Written by Susan Catalano
LinkedIn is a tremendous resource for B2B Lead Gen programs. It is a platform filled with members that have judiciously updated their personal data. Those same members are very open to the content on LinkedIn, using that content to do their jobs better and to grow professionally. These aspects of LinkedIn, plus the platform’s ability to utilize member data for targeting, make LinkedIn a powerful tool for BD and Lead Gen.
One of the best ways to begin a relationship with a LinkedIn member is to invite them to join your network. Unlike in times past, when people were suspicious of unsolicited connection requests, members have become accepting of the opportunity to connect to another LinkedIn member who might be in a position to help them. And this is not about getting a new job, although recruiters use LinkedIn extensively. This is about Lead Gen and Business Development, making connections, educating, conversing, proposing, and ultimately getting a referral or closing a sale.
We’ve found that a structured approach to inviting LinkedIn members works best, and – not surprisingly to anyone in a BD role – what you say and when you say it is just as important online as it is in person. This elevates the importance of your invitation messaging. There are three steps:
Get Their Attention
You are going to send an invitation through LinkedIn, so you won’t need to explain what you are doing. And it is going to be related to your LinkedIn profile, so you won’t need to spend time explaining who you are. You can get right to the point – what’s in it for them? What benefits might come their way by connecting with you? Keep this initial invitation copy short - more of a tease. Reiterate something in common if you can. Otherwise say their profile caught your eye.
Engage
When they accept your invitation and become a connection, send another message that begins to lay out how you think you can help them. We like to see this go back to the person right away after they join your network.
If you are fortunate, there will be an immediate need that you can help with. More likely a new connection will need education and nurturing to qualify for an opportunity and begin to move them through the funnel. Send periodic messages directly as appropriate.
The real benefit to having connected with a member is that LinkedIn will serve them your regular posts. Regular posting keeps your messaging in front of them (we recommend posting twice a week) and provides that opportunity to educate and nurture.
The good news is that all this is available on LinkedIn for free. It is time-consuming, though. We find our successful customers understand their direct efforts are better spent closing deals and recognize the benefit of either handing this process to a staff person or engaging with a company like JQLaCorte. Contact us to start a conversation about improving your lead generation program on LinkedIn.