LinkedIn is a vast reservoir of connections, but how can a Sleep Industry business turn those connections into leads? It takes the right approach.
#1: Strategically create your network: Resist the urge to simply “build a big network.” You need the RIGHT network. LinkedIn provides various ways to find relevant people to connect with, via a premium membership.
Search for terms in people’s profiles that relate to sleep topics. Check the profiles to see if your business might have a true connection with them, then reach out.
If your business focuses on sleep apnea, for example, you might search for “sleep apnea,” then filter the results by second-degree relationships. This will help you find people who are connected to people in your network. You likely have lots in common and connecting with them would be mutually beneficial.
People will know if you’re truly interested in them, so connect with those you want to establish relationships with. Otherwise, just move on.
#2: Don’t focus on your business, focus on their needs. You can’t start a great business relationship with a sales pitch. Review their business profile and applaud their accomplishments. A sincere compliment makes people feel appreciated and is a great way to start a conversation.
#3: Encourage trust. A good business relationship is built on trust, so take time to share a few details about projects you’re working on or a tip you’ve found that has helped your business.
Most people won’t take your ideas and apply them to their own business.
#4: Stay in touch. Most connections on LinkedIn won’t be ready to buy your products or services. That’s fine. Your goal is to build real relationships first, and when the time is right, you want to be the first person they think of to fill the need. That’s why staying in touch is important. When you’ve successfully filled the top of your lead funnel you can start with lead distribution.
Send Messages Regularly: A well-intentioned message sent occasionally can help nurture relationships with key connections — so you stay top of mind. That’s easy; simply look through the list of major events in your connections’ lives — and message them about the events.
These messages give your connections an opportunity to talk about themselves, giving you insights into what they value.
Share Updates: This is a simple way to stay in front of your LinkedIn connections. Share relevant videos, quotes, and other meaningful content to show your industry expertise.
Post Regularly on LinkedIn Pulse: To really stay on the radar, publish posts regularly with LinkedIn’s native publishing platform, Pulse. Pulse posts offer one key advantage over updates: they show up as notifications.
Your connections get a notification when you publish a new Pulse post. As a result, LinkedIn Pulse posts tend to get more views, comments, and shares than typical updates. They also give your connections a feel for you and your approach.
People prefer to do business with people they know and trust. So the better they know you, the more likely they are to reach out to you when they need help.
#5: Ask for what you need. When you’ve drawn someone into a conversation, look for opportunities to offer value — with no strings attached. If you’ve done a good job convincing people that you care about them, they won’t be offended if you offer to help. Keep the focus on providing value to them, not on how great your business is.
Does your Sleep Industry business need marketing help?
Somnowell Marketing can help. Marketing and advertising are critical components of every business’ success, and having a dedicated team is a positive move. Our teams are comprised of specialists in SEO, social media, digital marketing, website development and advertising. With their guidance and assistance, your sleep business can thrive — and company leaders can relax a little, knowing experts are in charge.
Is it time to lift the weight from your shoulders? Give us a call, let’s discuss.
