3 lessons a LinkedIn strategy consultant won’t tell you (that work)

3 essential lessons a LinkedIn strategy consultant won’t tell you (that work)

  • By Jeff Molander

linkedin strategy consultant

Time to read: 3 minutes. LinkedIn will create leads faster and easier IF you avoid what LinkedIn strategy consultants tell you to do. “Being seen as an expert” in Group discussions and “giving away your most valuable information.” These ideas fail sellers because they are not focused on creating response from prospects.

Make sure the LinkedIn strategy consultant you hire coaches you on these three, proven strategies that get more response.

  1. Earn attention by solving customers’ problems.
  2. Get response by creating irresistible curiosity in your words.
    Focus energy on when and how to give advice, not the advice itself. This c
    reates hunger for discussion with you.
  3. Make calls-to-action that ‘fit in’ contextually.
    Give customers a way to act on their hunger (for more knowledge) in ways that conform to LinkedIn Group etiquette.

Start here

Knowing where to start with a LinkedIn strategy is tough. I know, I was there. The best place to start is “throwing out” what LinkedIn strategy consultants have told us for years now. I won’t linger but here’s the reason why you must:

Being seen as an expert or thought leader is an outcome (what you’re rewarded with) not a strategy.

There’s a reason why LinkedIn strategy consultant types don’t want you to know this: There’s no “easy money” in telling you the truth. But the truth isn’t so bad. In fact, what works is liberating.

Tired of being seen as a “giver expert” without getting leads in return? These 3 lessons (presented below as action steps) will improve your results on LinkedIn.

Step 1: Solve problems that build ‘buying confidence’

A problem-solving approach to attracting prospects works best. Put it at the center of your strategy. Whether we’re talking about your profile or LinkedIn Group discussions and comments—attracting prospects is all about:

  • relieving a pain or solving a problem (relating to an eventual purchase)
  • helping overcome fears (that often block purchase consideration)
  • taking action on an important task (in a way that speeds-up or shortens a process)
  • building confidence in customers (to support making the buying decision)

The best place to start is identifying what those pains, fears and confidence-builders are. If you’d like to get started take my free video tutorial that begins the process.

All of the pain-relievers, advice, confidence-builders, “how to” tutorials you place on your LinkedIn profile and in Group discussions should be creating:

1. Action: customers cannot resist DOING stuff with your words, videos, etc. (including signing up to become a lead)
2. Results: your content doesn’t just impart knowledge; it increases the success rate of prospects (for free)
3. Confidence: buyers ultimately convert to sales based on trust created by positive results your content creates

It’s no longer enough to say “I can solve your problem” to a prospect and expect the appointment—let alone purchase consideration. Today you’ve got to create measurable improvement in a prospect’s life to earn trust in you. You’ve got to give them a few “results in advance.”  LinkedIn is a great place to make that happen.

Sorry, LinkedIn strategy consultant heads. It’s not as easy as being seen as an expert and handing out free advice. But it’s not brain surgery either! Onto the next step …

Step 2: Trigger response by timing what you say

Don’t worry about how much know-how you should give away … or how much to “hold back” from prospects. You’ll be tempted to. Don’t. It will bog you down and you’ll miss out on leads. Instead, focus on how you give out your advice—the timing of it.

This creates irresistible curiosity in you.

Remember to keep focused on what you’re helping prospects achieve, make progress on, avoid or speed-up. Focus your mind on increasing their success rate—but in ways that make them want to talk more with you. This is where the timing aspect comes in.

Here’s what to do: Lay out your advice in ways that creates more questions in customers’ minds … thus, creating opportunities to generate leads. We’ll get to that part in a minute. Also, this “timing” of what you say and how you say it can be applied on your profile page using, say, a multi-media video inclusion that provokes response.

Here is how to create irresistible curiosity in you:

  1. Get right to-the-point when starting or contributing to (an existing) discussion. Don’t make readers wait for the solution, short-cut or amazing insight. Hit ‘em with it. However …
  2. when it comes to all the juicy details of your remedy take it slow. Slow enough to encourage more questions. In doing so …
  3. be specific. Be action-oriented. But avoid being so complete that readers become totally satisfied with your words.

Give away enough “how to” knowledge to create hunger for a short-cut—a faster, easier way for prospects to get ALL the details, skills, knowledge, tips or short-cuts in one fell swoop. I call these give-aways “knowledge nuggets.” We’ll cover them in the next step.

Need an example of this concept in action? You’re reading one right now.

I practice what I preach. If what you just read sounds interesting enough to get started on (if you’re hungry for more details) you might consider signing-up for my free tutorial that gives more details. This short video class gives guidance on not just knowing. I want you to start DO-ing this successful technique!

Step 3: Use calls-to-action that ‘fit in’ and exploit the hunger

The final step of your new LinkedIn strategy is making a call-to-action. This gives prospects a way to act on pent-up hunger for your “knowledge nugget” (and gets you a lead).

Here’s how to do it.

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 insert a Web 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 a short-cut: free, step-by-step instructions, a way to learn a new skill, avoid a risk, make a decision etc.

Again, the call-to-action is what we’re building to—in Step #2. 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 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. The “knowledge nugget.”

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.

Your turn

There you have it. A better, proven, effective way to:

  1. Attract prospects inside LinkedIn Groups,
  2. get trusted (using a helpful piece of content),
  3. get response (induce prospects to become a lead).

Once you’ve got the lead it’s time to get prospects confident in themselves as buyers using a lead nurturing routine.

Full disclosure: I’m a LinkedIn strategy consultant and coach. The reason I am (at all) is to share what works.

Photo credit: Jinterwas

About Jeff Molander

Jeff Molander is the authority on starting conversations with busy people. As founder of Communications Edge Inc. he teaches a proven, effective communications technique to spark buyers curiosity in sales outreach & marketing messages. He's a sought-after sales communications 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 served 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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