Don’t lose LinkedIn Leads

It is true.

LinkedIn is a lead generator.

We do that daily for our clients but noticed over the years that for some our marketing service is a godsend and others fail miserably to close the deals, acquire new clients, and ultimately grow their businesses.

With the number of leads, marketing qualified leads I must add, we provide to our clients this made no sense.

I started MarketingCX in January 2016 and to date pride myself in that we have grown MarketingCX purely based on our LinkedIn marketing and sales efforts. The same system we use for our clients. If it works for us why do some of our clients find it difficult to convert their leads into paying customers?

I wanted to assist and started an in-depth investigation.

I was looking for patterns.

I found it.

In this article I share the 5 traits that caused some of my clients to lose LinkedIn leads during the sales process. If you focus on these your LinkedIn lead generation efforts will not be lost, you will convert leads into clients with the evidence of growing your business and increasing revenue.

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1. Brand Message – Defining the brand message must be adopted by the salesperson and form the bases of all discussions. The brand message should add personality to the brand, and it is the salesperson’s duty to ensure that this is strengthened throughout all discussions. It is the brand message on LinkedIn that attracted the lead and a change to this message during the sales presentation will only result in a confused lead taking no action.

2. LinkedIn Account Setup - For some businesses the marketing and sales disciplines are separate meaning the marketing department generate marketing qualified leads and hand it over to the sales department. Other businesses outsource their marketing efforts to MarketingCX as their marketing department. In both scenarios I have found that branding has not been done on LinkedIn leading to poor first impressions and a disrupt in the business brand image and message. Few businesses on LinkedIn use employee advocacy to promote their brand. The profiles of employees, even for some the CEO and executives LinkedIn profiles have not been optimized with the business brand imagery or image. Upon further research in their decision-making processes potential buyers find these profiles and lose faith and trust in the brand.

3. Structured Approach – During all lead generation activities the focus should also be the gathering of valuable data to message responses and content engagement. This is important for marketing effort improvements and understanding the buyer’s needs. It should also include the sales presentation outcomes as well as the handover to the sales process when the sales presentation is done by someone else. Unless these data gathering methods are mapped, documented, and fully understood valuable information will be lost and the reason for closing deal failures will be unknown.

4. Content Strategy – The content strategy should always focus on the brand message and the potential buyers – what is in it for them. The sales presentation must focus on continuing the brand message rather than moving into the conventional product or service sales approach. The focus should remain on the lead, the potential buyer and their needs, their challenge and the product or service must be positioned as the solution.

5.     Adding value – The marketer as well as the salesperson must only focus providing value and become value driven professionals. The LinkedIn lead must receive huge value during the entire process. When the solution offered is not a match the lead must be keen to continue the relationship providing referrals or even enter a collaboration.

Final Word

Leads are lost due to the eagerness of closing the deal.

When the concept of providing value during the sales presentation is lost, so will be the sales opportunity.

The idea of solving a problem for the lead must be driving force for all marketing and sales activities, in a sincere, authentic manner.

By adopting an approach of building relationships, adding huge value always will result in acquiring new client and growing your business faster.