When we think of social media, we often forget about LinkedIn. After all, it is one of the more corporate platforms, and does not have the same fun features that Facebook and Instagram have. However, it is still a highly effective marketing tool, especially if you use the features such as LinkedIn InMail to your advantage.
When you are crafting a content marketing strategy it is important to consider all social media platforms. Some might be more suited to your business than others, and if you are a B2B (business to business) company, LinkedIn is the ideal platform to turn to. Their InMail feature can be a highly effective tool, but you do need to understand the ins and outs of how to use it.
Not sure where to start? Below is some handy advice on how to use LinkedIn InMail effectively.
Firstly, Why Are You Sending InMails?
Whenever you reach out to a connection you may not know, it is important to first stop and think about why you are sending LinkedIn Inmails. The goal should be to start a conversation, rather than to sell your business or your product. Think about how you would like to be approached on the platform: do you prefer direct sales pitches or are you more receptive to a personalised email?
The answer is likely that you would open and respond to a personalised message. And the same can be said of those who use LinkedIn. Knowing why you are sending InMails can help you to craft a message that will grab the attention of your potential audience. A lead generation message should never come across as too sales-focused, and a recruiting message should be simple, friendly, and to the point.
Do Your Research
Once you have decided why you are going to be sending InMails, you should move on to doing some research into your possible connections. One of the main reasons for this is because you only have 15 InMail credits per month and should use these wisely. Look for connections who have similar interests or career paths so that they are more likely to accept your InMail or connection request.
If it shows that you have performed research and have not simply sent messages to anyone who shows up on the first page of your search results. Personalising your LinkedIn InMails shows that you have been paying attention to the behaviour and interests of your connections, which will improve the chance that they are opened. If you notice that a connection went to the same university or college as you, mention this to make the message more personal.
Keep Subject Lines Exciting
An InMail subject line should be exciting and interesting. Sending an InMail with the subject line of, “New Opportunity” will likely not garner you much success. However, using a personalised subject line such as, “John, Do You Have Time To Learn Today?” when sending a message about your new whitepaper or ebook will certainly grab attention.
It is important to remember that LinkedIn is a professional platform and that subject lines that come across as too sales-focused might work against you. Using InMail as a lead generation tool is an intelligent content marketing strategy, and the subject lines that you use should be a part of the planning process of this strategy. When you search for keywords or for particular businesses, use these in the subject lines to grab their attention.
Always Introduce Yourself
When it comes to content marketing, keeping your content personal and targeted is key. This is true even of a professional platform such as LinkedIn. And this means that you should always introduce yourself to possible connections. Think about it like this: if you bumped into someone on the street, would you immediately launch into a sales pitch?
Your answer is likely no, and the same should be for your InMail strategy. Start your message off by introducing yourself, your business and what you are offering the person. An introduction will show the person that you are not simply sending them an anonymous sales email but that there is a person behind the message. Introducing yourself also allows the person to look at your profile and find out more about you and your business.
Using LinkedIn InMail can be an effective tool in your content marketing strategy. Start by thinking about why you are sending out the messages in order to craft the perfect copy, and remember to do as much research as you possibly can. Keep your subject lines exciting and always introduce yourself.
If you are looking for a unique way to reach a wider audience and improve your leads, using InMail can be highly effective. The NetMechanic team is a whizz at wording effective messages, so contact us today to find out more about our content marketing packages.