Linked In Basic Marketing Blunders

Linked In Basic Marketing Blunders



Linked In: Basic Marketing Blunders
Like me,​ have you​ received email invitations like these?
> I'm using LinkedIn to​ keep up with my professional contacts and help them with introductions .​
Since you​ are one of​ the​ people I​ recommend,​ I​ wanted to​ invite you​ to​ access my network on​ LinkedIn .​
>
> Basic membership is​ free,​ and it​ takes less than a​ minute to​ sign up and join my network .​
I've received well over 35 invitations like this,​ worded almost precisely the​ same way .​
The senders have acted surprised and offended that I​ did not leap to​ take advantage of​ this invitation .​
Let's look at​ the​ problems in​ this invitation from a​ marketing point of​ view .​
* Almost all of​ the​ invitations I​ received were from people whose names I​ did not recognize .​
Why would I​ want to​ be part of​ their network? the​ invitation doesn't say who they are,​ who they have access to​ and how I​ would benefit from their network .​
* What is​ Linked In,​ how does it​ work and what are the​ benefits of​ using it? No one has yet explained this clearly in​ their invitation .​
You cannot expect that someone receiving this invitation understands what you're asking them to​ join or​ how it​ would be advantageous to​ them .​
It would be helpful to​ have a​ paragraph or​ two describing how it​ works and citing a​ specific result the​ person behind the​ invitation enjoyed from membership .​
It may be that people assume that since basic membership is​ free,​ the​ typical recipient of​ this invitation will go ahead and join .​
But even if​ it​ doesn't cost money,​ joining would take time .​
You still need to​ sell people on​ taking a​ free action,​ especially with respect to​ an​ activity or​ organization that may be unfamiliar to​ them .​
* No one took the​ time to​ head off possible misunderstandings or​ objections to​ this membership .​
As a​ non-member of​ Linked In,​ I​ am concerned that joining would open me up to​ a​ lot of​ email and phone calls in​ which I​ would have no interest and that would waste my time .​
Again,​ you​ can't assume that something free is​ thereby enticing; you​ need to​ imagine why someone might have doubts or​ dismiss the​ idea and address those objections .​
* Using a​ canned invitation that is​ almost exactly the​ same as​ everyone else's doesn't make a​ good impression .​
Even if​ the​ text provided by Linked in​ were effective,​ which it's not,​ you'd want to​ give it​ your personal stamp .​
Other than being irritated that they are apparently encouraging people to​ send invitations that make little sense,​ I​ have nothing against Linked in​ .​
Perhaps it's a​ useful organization .​
My point is​ that its members need to​ use common sense and fundamental marketing principles to​ encourage busy,​ skeptical people to​ give it​ a​ chance.




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