Approaching your target audience on LinkedIn can be a great way to build a database of connections and position the opportunity you have for them, whether it is find out more about your services, recruiting talent or building strategic business partners. Before you embark on the journey, complete these 4 exercises first:
Exercise 1: Understanding their journey
Refinement: Create a matrix that maps potential concerns or aspirations at each stage of your target audience with tailored benefits. For example, for someone who works in the education sector will have limited access to communication during schools hours and will respond positively to references made directly to what occurs in the “day in the life at a school”.
Exercise 2: Personalised Connection
Refinement: Ensure to spend some time researching into the candidate’s profile (even if it is 2mins. It is amazing how much great information you can gather in 2mins on someone’s profile page. Suggest commenting on a recent achievement or publication they’ve shared.
Personalise the message further by linking their experience or interests to specific challenges or projects at your company.
Even more… If you can highlight a geographical element then that’s even better, for example a plumber based in Guildford, might open up the message to an estate agent (strategic partner) in Guildford with the line:
“Were both looking to improve the lives of people in Guildford”
Exercise 3: Crafting Intro Messages
Refinement: Develop a variety of message templates that can be customised. Each template should include a personal touch, an intriguing fact about the company, and a mention of something specific from the candidate’s profile. Test these templates for engagement and tweak based on response rates. Click here to get Grow PartnershipsÂ
6 Intro message templates
Exercise 4: Crafting a Compelling Call to Action (CTA)
Refinement: Instead of a generic invitation, offer a choice that allows them to select how they’d prefer to continue the conversation. Include a direct message CTA, an email CTA, and a personalised in-person meet-up CTA like the coffee invite. Ensure that the CTAs are convenient and low-pressure to encourage a response.
Additional CTA Ideas:
“I’m impressed by your insight on [specific topic]. Let’s discuss how these ideas can make a real-world impact together. How about a quick chat this week? My treat at [local venue or virtual coffee e-voucher].”
“Your work with [specific project or interest] resonates with our mission. If you’re open to exploring opportunities to expand that impact, let’s connect. Would you prefer a short call or an email exchange?”
“Seeing your passion for [specific skill or sector] made me think of the possibilities here at PH. I’d love to hear your thoughts on [relevant topic]. Could we schedule a virtual meet-up?”
In addition to these refinements, remember to keep the approach friendly yet professional, and always follow-up if you don’t hear back within a week or so. A/B testing different approaches can also help determine what works best for your audience. Keep track of the response rates and feedback to continually refine your strategy.
