How To Leverage LinkedIn’s ‘InMail’ To Connect With Prospects
Everyone knows email. But do you know about “InMail” and how it connects you with prospects?
InMail is the proprietary mail system of the LinkedIn social network. The defining feature of InMail is that you’re able to send direct messages to LinkedIn members who are not already your first-tier connections. Moreover, you can send an InMail without even knowing the person’s email address.
But before you send any InMail, do your homework. You should know which buyer persona category the InMail recipient belongs to so you’re communicating most effectively.
As you expand your reach with InMail, try to connect with your ideal prospects and people who would be good referral sources. Also, connect with people right below the C-level executives who you see as prospects. Once you establish those connections, you’re more likely to connect with people in the C-suite.
So, what are some effective ways to leverage InMail in your favor?
First, be sure to target prospective customers that are normally out of reach. As long as someone fits the buyer persona you’re after, consider contacting them.
Next, be sure your InMail message isn’t a sales pitch. Aim instead to start a conversation. Use InMail to set the tone for the kind of conversation you want to have with the prospect.
Also, remember that while some people spend a lot of time on LinkedIn, others hardly check it. Don’t necessarily consider your InMail attempts unsuccessful if you don’t receive a reply right away. LinkedIn’s default settings send a notification email to the account holder’s registered email whenever an InMail arrives.
If you don’t hear back from some you InMailed in a reasonable amount of time, try sending them another message. Don’t be pushy, but remember that people’s inboxes are crowded and messages easily get overlooked. People often appreciate the follow-up, especially if it comes with a valuable bit of information, such as a curated article.
Finally, make sure to leverage the power of your own network when prospecting on LinkedIn. People are much more responsive to messages from people they’re somehow connected to. If you have common connections (second- or third-tier connections on LinkedIn), be sure to mention those in your initial message.
The Tellwise Nutshell (TTN): The goal of your first LinkedIn contact shouldn’t be to sell anything, but rather to start a conversation and keep it going. Nothing turns people off more than getting blindsided by a salesperson. LinkedIn is a powerful ally in the prospecting battle, so use it wisely.
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