LinkedIn can be a great platform for finding and connecting with potential clients. With over 722 million users worldwide, LinkedIn is the largest professional networking site and offers many opportunities to promote your business, services or products. However, simply having a LinkedIn profile is not enough – you need to actively reach out and engage with prospects in order to turn them into paying customers. Messaging potential clients on LinkedIn requires a strategic approach in order to get responses and avoid coming across as spammy. Here are some tips on how to effectively message potential clients on LinkedIn:
Optimize your LinkedIn profile
Before reaching out to anyone, make sure your LinkedIn profile is up to date and portrays you and your business in the best possible light. Your profile should include an eye-catching professional photo, an informative headline, a detailed summary section highlighting your skills, experience and offerings, as well as recommendations from past clients. This gives prospects confidence in your abilities and establishes your credibility before they even communicate with you.
Identify your target audience
Who are your ideal customers? Get clear on the types of businesses, job titles, locations, company sizes etc. that make up your target market. Then use LinkedIn’s advanced search filters to find prospects that match your ideal client avatar. For example, you can search for founders of software startups based in San Francisco with 50-100 employees. The more specific you can get, the better.
Connect with prospects
Before directly pitching a prospect, it’s important to first make a connection. You can send prospects that you don’t already know a carefully crafted connection request along with a custom note explaining who you are, why you want to connect, and how you can add value. Avoid generic invitations. Personalized requests have a much higher acceptance rate. You can also ask for introductions through mutual connections.
Craft an effective pitch
Once connected, it’s time to reach out with your pitch. The message should focus on highlighting the prospect’s pain points and how your offering can help solve them. Make it about how you can help them, not just promoting your services. Maintain a helpful, consultative tone rather than coming across as pushy salesperson. Personalize each pitch based on the prospect’s profile instead of blasting generic messages.
Here are some tips for crafting effective LinkedIn messages to potential clients:
– Keep it short – Get to the point within the first few sentences.
– Address them by name – Make it more personal by using their first name.
-grab attention – Open with an interesting question, statistic or statement about their company.
– Demonstrate interest in them – Compliment their achievements or mention a post of theirs you found insightful.
– Explain why you’re reaching out – Focus on how you can add value, not just requesting business.
– Make it about them, not you – Focus on their potential challenges and goals.
– Include a call to action – Suggest scheduling a call to discuss further.
Mention common connections
Name drop any mutual connections you share with the prospect to establish rapport. Say something like “I noticed we are both connected with John Smith. He’s a great guy!” This makes you feel less like a stranger.
Follow up
Don’t get discouraged if you don’t immediately hear back. Prospects on LinkedIn get bombarded with messages so yours may have gotten lost in the shuffle. Follow up within a week with another friendly note reiterating your interest in helping. Try changing the subject line to get their attention.
Leverage LinkedIn ads
In addition to direct messaging, run LinkedIn ads targeting your ideal prospects. LinkedIn advertising allows you to be more visible and reach prospects that may not have seen your initial messages. Promoted messages, Sponsored Content and Text Ads can further expand your reach.
When to Message Prospects on LinkedIn
Timing is important when reaching out to prospects on LinkedIn. Here are some tips on when to message potential new clients:
Connect first before pitching
Avoid messaging sales pitches to prospects you haven’t already connected with. Always send a connection request first along with a polite note introducing yourself. This builds a relationship so you won’t come across as overly aggressive if you later send them a pitch.
Wait until they accept your connection request
Be patient after sending a connection invitation. Don’t immediately send a sales pitch before they have accepted. Give them time to review your request and look over your profile before reaching out.
Message soon after connecting
Strike while the iron is hot. You want to message soon after they have accepted your connection invitation while you are still fresh in their mind. Reach out within a few days to a week after connecting.
Avoid holidays and weekends
While LinkedIn is used year-round, avoid reaching out during major holidays when most professionals are out of the office. Also, refrain from messaging over the weekend when engagement is usually lower.
Watch out for busy times of day
In general, the best times to message are Tuesday-Thursday between 10 AM – 2 PM. Response rates are lower early morning, late afternoon and on Mondays and Fridays. Pay attention to when your particular prospects are active.
Follow up at optimal times
If you don’t hear back on your initial message, follow up 2-3 days later in the mid-morning or early afternoon for another shot. Vary your follow up days and times to increase the likelihood of catching their attention.
How to Craft Effective LinkedIn Messages
Carefully crafting your LinkedIn messages to prospects is crucial. Here are some specific tips to write compelling messages that get responses:
Keep it short and scannable
In our modern world of information overload, people’s attention spans are short. Long blocks of texts are ignored, so keep your messages concise. Break content up into short paragraphs with ample white space. Use bullet points and numbered lists when appropriate.
Personalize the message
Avoid copy-pasting generic templates. Include specifics about the person’s profile and company to show you did your research. Mention their role, how long they’ve been in it, past companies, skills, recent content they have posted, etc.
Open strong
Grab their attention in the first 1-2 sentences. Ask an intriguing question, pay them a compliment, mention a common connection, or cite an interesting stat about their industry.
Communicate clearly
Get straight to the point about who you are, what you do, and how you can help them specifically. Avoid overusing industry jargon they may not be familiar with. Be clear about the purpose of your message.
Focus on value
Emphasize how your offering will benefit them, not just its features. Outline the specific problems you can solve based on the pain points common in their role or industry. Provide value upfront before any sales pitch.
Make it about them
Use “you” and “your” more than “we” or “I.” Keep the focus on their potential challenges, goals, and needs – not just promoting your business.
Adopt a helpful tone
You are reaching out to assist and add value, not pressure them. Avoid aggressive sales language. Maintain a professional but approachable tone. Sincerity goes a long way.
Close with a call-to-action
End by suggesting a next step to move the conversation forward, like a phone call, demo, or meeting to discuss further. Give them an easy way to engage.
Proofread before sending
Double check for any spelling, grammar, or formatting issues. Small mistakes can undermine your professionalism and turn people off from responding.
What to Include in LinkedIn Messages
Here are some specific elements to incorporate into your prospect outreach messages on LinkedIn:
A Warm Introduction
Briefly introduce yourself and your company. A sentence or two is all you need. Get right to the point about who you are.
Common Ground Statement
Highlight any common connections, groups, schools, companies, interests, or associations you share. This builds rapport quickly.
Customized Compliment
Pay them an authentic compliment about their accomplishments, performance, content they have created, etc. Flattery goes a long way.
Relevance to Their Role
Explain how your offering specifically relates to their role and current goals based on their profile details. Make it all about them.
Industry or Company Mention
Referencing recent news, challenges or trends related to their industry or company shows you did your homework on who they are and what they care about.
Benefit Statement
Emphasize how your product or service can positively impact their business. Focus on the value you provide, not just features.
Proof Sources
Back up claims with credible sources like case studies, testimonials, statistics, awards, media mentions, etc. This builds trust and authority.
Call-to-Action
Close by suggesting a next step – phone call, demo, meeting, connection on another platform, etc. Make it easy for them to engage further.
Contact Information
Include your phone number, email address, LinkedIn profile URL, or any other contact channels where they can reach you. Make sure these are up-to-date.
Signature
Finish by formally signing your name at the bottom. This personal touch can help strengthen connections.
Mistakes to Avoid When Messaging Prospects
There are also some common mistakes that should be avoided when reaching out to potential clients on LinkedIn:
Using canned templates
Generic copy-pasted messages that weren’t written specifically for the recipient come across as spammy and insincere. Always personalize.
Sending attachments
Don’t attach documents or pdfs to your initial messages. Introduce yourself first before asking them to download something sight unseen.
Requesting connections from strangers
Connecting without context first feels intrusive. Take the time to personalize connection requests.
Using hyperbolic claims
Grandiose claims about being the “best” or “#1” or overusing superlatives undermine credibility. Focus instead on real value.
Aggressive call-to-actions
Avoid high-pressure tactics telling them to “act now.” Maintain a helpful consultative tone focused on their needs.
Talking exclusively about yourself
Self-promotional messages about you or your company come across as conceited. Keep the focus on them.
Not personalizing messages
Forgetting to include their name or company and sending the same message to every connection is off-putting and obvious.
Using informal language
Avoid casual text speak, slang or improper grammar and punctuation. This is still a professional platform so mind your manners.
Not responding to replies
If a prospect responds, always follow up in a timely manner. Leaving them hanging can kill promising opportunities. Don’t be a flake.
Over-messaging
Bombarding prospects with constant messages and connection requests is annoying. Maintain a reasonable cadence.
Follow Up Strategies
If a prospect doesn’t respond to your initial LinkedIn message, don’t lose hope. Here are some effective follow up strategies to try:
Wait 1-2 weeks before following up
Give them reasonable time to see your original message amidst their other notifications before reaching out again. Following up too soon can feel pushy.
Change the message subject line
Tweak the subject line on your follow up message to get their attention, like adding “Follow Up” or “Checking In.” This signals it’s not the same message.
Remind them who you are
Politely re-introduce yourself and refresh their memory on when/why you originally reached out. Don’t assume they remember you.
Take responsibility
Acknowledge they may have simply missed your previous message in a crowded inbox and take ownership for following up. Don’t blame them.
Rephrase your offering
Consider slightly rewording how you describe your services or their potential value. Different phrasing may resonate better.
Suggest an alternative contact method
Offer to connect via email or set up a quick phone call instead if they haven’t been active on LinkedIn. Provide options.
Keep it concise
Your follow up message doesn’t need to be long. Briefly recap your value proposition and suggest a next step.
Know when to move on
If they don’t respond after 2-3 follow up attempts, it may be time to stop reaching out and reallocate time to more promising prospects. Don’t stalk or harass.
Review LinkedIn messaging Best Practices
Here is a summary of the best practices for effectively messaging prospects on LinkedIn:
Do:
– Personalize connection requests and messages
– Craft short, value-focused messages
– Put their needs and pain points first
– Use a warm, consultative tone
– Follow up respectfully if no initial response
– Provide options for continuing the conversation
Don’t:
– Send canned templates to every connection
– Attach documents to initial messages
– Use overly salesy or formal language
– Focus exclusively on yourself or your offering
– Follow up too frequently or aggressively
– Continue messaging prospects that don’t respond
Sample LinkedIn Message Templates
Review these sample LinkedIn message templates to get an idea of how to structure your own outreach:
Connection Request Message:
Hi [First Name],
I hope you’re doing well! I noticed we share some common connections, including [name connections]. I’m reaching out because I [reason for connecting], and I think there could be some great synergies between [something about them] and [what you offer].
I’d love to connect on LinkedIn to establish a relationship. Please feel free to accept my invitation, and I look forward to staying in touch!
Best,
[Your Name]
Follow Up to Accepted Connection Request:
Hi [First Name],
Thanks for connecting! It was great to learn more about your background at [company name] and impressive track record [accomplishment mentioned in their profile].
As mentioned, I work with [your niche] helping them [problem you solve] through [your services]. This looks like it could be up your alley given [something relevant to them from their profile]. Would you be open to jumping on a quick call next week to discuss further?
Either way, I appreciate you accepting my invite and look forward to staying in touch!
Cheers,
[Your Name]
Pitch Message:
Hi [First Name],
Your profile caught my eye, especially your experience as [position] at [company]. Given [recent news/development about their company], I imagine [pain point] is top of mind for you right now.
My company [Your Company] specializes in helping [people like them] [address the pain point] through [your solution]. We’ve done this for companies like [recognizable company names in their industry] to help them [results].
Please let me know if you would be interested in learning more. I’m confident we could provide a lot of value for [their company name].
Best,
[Your Name]
Conclusion
Messaging prospects on LinkedIn to generate new business requires a genuine, value-focused approach. Avoid coming across as spammy or salesy. The key is personalizing connection requests and pitches, focusing on the prospect’s needs, and following up respectfully. With over 722 million users, LinkedIn can be a goldmine for finding new clients if you utilize messaging best practices. Craft targeted messages highlighting how your offering solves pain points for prospects in your niche. This can help convert promising leads into paying customers. Be patient and add value, and your efforts can pay off with landing ideal clients through LinkedIn outreach.