LinkedIn Outreach: How to Run Cold Outreach Campaign that Wins Leads?
LinkedIn is the world’s largest professional network with 675 million users, 64 million of which are in decision-making positions, which makes it pretty useful for B2B marketing and sales. There’s no better place to connect with businesses and generate leads than on LinkedIn. 75% of B2B buyers use social media to make purchasing decisions, that’s why most sales teams use LinkedIn for prospecting, qualifying, and closing deals.
What is LinkedIn Outreach?
It’s a process of lead generation via cold LinkedIn mailing. Keep in mind that you have to be a LinkedIn Premium user to directly message users that you’re not already connected with. There are 4 Premium plans: Career, Business, Sales, and Hiring for each type of work. Of course, you can send messages with a connection request without buying Premium, but there are limited to 300 characters and more likely to be ignored.
Why LinkedIn Outreach is important?
- Users from all around the world
- LinkedIn is the most-used social media platform amongst Fortune 500 companies
- Over 100 million professionals use LinkedIn daily
- You can establish a one-to-one connection with your customers with real-time conversations
- You can analyze all professional background of any prospect you’re contacting with
- You can find leads filtered by industry, location, business size and furthermore
- You can use mailing automation, manage and analyze your sales campaign
- Sponsored inMail has a 52% open rate, on average
How to outreach on LinkedIn?
Study your prospect’s profile
LinkedIn allows you to know more than ever before about your potential customer. It’s much easier to meet someone's expectations and fit their business if you have a clear buyer persona in mind. Scan through their profile and find his job role, work history, educational background, and interests. Also, see to learn more about the company he works for and its activities and view the posts the user has shared.
LinkedIn also sends a notification to let the prospect know you’ve viewed his profile, seeing your name and name in this notification can make your message seem a little less cold.
Find common ground
An attractive description of your products and services is not enough for successful contact. The prospects need to have reasons to trust you. There are two ways to provide them.
- Mutual contacts. If you have mutual friends with your potential client, try asking one of them to introduce you. 87% of B2B had a favorable impression of a salesperson who was introduced to them by someone in their professional network, while only 4% had a favorable impression of a salesperson who reached out cold. Mutual contacts also work for you if you just mention them in your outreach message.
- Mutual interests. In the previous step, you studied your prospect’s profile. Have you found anything interesting? Do you have mutual hobbies? Do you know something special about his industry? Did you attend the same university?
Craft your message using these common interests to make your first touch feel targeted, personal, and relevant.
Keep it short
Communication in social networks is very different from sending letters. Most users are used to short messages that take a few seconds to read. Start with the essence and benefits of your proposal for a specific recipient. Are you an expert in solving the problems they are currently facing? Do you know a way to grow their business? Share this in a couple of suggestions and don't jump straight into sales. Keep in mind that your task is to help, provide value, and build trusted relationships.
Ask a question.
Surprisingly, a correctly asked question can significantly increase the effectiveness of your cold outreach campaign. You have to start a dialogue, and for this, you need to ask a question that your potential leads will want to answer. This may relate to their experience, tools used, or interests. People like to be helpful, so they are happy to answer a question in their area of expertise.
Track & improve
Any marketing effort must be systematized and tracked, otherwise, if the campaign is successful, it will be impossible to understand its background, and therefore repeat it. LinkedIn Sales Navigator has many opportunities for integration with analytic services and CRM systems. This way you can track the stages of negotiations with B2B leads, manage your campaign, and choose the most successful inMail templates.