This week, our blog post is from RevGrow’s own Cathy Yerges, Director of Client Services and LinkedIn expert and trainer. To see the original post on LinkedIn, click here.
Connecting with someone on LinkedIn is just like starting a conversation with someone at a networking event. You need to work to keep the conversation going and guide the topic of discussion to how you can benefit from knowing each other.
Service Not Sales
Being connected on LinkedIn is about being of service to others. How can you help others in your network? Through education, introductions, industry insights, and recommendations you become a valued networking partner. This leads the way to sales when you understand enough about your contact to offer solutions to their needs.
It Doesn’t Happen Overnight
Unless someone has an emergency need, he or she is not going to buy from you when they first meet you. Often, they don’t even realize they have a need for your product or service until they’ve come to know you and what you have to offer.
Don’t give up if the conversation falters. Stay focused on delivering value and being ready to offer help when the buyer needs it.
Nurture Your Connections
Find ways to engage with your connections in meaningful ways. Keep the door open for more conversation.
LinkedIn notifications are a fantastic way to gather insight into opportunities to engage with your connections but don’t be remiss in sending direct messages as part of your overall strategy.
An effective messaging sequence for generating leads in LinkedIn includes the following touch points:
Message 1: Invitation to connect
Message 2: Thank you for connecting. Look forward to getting to know you.
Message 3: Value message (article, webinar, slide deck, etc.) The key is that it must be valuable to them, not just something you want to share. No sales material!
Message 4: Ask for the call
Message 5: Follow-up request for call, if no response to message 4
Sample LinkedIn Messaging Scripts
Below are some ideas for drafting your own messaging scripts. Be sure to make each message your own by writing it in your voice and specific to your prospects.
Creating the scripts provides an easy way to nurture your relationships. Simply copy, paste and edit to include a personal reference or insight.
Keep the scripts in an easy-to-access location on your computer so you can pull them up when you are doing your LinkedIn work.
Message 1: Invitation to connect
Hi (Name), I came across your profile today and noticed we share some common experience and connections. I thought we could benefit from being connected. Hope business is going well.
Message 2: Thanks for connecting
Hi (Name), thank you so much for inviting me to connect. I’m a strong believer in networking, so please let me know how I can be of service to you. Can I introduce you to anyone in my network?
Message 3: Value Message
Hi (Name), I came across this article and immediately thought of you and your industry. I found it quite interesting and thought you might like to read it as well. Here’s the link – (include link) I’d love to hear your thoughts on (include the topic).
Message 4: Ask for a phone call
Hi (Name), we recently connected on LinkedIn and I wanted to see if you’d be open to having a quick call sometime over the next week or so. I’d like to learn more about you and your business and explore how we might mutually benefit by being connected. How does your calendar look?
Message 5: Follow up request for phone call
Hey (Name), hope you’re doing well. I noticed your profile again and realized we haven’t had the chance to talk yet. I like to get to know my connections better through a short phone call to see how we can mutually benefit from being connected. Isn’t that why we all find ourselves here on LinkedIn? How does your calendar look over the next week or so?
Be Consistent
The goal of any messaging strategy is to build rapport and momentum toward doing business. To be successful, you must set aside time to consistently nurture the relationships with your connections. You won’t see results if you send a message today and then your contacts don’t hear from you again for a month. Plan a touchpoint message every 10 – 14 days so they don’t have time to forget about you.
In between messages, engage with the content that they are sharing on LinkedIn so they can see that you are interested in what they have to say. Resist sending direct messages too often or too quickly. You don’t want to come across as pushy or impatient.
Measure Your Results
Track how many messages you send and what level of response you are getting. If you aren’t satisfied with the response, do some A/B testing on the message that you are sending. Keep making adjustments until you find a message that resonates with your prospects. Once you do, it’s just a matter of keeping the cycle going to bring in new leads on a consistent basis.
Design Your Full LinkedIn Strategy
LinkedIn is a great way to stay top-of-mind with your network and develop your thought leadership. Include your messaging campaign in your overall strategy for developing business through LinkedIn so you convey a cohesive message. For more tips on developing leads and growing your revenue with LinkedIn, download our free e-book 10 Steps to Grow Your Company’s Revenue Using LinkedIn
