Right, let’s talk about LinkedIn Live. And not just the kind where you’re broadcasting into the void, hoping someone – anyone – clicks ‘Like’. I’m talking about interactive LinkedIn Live, the kind that feels more like a vibrant conversation than a one-sided monologue. I recently ran a LinkedIn Live session focused on debunking common lead generation misconceptions, and I want to share what I learned, particularly about boosting engagement and truly understanding your audience. We chose to focus on the SaaS industry, an area rife with misunderstood strategies.
The Core: Debunking Myths Through Interaction
My goal wasn’t just to preach about better lead generation; it was to facilitate a discussion. The format? “Debunking Common Misconceptions About Lead Generation in SaaS”. Crucially, we structured the entire session around interactivity.
We kicked things off with polls. Simple, targeted polls addressing widely held beliefs. For example: “Do you believe cold emailing is the most effective lead generation tactic in SaaS?” (Yes/No). The results were fascinating! Seeing the immediate responses – the disagreements, the surprises – injected instant energy into the stream. We had plenty of debate as our audience responded and posted in the chat function during the live stream.
Actionable Takeaway: Design your polls to directly address common misconceptions in your industry. Keep them concise and easy to answer, and plan to discuss the results in detail. Don’t just read out the numbers; analyse why people might hold those beliefs. A free tool like SurveyMonkey can generate the polling data, but you could just as easily use the built-in polling function on LinkedIn.
Next, the Q&A. We allocated a significant chunk of time for live questions. Crucially, we didn’t just answer any question. We prioritised questions that directly related to the misconceptions we were addressing. This kept the discussion focused and prevented us from going off on tangents. We made it very clear that we would be addressing the questions in this manner and this helped people to focus the questions they asked.
Actionable Takeaway: Prepare a list of frequently asked questions (FAQs) before the live session. This gives you a fallback if questions are slow to arrive, and allows you to pre-craft thoughtful answers. Make sure you have someone dedicated to monitoring the chat for questions and feeding them to you in a manageable way.
Guest Speaker: Real-World Validation
A critical element was inviting a guest speaker – someone who had demonstrably overcome the lead generation challenges we were discussing. My guest was the CEO of a growing SaaS company, and he shared his personal experiences, both the successes and the failures. This added a layer of authenticity and credibility that I, as the host, simply couldn’t provide on my own.
He talked about ditching outdated lead generation strategies like buying email lists and focused on content marketing and community building. He shared specific examples of how he’d built a thriving online community, fostering genuine relationships with potential customers.
Actionable Takeaway: Choose a guest speaker who is not just knowledgeable but also a compelling storyteller. Their personal journey resonates far more than abstract advice. Pre-brief them on the key discussion points and ensure they’re comfortable with the interactive format.
Understanding Your Audience: It’s All About Them!
Now, the bit that often gets overlooked: understanding your target audience. This isn’t just about knowing their job title; it’s about knowing their pain points, their aspirations, and the challenges they face every day. Before even thinking about the Live session, I spent time researching relevant LinkedIn groups, analysing the comments and questions people were asking. I identified the key frustrations surrounding lead generation in SaaS: the reliance on cold outreach, the difficulty in differentiating from competitors, and the struggle to generate high-quality leads.
Armed with this knowledge, I tailored the content and discussion points to directly address these pain points. I made sure to provide actionable alternatives – practical strategies they could implement immediately, such as:
- Focusing on Value-Driven Content: Creating blog posts, webinars, and case studies that genuinely help potential customers solve their problems.
- Building Authentic Relationships: Engaging in conversations, offering support, and building trust within relevant LinkedIn groups.
- Leveraging LinkedIn Sales Navigator: Using its advanced search filters to identify highly targeted leads based on specific criteria.
Actionable Takeaway: Before planning anything, invest time in audience research. Use LinkedIn analytics, engage in relevant groups, and even conduct informal surveys. Understand their needs, and tailor your content accordingly.
The Payoff: Thought Leadership & New Business
What was the result? We saw significantly higher engagement rates compared to previous, less interactive, webinars. People stayed longer, asked more questions, and actively participated in the polls. More importantly, we positioned ourselves as thought leaders in the SaaS space, building trust and credibility with potential clients. In the weeks following the event, we saw a noticeable increase in inquiries and requests for proposals. This was because we had clearly addressed real industry challenges and provided helpful, practical solutions.
In essence, making your LinkedIn Live experience engaging, providing answers and inviting open discussion with industry leading figures is a powerful tool. Make sure you understand your audience, address their concerns and offer concrete solutions, as well as invite real-world stories of success. This can elevate your status and lead to potential business opportunities. Focus on the interactive component; polls, Q&A, guest speakers, all working in sync to foster a dynamic and informative experience.
