As a follow up to last week's episode where I ranted about a company who hit me with a cold call after pretending to be interested in the work we do via LinkedIn, I talk to Canadian marketer Martin Gagnon about the best way to use LinkedIn to generate sales.
Martin is a creative marketing professional with over 20 years in marketing and sales in the telecommunication industry and someone I first connected with on LinkedIn. I invited him on the show to share some insights into how we can get the most out of LinkedIn after reading a fantastic blog post he had written about social selling. Although we'd set up the interview before I recorded episode 189, it makes a nice continuation, offering a positive take on the business social network.
Passionate about B2B content marketing strategy and social selling, Martin shares insights into how he starts conversations and develops relationships on what I consider to be one of the most difficult social networks to navigate.
The show includes a look at LinkedIn's Social Selling Index (SSI), as well as the benefit of choosing to publish blogs on LinkedIn.
Several people contacted me after last week's show; regular listener Josh Turner over at jtpublicrelations.com got in touch to say that when contacting prospects, he recommends using InMails – the internal emails sent within the LinkedIn platform
“I say a little bit about what I have to offer and how I might help after reading up on the company, mainly by looking at their website,” writes Josh.
I'm with Josh on this one. Definitely. You've got to do your research before making contact and it should be clear from the offset why you are getting in touch. Particularly if you are making an approach by mail. I don't believe in being vague or misleading. Indeed, as Martin says on the show, it's all about making an initial connection based on value.