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No scraping emails and outbound outreach with your inbound marketing. No mass-spamming. Just an exact step process you can follow to regularly fill in your sales pipeline with high-quality inbound leads.
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From a glance, this is the easiest step but, at the same time, wrong targeting makes every marketing campaign doomed before it ever started.
There is a famous Russian proverb: A person who chases two rabbits won’t catch either.
Different market segments who potentially can buy your product have different challenges, goals and, accordingly, seek for completely different content.
I deliberately always write an “ideal customer profile” instead of simply “customer profile”.
>You know that all leads and customers aren’t equal. The real problem here is most companies never devote these customers and leads the time they devote.
Ideal customer profile helps you to collect the data from your customers from the specific market segment and focus your inbound strategy on them instead of prospecting everybody who might buy from you.
I won’t dive deeply into details here as there is a great guide on the topic:
After you’ve finished the ideal customer profile, you have a clear view on:
You’d also be aware that people don’t consume content on social media the same way they do on websites.
LinkedIn audience prefers easy to digest, insightful content published as a story.
That means you can’t simply post “valuable” content every day – the latest trends show that everyday “how-to” content leads to the audience fatigue.
Here are my suggestions on how to create an effective LinkedIn content plan:
Here is a caveat:
Don’t share links from your website.
LinkedIn drastically decreases the organic reach of posts that lead people away from LinkedIn.
The question you might have here:
How can I generate inbound leads if I don’t post links to my website and don’t share my blog content?
That’s what I’ll reveal in a second :).
An optimized LinkedIn profile is the answer to how you can generate leads from LinkedIn without sharing links to your website or blog.
An optimized LinkedIn profile means:
Let me now nail the process of how to profile lead generation works.
That’s why everybody who’ll be involved in content creation and promotion on LinkedIn must have a professionally optimized LinkedIn profile.
The question is how to make the target audience seeing your content without heavily investing in paid content promotion?
There are two approaches to how you can come into sight of your target audience.
The first one is a “spray and pray” approach when you post your content and pray it will go viral or your target audience will see it.
The second one is a proactive approach when you manually create a professional network of target contacts.
The best part?
You can automate the process of building the target network.
Just follow this process every day and in 1 year you’ll create a valuable network full of your target prospects.
Until you become a well-known thought leader in your niche whose content audience is waiting and always engage, you’d regularly appear in the target audience’s newsfeed.
There are two components of regularly coming into sight of your target audience besides valuable and interesting content.
Like I mentioned earlier, LinkedIn hates when you try to drive people away from the platform. Here are four ways how you can promote your content on LinkedIn without penalty:
Here is a caveat: Don’t try to spam everybody with your content or you can be blocked by LinkedIn, if people report or block you.
Only send the content to the people who can benefit from it.
From my experience, if you’ll only try to promote content from your blog, one day you’ll see a miserable amount of people who engage with it.
That’s why mixing different types of content is mandatory.
Here’s what I’ve seen works great in B2B space.
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Remember the golden rule of selling: People buy from people when they like them and trust them.
Besides the great content, what is the best way to build a relationship with a target audience?
Help them or talk about what they are interested in! This is a part of the so-called value selling methodology.
The first part should be done by a great content you regularly publish.
The second part is starting a conversation with your connections.
There are 5 situations when you can initiate a conversation.
Just by implementing these 7 steps, you’ll be able to create a stable flow of high-quality inbound leads.
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