If you use LinkedIn for lead generation, are you happy with your response rate? If not, a couple simple tweaks to your strategy can have a big impact. According to a recent Forbes article by John Nemo, there are two easy ways to increase responses to your LinkedIn messages. He cites a recent podcast he did with Doug Camplejohn, Head of Products for LinkedIn Sales Solutions, during which Camplejohn shared some insider insight.
One tip Camplejohn shared is to treat initial LinkedIn communications just like warm introductions. As sales move away from the traditional transaction style, buyers expect salespeople to personalize each communique — even those sent via LinkedIn. The B2B salespeople who have high response rates on LinkedIn do so because, as Nemo writes, they treat “InMail messages more like a handwritten note than a spam cannon.” Even though LinkedIn messages are less formal, they shouldn’t be used as a one-size-fits-all approach. The key is to find a context for conversation that will appeal to each potential lead.
Another suggestion is to heed the “virtual stoplights” that the network uses for InMail messages. The stoplight will alert you to the ideal character account for your message, using a red, yellow, or green light. While many users ignore this feature, smart reps will pay attention to the helpful tool. As Nemo writes, “when it comes to boosting your engagement on LinkedIn, at least according to Camplejohn and the platform’s data, brevity is the soul of wit when it comes to your invites and messages.”
LinkedIn can be a powerful (and easy-to-use) lead generation tool. And, by simply taking the time to personalize each invite or message, and paying attention to character count, you increase the chance of receiving a response.
Jessica is a senior research analyst for SalesFuel focusing on selling to SMB decision makers. She also reports on sales and presentation tips for SalesFuel and Media Sales Today. Jessica is a graduate of Ohio University.