Rules to follow while doing LinkedIn automation
Right now, LinkedIn is the best social network to help people find potential customers and partners and to grow their professional network. When working with LinkedIn, there are a number of daily routine tasks which take a lot of time. LinkedIn does not allow these actions to be automated, but there is a solution: LinkedIn automation tools.
The first and the most important reason for using LinkedIn automation tools is to save you time, allowing you to deal directly with leads that are actually interested in your services. You need a well-structured approach to be able to sell efficiently, and LinkedIn automation makes the whole process organised.
LinkedIn automation is a process that can bring any salesperson prominent results, but only if it is done in the right way. For this reason, before launching any new automated LinkedIn outreach campaign you have to take several essential steps to increase the effectiveness of your lead generation process, while at the same time preventing yourself being blocked by the platform’s algorithms.
13 things to check which will be a magic wand for you in the early stages.
1. Check whether your profile is set.
When you are reaching prospective clients on LinkedIn, the first thing they look at is your profile. Your profile is your business card, which may either attract people’s attention or push them away.
Here are the most important parts of your profile to focus on:
- Update your profile picture.
- Choose a unique background photo.
- Improve your headline.
- Write a profile summary.
- Choose the right location.
- Create a customised URL.
- Fill in all the fields in your profile with relevant information.
- Ask for and give recommendations.
- Publish articles and share interesting and helpful content.
- Reach 500+ connections.
- Add contact information.
- Connect with your team members.
Read more about each of these steps and other advice on how to improve your LinkedIn profile here.
2. Create an appropriate message.
Whenever you add a new connection, a person you are not yet familiar with, you need to add an invitation note: a reason for why you would like to add them to your connections. Remember the importance of social selling, the core feature of which is reaching prospective clients at the right time in the right place whenever there is an issue to discuss and whenever a client has particular requirements. You have to learn to sell without selling.
Here are several tips on how to write a good note message which really works:
- Personalise your message (add information relevant to the industry or interests of potential clients). Begin a note message with the person’s name.
- Tell them about your relevant experience.
- Add a trigger, for example, suggest scheduling a quick call or sharing the portfolio of your company.
- Make your message short and catchy.
- Do not add any links, or dozens of examples, to your note message.
- Finish your message with a signature.
Here is a nice example of a working note message:
3. Choose an automation tool that fits your needs.
There are a number of different tools for LinkedIn automation on the market. You have to choose the one that will bring you maximum value while prospecting on LinkedIn. Choosing the right tool should be based on the end goal of your campaign, as well as the number of features you’d like it to offer.
Read more about how to choose the best tool for LinkedIn automation here.
4. Publish relevant content on your LinkedIn profile.
If you hope to be efficient in selling on LinkedIn in the long term, you have to create a content strategy and stick to it. You have really focus on the content you post on your page. When you share useful content on your LinkedIn page, you build up your company brand, increase prospective customers’ trust in you and the company you represent, and tempt them into making a buying decision. The better established and organised your content strategy is, the better the results it will bring. Do not overlook well-thought-out content marketing if you want to be successful in lead generation on LinkedIn.
When you create your campaign and define your target audience, your profile has to be interesting to those potential customers. For example, if you are targeting logistics, you should publish logistics case studies and other relevant information to show you are an expert in this field and can cover customers’ needs.
If you create content that provides useful information for your potential clients, they will subscribe to you and begin to trust you. Moreover, do not forget the importance of your company’s page and the content within it. Describe your services, show your best case studies, the results of your work, and feedback from your existing clients, and you will soon get new leads.
Read more about marketing on LinkedIn and content strategy here.
5. Narrow down your target audience.
Before collecting profiles for sending out invitations, you have to narrow down your target audience as much as possible. The narrower your target audience is, the more effective your campaign will be. In this situation, you can create a personalised message if, for example, you have a relevant case study for a particular industry. Personalised messages such as these receive more replies.
You will also be able to analyse the effectiveness of your campaign as the lists you are working with will be shorter, and hence it is easier to measure the percentage and tone of replies.
Finally, remember that LinkedIn limits a search to 1000 results, so narrowing your target audience to up to 1000 contacts in each list ensures all those potential clients will be covered by your automation tool.
For more effective searching we suggest you use Sales Navigator, because, unlike the usual LinkedIn search, it allows you to filter people by:
- their company size;
- years in their current position;
- years in their current company;
- their activity level on LinkedIn (there is a separate list for people who have posted in the last 30 days).
Furthermore, you are able to save your search when using Sales Navigator and receive weekly updates of your search.
6. Send follow-up messages.
The first step of each LinkedIn automation campaign is to add prospective clients to a network by sending them a note message, while the second step is to send a follow-up message. The reason is that, first of all, most people do not see note messages, especially when then are using LinkedIn on their mobile phones (note messages are not displayed correctly), and secondly, you have only 295 characters for a note message. If you want to send more information, a follow-up message is a good idea. Follow the same rules for your follow-ups as described in step 2 above for note messages.
Here is a nice example of a follow-up message:
7. Define the goal of your LinkedIn automation campaign.
The first and most important thing before starting a LinkedIn automation campaign is to set a goal, to define what you would like to achieve; whether you want to increase your number of connections (to reach 500 in order to increase the credibility of your LinkedIn profile), to get new leads, or to promote your services.
The goal of your campaign defines the target audience. Who is your ideal client? Think about the profiles of people you would like to see as your clients. Selling everything to everybody will bring no results.
What is more, defining the goal of your campaign will impact how you measure its success. You need to be able to visualise the desired result – whether it is getting a new lead, expanding your network, etc.
8. Create a proper signature for your InMails.
If you are using InMails to reach people outside your network, you have to add a proper signature to your messages.
Your signature should contain:
- your name and surname;
- your position;
- the company you represent;
- a link to your company’s website;
- your contact details (email, mobile number, etc).
In the article here you can also find out how to write a reply-worthy InMail and how to increase the response rate of your messages.
9. Check your number of pending invitations.
If you send invitations automatically, you have to constantly check the number of pending invitations you have (as not all prospective clients visit LinkedIn regularly to accept or deny invitations), and they must not exceed 400–500. Withdraw the oldest ones. If you accumulate a lot of pending invitations, your LinkedIn account might be blocked by platform algorithms.
Some LinkedIn automation tools allow you to automate withdrawing the oldest invitations, so that you do not have to do this manually.
10. Create different message templates.
The most important thing to remember is that the messages you send should reflect the needs of your target audience (an ideal client). Change your messages, test them out, and track the results. Adapting your messages will lead to better results and will help you avoid a LinkedIn block, as the messages will not be viewed as spam.
11. Set a follow-up campaign when you are online.
It is better to send follow-up messages when you are in front of your laptop. It is important to respond quickly if a lead is interested in looking through your portfolio or scheduling a video call to discuss possibilities of working together. A quick answer may serve as a big plus to you and highlight you over and above other salespeople.
Another important rule is not to set follow-up campaigns at night or during holidays. In most cases, these types of messages remain unanswered. Remember that you are sending a message to an unknown person, so you have to catch their attention while not annoying them.
12. Avoid being too selly.
When you send note messages or follow-ups, you have to sell without selling. Do not forget that LinkedIn is, above all, a social network, not a platform for selling services, so the most important thing to achieve is to establish good relationships. Personal relationships are an essential factor in being successful in selling through LinkedIn. Automate repetitive tasks, but spend time building relationships through real conversations. Once you’re connected, it’s all about human-to-human, personalised conversations.
13. Do not create long-lasting campaigns.
When creating your campaign, the next step after defining the goal is to limit it to 3–4 steps: adding a person to your connections, sending a note message, sending a follow-up message. Do not send spam, do not create long messages, avoid being annoying, as these will not bring you desired results.
You should limit any campaign to 3–4 steps, for a number of reasons:
- When you set a long-lasting campaign, you will not be able to track the results and outputs.
- If you send more than 2–3 messages which remain unanswered, you may be blocked by a person. Even if you are not blocked, there is only a slight chance of winning this person as a client. Applying spammy email tactics to social selling channels is the worst way to engage prospective customers and is damaging not only to your reputation but to your brand in general.
- If you establish a long-lasting campaign, the tool for lead generation will be occupied by performing low-priority campaigns.
To sum up, using tools for lead generation offers a great chance to get new clients while not spending too much time on it, but you do have to follow certain steps, detailed in this article, to succeed in social selling through LinkedIn and not to be blocked. LinkedIn is networking in the digital age; it’s where business professionals hang out. The Dooozen team believes LinkedIn automation is the next evolution of sales enablement.
Dooozen, being an automation tool, provides you with a variety of important features, such as sending messages, doing auto follow-ups (campaign master) which will help you in your prospecting through LinkedIn.
Subscribe to our blog to get even more useful information about lead generation on LinkedIn and not only that. And try Dooozen – a LinkedIn automation tool that helps you avoid the daily grind while working with LinkedIn.
1. When should you connect on LinkedIn?
Once you’ve defined your target audience, the next step is to collect a list of prospective customers who are already your 2nd or 3rd level connections on LinkedIn. Then there are 2 ways to proceed:
- send an invitation request to someone with a note message, and start a conversation in this way (you cannot write a message to people who are not yet 1st level connections on LinkedIn);
- write an InMail (InMails allow you to send direct messages to people outside your network).
So, the first step before you start up conversation with someone is to add this person to your connections with a note message, and then send a follow-up.
2. How should a beginner use LinkedIn?
LinkedIn, being a business social network, offers users a large number of opportunities. Any beginner who uses LinkedIn needs to first define the goal of their activity on LinkedIn. Those goals may be:
- growing a professional network;
- growing personal brand power;
- lead generation and prospecting as a part of social selling;
- looking for investments;
Depending on the goal, each user should define a list of core steps on how to reach that final goal and which tools can help them.
3. Is it okay to add strangers on LinkedIn?
When you are prospecting on LinkedIn, you should remember that LinkedIn prevents you from connecting with unknown people. So whenever you are expanding your professional network by connecting with unknown people, you should remember to add a note message to the invitation request. Explain briefly why you would like to establish a connection with this person, how you can help them professionally, or what you would like to talk about. Otherwise, the person in question may notify LinkedIn that s/he does not know you and, following LinkedIn policy, your profile might be restricted. Adding a note message to each invitation request will also increase the conversion rate of your automated campaigns.
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