Intro:

You might have heard of using LinkedIn for Cold Outreach in sales meetings or marketing webinars. But what exactly does it mean? And why is it the secret sauce behind some of the most successful networking strategies today? In this article, we're covering everything from structuring your messages to personalising your approach, from sending that initial message to follow-up techniques.

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What is LinkedIn Cold Outreach?

In its simplest form, LinkedIn cold outreach is the process of initiating contact with individuals on LinkedIn with whom you've had little or no prior interaction before.

It's like putting your hand out for a virtual handshake with someone you haven't met before, intending to build a professional relationship. You can target pretty much anyone, from potential clients and industry influencers to any professionals who can add value to your network.

Here's an example scenario:

Imagine you're a sales rep for a company that provides groundbreaking project management software. You've identified a potential lead on LinkedIn – the Head of Project Management at a fast-growing tech startup. You've had no prior interaction with this person. Still, your research indicates that this team could benefit from your software.

So how are you going to start your sales process? You'll send them a personalised message that will demonstrate how well you've done your research about their needs.

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Here's an example of the way you'd word your message:

Remember, the goal here is to pique their interest and create an open to continue the conversation further. You will not be making a direct sale here and now. So stay patient and professional yet friendly, and ensure your message clearly communicates the potential value for your target. First, connect with them, and then share all your knowledge accurately.

Using LinkedIn for cold outreach is not just about growing your connections in numbers but creating potential avenues for collaboration, opportunities, and growth. As with real-life networking, building relationships online takes time, but consistent and thoughtful outreach can yield significant rewards.

Now, let's answer all your questions about conducting cold outreach using LinkedIn, along with best practices and real-life examples.

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Answering your content-related questions

What should I include in a LinkedIn cold message?

Writing a compelling LinkedIn cold message requires more than a friendly 'Hello.' The content of your message can be the make-or-break factor in securing a new connection. To help you navigate this, here are the key elements that we always include in cold messages:

‍Personalised Greeting:

• Start all your messages by addressing the recipient by their name: Hi / Hello {{first name}}

• This personal touch can make your message stand out in a sea of generic Dear Sir/Madam greetings. It's that simple.

‍Context for Connection:

• Your message should quickly provide context about why you're reaching out. It could be a shared interest, valuable content, or how you can help them with potential challenges.

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Value Proposition

• In the heart of your message, clearly communicate the value the connection could bring them. Don't just state what you do and why your company is remarkable. Focus on your recipient.

The biggest issue that most of the {{people in your target's role}} I've worked with over the last few years face is {{word the challenge to show that you understand them}}.

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A Call to Action

• End your message with a clear and polite call to action. It could be a request for a meeting or whatever positive desired actions you'd like for your lead to take.

I'd love to share with you some tips and share with you what we do at  {{your company's name}}. Would you be free for a quick intro this week?

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Crafting a LinkedIn cold message that includes these key elements can significantly increase your chances of starting the conversation. Except for the 'context for connection', you can keep using this structure for your follow-up messages.

These are widely generalised elements. The key to successful outreach campaigns relies on how well you know your audience. And if this is all new to you, worry not; you'll learn over the course of different outreach campaigns. You'll find which messaging resonates best and which approach you should follow; a slightly more content or a pure sales one.

It's also important to note that these elements also fit all industries. You'll probably have specificities regarding yours that will also influence your approach.

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How to follow up on a cold message on LinkedIn?

Following up on a LinkedIn cold message can often feel like treading a fine line between being persistent and pushy. However, a well-crafted follow-up message can demonstrate your genuine interest and help keep the conversation moving. Here's how to do it right.

Wait for the Right Time

• Timing is critical in follow-up messages because you need to give them enough time to respond to your initial request and remind them promptly if they don't. So sending about 2 messages in the space of a week would be the maximum, in our opinion.

Keep It Brief and Polite

• Your follow-up message should be concise and reaffirm your interest in connecting. Do not, however, demand a response or express frustration; keep it professionally respectful.

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Sometimes all people need is something like this:

I hope your week is off to a great!

I just wanted to follow up on my previous note regarding our initial conversation on {{remind them in a few words the topic}}. I understand how busy things can get, so no worries if you haven't had a chance to respond.

I am looking forward to your thoughts!

Best,

{{your first name}}

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Add New Value

• Add something new that could prompt a response. Mastering the art of follow-ups lies in sharing the right information at the right time. So instead of revealing all your cards in the first message or the first follow-up, sprinkle them; one card per message.

Know When To Stop

• If your follow-up message still doesn't spark a response, you're going to have to respect their silence eventually. We recommend not going above 3-4 follows up. For the final follow-up, bluntly express that this will be your last message.

How to Avoid Being Spammy with LinkedIn Cold Outreach?

Now that you have structural tips let's discuss the final aspect of sending messages to people who have never heard of you — spamming.

As you can imagine, in an outreach project, you're introducing yourself to people, the company you work for, and their overall brand. If you're spamming targets, it will harm the company's global professional image.

So here's how to maintain the balance and conduct effective, respectful outreach:

Quality Over Quantity

• Focus on sending fewer, well-crafted and personalised messages rather than mass-messaging numerous contacts with generic content. Don't underestimate the impact of personalisation; we are all expecting it nowadays.

Do Your Homework

• Before reaching out, thoroughly research your potential connection's profile and background. Your message should reflect that you've taken the time to understand their work and interests. It's how you'll be able to create a personalised approach that adds value, two significant components of outreach.

Be Patient

• After sending your message, give the recipient time to respond. Continuously sending messages without receiving a response can come off as spammy and intrusive. Refer back to the previous question regarding follow-ups.

By prioritising respectful, personalised outreach over mass messaging, you can build meaningful LinkedIn connections without actually spamming people. Remember, LinkedIn outreach aims to establish and grow professional relationships, not just to collect connections.

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Perfecting Your Copy For Your LinkedIn Cold Outreach Strategy

Navigating LinkedIn's networking opportunities can seem daunting. With the right approach, your cold outreach can open doors to invaluable professional connections and opportunities. Remember, the core elements of a successful outreach strategy lie in personalisation and providing value.

Adopt these best practices for your LinkedIn cold outreach: take the time to research potential connections, craft tailored and respectful messages, follow up at appropriate intervals, and, above all, strive to create a mutually beneficial relationship. It's not a marathon, not a sprint.

We hope this article has shed light on how to tackle the copy aspect of LinkedIn cold outreach. But this is just the beginning! Over the next few weeks, we will share more tips and tricks on using LinkedIn for cold outreach. The next one? Everything around targeting!

In the meantime, we've also created a complete guide exclusively for LaGrowthMachine with use cases based on our work for our clients and much more!