LinkedIn mass messaging campaigns are not just about using an automation tool to communicate with your connections at scale. While a professional LinkedIn profile is essential, using automation tools will not yield great prospecting results if you execute a poorly planned messaging campaign.
B2B salespeople, business owners, recruiters, and entrepreneurs can quickly generate leads by following a few tried and tested practices for sending mass messages on LinkedIn. Following these tips for developing LinkedIn messages for automation campaigns will go a long way in maximizing the effectiveness of your LinkedIn lead generation strategy.
Why is LinkedIn Messaging Important?
LinkedIn Messaging has been proven more effective than email, as LinkedIn messages do not get caught up in email spam filters. That’s why InMail’s response rates are three times higher than a regular email. B2B companies rely more on LinkedIn outreach than cold email outreach.
Your prospects are far more likely to respond if they find your message relevant and engaging. With the right LinkedIn automation tool, B2B sales and marketers can start engaging at scale to potential customers. Here are seven tips you need to know so you can go about doing mass outreach on the LinkedIn right:
1. Create Messages Based on Market Segments.
Be sure to craft specific messages based on particular market segments.
Think about how you have helped or can help customers in specific industries, geography, or companies of a particular size. Think of the decision makers based on Job titles. Develop a messaging based on these segments and accordingly create lists based on these segments.
Content aligned with your market segments will likely resonate more with your audience and increase your response rates.
2. Use Personalization
Use an automation tool that allows you to personalize your messages based on multiple variables. Personalization on these variables like First Name, Last Name, Job Title, and Company Name can help develop faster rapport.
Hi [First Name],
Our customized outreach campaigns have helped companies in your [industry] generate 10X more leads. I see that you are a [Job Title] of a company with [company size] employees. We are currently running a promotion and I can offer [, Company Name] a 25% discount if you sign up by the end of this month.
Let me know if you would like to see a demo.
Some automation tools also offer custom variables that can step up the level of personalization. For example, let’s say you have done your research on your companies and want to quote a recent news article or cite a blog you read about them. You can use a custom variable like in this example.
Hi [First Name],
Congratulations on raising a new round of funding! I learned from [custom variable = news or blog link] that you would soon ramp up your hiring to strengthen your dev team.
We have already helped five companies in your [industry] put a team in place within three months. Would you like to learn more about our Talent acquisition services?
Here is a link to my calendar. I am looking forward to connecting with you soon!
3. Develop a Series of Messages.
People are busy. One cold outreach message is not enough to get attention. You need to send 4-5 messages to increase our response rates. Develop unique content for your follow-up messages.
[ Find stats that talk about conversions on a series of messages as compared to one single message- I have seen articles that talk about % conversions on message1,2, 3, 4, etc. – support your hypothesis]
Choose a LinkedIn Automation tool that offers you the ability to send multiple follow-up messages.
4. Space Follow-up Message Apart
The biggest challenge for lead generation campaigns on LinkedIn is the follow-up. Don’t send follow-up messages every other day. Instead, space your messages sensibly so you don’t spam your audience. Ideally, keep at least 4-5 days between messages. If possible, use an automation tool that lets you set the frequency for your LinkedIn mass messaging.
5. Offer Something of Value
Taking the time to provide valuable tips, hacks, and industry insights and how they affect the prospect’s business is a great way to engage with prospects. It can be enriching in terms of lead generation. In addition, if you provide valuable advice or knowledge that is at par with the best-in-class standard in your industry, potential leads will likely appreciate you sharing this with them.
Offer a free LinkedIn profile review, consultation, or share some vital industry data or information. Try suggesting a LinkedIn Influencer, newsletter, live video or other resource for that individual to become more innovative. As a recruiter or potential partner, you can engage in mentoring or career advice and offer something valuable to your prospect at no cost.
6. Keep it Brief.
Stick to the “golden rule of three” of effective communication. Keep three paragraphs in your message and stick to three short ideas in each section. Your message is most likely to stick if you break it down into three easily digestible parts.
Keep it short and to the point and create an interest in your audience that prompts interest and action. Brilliant marketing messages immediately express what’s important and address what’s relevant to the customer.
Do NOT send your connections anything irrelevant, or they will consider that spam. Everything you send to your contacts should be positioned for their benefit, not yours if you want to stand a chance at building a relationship with them.
7. End each message with a CTA
A call-to-action (CTA) is a direct request for action from your audience. It should be displayed prominently, perhaps with an image or in breakout text that draws your audience’s attention. Giving your audience a Call to Action is crucial to your campaign success while sending mass messages on LinkedIn.
CTAs cut through the noise and give your audience a clear directive. Of course, there is no one-size-fits-all approach for creating the perfect call to action, especially in the case of LinkedIn campaigns. However, LinkedIn messages apply the same benefit-driven policy for crafting a CTA.
Make it clear how your audience can benefit because people will not complete your desired action unless they understand how it helps them, too.
The Components of a Perfect LinkedIn Automated Message
These eight tips encapsulate the components of a well-thought-out and properly executed LinkedIn mass messaging campaign. A brilliant LinkedIn message is personal, gives context, shows genuine interest, and isn’t longer than three paragraphs. But, more importantly, the intent and the desired call to action are clear.
LinkedIn Automation tools provide you with the ability to perform LinkedIn Mass Messaging, but the best practices described above will get you the desired results. In addition, we-Connect offers a free trial, so you can get started immediately and apply these tips to your next LinkedIn lead generation campaign.