LinkedIn Lead Generation Tips, Direct from the LinkedIn Sales Solutions Team [Podcast]
With more than 530 million members in 200 different countries, LinkedIn remains the best place on the planet to network in the professional space. But if you want to use LinkedIn to generate leads and win new business, there's a very specific science and strategy behind getting prospective clients to engage.
On a recent episode of my podcast, Doug Camplejohn, Head of Products for LinkedIn Sales Solutions, shared his best LinkedIn lead generation tips and engagement techniques based on what he's seeing work best on the platform.
A Consultative Approach to Selling
"You're starting to see the transition from selling being transactional to being more strategic, where a salesperson is looking more like a customer success manager, and where sales teams are acting more like a business consultant than a provider of widgets or software. I think that's increasingly becoming the case, and evolving your skills in that direction is really important."
Echoing the importance of replicating real life, 1-on-1 conversations via LinkedIn invites and messages, Camplejohn stresses the importance of "warm" introductions, conversational icebreakers and more.
"Within LinkedIn, you find that a warm introduction - where someone both you and your prospect have in common makes an introduction - is still the best path into an organization," Camplejohn says. "The 'spray and pray' approach really doesn't work anymore."
Spam Cannons vs. Targeted, Personalized Messages
According to Camplejohn, the average B2B online marketing campaign these days is lucky to see a 3% response rate.
“In Sales Navigator, we find that our customers using InMail get an average of a 15% response rate, and the top 10% of our Sales Navigator users are getting 30% or more for their InMail response rates.”
The reason why, Camplejohn says, is that they’re treating those InMail messages more like a handwritten note than a spam cannon. As a result, “we’ve tried to improve our Sales Navigator product and the entire InMail experience so that anyone can be one of those top 10% users,” he says.
From creating personalized, recommended “icebreaker” notes to start an InMail message, to showing people you and the person you want to reach have in common, to listing out recent posts or status updates the other person has shared, the idea is to provide context for a conversation.
Character Counts and Virtual Stoplights
LinkedIn has studied the metrics behind the ideal length of high-converting InMail messages, adding a "green, yellow, red" type traffic stoplight feature to help you follow best practices in terms of character count.
Also, the entire LinkedIn messaging experience has been revamped to feel more like a real-time, 1-on-1 text message exchange (complete with emojis and suggested replies) between friends than two professionals sending formal emails back and forth.
"Ultimately, real-time communication is where we're headed online, rather than sending something and then waiting for hours or even days to get a response."
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.
To hear my entire conversation with Doug Camplejohn from LinkedIn, listen above, while you can check out more episodes of the Nemo Radio Podcast at this link.
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