Messaging on LinkedIn can be a powerful networking tool, when it is used well. With over 503 million users and 94% of B2B marketers using LinkedIn to distribute content, it is clear that the platform will move from strength to strength over the next year.
Using LinkedIn to send messages and connect with others is one of the platforms most powerful draws and establishes it as the number one stage for business owners and professionals.
Many businesses however, are guilty of sending messages in bulk with hopes that this will help them to reach more and more people. Using templates for convenience and sending messages out to hundreds of contacts is a part of marketing strategies for many. In reality, sending a bulk message can be a major factor in driving down response rates. LinkedIn created groups to try to avoid this option, but many still try and connect with as many people as they can on a personal level.
It is clear why messaging many individuals at a single time is seen by many as an easy way of marketing a business, recruiting potential new staff and networking with others. However, recent research has shown that InMails sent in batches of 11 to 25 recipients get a response rate that is 15% below average, and a hiring rate that is 37% lower.
When you think about this it does make sense. If you receive an email or message that follows a template and feels very generic, you would ignore it or think of it as spam so why would the people you are messaging think any differently? Even if people aren’t interested in what you are selling them, with a personalised message they are more likely to respond and at least thank you for your message.
Successful InMails also make it clear that the sender has taken the time to read the member’s profile. Tailor every message to the candidate or client that you are reaching out to and this positive image will reflect on your company.
The same goes for making new connections. Don’t bulk-invite everyone in your email contacts list, as you can’t personalise these messages and people will assume you’re trying to grow your network in numbers rather than selecting people that can help you.
This tactic could also lead to some invites that you didn’t mean to send. Linked in only allows a maximum of 30,000 connections, so you do have to review who you are connected with and whether they are valuable to you.
So, whilst with most forms of social media you want to make as much noise and connect with as many people as possible, LinkedIn requires you to be a little more selective if you want to make it a success. Don’t fall into the trap that so many do of reaching out to anyone and everyone. Instead, think about who you are connecting with and messaging, we promise that your response rates will improve.
2018 is the year of personalisation in marketing and the way in which you approach LinkedIn should be no different.
For more advice about social media marketing or to find out more about the services that we offer give our team a call on 01482 333 833 and we’ll be happy to help.