LinkedIn Marketing Fail or Push versus Pull
Every day, three or four douchenozzles reach out to me on LinkedIn in order to enable me to exercise my delete finger. These snollygosters treat me like I’m some kind of catawampus. They degrade me by implying I’m so stupid that I don’t have a clue about my own needs. That just pisses me off… it’s like they think my google machine is broken. They seem to think that I’m so bored and lonely that I want some lowly smellfungus to infest my computer with their maggot ridden bit vomit spam.
Like for instance yesterday when I received this opus from a Ninnyhammer named Vikki Keenan.
I came across your profile and thought it would be great to connect with you. If there is anything I can do to support you, please reach out.
I Work with Consultants To Increase Reach and Engagement with their Dream Client! Booked Calendar with NO Ad Spend in as Little as 5 Days!
Did Ms. Keenan tell me what she could do to help me? Did she make me feel like she knows anything about me? Did she make me think she cares about me as a person or did she make me feel like a Rube? Hint, see what’s under Vikki’s signature? Vikki Keenan was going to send me a note trying to sell me her demand generation services 1.3 seconds after I accepted her request. Faster than grass goes through a goose.
When you bit vomiteer spammiesters piss me off with your brainless knuckleheaded spam all you do is demonstrate exactly how you would make my clients feel if I hired you. Maybe I should hire you to sell for my competitors.
Push-Based Demand Generation is going the way of the moderate politician. Push-Based Demand Generation is going the way of the T-Rex, extinct because it couldn’t reach it’s food in the top cabinet with those short tiny arms. Your email is as effective to me as a Nigerian prince trying to give away all his riches.
There’s another way to do this. Create a dominating presence that drives clients to seek you out.
In a blog post from ProResource titled, Refocus Your LinkedIn Presence to Support Your 2019 Business Goals,
Check out Goal #2 Take Lead Generation to the Next Level
- Talk to your potential customers. Make sure your LinkedIn profile tells the story of why people should do business with you (rather than why they should hire you). Who do you help? How do you help them? What results have your customers achieved? – Cranky Note: My bud, Vikki up there did not get into the why!
- Make the next steps easy. Upload high-quality introductory materials to your profile: videos, e-books, PPTs, case studies. Include your email address or phone number in your summary. Use your contact info to link to your calendar, so people can easily schedule a time to talk with you one on one.
- Sign up for Sales Navigator. Sales Navigator is the version of LinkedIn designed for salespeople. It has powerful search and relationship-building capabilities that can be highly beneficial when used appropriately. Use Sales Navigator to build targeted prospecting lists, research accounts, introduce yourself, and stay in touch with your contacts. The first 30 days are often free, so if you have some downtime now, this is a good time to experiment with what’s possible.
Nowhere in there did it say, find a potential customer, ask them to connect for no good reason, and as soon as they connect… ask them if they want to buy your product (see this blog post The LinkedIn Swamp).
Judy Schramm is the founder and the CEO of ProResource, a company that consults with Senior Executives and Companies to help them build their reputations and grow revenue through social media. Judy is a, if not thee. goto expert on how-to market on LinkedIn. Check out her profile and see how to work LinkedIn (Note: Judy Schram does not endorse nor condone my mean snarky name calling. She’s a classy lady).
I reached out to Ms. Schramm and asked her if you would offer two tips to wannabe LinkedIn mavens and she responded with these pearls.
“You would be surprised at how much your profile picture matters. We did a test where we were able to increase profile views by 31%, simply by improving the quality of the headshot. It’s worth the investment to work with a professional photographer.” – Judy Schramm, ProResource
She writes about this phenomenon in her blog (see post here), and then she added,
“Your headline is the most important factor in whether people click to view your profile. Make it rich with keywords, putting the most important words first. Use language that lets people know they are in the right place, and inject a little personality so you stand out.” -Judy Schramm, ProResource
In a bonus third tip, Judy passed on this useful LinkedIn hack.
“If you edit your headline on your desktop, you have 120 characters to work with. If you edit on your phone you may be able to get up to 100 characters more.” – Judy Schramm, ProResource
Asking for two tips and getting three reminds of the old saying, There are three kinds of people.
- Those Who Can Count
- Those That Can’t
Okay Mr. Cranky, Big Shot… let me see your profile. you say (Link here to make fun of my profile here).
Let me conclude with the best way to reach me if you want to sell to me via LinkedIn.
Mr. Cranky’s Golden Rules of LinkedIn Demand Generation
- Don’t Call Me, I’ll Call You – If I have a headache, I know where to find my aspirin… I don’t need your stkinkin aspirin and if I did, I’d find you and ask for it. Actually I’d find you if you follow the next few rules.
- Make Yourself Findable – People do searches on LinkedIn, Google indexes LinkedIn. Make sure your profile has the right keywords. Include everything in your profile that would ensure Google finds your profile relevant for searches in your field of expertise.
- Make Your Profile Professional – This photo is a don’t do… ’nuff said.
- Grow Connections – Grow your network without being a spammer. Follow people, compliment their work, learn about them and reach out with a personalized message that tells them that you know who they are and let them know what’s in it for them to connect with you. Then don’t ask them to buy your service as soon as they connect (see post).
- Create Good Relevant Content – Write thoughtful articles on linked in (like this, okay thoughtful is debatable). Include video content (like this). Post your blog posts, share other relevant articles you find on the web on LinkedIn.
- Don’t be a Douchenozzle