Today, in this lesson, let’s talk about Lead Generation via LinkedIn.
One of the best platforms for finding professionals and entrepreneurs is LinkedIn. Unlike other social media platforms, people take LinkedIn more seriously and that’s why people are more likely to check their LinkedIn mail inbox and reply to your messages.
When you are doing lead generation for B2B (for example, reaching out to businesses as a digital marketing agency or freelancer), you do not need a lot of marketing budget. Because your product or service is targeted to a small number of business owners. In such a case, you cannot advertise on LinkedIn or Facebook and expect potential clients (who are like CEOs and marketing managers) to fill a form and come into your funnel.
Instead of advertising, you can message them directly and get a response from them. In most cases, you will be able to get their contact details like primary phone number and email ID. This is one of the best ways to generate high-quality leads.
But you need to be clear about one thing.
You cannot spam these people. You will not get a response and you will ruin your brand image. Instead of sending generic emails copy-pasted to each person and expecting a reply, I would recommend that you put a little bit more effort into crafting the email for each and every person.
If you open your LinkedIn inbox, you will find a lot of junk emails yourself. Do you feel like responding to it? Definitely not.
Instead, follow this process:
1. Create a list of all your prospect and put them on a Google Sheet or Excel Sheet. You can also outsource this research process and get someone to do it for you.
2. Find out the original email IDs of all the people you have shortlisted on LinkedIn. You can use GetProspect chrome plugin to get their original emails. If you cannot find them using GetProspect, you can also use Hunter or FindThatLead.
3. Add a personalisation column for all the leads. Mention where do they work and if there are changes in their work profile recently note it down as well.
4. Write a mail in such a way that you can insert the personalisation variables. For example, Hello, I saw that you have recently shifted your job from <job A> to <job B>. Here you can insert the variables of their past and present companies.
5. Send out personalised emails on LinkedIn and also via email. Use mail merge and tools like MailShake explained in the previous lessons of this course.
Such a personal outreach will definitely help you get more responses from LinkedIn than sending out cold emails which are the same copy-paste template messages.
If you want to learn more about how to use Mail Merge in tools like MailShake, watch my ultimate guide to lead generation. I have explained everything using a screencast.