So you’ve heard about LinkedIn outreach, right? Campaigns, connection request fuse limits, connection messages – it’s all part of this ever-evolving machine that requires an iterative approach to stay on the curve, and ultimately get yourself ahead of the curve – something I like to call LinkedIn utopia. But, in order to even get close to that, you’ll have to know a few pals in the LinkedIn algorithm school, or perhaps something a bit more practical is to subscribe to the Spark Outbound blog.
If you’re thinking about starting a LinkedIn outreach campaign, or maybe you’ve ended up here to get some ideas to improve or assess your campaign’s performance, you’ve come to the right place. So, let’s dive in.
1. Your LinkedIn Outreach Strategy Needs a Strategy
Okay, so we may have taken liberties with the title of a popular book, but you get the point. A Linkedin Outreach Strategy is necessary to reach your ideal prospects and boost your lead generation. It is a holistic approach that includes identifying the right platforms for reaching the right audience for your business. And LinkedIn is a great platform and social tool to generate more leads, more quickly.
A well-designed LinkedIn Outreach Strategy offers you a multipronged opportunity to reach your audience in new and unique ways that traverse the humdrum of cold calls or casting a marketing net and see what you catch. Instead, with the right strategy, it has the ability to connect your business to leads that ultimately could result in conversions. Another way an Outreach Strategy works for you: It optimizes LinkedIn’s capabilities to your marketing advantage.
Did you know that LinkedIn has almost 740 million members and over 55 million registered companies? Diving deeper into these statistics it shows that of the LinkedIn users who engage with the platform frequently, 40% access it daily – which racks up to approximately 1 billion interactions per month.
But what LinkedIn is really good for? Finding leads. In a Hubspot study of over 5,000 businesses, it was found that the traffic from LinkedIn generated the highest visitor-to-lead conversation rate at 2.74%, while Facebook generated (.77%) and Twitter generated (.69%) – that’s nearly three times higher!
“LinkedIn is 277% More Effective for Lead Generation Than Facebook and Twitter.”– HubSpot
2. Adaptive Strategy For The Win
LinkedIn Outreach Strategy is undertaken in direct response to an assessment of a LinkedIn campaign to leverage key insights from responses and non-responses. Using this data, we can craft iterative approaches to further understand the campaign performance and user response sentiment.
In a 2020 Gartner article, it illustrated the need for adaptive strategies. According to the article, it stated that: “…The faster the rate of change, the more adaptability becomes a key imperative.”
Having an adaptive LinkedIn Outreach Strategy will help you cut through the noise to find which approach or oftentimes a combination of approaches works best for you. With adaptive strategies the old school ‘let’s wait and see’ long-term analysis approach isn’t utilized. Instead, this strategy focuses on testing various components making real-time adjustments to campaigns, audiences, and content on a continuous experimentation journey.
In an ever-changing marketing landscape, it has become critical to leverage an adaptive Outreach Strategy – watching and responding to outcomes, any changes in performance, all with a view to capture those insights and make the necessary deductions and adjustments.
3. Testing, Testing, A, B, C
Central to our LinkedIn Outreach Strategy is to create content that offers a high level of personalization to replicate human behavior and create a strong connection with the target audience. A/B testing campaign content is another measure used to gather even deeper insights. Oftentimes what you think may work, isn’t what does. When designing campaigns and creating content, it is important to consider the person so as to create human-centered content: Person to person.
Using various testing methods, we put each campaign through its paces to see what makes each of them tick. This enables us to foster good connections and to build strong relationships to enable our clients to move these conversations down a path of conversion. This conversation path could mean a scheduled call, sending an email, requesting more information, and/or a site visit. The campaign objectives set out at the start of the campaign will usually inform the specific conversion touchpoints.
The truth is that without testing your strategy could be working (or not) but you won’t know until you’ve tested it. Remember, what worked today, might not work a week from now. So, keep testing, analyze the results, and use those insights to boost your LinkedIn Outreach efforts.
4. The Objective of Our Strategy’s Affection
Understanding what our client’s objectives are for their LinkedIn outreach underpins our strategy – are they interested in achieving specific sales or marketing objectives or driving brand awareness, or perhaps they simply want to get more eyeballs on their brand?
Clarifying and setting these objectives upfront assists us in helping our clients to define the right audience and create targeted content, connector, or messenger campaigns.
Remember, the idea is to create value and make things feel as personalized as possible for the prospects receiving messages on behalf of your business.
At Spark Outbound we’ve been doing this a while, and we know what to say to make sure people are getting the right experience every time—one that is actually enjoyable, personable, and relatable.
Getting this right is what makes a prospect continue to have that conversation with your business.