How would you like to be able to advertise on LinkedIn to the people who have visited your website, or to be able to upload your email list to LinkedIn and advertise to those people?
You can do so now on LinkedIn! This is a new form of advertising on LinkedIn and one that I think is really worth testing. This advertising allows you to advertise just to the people who are interested in you! i.e. the people who have been to your website. This works on a per click basis and so is the people who have already visited your website who not actually interested will not click and therefore you will not pay. However, you will be able to advertise to the people who are interested.
The first form of advertising allows you to advertise just to the people who are interested in you! i.e. the people who have been to your website. This works on a per click basis and as this is targeted at the people who have already visited your website it is highly targeted. However, some people will not be interested will not click and therefore you will not pay. However, you will be able to advertise to the people who are interested and you pay only when they return to your website.
Not only that, but you will be able to advertise to a specific email list. In other words, you can take your email list and upload it into LinkedIn and then advertise to the people in your list.
In my opinion, this could be one of the biggest changes in marketing on LinkedIn for many years and dependent on your industry could be one of the biggest opportunities that you’ve got right now in your marketing. When I started work in the marketing industry over 28 years ago I could only dream of being able to target businesses so specifically.
If you convert five out of ten leads. Does a 50% success rate mean you are wasting half of your marketing budget? Of course not, but maybe some sales training could boost your rate to 60% – and that would up your turnover by 20%!
Meantime here are a few ideas that may prove useful
Get yourself into the proper frame of mind. You can’t expect to do a good job if you are still fuming about the idiot who cut you up on your way to the appointment. Let go of the day’s frustrations and concentrate on the customer.
Find some common ground. Sometimes this means talking about (or letting the customer talk about) last night’s football or the awful state of the country before getting down to business. Just don’t let it get out of hand!
Clearly, identify the customer’s need. It’s a cliché but don’t try to sell the drill bit – sell the hole!
Use their words, not yours. Sometimes we get carried away with our own clever jargon. If the customer wants ‘plenty of loft space’, don’t turn it into ’30 square metres of unobtrusive storage solution’.
Paint attractive word pictures. Ask the customer to ‘imagine yourself driving through the countryside in your new convertible on a sunny day’.
Use positive reinforcement. When the customer himself talks about the benefits of ownership, don’t be tempted to add lots more features – (s)he knows what (s)he wants. So just agree and ask for the order.
Put yourself in their shoes. Try to see things from the customer’s viewpoint; ask yourself, ‘Would I buy it from me?’ If you can’t convince yourself …
When they suggest a feature they want, ask questions. ‘Why is that important to you?’ The more you ask, the more you will understand what they are looking for and the better you will be able to match your product to their requirements.
Always be credible. Don’t make outrageous claims. Most customers can spot them and the ones that don’t come back looking for refunds when they discover the truth.
Be prepared to say no if you believe they are making a mistake. It’s awfully hard to turn down a sale but they will thank you and probably become your most loyal customer in the future.
What is the future for marketing? Where is it going to change?
Whilst I do not profess to be able to predict the future, there are a couple of things that I am fairly sure will happen in the world of marketing.
The main reason for me knowing about these changes is that they are already happening.
Here they are:
There is going to be an increase in the importance of the use of marketing to mobile phones. Let’s face it, we pick up most of our emails on mobile now and do most of our Social Media on mobile too. I recently also read a statistic that said for the first time over 50% of web surfing was done on mobile. So we need to be good at marketing to mobile phones
The second big change is the use of video is going to increase. The use of video is already really important, but in the future, it is only going to increase. We can be far more persuasive, focused and powerful on video. In my opinion, websites are going to look more like TV stations. You only need to look at some of the statistics around YouTube to know how popular watching video is.