There Are 2 Types Of LinkedIn Messaging
A big problem people face when using LinkedIn for B2B Lead Generation or social selling is not knowing where they’re going.
The secret here is to determine the outcome you are looking for beforehand and work backwards from there.
There are really 2 major goals people seek to achieve using LinkedIn:
1)Building their network for future opportunities
2)Expanding their business
These 2 types of focus lead us to the 2 kinds of LinkedIn messaging types: Network or Sales. While I recommend you choose 1 path for each contact, I’m confident a savvy social seller could make network messaging ultimately benefit sales.
Network Messaging (Primarily For Building Relationships)
Network messaging is when you are sending messages for the purposes of networking or making new business contacts. The goal for a person using this messaging style might be to ultimately sit down and chat with this new contact in-person, for coffee, or on the phone.
It requires a series of steps, these include the
1) Connection message
2) Initial question
3) Little ask
4) Set up of the appointment
People receiving network messaging WILL NOT receive a direct sales pitch from you.
Here’s what it might look like:
Hi Jonathan! I’d just connected with Allie and Chris (2 out of 4 of our mutual contacts) when I noticed your profile and that you’re also a marketer and entrepreneur in the Denver area. I just moved here from down South and am looking to build new connections. Hope to connect on LI. -J.M.S.L.
Jonathan. Thanks for connecting. Good to connect with a fellow marketer. A bit about me: I’ve just driven into the area from Orlando with a bit of marketing under my belt but am unsure how to best help marketing leaders in the area. That’s why I’m glad to chat with a seasoned pro like yourself. Would it be alright to ask you a few questions? Thanks, Jean-Marc
Thanks for being helpful Jonathan. I think I could learn a lot from your experience. And typically when I find someone like that, whether a business mentor or fellow marketer, I invite them out to quick coffee or a phone call.
Would you be open to grab a quick coffee or phone call?
And hopefully I could share some insights I’ve learned from marketing leaders like yourself. It would be really helpful Thanks, Jean-Marc
Sales Messaging (Primarily For Getting Sales Calls)
If you are focused on making sales pitches and setting up sales calls then sales messaging is for you. This messaging might also be used to get registrants for a webinar or event.
Sales messaging is the simplest of the 2 kinds of LinkedIn messaging types.
Sales messaging only requires the following steps:
1) Connection message
2) Pitch message
People receiving sales messaging WILL receive a direct sales pitch from you.
While network and sales messaging are going to have different goals, they both require a connection message.
How To Do LinkedIn Connection Messaging
Hi [First Name]! [Who you’re connected with and why] I noticed your profile: you’re a fellow [points of familiarity]. [Share why you’re connecting]. Hope to connect on LinkedIn.
Here’s an example
Hi Dimitri! I’d just connected with Mary S. and Tom W. (2 of our 12 mutual contacts) when I noticed your profile: you’re a fellow marketer and entrepreneur in Denver. I’m new here from the Southeast and looking to build new connections. Hope to connect on LinkedIn.
-Jean-Marc Saint Laurent