Getting Leads on LinkedIn: 6 best practices
6 best practices to get leads
As a specialist in Social Selling, I know how my clients can get leads on LinkedIn. Please keep in mind that I can tell you what works. But the execution is up to you.
And that is where many entrepreneurs go wrong. The devil really is in the details.
That is why in this blog, I try to be specific. Read about the 6 best practices to get leads on this popular social media platform.
I am going to be honest… I love writing for LinkedIn. It truly gets me fired up. What I like even more are the whatsapp messages that come in the next week. “Yes, another lead!”
Knowing how to write a message that draws in clients like a fly to honey, is probably one of the most powerful skills you can develop.
In the last week, I wrote more than 15 LinkedIn posts for my clients and myself. Today I am going to cover some basic principles for lead generating content on LinkedIn.
Ditch the Content Calender, focus on the buyer journey instead
Many consultants claim that you need a content calendar in your business.
I tried that. It only led to overwhelm and random posts ranging from speaking at a conference to being interviewed for a blog.
There had to be a better way. This is what moved the needle for me.
When you create posts that take your clients trough a buyer journey, you will get leads sooner or later.
You don’t need a content calendar.
What you really need are posts that take your readers through the buyer journey. There is a massive difference.
Here is how that works.
The buyer journey consists of 3 phases: awareness, consideration, and decision.
Every phase requires different messaging.
Social media are perfect to take your ideal clients through this journey. But only if you use the right social media posts.
All my customers get cheatsheets and done-for-you templates. In the awareness phase, your messaging should focus on changing beliefs. This is where “the #1 mistake” posts are really effective.
In the consideration phase, the middle of the funnel, you need to become more practical. This is where you focus more on your unique methodology.
When they need to make a decision, it can really pay off to address concerns and objections.
Ignore the advice to make a content calendar with random posts.
Yes, this will increase your visibility but not get you any results.
Do this instead: work on posts that make a difference in the psychology of your customers.
2. It is cheaper to niche down
There is a clear business case to focus on a very specific niche. It is cheaper and better for your busy schedule.
Yet many entrepreneurs are afraid to choose. As a multi-passionate entrepreneur, I know exactly how you feel.
I had to learn the hard way (and pay a lot of time and empty my bank account in the process) that the economics present a clear case.
Here is the logic:
If you want to add new leads: which profiles will be easier (and faster) to find? SMEs or SaaS owners of medium-sized companies or Data Mining Companies in a specific area? That is my point. The more you focus, the faster you can zoom in on leads.
Imagine you are reviewing your metrics and you want to know the CTR (click-trough-rate) or CPA (costs-per-acquisition). I have done this dozens of time. The more you can appeal to your ideal customer, the better your figures will be.
In advertising, you pay less per lead. Because your targeting is more precise.
Your messaging is stronger because you spend more time observing what your customers really want.
It is much easier and less time-consuming to apply copywriting best practices like echoing. Your clients recognize themselves in your words.
3. Before you start content marketing, build your audience first
Let’s face it: the chances that your former colleagues are your ideal customers are pretty slim. That is why I always recommend expanding your audience. Target your ideal customer and invite them to your network.
This will ensure that your content reaches the right audience and that the right people see what you offer.
BEWARE: I am hesitant to promote Automation since it often leads to bans. I have used Dux-Soup in the past and have never had any issues. So if you use it smartly, you have the opportunity to build your audience faster.
4. Use a sales sequence if you start to send cold emails
There are very few entrepreneurs who love the cold email strategy, but it can pay off. I have to admit: this is sort of an art form.
And I would highly recommend training yourself first, invest in A-level copy and only then start applying this strategy.
I know Jon Buchan for exmaple is really good at this. And I have followed a few of his courses in the past. I recommend getting his templates or swipe files.
Avoid being….. annoying is probably the best word. If people don’t respond, they are probably not interested. I know some consultants have turned this (getting unresponsive people to answer anyway) into an art form. I am not a fan.
5. Every strategy CAN work, if you decide it WILL
Honestly, I know there are lots of gurus out there. One says: “do this and you will get leads.” The other one says the opposite.
In my experience, everything can work, if you go all-in.
For example, cold emails will only work if you get really good at them. The same goes for content marketing.
Most do half-ass attempts and then decide it is not working. Some of my clients say to me: “I tried that but LinkedIn just does not provide any leads for me.” It is my job to be honest with them. This is classic self-sabotage. Instead of looking for “how can I make this work”, you focus on all the reasons why you are failing.
As a result, you will fail.
Take a decision. Ensure you do it right. Train yourself to master the practical skills that suit your talents and abilities. Then execute relentlessly.
6. Ignore the Vanity Metrics, go for the one metric that matters instead
Many of my clients ask “I get less likes now, isn’t that bad?”. This is my answer.
What do you want to achieve with your content: likes (vanity metric) or euros on your bank account?
Do not get distracted by endorphins-inducing results. Of course, it feels good to be liked.
That is a chemical response of your body.
But it doesn’t deliver any Euros.
My recommendation is to choose 1 goal: the one metric that matters.
That is how you measure your success. All the other things are just nice.
p.s I am taking clients right now, if you’re interested. I have an exceptional program that has proved it worth working on Expert Positioning, Offer Design and Social Selling.
p.s.s. …..This will probably not be a quick fix. Because in my experience, we need to fix some of the problems you designed and embedded in your business.
Sign up here and apply for an offer review. I am happy to have a chat and see if we’re a fit.