Whether you are introverted or extroverted, reaching out to strangers is always unnerving. The anticipation of whether they will reply, combined with the fear of rejection, always leaves nerves on the highest level.
These feelings can be similar if you are cold calling or sending a cold outreach message. The eras of phones and mass calling phone lists to hopefully reach a potential client have started phasing out. Instead of having to dial a million numbers in a day with the fear of being rejected, a new option has come into play. Cold messaging is now the newest and most successful way to reach potential clientele.
Cold messaging can be done in various ways, but one of the most popular methods is messaging through LinkedIn. A recent LinkedIn survey found that 89% of B2B marketers use LinkedIn for lead generation.
Another study found that LinkedIn’s lead conversion rates are 3x higher than other major ad platforms.
With statistics like those, it should come as no surprise that LinkedIn has become one of the most sought-after platforms for reaching potential customers.
Although cold messaging through LinkedIn is not as unnerving as picking up the phone, it comes with its own set of challenges. Finding the right message to really capture someone’s attention and entice them to read what you are saying is essential to the success of your cold outreach messages.
This article will look at 6 incredible tips for writing the perfect LinkedIn cold outreach message.
Why Is LinkedIn an Effective Social Channel?
Before we dive into how to write the perfect cold outreach message, let’s look into why LinkedIn has such staggeringly effective statistics.
#1 It Has Been Around A While
LinkedIn has already established itself as a strong name in the world of social media. However, this did not just happen overnight. LinkedIn began over 21 years ago, so they have had time to really establish themselves on the web.
#2 It Is Available in 26 Languages
LinkedIn users do not need to feel limited to just cold messaging other users in their country. Because of its tenure, LinkedIn is now offered in 26 languages. So now anyone can quickly reach potential customers in other countries who speak other languages,
#3 People Like Share Their Accomplishments
LinkedIn is one of the few places where it is okay to give yourself a shout-out. Since this social channel was built on the premise of networking, individuals feel free to share what they have been working on with others. For outreach messages, this is very helpful as it will allow you to connect with the user.
What Do You Need to Do Before Starting a Cold Outreach Message on LinkedIn?
Before sending your perfectly scripted messages, which you will learn how to write below, there are a few things you should know about how LinkedIn works when sending cold messages.
There are two options for sending your message: free and paid.
The free option is excellent if you are just beginning and do not have much to invest. This will allow you the opportunity to send an outreach message without expense.
To send the potential customer a message, you must first connect with them. When you find them and connect on LinkedIn, you will be given a chance to send a message. Do not miss this opportunity. It is an essential part of whether they will accept your invitation.
If accepted, you may then use the opportunity to send an outreach message at a later time.
The second option is to use LinkedIn’s InMail feature. This option is only available on premium LinkedIn accounts. You are allotted a specific number of InMail message credits based on your subscription type. So, be sure to keep this in mind when selecting a membership. The InMail feature allows you to message anyone on the social channel, even if you are not connected to them.
While choosing which method you should use to send messages, decide how many potential customers you would like to send outreach messages to daily. This will be the deciding factor on if you use the free or paid plan to send messages.
6 Tips for Writing the Perfect LinkedIn Cold Outreach Message
Now that we are prepped for writing our outreach messages let’s study these 6 tips for writing the perfect LinkedIn message.
#1 Relate to Them
Everyone wants to feel connected to someone. If a stranger were to give you advice, you probably would not listen. However, if a friend were to offer a suggestion, you would be more likely to listen to what they have to say. Truthfully, we all want to be seen and heard, even when it comes to sales.
So, if you are a lawyer trying to reach new clients on LinkedIn, try to send outreach messages to individuals with whom you have something in common.
Some ideas of this in action would be messaging people you went to school with or others who appear to share mutual interests.
Whatever you do, connect.
Also, make sure to include some background information in your profile so that there is potentially something in there for a client to connect with. It also adds a human touch to your profile.
This is what Ryan Zehl from Zehl & Associates has done on his Linkedin profile:
#2 Be Personable
No one wants to read a boring message. A perfectly written message that just comes off as stoic and serious will probably not get many replies.
However, a message that seems like a friend is reaching out will probably see some good returns.
A study by researchers Dan & Chip Heath found that 63% of attendees remember stories after a presentation, while only 5% remember statistics. So, use an outreach message as an opportunity to share your story and connect with potential customers.
#3 Keep It Short
Do share your story but avoid rambling on and on. LinkedIn InMail messages can have up to 200 characters in the required subject line and up to 1900 characters in the body. This does not, however, mean that you should take up the maximum word count.
Be succinct in your message so you can keep the prospect interested. Short and sweet certainly applies here.
#4 Make Sure They Have a Reason to Reply
As you are working up the best outreach message you possibly can, make sure that you include a reason for them to reply back. You do not want the reader to simply read your message and not need to take any further action. Quite the opposite, in fact. You want the recipient of your message to have a reason to reply.
For example, say you are sending an outreach message to encourage people to use your software.
You could include a question in the message on how they send out newsletters or what newsletter software they use. In a follow-up reply, you could let them know how the SMTP server you offer is one of the best for mass sending newsletters. By planting the seed for the answer, you have allowed yourself the opportunity to sell your product.
#5 Hold Off on Selling
Sending the first outreach message is not a slam dunk for a sale. Quite the opposite, the first cold outreach message should solely be to connect with the user. Establish that rapport before you reach the selling portion of your outreach.
Give the potential customer every opportunity you can to learn more about you.
Offer them an indirect way of learning more by providing a QR code through a QR code generator or a link on your social profile. Then, when they try and learn more about you and your company, the information will be readily available.
#6 Be Sure to Follow Up
Sending an outreach message is not a one-time occurrence. To reach the sales portion of outreach messaging, you may have to follow up several times. A study found that 80% of sales require 5 follow-up calls after the meeting, and 44% of sales reps give up after 1 follow-up message.
So, to succeed in your outreach messaging, you should not be leery of sending follow-up messages. Instead, keep your messages unique by offering something to the potential customer. For example, if the customer is involved in social media, you could provide them with information on the best way to schedule Instagram reels or YouTube videos.
Whatever you do, follow up consistently with your prospect.
Polish Your LinkedIn Profile
Before sending out your outreach message, take an in-depth look at your LinkedIn profile. Ensure that what a new user sees if they search for you will compel them to answer your message.
For example Sagi Shaked from Shaked Law makes sure to post consistent updates on huge settlements his law firm has won for their clients which helps winning over prospective clients.
LinkedIn has over 1 billion globally, with 2 new members signing up every second.
So, there is always the possibility that new users will find you, and you will expand your business base.
Do not miss out on the opportunity to connect with them by not sending an outreach message and having the perfect LinkedIn profile.
Simply keep a few options of outreach messages prepped and readily available. Then, when the time comes to send the message, you will have everything prepared.
Final Thoughts on Writing the Perfect LinkedIn Cold Outreach Message
Yes, outreach messaging can be intimidating. With the tips above, however, you are set for success in how to write the perfect LinkedIn cold outreach message.
Expand your horizons into other social channels to unleash the possibilities of cold messaging. Grow your social media platforms and establish credibility while you continue to reach new clientele through cold messaging.
Facilitate the process by working with a program like Publer. With Publer, you can schedule, collaborate, and analyze all your social media posts from one spot. Instead of managing multiple platforms from different websites, everything is available in a centralized location. By adopting this program, you will allow yourself more time to focus on other aspects of marketing, such as your cold outreach messages.
Author: Freya Laskowski
Gravatar Email: freya@collectingcents.com
Freya is an SEO consultant who helps brands scale their organic traffic with content creation and distribution. She is a quoted contributor in several online publications, including Business Insider, Fox Business, Yahoo Finance, and the Huffington Post. She also owns CollectingCents- a personal finance blog that she grew from the ground up.
You can reach out to her at freya@collectingcents.com
