The thought of speaking on camera may be enough to make your palms start to sweat.
However, lead magnets such as webinars are becoming an increasingly essential way to connect with your target audience.
In this blog, we’ll look at how you can turn your LinkedIn audience into paying customers, following some simple steps that, when followed correctly, can see a huge boost in your sales.
Building the right audience on LinkedIn
Love it or hate it, if you run a business, you’ll probably want to use LinkedIn. Depending on your services, there’s a good chance your prospects are hanging out here.
If you’re looking to use LinkedIn to grow your audience, however, you’ll need to make sure you’re doing it the RIGHT way. It’s not quite as simple as just connecting with as many people as possible. While in theory, this might make sense (the more people that follow you, the more people see your products, right?), what you’re actually doing is pointing your effort and attention in the wrong direction.
Instead of focusing on building as many followers as possible, narrow your efforts to ensure you’re connecting with the right people – those who are already interested in what you’re selling, and are looking to buy right now.
You can do this by proactively seeking out accounts that are posting similar content to you, and connecting with the people they’re engaging with. There, you’ll already have a ready-made audience – rather than shooting in the dark and hoping for the best.
Put simply, rather than amassing thousands of connections, concentrate on building a smaller, loyal following, who are actively interested in what you’re selling, and are more likely to bridge the gap between stranger to paying customer.
Set up an email list to transfer your prospects
Once you have built and nurtured your audience, you’ll need to start shifting them from social media to somewhere more secure.
By setting up an email list, you can transfer your prospects from LinkedIn to a place where you have earned the right to sell to them. There are several platforms you can use for this, such as MailChimp and ActiveCampaign.
Once you have those emails secured, you can then begin to build out your lead magnet, and create pieces of content that generate opportunities.
The lead magnet – a way to close sales
That’s where the lead magnet comes in. In this scenario, we’ll use the example of a live webinar.
The lead magnet is the way to promote the actual sale. It’s your opportunity to fully connect with your audience in a way that simple LinkedIn posts may fail to do.
A live webinar will give you the chance to demonstrate your in-depth knowledge about your business. It gives your audience the chance to ask you questions, and get to know the real you. Even if you don’t like public speaking, it’s a skill like any other to be crafted – and it’s essential to getting your brand out there. By getting in front of the camera to speak candidly and invite others to connect with you, you’re not only building your credibility as a businessperson, but you’re giving your customers the chance to see how passionate about your products and/or services you are.
A webinar or other lead magnet they you promote through LinkedIn is a vehicle that converts followers into customers. Therefore, you need to show up online as the most passionate, enthusiastic version of you – whether in your content, your lead magnet, and anywhere else you show up.
People buy from people, so to encourage people to want to work with you, you have to believe in yourself. Be someone you would want to work with!
The takeaway
While LinkedIn is a fantastic platform to promote your upcoming webinar on (as it is, of course, a completely free way to generate leads), only typically around 20% of registrants will come from social media. The other 80% will come from your email list, which is why it’s so important to get this part right.
If you need help building Email Automation to engage with your customers, why not speak with a member of our friendly team today?
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