Imagine you were at a marketing event, and you spot somebody you would love to have business talk. Maybe they run a great business and have the potential for becoming your prospect. Would you ever walk up to them and share who you are, what you do and finally gain some valuable contacts and information? I know its a massive challenge to deliver a sales pitch to someone who has never heard about your product or service.
In the marketing industry, reaching out to a lead you have had no prior interaction is called cold messaging. But it happens very easily via LinkedIn! All you need to do is put yourself out there.
The platform allows you to have a more personalised and real-time conversation with your potential prospects. But things could go in vain if done incorrectly.
People get hundreds of messages every day in which most of them are just the same. To stay unique, you need to stand out in the crowd. Here are my top five tips for cold messaging on LinkedIn that really work.
1. Do your Research in Advance
Understanding your potential customer is a good place to start. Don’t hesitate to scan their LinkedIn …profile to seek out the relevant information. Learn about the work history, current job position, education background, interests and many more about the person you are going to message. Check if they are active on LinkedIn, read what they post or share in their LinkedIn page.
It doesn’t matter what industry you are in or what position you hold, try to find some commonalities between yourself and the potential lead.
Are you from the same location? Who inspires you? What about their profile do you find interesting? Keep this in mind so that you can build rapport with people very easily. Instead of forwarding the same thing, tailor-made your message to customers as they would feel valued.
2. Get Introduced through a Mutual Connection
Let’s get connected with the connection of a connection! Finding out a mutual connection can be a perfect icebreaker. Not only this gives a tricky context for your message, but it also helps kickstart a smooth relationship.
It’s nice to meet you! I saw we are both connected with [mutual connection’s name] and wanted to reach out. Seeing that you [were schoolmates/ working in the same company/ share the same field of interest, etc.] as [mutual connection], I thought it might be nice for us to connect as well. I also think you might be interested in my business (name of the company or service).
Take care, and hope to hear back from you!
If you have that ‘Friend’ in common, ask them to introduce you following which you can message the lead individually.
3. Make it Simple and to the Point
Nobody wants to read a long paragraph so keep your messages short and concise especially when it comes to cold outreach. Don’t jump into too much detail about the opportunity, save the other information for later. Your first goal is to get the recipient to respond not to make sales.
While writing the message, try to limit the length of characters between 200-500. Give a quick roundup on who you are, how you come across their profile and your common ground. Later you can narrate a clear idea about what problem you solve, what you stand for, how you are different and so on.
4. Don’t be too Pushy
This is one of the most important tips on this list, but for many, it’s the toughest.
I received a message in LinkedIn last week that said;
I hope you have a nice day. I’d like to set up a meeting with you to discuss our product.
I log in, open the message and my immediate reaction was NO, NO, NO! Trust me, this is not how you reach out to prospects. Pitching for sales straight away doesn’t make sense. You have to make a connection and then start a conversation rather than jumping into your product or service.
You may be excited about your product and eager to share its value with prospects. But the key is don’t rush straight into the sales pitch, take your time. The more comfortable your prospect, the better your chance of success.
5. Effective Follow-up
I know first impressions are important, but for a salesperson, it can be the third or fourth that’s the most important. This is why it’s important to have an effective follow-up strategy if you want to stay in touch with your prospects. You may try to reach out to thousands of people in a day on LinkedIn. Some may reply immediately or after a few days while some don’t. So, needless to say, it’s better to keep the track of records you reach out to and follow up them if they don’t respond right away.
Don’t forget to make use of Call-To-Actions (CTAs). Include a reason to respond at the end of your message so that you can create a chance to continue the conversation.
I hope you are doing well. I wanted to reach out because [explain how you got their contact information and how you relate to them]. How did you come up with the idea doing [name of business]?
Most of all, you require perseverance, patience and a positive attitude to get the things done effectively.
Now you are prepared. Just like other marketing strategies you adopt, cold messaging also requires its own best practices to get the results you desire. Go through these best tactics and implement them while cold messaging your potential prospects. Do this, you will win!