Welcome to all of this week’s new subscribers to The Link Tank®️ newsletter; my newsletter always focuses on the practical: Real, implementable strategies to increase your LinkedIn ROI, sometimes focusing on the what but always focusing on the how.
We know that LinkedIn is a powerful tool for lead generation, but many miss out on potential sales by not approaching the process in the right way. In this article, I will guide you from my experience with crafting messages for clients through the best practices for reaching out to prospects on LinkedIn and crafting the perfect cold message that will capture their attention.
Types of Messages on LinkedIn
There are three types of messages you can send to potential customers on LinkedIn: Cold Inmail messages, messages to connections and invitations to connect. A cold message is sent to someone you aren’t directly connected to, while an invitation to connect is sent to someone you are not yet connected to.
Finding Potential Customers
The first step in crafting the perfect cold message is to find potential customers. To do this, go to the “search” section on LinkedIn and type in keywords that describe your target audience. For example, if you are targeting business owners or small business owners, use those keywords in your search. Once you have a list of potential customers, you can start sending them messages.
Really niche down, using Boolean search criteria such as AND, NOT and OR eg. “wealth manager” NOT (assistant OR intern) – learn more about Boolean searching in my guide here.
Tips for Crafting the Perfect Cold Message
When crafting your cold message, keep the following tips in mind:
- Think about their needs first: Your message should lead with the benefits your product or service can provide to the prospect. Focus on what’s in it for them and why they should choose you over your competitors. Ask questions and engage the reader in a discussion to tailor your sales pitch to their wants and needs.
- Keep it short and snappy: Avoid generic small talk and get right to the point, they are doing you a favour reading it.
- Be polite but not too polite: While it’s important to be polite, avoid being overly apologetic or using excessive pleasantries. You want to come across as confident and professional, not needy or pushy. Acknowledge it is a cold outreach, and this will gain some goodwill at the outset.
- Don’t be pushy: Avoid sounding pushy in your cold message. Instead, look for opportunities to ask for a sale or offer incentives such as bundled products or bonuses. However, be mindful of not sending too many sales messages, as this can be off-putting. Two per year is a good rule of thumb to stay on people’s minds without being overly intrusive.
- Keep it personal and transparent: Make sure your LinkedIn profile is public so prospects can see what you do. Be honest and transparent in your message and try to quickly assess their personality and interests. Engage in a conversation that is tailored to their needs and interests, making it more likely that they will like you and consider your offer.
- Use mutual connections or acquaintances: Leverage your existing network on LinkedIn to make connections with cold prospects. Reach out to mutual connections and ask if they would be willing to make an introduction or provide assistance. Vouches from trusted connections can be a powerful way to establish trust and credibility with prospects.
- Give them a reason to reply: Sometimes, people don’t have the time or inclination to write an elaborate response. To increase the chances of getting a reply, provide a question with an obvious answer or something that prompts a reaction. Coming up with interesting and engaging questions can encourage prospects to respond and initiate a conversation.
- Give them an ‘escape route’: Include an extra line at the end of your message to let the recipient know that they don’t have to reply if they don’t want to. This demonstrates respect and allows prospects to decline politely if they are not interested.
- Keep track of your leads and follow up: Once you’ve messaged potential prospects, it’s essential to keep track of their responses and follow up with them later. Use a CRM or Client Relationship Management platform to manage your leads effectively. If someone responds, ask for their contact information and add them to your database. If they don’t respond, add them to a follow-up list and reach out to them again later.
- Be careful with links: Be mindful of sending links to cold prospects on LinkedIn, as it may raise concerns about your intentions. Avoid using short links or long links that redirect to unknown websites. If you need to use an external redirecting URL, ensure it looks trustworthy and reliable to avoid any doubts or suspicion – be aware that LinkedIn scans messages using VirusTotal.
Tips for Inmails and their Subject Lines
The subject line is your first, and sometimes only, opportunity to capture the attention of your recipient. Here are some top tips for crafting compelling LinkedIn InMail subject lines:
- Be Personal: Include the recipient’s name in the subject line. This personal touch can make the message feel more tailored and increases the likelihood of the recipient opening the email.
- Keep it Short and Sweet: Aim for subject lines that are concise. A good rule of thumb is to keep it under 50 characters. This ensures that the subject line is easily readable on mobile devices as well.
- State the Purpose: Clearly state the purpose of your InMail. If your goal is to set up a meeting, consider starting with “Request for Meeting:” followed by a brief context. This tells the recipient exactly what to expect.
- Highlight Mutual Connections: If you share a connection with the recipient, mention this in the subject line. For example, “Fellow [Company Name] Alumni Would Like to Connect!” This establishes a common ground right from the start.
- Use Relevant Keywords: Incorporate industry-relevant keywords or job titles. This can grab the attention of the recipient by aligning with their interests or professional background.
- Offer Value: Convey the value you’re offering. If you’re reaching out to provide a solution or opportunity, let that be known. For instance, “Ways to Enhance Your Sales Strategy” suggests immediate value.
- Ask a Question: Questions can pique curiosity and prompt the recipient to open the InMail. Make sure your question is relevant and engaging, like “Have You Considered This New Approach in [Industry]?”
- Be Specific and Clear and include their First Name: Avoid vague phrases. If you can convey a clear and specific benefit or proposition in your subject line, do so. This specificity can often be more compelling than a generic message.
- Create Urgency: Without being pushy, imply that the message is timely. Phrases like “Quick Question” or “Short Discussion” suggest that reading and responding won’t take much time.
- Test and Refine: Finally, always be testing different styles of subject lines to see what works best with your target audience. Keep track of which ones have higher open rates and refine your approach based on data.
By following these tips, you can craft InMail subject lines that are more likely to be opened and lead to meaningful professional connections.
Template 1: Offering Insight
Subject: Potential Enhancements for [Company Name]’s Financial Strategy, Name
Body: Hi [Recipient’s Name],
I hope this message finds you well and you don’t object to the unsolicited outreach here. My name is [Your Name], and I specialise in financial strategies for [specific industry or client type, e.g., technology businesses] at [Your Bank’s Name]. I’ve noticed that [Company Name] has made significant strides in [specific area related to the recipient’s business], and I believe there could be an opportunity to amplify your results through tailored financial solutions.
Would it be convenient for us to have a brief call next week? I’d like to discuss some innovative financial strategies that could benefit [Company Name].
Warmest regards
Melanie
Template 2: Introduction Through a Mutual Connection
Subject: Introduction via [Mutual Connection’s Name]
Body: Hi [Recipient’s Name],
[Mutual Connection’s Name] recommended that I get in touch with you so I hope tat you are open to receiving this message. As a Senior Banker at [Your Bank’s Name], I’ve had the privilege of working with various leaders in [Recipient’s Industry] to optimise their financial operations and increase their capital efficiency.
I understand the challenges your sector is facing, especially in [a relevant issue or trend], and I’d love to share some insights I’ve gathered that could be of interest to you.
Could we schedule a call to discuss this further? I am available for a brief chat at your earliest convenience.
Thank you for considering this, and I hope to hear from you soon.
Warm regards, Melanie
Template 3: Specific Proposal
Subject: Enhancing Your ROI Through Targeted Financial Solutions, Name
Body: Dear [Recipient’s Name],
I’m [Your Name], a banking professional at [Your Bank’s Name] with extensive experience in [specific aspect of banking, e.g., investment strategies, asset management]. In reviewing your company’s recent activities in [specific area or market], I believe there are several opportunities where we could help you increase your return on investment.
I’d appreciate the opportunity to discuss how we can specifically support [Company Name] in achieving its financial goals. Are you available for a 20-minute discussion next week?
Thank you for your time, and I look forward to the opportunity to contribute to your continued success.
Kind regards, [Your Name] [Your Position] [Contact Information]
Remember to personalise your messages, be respectful of their time, and provide value in every interaction. With practice and persistence, you’ll see the results of your efforts pay off.
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