Why You Should Start Building A LinkedIn Social Selling Engine Right Now
Updated: Jan 16, 2022
Has the pandemic affected your business? Most likely, the answer is yes. Are you looking for new ways to run your business and be sustainable? I am pretty sure you are. But have you already implemented new systems and processes in your work? If not, time is against you and you stand a good chance of being put out of business by your competitor in a few years or, at best, missing out on many opportunities to grow and make more profit.
The traditional business model relied heavily on interpersonal communication.
Much of the job of the general manager, marketing manager, or sales manager was to network, promote the company, and discuss partnership opportunities through face-to-face interaction at events and meetings. To be successful in these positions, you had to be good at building relationships with people. And the tools of the business developer included not only technical expertise but also personal charisma, eloquence, and the ability to charm and persuade people.
These tools are still important – but with the pandemic and the ongoing shift to remote and hybrid work, you may be able to use them to communicate with existing customers, but not to create new business opportunities and generate leads.
That said, how do you generate leads today? The answer is obvious: through social media.
But not all social media have been created equal. Facebook, Instagram, and Twitter have huge audiences, but reaching your target audiences on these platforms is not that easy. First, their users are extremely heterogeneous in terms of interests, purposes, and priorities. Second, the only effective way to connect with them quickly is through paid promotion, which is rather expensive in the long term.
LinkedIn’s main difference is that it is a professional network, which means that all of its users are business-oriented and either want to buy or sell services. Also, LinkedIn gives you tremendous opportunities to grow your network organically, meaning you do not have to pay for advertising. Finally, there is no other social media platform where you can connect directly with decision-makers with just a few clicks or messages.
Interaction on LinkedIn is relationship-based, making it similar to traditional face-to-face communication.
Needless to say that direct contact opens multiple possibilities for you – however, there’s always a “but”. You have to know how to build communication online, as it involves different rules and psychological frameworks. And of course, you should consider algorithms that make you visible to users.
This is technical knowledge that you need to acquire to build an effective social selling engine. You will need to invest your time and a certain amount of money to understand its principles and make it work, but once you’ve done it, you get your company to a whole new level. Why? Because you set up lead generation as a process aligned with all other aspects of your business. The result is a working machine bringing you prospective clients every day. Of course, this machine may require certain adjustments along the way, but as long as you know the fundamentals, that will be just a routine for you.
To sum it up
LinkedIn is a place to do business in 2022 as it has substituted traditional ways of building networks and finding partners and customers.
LinkedIn is a free tool. You will get your ROI within a reasonable and predictable timeframe.
Once you have the knowledge and skills for building a social selling engine for one service or aspect of your business, you can upscale and replicate it for other areas.
Willing to implement new, more efficient strategies in your company? To learn how to create a social selling engine and use them as part of the overall business growth, join our special two-day training bootcamp, “The Intensive // Trends and Secrets in Lead Generation 2022”, which will take place on 3-4 February 2022 in Amsterdam.