If you’ve been trying to drum up engagement for your brand by using LinkedIn InMail and haven’t been seeing the desired results, it’s time to step back and reevaluate your strategy. There’s a lot of people who want to do business on LinkedIn, you just have to be able to reach out to them in a way they’ll respond to.
Since its launch, LinkedIn has been the site for businesses and professionals to find each other, a place where people can network openly without being bombarded with the news of the latest celebrity gossip or slews of cute cat pictures.
That said, people get tons of InMail a week, from groups they joined, coworkers, people they follow, company blogs, and the like. You have to make them choose to open your message in all that virtual noise, and then follow through on a course of action. How do you do that? Here’s a few helpful tactics that you could use to get more people clicking.
Keep it short and relevant.
First, start with a short, specific subject line. People usually scan their inbox and filter out messages that they believe are irrelevant to them or uninteresting. Keep your subject line to eight words and under, and make sure that it states what your message is about in as attractive way as possible.
Before writing it down, consider what you want people to do after receiving your mail and what benefit they are likely to get by opening it. Are you sending them a link to a new promotion you have running on your website? Or maybe sharing an interesting discovery in your field? State it simply and clearly so that people get the information they need in two seconds or less.
Leave out the guesswork.
Second, never leave your message description blank. Instead, use it effectively as a quick introduction. This will show in the recipient’s inbox and should give them a more comprehensive idea of what your message contains. It should also, as much as possible, include a call to action.
Your message should be tailored around your call to action. Remember, you are asking for this person’s time and attention; in return, you want them to have a takeaway. It could be subscribing to your video blog, or improving their mailing list skills, but you want them to do something from which they will benefit.
Build a relationship.
Finally, invest some time in creating meaningful connections. Business is all about trust, and on LinkedIn, you can rise above the rabble just by being you. Or, rather, your brand. Don’t just message people randomly with an offer from a brand they’ve never even heard of yet – that’s just creepy.
LinkedIn is all about relationships, and InMail is a great tool for building them. You don’t even have to spend a large amount of time on crafting email for every person you find. If you can send out a personalised mail to at least 10 people a day, then that’s a good foundation.
I don’t mean just swapping in their names, either. Check out the intended recipient’s profile and try to find connections you can build on. Compliment them on a recent commendation or promotion, or note that their company has been doing a great job with their latest campaign or CSR effort. As long as you are genuine, your sentiments will carry over and lay the foundation for continued communication between your business and theirs.
So, have you reached out and connected with someone on LinkedIn via InMail recently? Let me know how it went.