Connecting with potential clients on LinkedIn can be a great way to grow your business and acquire new customers. However, it’s important to approach LinkedIn outreach in the right way to create positive relationships. Here are some tips on how to effectively send LinkedIn messages to potential clients:
Do Your Research
Before reaching out to someone, learn about them and their company by looking at their LinkedIn profile and website. This will help you personalize your message and show you took the time to understand their business. Some key things to research are:
- Their role and responsibilities
- How long they’ve been at the company
- Major projects, products or initiatives they’ve led
- Skills, interests and background
- Company mission, values, and pain points
The more insightful and tailored your message is, the better chance you have of getting a response.
Craft a Personalized Connection Request
When sending an initial connection request, avoid generic invitations like “I’d like to add you to my professional network.” Instead, write a personalized note explaining who you are, why you want to connect, and how you can help them. Here are some tips for writing effective connection requests:
- Keep it brief – 2-3 sentences is ideal.
- Mention any common connections or experiences you share.
- Highlight relevant shared interests, groups, skills or backgrounds.
- Explain why you want to connect without being pushy or salesy.
For example: “Hi John, I noticed we’re both members of the Digital Marketing Association. I’m an SEO consultant helping brands increase their search visibility, and I’d love to connect with others in the industry. I look forward to networking and exchanging ideas!”
Follow Up With Value
After connecting, follow up with a message that provides value. This builds goodwill and makes you stand out from others who only pitch services. Some ideas include:
- Sharing an article or post relevant to their work
- Providing a tip based on their business challenges
- Introducing them to someone in your network who could help them
- Offering to write a guest post for their company blog
Focus on being helpful first before ever mentioning your services. You can also ask smart questions to learn more about their needs and determine if you’re a good fit to work together.
Put Thought Into Your Pitch
When the time is right to share more about your services, craft a personalized pitch. Explain what problems you can help solve for them specifically versus a generic sales spiel. Do your homework to tailor your pitch to their situation. Highlight case studies and results with clients in their industry facing similar challenges.
For example: “As we’ve discussed, you’re looking for ways to improve your search engine presence in order to attract more of your ideal customers online. My agency specializes in developing customized SEO strategies for law firms. For example, we helped XYZ Law grow their organic traffic by 200% in just 6 months. I’d love to schedule a call to discuss how we can help your firm expand its reach online.”
Ask for the Meeting
Once you’ve made your pitch, ask to continue the conversation offline. Suggest moving to a phone call, video chat or in person meeting to learn more about their specific needs. Having meaningful dialogue is key before proposing any services. Avoid asking to send over a generic proposal without additional discussion. Here are some ways to request a meeting:
- “Would you have 30 minutes next week to talk more about this? I’d like to learn more about your goals so I can put together some customized ideas.”
- “I’d love to chat in person to get a better sense of the challenges you’re facing. When are you available to meet up for coffee?”
- “Let’s jump on a call to dive deeper into how my company could support your marketing initiatives this year. Are you free on Tuesday at 2pm?”
Follow Up Accordingly
If they accept your meeting invite – fantastic! Be sure to prepare thoroughly and put your best foot forward. If they decline or don’t respond, follow up once more in a week or two. After that, move on and focus your efforts elsewhere. Don’t harass people who aren’t interested.
Throughout the process, focus on nurturing the relationship beyond just a one-time sale. Share content, make introductions and look for ways to provide value on an ongoing basis. If your messages are thoughtful, personalized and helpful, you’re on the right track to win new business opportunities on LinkedIn.
Key Takeaways
- Research a prospect thoroughly before connecting.
- Personalize your initial invitation and follow up messages.
- Focus on providing value rather than pitching right away.
- Craft a tailored pitch explaining how you can help them specifically.
- Request a meeting to continue the conversation offline.
- Nurture the relationship beyond just an initial sale.
Frequently Asked Questions
What information should I gather about a prospect?
Key information to research includes their role, background, skills, interests, company details, initiatives they lead, and business challenges. This allows you to personalize your outreach and demonstrate your understanding of their needs.
How long should my first message be?
Keep your initial connection request brief – 2 to 3 sentences max. You can provide more detail in your follow up message after connecting.
When should I make a sales pitch?
Avoid pitching too soon. First focus on building a relationship by providing value through helpful information and resources. Once you’ve established trust and familiarity, you can share how your services can help them meet specific goals.
What’s the best way to request a meeting?
Suggest moving your conversation to a call, video chat or in person meetup. Provide 2-3 options for days/times when you’re available. Let them know you want to learn more about their needs before proposing a solution.
How often should I follow up with someone?
One follow up message after your initial outreach is fine. If they don’t respond after that, move on and refocus your efforts elsewhere. Avoid harassing uninterested prospects with repeated messages.
Example Outreach Templates
Here are some example templates of effective LinkedIn messages to potential clients:
Connection Request
Hi [name], I noticed we’re both members of [group/alumni network etc]. I’m a [your profession] helping [type of companies] with [your services]. I’d love to connect and network with others in the industry. Let me know if you’d ever like to chat about [relevant topic, their business needs, etc].
Follow Up Message
Hi [name], thanks for connecting! I enjoyed reading about your experience [implementing that new product/speaking at that conference/being named to Forbes 30 under 30 etc]. As we discussed, I help companies with [their needs] through [your services]. I wanted to share this [relevant article/case study/report] that offers some great tips about [topic that would help them]. Let me know if it’s helpful!
Making a Pitch
Hi [name], I know you’ve been focused on [business goal/initiative] for [their company], and I wanted to share a little about how [your company] could help. We work with [similar companies] to [your services] by [explain your approach/process]. For example, we helped [company] increase [results] within [timeframe]. I’d love to schedule a call to discuss how we could partner to help [their company] achieve [their goals]. Would you have time next Tuesday or Thursday for a quick chat?
Requesting a Meeting
It was great learning more about [their company’s] goals around [growing revenue/expanding reach/reducing costs etc]. Based on our conversations, I believe [your company] could be a great partner to help you achieve [those goals] through [your services and expertise]. Would you be open to continuing the conversation in person over coffee next week? I’m available Monday, Wednesday or Friday – just let me know what works best!
Common LinkedIn Etiquette Mistakes to Avoid
When reaching out to prospects on LinkedIn, be sure to avoid these common etiquette mistakes:
Mistake | Why It’s a Problem | What to Do Instead |
---|---|---|
Sending generic connection requests | Comes across as spammy/lazy | Personalize each invite |
Hard pitching services too fast | Can be aggressive and salesy | Build relationship first |
Messaging multiple prospects the same thing | Not tailored or authentic | Customize each note |
Sending overly long messages | Risks getting ignored | Keep messages concise |
Spamming with repeated messages | Seems desperate/pushy | Only follow up once if needed |
Focusing only on your offering | One-sided; lacks empathy | Discuss their needs and goals |
Avoiding these missteps and focusing on personalized, thoughtful communication will go a long way in building positive connections.
Tools to Help with Outreach
In addition to LinkedIn’s built-in features, various software tools can streamline and automate parts of the outreach process. Here are some top options:
Tool | Key Features |
---|---|
BuzzStream | – Identifies key prospects based on criteria – Tracks interactions and automatically follows up – Sends customized messages at scale |
Outreach.io | – Finds email addresses for prospects – Sequences and automates messaging – Provides templates and tracking |
Nudge | – Surfaces insights on prospects – Suggests conversation starters – Enables automated follow-ups |
Dux-Soup | – Searches profiles by keywords – Exports prospect contact info – Auto-connects with new prospects |
The right tools can save time on research, streamline initial connections, and manage the follow-up process. But focus on using them to enhance genuine relationship-building, not replace it entirely.
Measuring the Success of Outreach
It’s important to track your LinkedIn outreach efforts over time to see what strategies work best. Here are some key metrics to measure:
- Connection acceptance rate: The percentage of prospects that accept your connection requests.
- Response rate: How often prospects reply to your messages.
- Meeting booking rate: The rate at which prospects book calls, demos or in-person meetings.
- Sales conversations: The number of meaningful sales discussions generated.
- Sales pipeline: Prospects moved from lead to sales qualified lead.
- Revenue generated: New business and sales tied directly to LinkedIn outreach.
Review these metrics regularly to see where your biggest opportunities for improvement lie. Testing different outreach strategies will reveal what works best for securing new business.
Conclusion
LinkedIn can be a powerful source of new business if you use it strategically. The keys are personalizing your messages, providing value, tactfully pitching your services, and requesting offline conversations. Avoid blasting generic, salesy notes. Work on connecting with prospects in a genuine way. With the right approach, LinkedIn outreach can become an invaluable part of your lead generation and sales process.