with Jeff Molander.

Time to read: 3 minutes

Step #1: Say This

“What do I say to prospects when they don’t want to talk about what I sell yet?”

Whatever matters to them. 

Remember: Don’t confuse your customers’ un-willingness to buy at the moment with their hunger to act on something urgent right now! There’s a big difference between pitching your product to someone and giving them the opportunity to act on their desire to solve a nagging problem—or take a step toward achieving a goal.  

The best way to start generating leads with LinkedIn is to ask yourself, “What’s keeping my typical customer up at night?” Be sure to focus on issues that are related to what you sell but outside of the context of a sales pitch. 

When interacting on LinkedIn, talk about answers to your prospects’ problems, methods to avoid risks or ways to achieve goals. Do this in terms that don’t (yet) connect to what you sell. 

Coming up with “what to say” (that creates leads) is as easy as:

1. listening for customers to express pain, excitement, fear or goals … then
2. responding with a way to remedy the pain, capitalize on the excitement or avoid the fear.

Step #2: Where to Say It 

There are three “places” you’re probably conversing with prospects:

• LinkedIn groups
• email
• your blog

Let’s say you’re engaging prospects in LinkedIn groups or with emails using LinkedIn’s platform. The best way to start generating leads with LinkedIn is getting people OFF of LinkedIn—and onto your blog. 

Interacting with prospects in groups gives you the chance to capitalize on prospects’ expressions of pain, fear, anxiety or ambition. They’ll all but tell you what to say. It’s up to you to decide where you’ll respond to them: In the group (publicly) or in a direct message (privately). 

The goal is to get prospects’ off of LinkedIn and onto your blog. This gives YOU total control over what you can do with the prospect to earn a lead. Want to get started DOING this? Check out my FREE LinkedIn Training for Sales Professionals video tutorial.

The best way to engage prospects a LinkedIn group is publicly.

This gives more prospects the chance to be “drawn in” by your words. However, some groups prohibit the sharing of links to your blog. If you want to share a link be sure to provide wisdom privately and publicly (without the link).

When using LinkedIn’s email system (after a prospect has linked to you) the objective remains the same: Get the prospect off the LinkedIn email system and onto your blog. To do this you’ve got to be relevant AND provocative enough to earn prospects’ clicks (to your blog).

This leads us to the most important piece of the puzzle.

Step #3: How to Say It 

You’ve got to be relevant and present yourself in a way that leaves the prospect wanting more.

Most folks generating leads with LinkedIn struggle with this part… with good reason. Being provocative takes practice. Here are some quick short-cuts.

Here are the best ways to provoke response—get people to dive deeper into your blog article, explore your LinkedIn profile, register for a Webinar or white paper download, email or call you. No matter which one you pick you must make a compelling promise:

Materially change your customers’ success rate, ability to solve a problem, avoid a risk or achieve a goal… for free.

Here are the most effective approaches to provoking prospects:

1. Be clear, helpful, yet not 100% thorough. In other words, lay out your knowledge, tips and actionable information in ways that encourage more questions. Be specific but not so complete that readers become fully satisfied. For example, find ways to share actionable information in ways that make readers crave more examples. 
2. Bust a myth. Few things attract and engage customers more than telling them “Let’s face it. What you’re doing is popular yet not effective. Here’s the secret on what actually works. I’ll prove it to you and show you how to get more of what you want.” By using this provocative technique you’ll create more response and a distinct voice for yourself. You’ll start generating leads with LinkedIn.
3. Make a clear call-to-action. Again, you’re not selling. Instead, saying, “I have a cure for that” or “I’ve experienced that pain, suffered and here’s my 3 step system to fix it.” Then make the pathway (to get that system, knowledge or quick fix) clear. Open the door for prospects by inviting contact via LinkedIn’s email system or presenting a link to your Web site (if allowed in the group).

Create Free “Tastes of Success” 

Ultimately, success in generating leads with LinkedIn is based on prospects’ curiosity… a hunger for more information about your solutions to their most urgent situations.  

Make no mistake: your first meaningful interaction with prospects cannot be one they pay for. Not in this day and age. 

First, you’ve got to give customers a “taste of success” in advance of their purchase. This will get them talking to you. You’ve got to give prospects a reason to start a focused conversation with you. 

If you’d like help actually learning how to do this check out May 2013′s Make My Blog Sell for Me monthly training class where I’ll show you. We’re limiting the class to 25 students.

So start saying, “I can solve that nagging problem” to prospects on LinkedIn—and then solve them—in exchange for the chance to court prospects.  Solve problems or give useful answers on your blog, on your terms and in exchange for knowing who they are and a little bit about them.

The above three steps will get you started moving in the right direction.

The opportunity standing before you is terrific. Giving prospects a way to better understand their problem or gain confidence over it can help what you sell become the obvious next step.

In this way your product isn’t something to consider buying; instead it is a logical next step in a journey prospects find themselves on.

Photo credit: 2 Dog Farm

The post Generating leads with LinkedIn: An effective 3-step process appeared first on Make Social Media Sell with Jeff Molander.

Time to read: 4 minutes

#1: Basic copywriting skills gets response

Getting prospects to click on your profile or links inside LinkedIn groups works like gangbusters if you create irresistible curiosity in the reader. This means having:

1. Something NEW to share
2. Basic copywriting skills 

Whether you’re starting a group discussion or responding to one, without these two things forget about it. Toss in the towel. With these two things? You’re sure to get noticed AND (the biggie) create irresistible curiosity in prospects. You’ll earn response.

Learn how to write effective copy—right now. One of the best resources to learn good, solid copywriting skills is Copyblogger.com. 

Here’s a short-cut. Write these on a sticky note and hang it on your wall for reference. Every time you write responses in LinkedIn groups:

• Speak fearlessly from the heart
• Get to the point immediately
• Keep the message simple
• Use the fewest words you can
• Eliminate adjectives and adverbs 

Your success using LinkedIn groups for lead generation starts with being able to write about something important to customers—in a way that irritates, excites or somehow creates intense curiosity in you. For example, your writing must get them to say, “ah-HA!” (have a moment of clarity) and then act on that impulse. 

Not sure what to write about? Check out this tutorial on coming up with blog content fast. It even includes a worksheet to get started!

Or sign up for my FREE LinkedIn Training for Sales Professionals video tutorial.

#2: “Comment templates” save time & help cover more ground

I’m like you. I’ve got limited time to invest in LinkedIn groups for lead generation. So we’ve got to cover a lot of ground—quickly—and get back to calls, emails, etc. So as a seller, you have 3 challenges:

1. getting prospects in the group to pay attention to you
2. adding value through what you write  
3. not being seen as a seller; rather, as a “giver first”… and, of course, gettin’ those leads!

Using “answer templates” can help you overcome all of these challenges.  

This is my biggest secret: Taking my best nuggets of wisdom and putting them into “comment templates” that save me time AND get more response. Here’s how it works.

I take my best insights or step-by-step instructions on “how to do ___” (something group readers clearly need to do or figure out) and write them in bite-sized portions. (75-200 words)

Then I apply them (cut, paste and lightly edit for context) every time I see an opportunity to help someone who needs it… as I’m trolling LinkedIn groups for prospects who need them.

You see, LinkedIn groups are places where prospects seek free advice, tips, shortcuts or ways to avoid risks. Within groups, discussions start as questions or commentary. Sometimes questions are the topic. Other times questions emerge as discussion unfolds. Either way, you have a chance to:

1. spot questions and expressions of pain, fear, confusion, worry or desire and
2. convert them into leads.

These expressions are opportunities to start using LinkedIn groups for lead generation.

Pre-write 75-200 word answers or tips that provide guidance, put out a fire or help to avoid risks. Literally jot down your best answers to commonly asked questions relating to your area of expertise. Keep them in a handy Word /word processing document for easy access.

Be sure to make everything you write ACTIONABLE. Use the classic communication model:

• Tell them what you’re about to tell them
• Tell them
• Tell them what you just told them

Of course, there will be times where you will strategically share a link to more information. This is where the magic can happen.

#3: Encourage group participants to become a lead

First, I use the term “ethically bribe” customers to make a point—not suggest you bribe prospects!

This part takes finesse. But I know you’ve got it.

The idea is simple: Lay out your knowledge, tips and actionable information in ways that ALSO encourages more questions. Be specific but not so complete that the reader will be satisfied. For example, find ways to share actionable information in ways that make readers want more examples. Then make that pathway clear. Open the door for prospects by inviting contact via LinkedIn’s email system or presenting a link to your Web site (if allowed in the group).

Making this call-to-action in a way that affirms your prospects’ right to choose your advice or path (link) is critical to:

1. Getting them to respond (at all)
2. Creating good rapport (being seen as a “giver first”) among participants
3. Winning over the group’s owner/manager

Here’s a real life example of how I gave actionable advice that created additional, intense curiosity that netted me leads.

Once I started using this to my advantage I started getting more leads on my Web site. Using LinkedIn groups for lead generation isn’t difficult. It just takes some experience and knowing the “better ways.” 

One of the best ways to use LinkedIn groups for lead generation is to turn your best answers and tips into bite-sized, templated answers to save time and get response. Good luck!

Photo credit: Sheila Scarborough 

The post Linkedin groups for lead generation: 3 lessons learned (that made a difference) appeared first on Make Social Media Sell with Jeff Molander.

HubSpot doesn’t suffer from lack of visitors to their blog. They don’t struggle to convert visitors to sales leads. They just do things their way—and watch competitors struggle to keep up. Oh, and they create new catch-phrases (“inbound marketing”) that create clear distinction in what “that new way” really means.

What makes the difference: How they think

What is their secret? Why are they at the top of my list of social media sales examples?

It has to do with how they think about social media. They sell vastly more than their competitors because they invest in prospects before they buy.

Not just by offering free trials of software. You see, HubSpot creates results for prospects before they buy. This fosters hunger for their products. By teaching prospects important, new skills and solving big problems for them (for free) HubSpot gets prospects confident in themselves.

This rubs off on HubSpot as trust.

HubSpot creates enough trust that prospects either ask them for the sale OR convert to customers at a higher rate when given the opportunity.

That’s how they apply blogs and social media to get leads and sales—better than nearly anyone else these days.

What HubSpot does (that you should too)

From start-ups to large corporations we’re all creating value by cranking out content—blogs, videos and white papers. Yet most are failing to create enough value to generate sales. Why? How can HubSpot be so good at it?

How are they creating so much value for customers while everyone else struggles?

This company manufactures and shares honestly new and powerful insights—liberally. Also, HubSpot gets a LOT of attention from qualified customers (more often) because they shut up until they have something NEW to say. And when that happens look out. HubSpot is so good at this they all but own a new form of marketing that successful online marketing pros (their customers) claim a stake in: “inbound marketing.”

For example, HubSpot is first to release guidebooks their target market needs to create success. When something changes in online marketing HubSpot is there with a guide to exploiting that change.

They share the best advice, fast and have earned a reputation as THE educational resource for the market they serve. They give knowledge and advice (content) away free and make sure it’s the very best stuff possible.

► ► Can this make a difference in your business? It sure can and I’ll show you how right here.

More reasons to mimic HubSpot in your social selling

HubSpot does their homework. They know simple yet VITAL bits of information. Like how their target market searches on Google.

HubSpot focuses social media on solving customers’ problems as a way to earn leads. This is ESSENTIAL for you to focus on when writing blog titles and articles. Right now, ask yourself… what pressing problem do I solve? What pain do I remove? What pleasure do I create? What freedom do I permit? What connection do I allow? I discuss this in more detail in this free blogging for lead generation course. 

HubSpot is very focused on creating response with social media—and using that response to capture sales leads. Their videos and blog posts are designed to create “ah-HA’s” for prospects—moments of clarity that create urges within them. Are yours? Use short success stories to illustrate and PROVE you know how to create success for readers. Offer to help the viewer create similar success for themselves. Lay out a “better way” and quickly invite potential customers to join you on a journey… to teach them how to have that same success.   

I’ve done a ton of research on this while building my own business. I’ve discovered all the social media sales examples out there. They all use this technique. And I must say this solution to IS unusual. But once I started applying the idea with my blog sales started increasing.

The “big ah-HA!” was giving customers a taste of “results in advance.” Here’s exactly what I did. 

Photo credit: Means of Production

The post The untold story: How HubSpot grew sales 1,193% in 3 years appeared first on Make Social Media Sell with Jeff Molander.

Time to read: 3.5 minutes.

Before you start: Change your perspective

If you skip ahead to the 3 steps without changing your mindset what I’m about to tell you will not work. Get comfortable giving away what you’ve been protecting for so long. Tell prospects your most useful secrets. Give them new knowledge that has material impact on their lives. Tell them things that move their needle.

Because value is what you help customers create, not what you give them. 

Here’s what I mean. Show potential clients the value you provide is in the doing—not merely the knowing. Help them achieve something by showing them how to achieve it. Don’t stop at giving them knowledge. That’s what everyone else is doing. It won’t help you create sales. Dumping knowledge on people does not convince them to buy.

Coach customers. Here’s how…

Step #1:  Share NEW insights liberally (or don’t share anything at all)
Step #2:  Prove you’re worth investing by giving ‘results in advance’
Step #3:  Affirm buyers’ right to choose (give them freedom, disarm them)

Step #1: Share honestly NEW insights liberally

Want to get a lot of attention from the sea of qualified customers out there? Shut up until you have something NEW to say. Let’s say you have a new point of view or a better way of doing something your customer needs done. Share it. Give content away free and make sure it’s your best stuff.  

Effective social marketing filters out people who you do NOT want to talk to. If someone can’t afford what you sell, or doesn’t see the value in it (yet), let them try to do it themselves. Or let them waste the time of your competitors’ sales reps! Let go.

Focus your time on netting fish that DO see value in your services and need little (or no) convincing of it. Let them find your treasure trove of answers that proves you:

1. Completely understand the market;
2. are bold enough to give away the answers (and not worry about people “stealing” your knowledge) and
3. realize value is in the DOING not merely knowing

Step #2: Prove you’re worth it with ‘results in advance’

Most businesses are convinced: In order to sell, they’ve got to get trusted online. It’s a terrible goal. Beware: Customers will not trust you based on what you say, where and how you say it. Don’t kid yourself. Saying things in honest, transparent ways that “puts the customer at the center” DOES NOT move the needle. Getting them confident in themselves does.

Change your customers’ success rate. That makes them confident in themselves… and that rubs off as trust in you.

Spill the beans on what you know and show customers how to get results they crave, in a limited way. Make them hungry for more by showing them how to solve a small yet serious problem—one that you can eventually connect to what you sell.

Get started by asking yourself, what pressing problem do we solve? What pain do I remove?  What pleasure can I help create? What freedom does our service permit?  What important connection does our product allow? If you’re interested in getting started right now (free) check out my free video training.

Moving the needle for customers before they pay you a dime proves buying your product is worth it. Your product transforms from something to buy into something to invest in.

Step-by-step giving “tastes of success” involves:

1. Creating response that puts customers on the path to deciding if & when they want to buy
2. Proving yourself by giving “results in advance” designed in ways that encourage purchase
3. Creating confidence in buyers… so much they ask you for the sale

Think about what moves your needle more: Someone who tells you a product or service will satisfy you… if you buy it, or someone who proves it to you before you purchase?

Don’t squander your unique point of view, insight or new way of achieving success. Hand out a sample of it—in return for the ability to nurture a conversation. Help customers decide for themselves on what’s best for them.

Step #3: Affirm your prospects right to choose

If your prospect doesn’t ask you for the sale first, you’ll get around to making a call-to-action. You’ll ask for the sale. When doing so be sure to reaffirm your prospects’ freedom to choose. Because doing this indirectly says to them: “I am not threatening your right to say no. You have free choice.” 

It’s the one really easy persuasion technique everyone should know: Affirming your prospect’s right to choose. Supported by 42 studies on 22,000 people it’s practical, can be applied in almost any situation and works consistently.

Of course, exactly when and how you make calls-to-action is determined on a case-by-case basis. Deciding on an effective lead nurturing routine is largely experimental and requires balancing your social media value proposition with promotional calls-to-action. 

Just remember: When helping customers create value for themselves (in ways that gives them reasons to invest in you) your calls-to-action will ask them to do something. Be sure to add on the sentiment that they are free to choose. 

People have been shown to donate more to good causes and give more to someone asking for a bus fare home. The words you’ll use are not terribly important. Phrases like, “But obviously do not feel obliged,” worked just as well as “but you are free to decide.” 

Change your customers’ success rate

Don’t just create social media value propositions. Create value customers will actually pay for. Value is what you help customers create, not something you give them. So get out there and spill the beans on what you know and show customers how to get results they crave—in exchange for the chance to nurture conversation with them.

Show prospects how to solve a small yet serious problem that you can later connect to what you sell.

Get started by asking yourself, what pressing problem do we solve? What pain do I remove?  What pleasure can I help create? What freedom does our service permit?  What important connection does our product allow? If you’re interested in getting started right now (free) check out my free video training. But obviously don’t feel obligated  

The post How to create value customers will pay for in 3 steps appeared first on Make Social Media Sell with Jeff Molander.

Time to read: 3 minutes.

A few months? Really?

Really.

Ed Worthington sells office copiers. It took him a few months time to get his first copier sales leads from his copier blog. Prospects found his blog on Google and contacted him.

What’s his secret? Ed blogs in question-answer format. This helps him get found by clients “Googling” for helpful advice. He also writes blog articles that  give customers guidance—making sure they don’t get ripped off. He steers them clear of risks. Ed explains solutions to problems customers have in was that creates clarity AND active curiosity in him. 

This creates response! (leads)

Todd Todd Giannattasio, of Tresnic Media, challenged himself to write 50 articles in 25 days. His results? 1000% increase in targeted traffic to his Web site and, within a few months, business leads.

The Google factor

In some cases it can take as little as 2 days to get listed on page 1 of Google… if you play your cards right. And if you have a track record of posting relevant content in ways the Googlebot can understand. Here’s an example of a video I uploaded, optimized for keywords and Google listed on page 1 in just 2 days. 

How can you get results like that?

Let’s talk about what it means to “play your cards right” and start getting leads in a few months.

Here’s what to do…

First, I’ll be honest. I’m not getting leads from my Vimeo video listing that is 2 days old. But will I soon?

Yes.

I know this because I am doing what you can do too. Here’s what to do:

1. Do your homework on how your target market searches on Google. I know many of my prospects are trying to start “using LinkedIn for sales leads.” Plus I see HubSpot (a “content competitor” of mine) has top placement here. This search term is important enough for them to be there too.
2. Solve a problem. Ed Worthington knows people want to avoid getting ripped off when buying office copiers. And I know people need to find a way to start using LinkedIn for sales leads. Ed and I solve problems. This is ESSENTIAL for you to focus on when writing blog titles and articles. Right now, ask yourself… what pressing problem do I solve? What pain do I remove? What pleasure do I create? What freedom do I permit? What connection do I allow? Ed, Todd and I discuss this in more detail in this free blogging for lead generation course. 
3. Create response. My videos and blog posts are designed to create “ah-HA’s” for my prospects—moments of clarity that create urges within them. Are yours? Use short success stories to illustrate and PROVE you know how to create success for readers. Offer to help the viewer create similar success for themselves. Lay out a “better way” and quickly invite potential customers to join you on a journey… to teach them how to have that same success.   
4. Keep it brief + ALWAYS make a call-to-action. My video (in the above example) is 2 minutes long for a reason. More importantly I go for it. I try to get a lead. Don’t be afraid to. You’re not selling—you’re helping prospects take a step toward solving their problem, learning a new skill or avoiding a risk.

   Make sure you don’t confuse your prospect’s strong desire to get some relief (for free) with their not wanting to be pitched what you sell.

   Short videos that scratch itches and contain calls-to-action (using Web links in the description and within the video) work. Period.  Make sure all of your videos have calls-to-action. 

5. Dominate. I’m currently dominating page 1 search results for this term. I’m not bragging. I’m saying, “look… you can too!” Now, with this video, I have increased my chances of being discovered as an expert and engaged with. This leads me to… leads!

How long should it take to start generating leads on your blog? Yes, “it depends” but in many cases we’re talking about a few months.

Photo credit: ArtNow

The post How long should it take to start getting leads on my blog? appeared first on Make Social Media Sell with Jeff Molander.

Time to read: 2 minutes. Like me, you are cranking out video content to attract customers in search engines. Even after going through a long list of SEO (optmization) tactics I discovered my video not showing up in search results on Google and YouTube. Dazed and confused I finally found out what I was doing wrong.

In short, I was doing everything right… except making sure Google’s gigantic brain understood what THE most important item on my blog page—the darned video!

“The solution is, as you might have guessed, rather simple,” says Joost de Valk of Yoast.com. ”It’s a hard balance to get though: Google still doesn’t understand the video itself, so it needs some content around the video to understand what the video is about.”

Producing valuable video content that potential customers need and surrounding it with lots of text-based content (an article) seems smart. Especially when there’s so much evidence supporting the idea: LONG articles get ranked high in Google.

But BEWARE: There is a “sweet spot” when it comes to video.

At some point you will confuse Google by putting too much text on the page. 

Aim at the “sweet spot”

“Give it 2-300 words, meaningful tags and a good title and you’ll be a long way there,” says Joost. 

Let’s say you have a long article and a video. Joost suggests I would creating two posts. He says you’ll need to make judgement call.

“If you think your site is strong enough to rank with two results in the top 10 for a given query, target the same keyword. You might get a text result and a video result in the same search results page,” he says.

He recommends if you have any doubts to optimize the video post for your target keyword and link from the content post to the video listing on YouTube. You might be able to boost your own video result into the search results, as ranking with a video tends to be easier than ranking with a text result.

Make sure you’re doing this too

Ultimately you want potential customers to find your videos on Google, click on the video listings and watch them on your blog. Yes, having good rankings via YouTube itself is also important. This gives you opportunity to create links back to your blog—from within the video itself—via the Annotations function. (calls to action!) 

If your YouTube videos are not showing up in search results be sure you are doing “the basics.” Optimize them by:

1. Posting videos on YouTube
2. Immediately uploading written transcripts filled with keywords your target market uses (example: to discover answers to problems they’re looking to solve)
3. Tagging your videos similarly
4. Titling videos based on your keyword research (keywords your customers are using right now in Google search)
5. Filling YouTube video descriptions with keyword-dense copy 

Be sure to invest in Yoast’s Video SEO plugin for WordPress to make it a quick, no-brainer on the technical side.

Bottom line

Video not showing up in search results? You might be confusing Google. Be careful to NOT surround your videos with too much text.

If you go over 300 words you risk Google not “understanding” the “main dish” on your page—the darned video. There is a quantitative “sweet spot” for text.  

Proof that it works? Check it out! http://www.google.com/search?q=blogging+for+business+course

Photo Credit: Andrew_B

The post Why my best videos were not showing up in Google (and how I fixed it) appeared first on Make Social Media Sell with Jeff Molander.

Download AUDIO MP3. 

Time to read: 1 minute. This hour-long blogging for business course shows you how 2 businesses are selling products with their blog. I’m so excited to be featuring Ed Worthington of Action Business Systems and his own office copier advice blog on the line! Listen in as Ed answers some great questions from an audience hungry for blogging for business answers.

Imagine yourself blogging for business and having fun… AND getting some nice leads. Stop laughing, I’m serious! 

What’s in this course—for you!

For the past few years I’ve been studying how people like Ed are making social media sell for them. Ed’s success at creating leads is powered by a simple, proven system…

A way of using his blog that proves to potential customers that investing in his product or service is worth it—before they buy. He calls it his “good guy approach” and it’s really cool. Plus he says it’s FUN for him.

You’ll also discover how Jenna White is selling jewelry online using her blog. Ed and Jenna don’t have superpowers. They have a system—a practical way of blogging that creates leads for them. Social media works for Ed and Jenna… rather than the other way around! 

What if you had a system like Ed and Jenna’s? Do you think it would make a difference in your life? 

Success requires a system—this system

I want to help you create your system—a way to create success in the lives of prospects. That’s why I created this blogging for business course… and one of the best lead generation training courses around!

Because if we start making your prospects feel confident in themselves they will grow hungry for more. Customers will trust you. AND they’ll want to talk more with you about what they want.

Ultimately, a percentage of prospects will view buying what you sell as the way to get more satisfaction. I know customers will buy from you. I am certain of it. But only if you’re willing to PROVE that you are serious about their success, before they purchase.

Click play above to discover a practical approach that will change everything for you.

Be sure to get the COMPLETE video tutorial emailed to your inbox. Just click below to sign-up!

A new idea that few are doing (that works)

Here’s the essence of what makes this blogging for business course DISTINCT from all others: A blog gives you the chance to prove your product or service is worth investing in BEFORE customers pay you a dime. And be certain: You’ve got to give it away. Give away just enough of your best stuff so prospects become CONFIDENT in themselves.

That’s what I’ll show you in these courses.

Forget about building confidence in you. This is where most marketers are missing the boat. This is why I’ve created my blogging for business course.

Take action, join us…

Watch the above video or—even better—get the complete set of Webinar tutorials on blogging for lead generation that will rock your socks off.

I want you to meet sales and marketing people (and business owners) who are proving “the experts” to be flat out wrong. They’re making social media SELL for them. 

Join in on our blogging for business course now!

The post Blogging for Business Course Part 3: Product Sellers appeared first on Make Social Media Sell with Jeff Molander.