Grant Leboff: Danny, one of the things that we are always talking about is content marketing, and I am wondering how can you use content effectively on LinkedIn?
Danny Bermant: When you connect to a new prospect on LinkedIn, that’s the first step – not the last. Often businesses give themselves a pat on the back, they say; ‘I’ve done it, I’ve connected to them, they are going to become a customer of mine’ and obviously that’s not going to happen.
The content is really what changes them from being a prospect to a buyer. There are three steps of building a relationship. 1) A prospect needs to like you, 2) They need to know you, 3) They need to trust you. That happens with content because, when they connect with you initially, they are thinking; well, you look interesting, I am intrigued, I would like to know more about you.
So what you …