Engaging Clients with Content

Andrew Ford Engaging Clients With Content What we started to do a few years ago, about three, four years ago, was to use the messenger service as a primary tool to connect to new business, for us and for our clients. What we did was we started to not use emails per se, because they, to me seem more like marketing, we would connect to somebody first, and then we would send the messages. However, what we’re finding right now is that’s becoming too prevalent. There are too many messages, there are too many people who once they connect and there are five different messages to try and sell you something.

What we believe is that the traditional sales model of, at least four steps from initiation to being interested in a conversation isn’t being done on LinkedIn. They’re rushing it, they’re rushing to the sale and the way we do it is by connecting and sharing great content that’s relevant to those people, to engage them and bring them to us. So that by the time we talk to them, they want to talk to us, rather than us push selling. It’s called ‘e-ttraction’. It’s bringing them to us, and that works much better.