Time to read: 4 minutes. At first, using LinkedIn groups for lead generation was like taking a stick to my eye. But once I realized 3 things I got more leads and less headaches. #1: Effective copywriting is the ONLY way to getting noticed, engaged with and responded to. #2: You’ll get more leads in less time by writing your best answers and tips as bite-sized, re-usable nuggets using simple “comment templates.” #3: Leads happen as a result of “ethically bribing” group participants with something you know they want and need.
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:
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.
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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:
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!
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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:
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:
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:
Of course, there will be times where you will strategically share a link to more information. This is where the magic can happen.
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:
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
Jeff Molander is the authority on starting sales conversations online. He teaches a proven, effective and repeatable communications process to spark buyers curiosity about what you're selling. He's a sought-after sales prospecting trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe. Jeff also serves as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.