Social Selling with LinkedIn Groups

Social Selling with LinkedIn Groups

Using Groups on LinkedIn is an effective way to target, follow and communicate with prospects. What is the easiest way to join the right groups? Look at the groups your best customers and prospects currently belong to on LinkedIn. These groups are where they collect thought leadership and network with industry associates and their peers. For example, if you target CFOs for your product or service, you will find most prospects with that title belong to the “CFO Network.” Go where your prospects are – join it. Below are three key benefits of LinkedIn Groups.

Saving InMails. Once you know what groups your target prospects belong to, you can gain their attention by curating and sharing valuable content. You can also comment on discussions to demonstrate thought leadership. LinkedIn allows you to join up to 50 groups. When you are a member of a group, you can message any member without using an InMail. How? Go into Members and type the prospect’s name in Search. On the right hand side of their profile click Send Message. Messages sent in LinkedIn are seven times more likely to be opened than email.

Following Prospects. Another feature in Groups is following prospects as if they are a first-degree connection. When you identify a prospect you want to follow (second- or third-degree connection),  go to Groups at the bottom of their profile. It will say “Member” for each group that you have in common. Click on the group. Go into Members and type the prospect’s name in Search. On the bottom-left of their profile, click Follow Name. They will now become part of your news feed. You can see what they are talking about and when. You can follow up to 5,000 people on LinkedIn.

Boost Odds. One of the benefits of following key prospects and having them become part of your news feed is that you can see when they are active on LinkedIn. Why is this important? If you cold call a prospect, you have no idea whether or not they are at their desk. If you email them, you have no idea where your message will land in their inbox. However, if you use their LinkedIn activity as a trigger, you boost the odds of knowing when the prospect is most likely available. When they are active on LinkedIn, call or message them!

All contents copyright © 2013, Josh Lowry. All rights reserved.

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