In Part 1 of this blog, we looked at the importance of using LinkedIn (and its half a billion users!) to boost your business. We discussed how to optimise your profile, create a database and send and batch-up connection requests. In Part 2 we’re going to pick up where we left off and continue on a journey of lead nurturing and generation.
No one likes a cold caller, and the same goes for people on LinkedIn. It’s unpopular and ineffective to go straight for the sales pitch as soon as you’ve made a new connection, and is likely to get you ignored or deleted! This is where lead nurturing comes into play. You need to warm people up first; get them to know, like and trust you. You can do this by getting to know your new connections. Check out their websites, their social media profiles, follow them on other social platforms and read their blogs. Learn about their business and find out what they’ve been up to. You can then use this information later in your message sequences to spark up a conversation and show that you’re interested in them. By interacting with them first, you are building up a rapport, without merely going in cold and trying to sell to them straight away. Keeping your business at the forefront of their minds will ensure that when and if a need for the use of your type of service arises with them, you’ll be their first port of call. It’s a long game, but with results well-worth waiting for if you do it right.
The point of going through a lead nurturing sequence is to build trust in you and your business. Establish your experience and authority in the space that you work in by always providing value-added content, explicitly addressing the pain points of the people you’re talking to and showing how your business or service can offer the solution to those pain points. Ultimately, of course, the point of going through a lead nurturing sequence is to encourage a call to action, but that will only come at the end of the process, once you’ve put the work in.
The sequence itself should consist of the following:
● Connection request
● A ‘thanks for connecting’ message
● Message 2: linked to a piece of value-driven content
● Message 3: another piece of value-driven content
● Message 4: a further piece of value-driven content
● Message 5: a case study with a great testimonial from a client and a call to action
● Final message: a follow-up message with a further testimonial.
When it comes to the value-added content to send in your messages, you can link to a blog, a podcast, white paper, a pdf or infographic. Try and vary the format between messages to make each one stand out a little from the previous and to ensure it doesn’t get boring. And as for the frequency of messaging, we would recommend one message every 2-3 weeks to avoid overkill.
So now you have it, a complete guide on how to use the power of LinkedIn to generate leads, nurture prospects and boost your business. Hopefully, you’ve learnt the importance of profile optimisation, why it’s essential never to go in cold without warming up your audience, and how to perfect your messaging sequence. Of course, it will take time, but once you’ve implemented the process in your business, it will become second nature, and hopefully work out brilliantly for you.
While a truly effective form of marketing, lead nurturing does take time daily to work. If you’re struggling with getting your content prepared and your strategy in place, we’re more than happy to help. Get in touch and let’s chat about how we can assist.