LinkedIn can be a very effective source for new leads for virtually any business – for free. I have created an effective process to develop leads which I’ve outlined below in 9 steps that’ll take only an hour or two a week. It is the result of much experimentation. My only request is that you follow this sequence exactly for a month before you decide it doesn’t work.
Follow this step-by-step series of instructions to get leads from Linkedin immediately.
1. Have a website.
You do have a website, right? Of course you do.
Open up the homepage right now. Don’t worry, I’ll wait.
Take the viewpoint of a brand-new visitor. Can you tell immediately what you’re supposed to do? Are there half a dozen things that grab your attention or just one?
Your website homepage needs to very directly tell people what to do when they hit the page. Of course, you’ll need to have named what exactly they should do. In this case, you are going to want to create a page that offers a very useful piece of information, advice or service for free in exchange for a little bit of information about the visitor – such as an email address.
As an example, look at the Worry Free Marketing homepage. It looks super sparse doesn’t it? Especially compared to websites with multiple buttons, fancy graphics and singing dogs. But… surprise! The design is completely intentional. The whole product of the homepage is to get visitors to click the link to start their free marketing analysis.
2. Create an offer of a free service or product that your potential customers will want. Make it the focus of your homepage.
When I was focused on fundraising consulting, I created a 7-step cheat sheet to ask for a gift. People really liked it. It was small enough to fit in a pocket for quick reference, and it gave beginning fundraisers the crutch they needed to be confident during a visit. It also happened to have all of my contact information on the other side.
Think for a while and come up with your own free offer. It must be valuable to your potential clients. Don’t worry about giving away your best secrets for free. The more value you give away for free, the more value you must have in the eyes of your clients.
Center the focus of your homepage around this offer.
But wait… how does this get leads from Linkedin?!
Your website and free valuable offer must be in place for Linkedin (or any social media) to work for you at all. The people who belong to social media channels and who are active with them are a pre-selected group of technology-oriented people. Their first impulse when they hear about you will be to check out your website. Your social media channels are like your mailbox. Your website is like your home. You need both, but whereas you can have a home without mail or a mailbox, you can’t be homeless and expect to receive any mail.
3. Update your Linkedin profiles.
Make your personal profile very complete. Put up a business page if one hasn’t been done. Link your profiles to all of your online work – your blogs, other social media, your website – everything.
4. Join groups that contain your prospects.
Linkedin gives individuals the chance to join groups of professionals and people with similar interests.
Join the groups that contain your prospects.
Don’t join groups of people like yourself. Many make this mistake.
Example: If you are a dentist, join groups for public speakers, salespersons, small business owners, wedding consultants, etc. Unless you get leads from other dentists, don’t bother to join dental groups. Instead, join the above groups and others that you can think of that can benefit most from having a great smile.
Example: If you offer consulting to Chiropractors, don’t join consulting groups, join Chiropractic and natural healing groups.
The simple rule here is become a member of groups that contain your clients.
5. Write a weekly blog.
Write a blog that doesn’t sell a thing. Instead, give helpful advice that people will use to improve their lives. The best blog entries will be interesting, passionate and informative to the members of the groups you’ve joined.
Post the blog to your website. If this is impossible for some reason, create a new blog. WordPress allows you to do it for free and it is very, very simple.
At the bottom of each blog, mention your free service and add a link to it.
Regular blogging has the added benefit of giving you many additional website visits and leads over time. It is the core of “content marketing.”
6. Share your blog with the groups that you’ve joined.
Simply copy the web address of your latest blog post and paste it into the “conversations” box for each group. Try to make the titles interesting and useful.
7. When someone requests your free product, deliver it quickly and make it better than expected.
This is the first interaction with your company. Ensure it is very, very positive. Be quick to deliver and make sure the product fulfills your promises.
8. Follow up in a few days and get feedback about your free product.
Either email or call and get feedback from your new client. Generally, if your product is indeed valuable, they will be very appreciative. This will lead to further conversations about what you can do for them.
9. Review your statistics.
Over weeks and months, you will find that certain types of blog entries will generate a lot more interest. Even certain types of titles can make a difference. Keep track of this and adjust your blogging strategy accordingly.
Objections to getting leads from Linkedin
I don’t know how to write.
Writing well comes with practice. As an expert in your field, you know more than anyone else about your topic, and you are passionate about it. That will carry you through. Or you can always have someone write your blogs for you.
I’m scared by technology.
I understand. I didn’t have a Facebook account until 2 years ago. You can either hire out your online work or learn to do it yourself. Nothing is all that difficult about it. The social media sites, blogging sites and even website hosting services all have a vested interest in making it as easy as possible for new people to get started with their services. Give it a shot.
I’m too busy.
Have your sales force or front desk do these steps instead – just get it done!
This pattern for developing Linkedin leads works if applied. It can be done with an hour or two a week. If you have success using it, I’d love to hear about it.
I created this process. However, the theories that describe why it works were developed by people much smarter than I.
Further information about why this works can be found in:
Endless Referrals – Bob Burg
The Go-Giver – Bob Burg
The Big Red Fez – Seth Godin
The Non-Existence Formula – L. Ron Hubbard
I wish you tremendous success generating leads using Linkedin. If you have any questions or successes, please email me at firstname.lastname@example.org.