What makes someone stop scrolling and start engaging with your content? In this article, we outline key ways to turn passive scrollers into leads you can engage with.
Passive scrolling is part and parcel of online life. In a world where we want to grab someone’s attention, though, it can make life difficult. That’s why we need to focus our efforts on trying to turn our lurkers into leads, through creating engaging LinkedIn content. We share six key ways you can stop your audience from scrolling, so they take a moment to engage with you.
Know your audience
Knowing your audience is fundamental for your LinkedIn presence. It’s this key understanding that keeps you on the right path towards creating content that resonates with your target audience. Taking time to research your audience, understand their pain points and pressures, and create effective strategies that respond to their needs is never time wasted. The best LinkedIn posts are those that speak directly to the audience’s needs and interests. Once you know your audience, you can speak their language by:
- Avoiding generic jargon from your industry: Instead, use the language your ideal client understands and connects with. For example, if you’re looking to reach professionals who work in the shipping industry, but you’re a salesperson, don’t talk sales speak.
- Speaking to them on their terms: Use terms and phrases from their industry that they’ll recognise and resonate with. Consider it a different way to strike up a conversation at a networking event. Tailor your approach to the person you’re talking to, and don’t launch into a pre-rehearsed sales pitch.
Focus on value
Nobody likes a hard sales pitch from the moment they first meet you. In the same way, you’ll have people scrolling on by if you’re constantly focused on self-promotion. Focus on the value you offer to your target audience, and create content that highlights that. Make it a cornerstone of your LinkedIn content strategy to share industry insights and valuable content, and pose thought-provoking questions. That soon shifts you from a “scroll on by” to a “stop scroll and read” LinkedIn presence.
Keep it simple
More than 60% of LinkedIn’s user base accesses the platform via their mobile device. Keep your posts concise and to the point. Aim for bite-sized pieces of information that can be easily consumed on a mobile device. Use bullet points, occasional images, and videos, to get your message across. And, of course, don’t forget to include a strong call to action.
Tell a story
Generic posts on LinkedIn that come across as blasts of bland information do not perform well. If you want to connect with your target audience, you have to tell a story. Use storytelling techniques to shape your message into a relatable narrative. Outline a common challenge and relate your experience of confronting it. Use your personal experiences to illustrate a relevant point. Your content won’t just be engaged with, it’ll be remembered.
Start the conversation
LinkedIn is, by its very nature, a two-way communication channel. Don’t treat it as a one-way broadcast service. Seek to start a conversation through your content. This encourages interaction and engagement. Here’s how:
- Ask open-ended questions: Don’t settle for yes or no answers. Ask questions that prompt thoughtful responses and discussions.
- Respond to comments and messages: Show your audience that you value their input. Take the time to respond to comments and messages in a timely, authentic manner.
- Tag relevant people and companies: You can increase your reach by tagging industry influencers or other companies that may be interested in the conversation.
- Treat your audience as a community: When you build a community that’s formed around your content, you build an audience that continues to be attracted to your content.
Try something different
It’s time to dig into your LinkedIn analytics. Have a good look at previous posts, and see what type of content format has performed well in the past. See which content types generate the most engagement, the best times to post, and the demographics of your audience. Use these insights to refine your approach and tailor your content to what resonates most with your target audience. Then, don’t be afraid to try something different. LinkedIn offers a range of different content formats, and it’s never a bad idea to conduct some experimentation. That last video you posted about your client’s shipping disaster did really well. Why not turn it into an article too?
Use these tips and guidelines to turn your lurkers into leads. Remember, the more you offer true value to your target audience, the more likely you are to build great relationships with LinkedIn members, and successfully turn them into leads.
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