Mastering LinkedIn Messaging: Bad Practices and the Right Way

Have you used LinkedIn to generate leads for your agency? Do you know how to access your ideal prospects on LinkedIn? A lot of people get LinkedIn messaging wrong their results show it. It can be a very valuable platform when you use it the right way and master the type of messaging that gets engagement. However, very few do it right. Today’s guest has a lead generation agency that specializes in creating targeted messages that generate responses from your ideal prospects. He shares common mistakes agencies typically make on LinkedIn and tips for improving your LinkedIn outreach.

Nick Verity is the CEO of Cleverly, a LinkedIn marketing agency that uses data from thousands of outbound B2B campaigns to send proven, personalized messages to your dream clients on this platform. His team leverages high-performing data to engage your most qualified decision-makers, driving them directly into your sales funnel.

In this episode, we’ll discuss:

• Common mistakes with LinkedIn messages
• How to get LinkedIn messaging right.
• Accessing your ideal prospects on LinkedIn.

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Sponsors and Resources

Dot & Co: Today's episode of the Smart Agency Masterclass is sponsored by Dot & Co, client management specialists helping digital marketing agencies keep their clients happy. With the help of their knowledgeable account managers agency owners can step away from the day-to-day and focus on driving results. Check out dotandcompany.co/smartagency and get 20% off your first month working with them.

 

Starting Out as a Lead Generation Agency

Nick got into the agency world figuring if he learned how to market he would always have a job. His business partner used to work in lead generation for a big tech company and had successfully used LinkedIn to create leads for himself. Of course, experience with lead generation came in handy when they decided to create an agency.

Their original offer was a ton of volume on LinkedIn with fully done-for-you copywriting and targeting. It was very successful and they were soon charging $800 per month to send 2,000 connection requests on LinkedIn. However, things have changed since LinkedIn has limited connection requests to 400 per month.

The Unusual Path that Led to Scaling the Agency

Looking back, Nick sees they failed to work on filling their sales pipeline faster. Basically, they stuck to the same 20 clients for about a year. They were doing so much for these clients that it was difficult to focus on bringing in more business. This meant their agency growth plateaued.

The eventual solution was dropping prices and making a switch to fully backend scalable operations coupled with a lot of automation. This was the solution they needed in order to scale. It was the key to pulling themselves out of the business. For Nick, making those changes and being delegating work is what made the difference between scaling and staying at the same level as other agencies.

Many agencies take the opposite route of having fewer clients and charging more, but this is the change Cleverly needed in order to scale.

The Most Common Mistake People Make on LinkedIn

Most people ignore the "salesy," persistent messages we normally get on LinkedIn. You can see them from a mile away. According to Nick, most people get on LinkedIn thinking they’re just going to pitch and sell, which leads to the many irrelevant messages we all know. With automation, it becomes even worse as they start to spread the same irrelevant messaging even more. It fills inboxes with the same type of generic messages and drives people away from the platform.

Like cold calling and cold email, there are ways to make it work, there are just very few doing it right.

How Can You Get LinkedIn Messaging Right?

• Step 1: Targeting. People usually look for copy hacks to improve their LinkedIn success. However, Nick says it all starts with targeting. Half the reason people assume the message is spam is because they see “I’m an insurance agent or real estate broker” and think “I don’t need this.” Think about targeting first. Don't just target everyone. Instead, niche down and make sure to hit relevant people. List your clients and try to target similar individuals. This way, you're saying something credible and relevant which increases the chance of success. At his agency, they use Sales Navigator to build a hyper-niche list of around 1,000 prospects.
• Step 2: Mindset shift. You’re not on LinkedIn to sell. Instead, your goal is to start conversations and build a network. When you change your mindset to starting conversations, your messages are shorter and you'll learn to ask good discovery questions. Instead of pitching, lead off by providing value for free and see where it goes.
• Step 3: The conversation. You can start the conversation by boosting their ego. Complement them on the work they’re doing and be specific on where you think they’re doing really well. Next, you make a low-friction offer that’s not a sales pitch. For instance, invite them on your podcast or offer to send a video with valuable information. After that, it’s all about the delivery. If it’s a video, for example, make sure it’s really well done and actually offers valuable, relevant information.

What Makes Engaging LinkedIn Posts?

Most LinkedIn posts get little to no engagement but Nick says there are a couple of types of posts that outperform others.

First, if you want to go viral, focus on HR and stories. Most people on LinkedIn are not big CEOs, they’re employees. It may be corny, but people really resonate with stories about overcoming failure; like “started from the bottom and overcame all obstacles” or “I was fired and now I’m a top performer”.

Nick also likes to post value-added content, like a post about his agency’s strategy and then offering a complete guide for people who comment. These posts can include video and images as long as it’s not just a repost and you’re adding something exclusively for this platform.

It’s worked so well for them that they managed to scale their agency to 1 million with just LinkedIn outreach and Google ads.

Tips for Accessing Your Audience on LinkedIn

If you’re not getting the results you want on LinkedIn, Nick suggests using the search bar to look for ideal prospects. Send at least 15 connection requests per day. Customize each request by saying something personalized based on the prospect’s profile. Usually, three to eight of your new connections will accept, which validates that your ideal audience is accessible.

It’s also a good idea to stick to the channels you master as you grow your agency. His agency expanded to a total of 8 channels only now that they’re over $4 million. They get leads off Twitter and do SEO but he recommends getting very good at maybe one or two as you start off.

Do You Want to Transform Your Agency from a Liability to an Asset?

If you want to be around amazing agency owners that can see what you may not be able to see and help you grow your agency, go to Agency Mastery 360.  Our agency growth program helps you take a 360-degree view of your agency and gain mastery of the 3 pillar systems (attract, convert, scale) so you can create predictability, wealth, and freedom.