LinkedIn prospecting can help you identify and engage with quality leads. Learn the best practices for setting up your profile and nurturing relationships.
When many people think of LinkedIn, they think of networking and finding new job opportunities. In recent years, however, it has become a hotspot for making sales. LinkedIn prospecting is so popular that the social media platform offers some premium tools to help you along. They even integrate with popular sales engagement platforms.
But as with any type of outreach, you can't just dive in and start making pitches. You have to focus on gaining credibility, targeting the right leads, engaging with them, and, of course, nurturing those relationships so that leads become customers.
Before you can put LinkedIn to use for prospecting purposes, you need to set yourself up for success by optimizing your own profile. It's also important to build a strong network. Both actions establish your credibility and show prospects that there is a human behind the screen, which can lead to stronger connections. It's also a great way to establish social proof.
When someone reaches out to you on LinkedIn or any other social media, and their profile isn't complete, you're probably less inclined to engage with them. This sentiment extends to potential prospects. When you engage, your profile is your first impression, and you want to make the most of it.
Some of the most important things you can do to optimize your LinkedIn profile include:
Once you've optimized your profile, you can start building a strong network of connections. Not only does this boost your credibility and visibility, but it also widens your audience and therefore, your lead pool. A connection might introduce you to someone who could become a prospect. They might share your content with someone who resonates with it and reaches out to you. It's an excellent way to find warm leads.
Ways to build a strong LinkedIn network include:
There are many ways to identify potential prospects on LinkedIn. Sometimes, you find them organically. Other times, you'll use a tool like LinkedIn Sales Navigator or Advanced Search.
While you can certainly use LinkedIn for prospecting without it, the site's premium sales platform, LinkedIn Sales Navigator, can be incredibly helpful for generating leads and building relationships. It also integrates with many CRMs and sales engagement platforms like Salesloft and Outreach.
Linked Sales Navigator helps you identify and target the people and companies most likely to use your products, as well as identify the decision-makers for those companies. It also helps you engage with them using the platform's messaging capabilities. It even alerts you when certain actions take place, such as when a lead shares content that you might want to engage with or they engage with content on your profile.
When you sign up for premium tools, like LinkedIn Recruiter or LinkedIn Sales Navigator, you can also take advantage of Advanced Search. Essentially, it's a more precise version of basic search with advanced filters. It also works well when you incorporate Boolean Search techniques. The tool helps you target specific and relevant leads and learn more about companies you might want to do business with, and you can even use it to strengthen your own network.
Once you've identified quality leads, it's time to start engaging with them. As with any type of outreach, personalization and providing value through content are key.
If you've ever done any kind of sales outreach, you know that personalization is an important aspect of encouraging engagement. Using LinkedIn for prospecting is no different. There are numerous options for crafting a personalized message that will resonate with the recipient.
Consider mentioning how you came across their page. Did they like or comment on an article you shared? Talk about the content and how it might address their pain points. Did you enjoy a post they shared? Bring up a point from the article. Did a mutual connection suggest you reach out to them, or do you have a shared interest? Mention it. Maybe you graduated from the same school or volunteer with the same nonprofit. Start with your common ground.
Just as you would in an outreach email, consider sharing content that provides value. Maybe you have an article that addresses their pain point. Perhaps you have a case study that will resonate with their current needs. Share it and talk about it. Start a genuine conversation.
Speaking of conversation, they don't always have to start with a private message. Comment on your prospects' posts and respond to other commenters. Again, be genuine. Don't start out with a sales pitch. Once the conversation is rolling and you've built some trust, you can introduce your product.
You've optimized your profile. You've targeted quality leads. You've engaged with them and caught their attention. Now, it's time to nurture those important relationships.
There's a fine line to walk when following up any type of sales engagement, and that extends to Linkedin. You don't want to be too aggressive, or you'll annoy the prospect. But if you wait too long, the prospect will buy from your competitor or move on completely.
Of course, the best strategy for follow-ups is to create an organic relationship through personalization and valuable content. Build a rapport. Earn the person's trust. Offer insights without expecting an immediate response or interest.
But when that doesn't work, or they don't respond to your messages, you may need to go the extra mile and send them an email or reach out through another channel.. You should also continue sending LinkedIn messages but don't overdo it. How often you follow up will vary based on many factors, but a good general timeline is twice a week for the first two weeks. If you don't receive a response to either of those strategies, follow up at least once a month. Keep in mind that whatever your timeline looks like and whatever channel you use, you should add even more value to your message with each follow-up.
Consistency without being annoying is important. Consider using a tool that will automate your follow-ups. When you integrate LinkedIn Sales Navigator with your sales engagement platform, you can maintain a consistent schedule and ensure you never forget to send a message.
Many people assume LinkedIn is a tool for building your own network and professional resume, but in recent years, it's become an invaluable tool for sales — so much so that the platform itself even offers premium tools for sales professionals.
Before you can utilize it to engage and nurture leads, you must optimize your own profile and build a strong network that proves your credibility. Once you do that, you'll want to engage just like you would through other channels with personalization, valuable content, and consistent follow-ups.
