LinkedIn leads strategy: How I generated 94+ leads in 1 Group post

By Jeff Molander

linkedin sales success stories

Time to read: 4 minutes. Need to get attention, interaction and leads on LinkedIn? Here is the best LinkedIn leads strategy I know of. I discovered it after making one Linkedin Group post that got me dozens of good leads … in a few days. Total time invested: about 90 minutes. I’ve perfected an effective, practical approach to generating leads on LinkedIn.  

Here is how I’m doing it. I hope it helps you create your LinkedIn leads strategy. It really works for me because it gets prospects paying attention inside LinkedIn Groups, responding to connection requests and converting to leads from my profile. Here it is at a high level. Then I’ll describe in more detail.

  1. Attract & hold attention by telling prospects, “I can increase your success.”
    Solve your prospects problems & answer burning questions to prove your worth engaging with (at all).
  2. Get response by creating irresistible curiosity in your words.
    Focus your energy on when and how you give advice, not the advice itself. This creates hunger for discussion with you.
  3. Make gentle calls-to-action that ‘fit in’ contextually.
    Give customers a way to act on their hunger (for more knowledge) in LinkedIn Group, in InMail and on your profile.

These 3 steps are the essence of how it works. I’ll explain the details inside each step below. Or, if you’d like, check out this step-by-step tutorial to get you going.

Of course, this is not what most marketers do on LinkedIn. If you are not willing to risk the usual you will have to settle for the ordinary. More of what you’re currently getting. When done right, this 3-step system draws attention from more-and-more prospects in LinkedIn Groups.

Make them crave more

Before we dive into step 1 let’s to the #1 “lesson learned”—the success principle that makes the difference between getting a lead and being a starving expert:

Your ability to create CRAVINGS inside prospects you engage with.

Your success at generating leads on LinkedIn will increase—when you start getting prospects hungry for more answers, short-cuts and satisfying experiences you can give them.

Yes, for free BUT in return for the prospect becoming a lead.

Most sellers are using LinkedIn Groups to:

  1. Engage with prospects in ways that make them …
  2. look like an expert and …
  3. give before taking (not look like a crass seller)

But most sellers aren’t getting anywhere with this LinkedIn leads strategy. And you’re not most sellers anymore. Ok, let’s get to the good stuff.

Step 1: Attract prospects by solving problems

Here’s where to start. LinkedIn is filled with people just like you. They have problems to solve or goals to reach. They’re ambitious. They’re hungry.

They need your help.

Your potential customers are craving better ways to…

  • avoid risks
  • compete better or create market distinction
  • make faster, smarter decisions

Start by kicking off a magnetic LinkedIn Group discussion that gives them what they want. Use this practical formula:

  1. Focus on a nagging pain prospects are suffering from,
  2. quickly suggest a specific, genuinely new/unheard of remedy and …
  3. ask for Group members to give feedback on it.

Use your discussion title and first sentence of the description to appeal to the emotional frustration of prospects. Then say, “I know how to solve this problem” (and make that pain go away). Appeal to the emotional end result prospects are longing for.

When writing the description of your Discussion you’re trying to encourage prospects think, “That sounds important for me to understand. I wonder what, exactly, he/she means by that?”

In other words, present your remedy in a way that encourages readers to ask for more details. Leave out most of the important details. You’ll get to them in step #2.

For now, share a powerful insight on an itch prospects need scratched. Present the remedy briefly. Make readers crave more clarity. Now, on to Step 2 of your new LinkedIn leads strategy.

Remember if you’d prefer to start practicing this, step-by-step, grab this free video tutorial to get you going!

linkedin leads strategy

Step 2: How to get prospects hungry (for discussion)

Remember the last time you needed something fixed urgently? You were impatient. LinkedIn users are the same. So get right to-the-point when starting a LinkedIn Group Discussion.

Don’t make readers wait for the solution you promised. 

However, when it comes to ALL the juicy details of your remedy take it slow. How slow?

Slow enough to encourage more questions. Be specific. Be action-oriented. But avoid being so complete that readers become totally satisfied with your words.

The idea is to satisfy the curiosity of Group members for the moment.

The success of your LinkedIn leads strategy hinges on holding the attention you worked so hard to get. But you have another goal:

Creating hunger for an increasing number of “the details.”

We need to make prospects curious about the specifics you’ve been holding back.

Pay attention please because this is the part most sellers miss!

As the discussion unfolds, keep revealing more-and-more tips and advice… BUT do it in ways that:

  1. prospects can act on yet also …
  2. leads them to ask more-and-more questions of you … and …
  3. creates hunger for a BIG SHORT-CUT to what they want.

That short-cut will be a free video tutorial, white paper, checklist or ebook that you will trade in exchange for contact information. I call these helpful electronic thingies “knowledge nuggets.”

This is where you get a business lead!

So remember: present knowledge, advice and tips in ways that encourage more questions. Be specific. Be action-oriented. But avoid being so complete that readers become fully satisfied with your remedy.

Now for Step 3 of this LinkedIn leads strategy.

Step 3: Make a call-to-action that gives choice

Prospects that are hyper-engaged will see and ACT on the new bits of information you slowly toss out in Step 2. Some will ask more questions of you. Others will “lurk”—sit on the sidelines and lap up your advice.

Rest assured, young Skywalker. Many lurkers will become prospects when you give them the chance.

They’ll make a bee line for short-cuts you provide in the form of a link to your Web site.

The final step of your new LinkedIn leads strategy involves making simple calls-to-action. This gives everyone a place to put all that pent up hunger for your “knowledge nugget.”

Here’s how.

As you continue to reveal more-and-more there will be a point where it feels natural to offer prospects a short-cut. Think of it as giving them access to a bunch of the answers they’re craving in one fell swoop.

This is where you link to an elegant, focused opt-in lead form page on your Web site. I recommend doing this once and absolutely no more than twice within a given discussion.

WARNING: Don’t be crass but DO be direct. You’ve worked hard to get here. All that is needed is a clear, text-based call-to-action that is:

  • casual in tone (are not pushy) and suggestive (“this might help you if you are serious about _____”)
  • in context with how the discussion is flowing
  • promises free, step-by-step instructions, a way to learn a new skill, avoid a risk, make a decision etc.

Here’s a trick I find to be VERY effective: Tell them that the decision is theirs.

Present the call-to-action confidently. Let prospects know you’re doing this because it will help them … BUT … be sure to reaffirm your prospects’ freedom to choose. Doing this indirectly says to them: “I am not threatening your right to say no. You have free choice.”

Of course, exactly when and how you make calls-to-action is determined on a case-by-case basis.

Just remember: What you give-away (your “knowledge nuggets”) are helping customers create value for themselves. By doing this you’re actually giving them reasons to invest in you.

So be sure your calls-to-action ask prospects to do something (click your link, exchange their email address) in a way that adds-on the sentiment that they are free to choose.

The words you’ll use are not terribly important. Phrases like, “But obviously do not feel obliged,” work just as well as “but you are free to decide.”

There you have it. 1, 2, 3. A LinkedIn leads strategy that actually works.

Photo Credit: Alan Cleaver

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About the Author

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.

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