B2B Marketing Mindset How to Prospect on LinkedIn (and How Not To)
Nine Best Practices to Use LinkedIn for Sales Prospecting
LinkedIn is a powerful platform for sales prospecting. Here are five effective ways to do it right.
- Build a Strong Profile:
- Your LinkedIn profile is your digital business card. Make sure it’s complete, professional, and showcases your expertise. A strong profile will attract potential prospects and build your credibility.
- Know Your Target Audience:
- Linkedin can help you reach your target customers but you first must have a detailed profile. A good profile includes industry, job title, company size, location and more. Personalize connection requests to explain why you want to connect.
3. Engage in Content Sharing and Creation:
- Regularly share relevant and valuable content on your LinkedIn feed, such as industry news, insights, and tips. This positions you as a subject matter expert and keeps you top of mind. Think strategically about the content you post so that it appeals to the target audience.
4. Join and Participate in LinkedIn Groups:
- Find and join LinkedIn groups that are relevant to your industry or target audience. Engaging in group discussions and providing valuable insights can help you connect with potential leads. Just be sure to follow group rules and avoid spam.
5. Utilize InMail and Connection Messaging:
- InMail is a paid feature on LinkedIn that allows you to send messages to people you’re not connected with. Craft personalized messages that clearly communicate how your product or service can address their specific needs or challenges. For your connections, use messaging to initiate conversations, share valuable content, and nurture relationships.
6. Leverage Sales Navigator:
- LinkedIn offers a premium tool called Sales Navigator, which is specifically designed for sales professionals. It provides advanced search and filtering options, lead recommendations, and the ability to save and track leads. It’s a valuable resource for in-depth prospecting.
7. Monitor and Nurture Leads:
- Once you’ve identified potential leads, don’t just stop at the initial connection or message. Consistently engage with your connections by commenting on their posts, congratulating them on achievements, endorsing their talents, liking their comments. Think of LinkedIn as a relationship-building tool rather than a sales medium.
8. Request Recommendations and Endorsements:
- Having recommendations and endorsements on your LinkedIn profile can boost your credibility. Ask satisfied clients or colleagues to write recommendations for your work. Additionally, endorse the skills of your connections, and they may reciprocate.
9. Use CRM Integration:
- Some customer relationship management (CRM) software tools integrate with LinkedIn, allowing you to sync your LinkedIn connections and interactions with your CRM. This can help you keep track of leads and manage your sales pipeline more effectively.
Ten things to avoid when prospecting with LinkedIn
The goal should be to establish trust and provide value to your potential clients, which will increase your chances of converting them into customers.
When using LinkedIn for sales prospecting, it’s essential to maintain professionalism and avoid certain behaviors that could be counterproductive or damage your reputation. Here are things you shouldn’t do on LinkedIn when prospecting for sales leads:
- Don’t Spam Connections:
- Sending generic connection requests with a sales pitch in the message is a sure way to turn potential leads away. Always personalize your connection requests and focus on building a genuine connection first.
- Avoid Mass Messaging:
- Sending the same message to multiple prospects simultaneously is not a good practice. It’s impersonal and can make your prospects feel like they are just one of many. Craft tailored messages for each individual.
3. Don’t Share Irrelevant Content:
- Sharing content that is not relevant to your target audience or the industries you’re trying to reach can dilute your professional image. Share content that is valuable and pertinent to your prospects’ interests.
4. Avoid Pushy Sales Tactics:
- Pushing your product or service aggressively in your initial interactions is a common mistake. Instead, focus on establishing a relationship by understanding your prospect’s needs and pain points before discussing how your offering can help.
5. Don’t Overdo Follow-Ups:
- While it’s essential to follow up with prospects, bombarding them with multiple messages in a short period can be annoying. Respect their time and space, and follow up at reasonable intervals.
6. Refrain from Negative or Controversial Content:
- LinkedIn is a professional platform, and sharing negative or controversial content that may offend or polarize your audience is generally not advisable. Keep your posts and interactions positive and constructive.
7. Don’t Neglect Personalization:
- Avoid using generic templates or messages for connecting and engaging with prospects. Personalization shows that you’ve taken the time to understand their needs and challenges, making your approach more compelling.
8. Don’t Mix Personal and Professional Content:
- While some personal posts can humanize your profile, avoid oversharing personal or irrelevant content on your LinkedIn feed. Keep your focus on professional and industry-related topics.
9. Avoid Adding Unrelated Connections:
- Adding random connections just to increase your network size can dilute the quality of your connections and lead to irrelevant content on your feed. Only connect with people who are genuinely relevant to your business or industry.
10. Steer Clear of Aggressive Selling in Comments:
- When commenting on others’ posts, avoid making it all about self-promotion. Instead, contribute valuable insights and engage in meaningful discussions without pushing your sales agenda.
Remember that LinkedIn is a professional networking platform, and building meaningful relationships should be the primary goal when prospecting for sales leads. Approach interactions with respect, authenticity, and a genuine desire to understand and address your prospects’ needs.