Today you'll see how to dig for psychographics (the insights you need to improve your sales) in the LinkedIn comments section.
So if your business has an online presence of any kind, and you find that people leave comments, here's a quick rundown of what to look for and how different kinds of comments can be used to strengthen your sales message.
Process Overview
Comb through your LinkeIn comments and look for ANY of the following:
- Curious questions
- Complaints, trolling, bitching and whining (rarely to be taken seriously, but they're good fodder later for a skilled marketer)
- Statements that reveal ANY of the following 7 things:
- Dreams/desires/hopes
- Suspicions and mistrust
- Any mentions of enemies or people they dislike/hate/want deleted from the Universe's Timeline by a future time-travelling hitman
- Fears/apprehensiveness/questions about operations, functionality, scope, size, implementation details, support, efficacy, ROI, guarantees, ease of use, price, operating costs, etc
- Failures and past experiences (good or bad, especially the bad) or current way of solving the same problem that your service/product solves.
- Current self-image/identity
- Beliefs of ANY kind. Doesn't matter if it's a supporting or limiting beliefs.
Copy/paste your finding into a document that'll you'll use (or your marketing team will use) to improve your sales/marketing message.
Click this link for an introduction why you'll want to collect those 7 things specifically
See How Simple This Is
To give you a real-life example here's a post from InsectoCycle on LinkedIn. Their new egg collector apparently works SO well that the comment section blew up with curious questions, from people who wanted to know more.
And as stated here: Any Public Interest In Your Product Is Worth Paying Attention To
I've tagged every comment with the corresponding psychographic component just so you can see how it works.
- Suspicion
- Enemies
- Dream
- Fear
- Failure
- Identity
- Belief
Here's The Main Post
I did the numbers: InsectoCycle's egg collector collects 228 grams/day. This becomes important later.
Manna Insect Chimes In...
Given the number of eggs, Yka mentions the logistics of feeding all the larvae (fear).
If InsectoCycle has an answer to that question then it's worth putting directly on the egg collector's product page/sales page. That way any potential prospect won't be left wondering the same thing. And you'll be closer to a sale.
Toni Marjanen asks about the specifics of grams/m3 (dream).
Again, put that on the sales page. If the specific numbers are impressive to others in the industry, then they're worth advertising.
They might even work for a headline test:
InsectoCycle's Breakthrough Egg Collector Achieves Up To 10 Grams of Eggs Per Cubic Meter Per Day
Cies wants a neonate count (dream).
Converting eggs to neonates could be a way to dimensionalize the effectiveness of the egg collector.
InsectoCycle's Breakthrough Egg Collector Achieves Up To 10 Grams of Eggs Per Cubic Meter Per Day
That's 200.000 neonates per cubic meter per day.
Depending on the prospect's factory setup, they might only be left wondering where they're going to get enough input from, to capitalize off of this product.
That's a nice future vision to have...
Neudo wonders about about cartridge dimensions, and Mostafa wants to know about the gaps (fear).
I'm thinking these two gentlemen are worried about whether the egg collector will fit their current setup. Anyways... those numbers MUST be on the sales page, along with a live graphic or demo showing how the egg collectors fit with an existing factory setup.
You NEVER want people wondering whether your solution will fit their current constraints.
Amira worries that hatching rates might be affected (fear).
And it turns out that not only is the egg collector easy to use (allows direct hatching) the hatching rates are also excellent.
If those numbers and those fear-alleviating statements are on the sales page prospects are much more likely to ring up the sales department and place an order.
Fernando highlight how those numbers look great (dream).
(Actually the numbers are 228 grams/day, so real life results are actually 14% above what he considers a nice result).
Here's another headline test:
Achieve Up To 228 Grams Of Eggs (4.560.000 neonates) Per Day With InsectoCycle's New Egg Collector
(Obviously those numbers depend on the cubic meters available, but the point I'm trying to make here is that specific numbers make your marketing message -and your product- seem way more credible)
Aubin has a CLASSIC fear-based question: What about consistency? (fear).
For the product page this 10% fluctuation answer could easily be accompanied by a graph that shows fluctuations in production on a timeline. Not only does that serve as proof, but it also "future paces" the prospect through what it's like to use InsectoCycle's egg collector - it lets them experience a future where they're a client and they're enjoying the benefits of this great product themselves.
Sebastian has a (fear) question that can be answered on the product page with a simple mention of the number of flies in the cage.
If egg collection is one of the more complex steps, then InsectoCycle might have a great value proposition on their hands.
Why Even Bother?
Because once the LinkedIn comment section stops being "just" a conversation between a company and its followers, and that company starts using comments as a way to sharpen their marketing and sales message...
LinkedIn then starts to become a laboratory where clever businesses can test out their marketing messages to see what resonates before writing print ads, paid ads, writing up their website, before writing up sales pages, before publishing their products pages and writing "about us" pages.
Before deciding what to advertise and what to sell at events and conventions...
They'll have a pretty good idea of what's on their prospects' minds, BEFORE they even engage them in the first place.
All things that help getting closer to solid client relationships, to cheaper Cost-To-Acquisition, and higher revenues.
Where To Go Next
If you'd like to know more about how to "message mine" your social media content, get in touch.
If you'd like to know OTHER ways to figure out what your ideal prospects need to hear for them to place an order with you: Get In Touch
If you want to explore other helpful posts you can get an easy overview right here