Writing an effective business development message on LinkedIn requires strategic thinking and planning. As the world’s largest professional network with over 660 million members, LinkedIn provides a powerful platform for establishing new business relationships and generating leads. However, with so many members receiving multiple messages daily, standing out requires creativity and relevance.
This comprehensive guide will provide tips and best practices for crafting customized LinkedIn messages that capture attention and inspire engagement. We’ll cover how to identify your ideal prospects, create compelling subject lines, personalize your outreach, provide value, and optimize your messaging strategy. By following these proven techniques, you’ll be able to write targeted and persuasive messages that advance your business development goals on LinkedIn.
How to Identify Your Ideal Prospects on LinkedIn
The first step in writing effective LinkedIn messages for business development is identifying who your ideal prospects are. Avoid the shotgun approach of messaging anyone and everyone. Doing your research to understand your best-fit prospects will allow you to craft relevant, personalized messages. Here are some tips for identifying your ideal prospects on LinkedIn:
Use LinkedIn’s Advanced Search
Take advantage of LinkedIn’s advanced search functionality to filter for criteria such as location, company, job title, and skills. For example, you could search for “Vice President of Sales” within 25 miles of your location. Refining your search allows you to isolate your target demographic.
Leverage Your Network
Check who you are currently connected with and see if they could provide introductions to new prospects that meet your criteria. Your 1st-degree connections likely have their own networks full of potential prospects.
Research Ideal Companies
Make a list of companies that would benefit from your product or service. Then search for contacts at those companies that fit your prospect profile. Their LinkedIn activity can provide insights to inform your outreach.
Join Industry Groups
Join relevant LinkedIn Groups based on location, job function, or industry. Engage in Group discussions to connect with prospects before outreaching.
Follow Company Pages
Keep up with new hires, promotions, etc. by following Company Pages. This allows you to be the first to message new prospects.
How to Optimize Your LinkedIn Profile
Before reaching out to prospects, ensure your own LinkedIn presence is optimized to enhance credibility. An incomplete profile with sparse connections and lackluster content will diminish your authority. Here are tips for optimizing your LinkedIn profile:
Complete All Sections
Don’t leave any sections blank – provide an overview, detailed work history, education, skills, recommendations, etc. A 100% complete profile conveys professionalism.
Use an Industry Keyword-Rich Headline
Summarize your offering and target industry in your headline. Include keywords prospects would search for.
Showcase Credentials
Include any licenses, certifications, awards, publications, patents, courses etc. that establish your expertise.
Build Your Network
Aim for at least 500+ connections with a focus on your target companies and titles. Send personalized invites to build relationships.
Request Recommendations
Get written recommendations from bosses, clients, colleagues highlighting your skills and value proposition.
Share Content and Media
Demonstrate thought leadership by posting content and adding rich media like presentations, videos and images.
How to Create a Compelling LinkedIn Message Subject Line
Your message subject line is the first and possibly only thing a prospect will see before deciding to open your message. An irrelevant or overly promotional subject risks instant deletion. Follow these best practices for compelling B2B LinkedIn subject lines:
Highlight Common Ground
Reference shared connections, groups, education, employers, location or interests to signal you share something in common.
Speak to Their Interests
Include keywords and phrases related to their role, company, industry that convey relevance.
Promise Value
Rather than pitching your services, offer to provide a useful resource, insight or connection.
Convey Urgency
Subject lines with “URGENT:” or “Time-sensitive” can create curiosity to open – use judiciously.
Ask a Thoughtful Question
Pose an intriguing, open-ended question that engages the recipient.
Keep it Concise
Get straight to the point while highlighting key information – aim for under 50 characters.
Avoid Overused Phrases
Subjects like “Hope you’re well!” or “Request to connect” blend into the background.
How to Personalize Your LinkedIn Outreach Message
Generic outreach messages sent en masse have little chance of converting prospects. Personalized messages that demonstrate familiarity and shared interests are far more likely to spark engagement. Here are techniques for personalizing your LinkedIn messages:
Research Their Profile
Spend time learning about their role, background, company initiatives and business challenges before reaching out.
Highlight Profile Details
Reference specifics from their profile like “As a fellow UCLA grad, I wanted to reach out.”
Mention Recent Content
Comment on their latest posts – “I read your post on digital transformation trends with interest.”
Connect Around Shared Interests
If you share groups or passions, mention how those commonalities attracted you to connect.
Refer to Your Past Interactions
If you’ve connected at events or interacted before, jog their memory by mentioning your prior relationship.
Note What You Can Uniquely Offer
Based on their role and goals, explain how your specific solution can support them.
How to Structure Your LinkedIn Message for Business Development
Now that you’ve grabbed their attention with a compelling, personalized subject line and introduction, you need to provide value and motivate action in the body of your message. Use this structure:
Establish Common Ground
Reiterate the shared connection, interests or experiences you identified as a starting point.
Provide Relevant Value
Share useful insights, resources, or introductions tailored to their needs without overtly selling.
Transition to Your Offering
If relevant to their challenges, seamlessly segue into explaining your services or products as a potential solution.
Include a Clear Call-to-Action
Tell them exactly what you’d like them to do – schedule a call, visit your site, accept an invite, etc.
Close with Appreciation
Thank them for their time and mention enthusiasm for connecting further.
Watch Your Tone
Maintain a helpful, conversational tone – avoid sounding overly pushy, salesy, or impersonal.
How to Provide Value and Build Relationships
The most effective LinkedIn messages don’t immediately push an agenda. They aim to provide value, start a relationship, and nurture leads over time. Here are ways to add value for prospects on LinkedIn:
Share Relevant Articles
Send links to articles or posts you think could benefit them based on their interests.
Make Warm Introductions
Connect those in your network who share common goals and could help each other.
Offer Advice and Insights
If you have experience in their industry, offer your perspective on their business challenges.
Spotlight Job Opportunities
Send postings you come across that match their background and would be a good fit.
Give Recognition
Congratulate their promotions, new roles and other accomplishments.
Follow Up
Check in periodically to foster an ongoing relationship vs one-off asks.
How to Optimize Your LinkedIn Messaging Strategy
Beyond writing effective individual messages, implementing best practices in your overall messaging approach can improve your LinkedIn business development results.
Test different Approaches
Try various subject line formulas, outreach templates, and messaging frequencies to see what resonates best with your prospects.
Leverage LinkedIn Tools
Use features like LinkedIn automation, reminders, and tracking to streamline your outreach.
Expand Your Target List
Continuously add new prospects and reconnect with previous contacts to grow your pipeline.
Align with Content Strategy
Use your messaging to direct prospects to your Company Page content and amplify its impact.
Follow Up Persistently
If initial messages go unanswered, follow up politely – timing and circumstances can change.
Monitor Opportunities in InMail
Check your “Accepted” folder for prospects open to engaging and prioritize those leads.
Integrate with your CRM
Sync your LinkedIn efforts with your overall sales and marketing automation systems.
Conclusion
Developing business through targeted LinkedIn messaging requires an intentional, long-term approach focused on relationships over hard sells. With these best practices, you can craft compelling, value-driven messages tailored to your ideal prospects. Maintain an optimized Company Page and profile, leverage personalization and seamlessly transition from providing value to discussing your offerings. Continuously refine your outreach strategy based on data and results. With a disciplined process, LinkedIn can become an invaluable channel for expanding business connections and driving qualified leads.
LinkedIn Message Best Practice | Explanation |
---|---|
Identify your ideal prospects | Research target roles, titles, companies that need your offering |
Optimize your profile | Complete all sections, build network, demonstrate thought leadership |
Create compelling subject lines | Highlight urgency, value, relevance, shared interests |
Personalize your messages | Note common ground and what you uniquely offer them |
Structure messages effectively | Establish rapport, provide value, make clear CTA |
Focus on relationship building | Share useful content, make introductions, follow up |
Continuously refine strategy | Test approaches, integrate with CRM, expand prospect list |
Frequently Asked Questions
What response rate can I expect from LinkedIn outreach?
Response rates vary greatly depending on factors like your industry, target personas, and message quality. However, for B2B prospecting, a response rate between 5-10% can be considered decent. Focus on quality personalization vs high quantity outreach.
How many prospects should I message per week?
Aim for consistency over a high volume approach when prospecting on LinkedIn. Messaging 10-20 qualified prospects per week that fit your ICP can deliver results without overwhelming your pipeline.
What is the best time/day to message prospects on LinkedIn?
Earlier in the workweek (Tuesday – Thursday) from 10-11am or 1:30-4pm tends to be optimal timing for LinkedIn messages. Avoid Monday mornings or late Fridays when engagement dips.
How long should my LinkedIn messages be?
Brief yet personalized messages around 2-3 paragraphs in length tend to perform best. Avoid excessively long notes – keep it succinct while highlighting shared connections and value.
How often should I follow up if unanswered?
If your initial message goes unanswered after about a week, following up once can be appropriate. But avoid pestering prospects who remain unresponsive. Nurture them through other content.