If you're like many small business owners, you wish you could reliably get responses to the direct messages that you send on LinkedIn. You're tired of your direct messages getting ignored.
You might find yourself asking yourself “what did I do wrong?”. You know how important it is to have a reliable way to connect with potential clients, but the thought of constantly sending more direct messages is exhausting.
You’re not alone. Direct messaging requires a thoughtful approach and a well-defined strategy. When you learn how to convert direct message conversations into discovery calls and sales, you’ll feel control over your client pipeline. No more taking on just anyone willing to pay. With an effective direct messaging strategy, you can intentionally build a roster of clients who are aligned with your values and goals.
(Dive deeper into why direct messages don't have to be salesy here)
Once you’ve honed this skill, you’ll have a powerful and reliable tool for generating leads. You’ll feel relieved knowing you can create client opportunities whenever you want. And you’ll no longer feel salesy or icky when sending messages. Instead, your messages will feel natural and flow well—because you’ll know you’re offering real value to people who want it.
Strategy 1) Make your messages personal
Prospects can spot a generic or copy-and-pasted message instantly. When sending messages, mention something specific about their business and ask thoughtful questions that shows genuine interest. Pay careful attention to what they said, and respond to it. Your goal is to sound like a human, not a robot, which builds trust and makes people more likely to respond.
If you're stuck as to what to say, picture you're at a conference or in-person event and what you'd say to a prospect there and adapt that for your online message. Feel free to borrow either of these template:
Hi (first name), I noticed that (something specific about the prospect). How has that been going?
Hi (first name), thanks for liking my post today about (topic)! Have you been focused on (relevant topic)?
Strategy 2) Stop pitching so quickly
Many small business owners believe that the fastest way to a new client is to pitch in your first message. This strategy often requires sending hundreds of messages, and therefore doesn’t feel aligned with how you want to run your business.
That’s why I don’t recommend pitching right off the bat. Instead, I suggest you first build trust with your prospect and get to know their situation. This path takes more time but leads to strong relationships that result in signed client contracts.
Picture you want to make a new friend at a social event. You wouldn't go up to someone new and invite them to coffee. You'd first get to know them and understand what's important to them and what makes them tick. The same applies online.
Strategy 3) Contact the right people
It can be tempting to follow a "spray and pray" approach of sending messages to a lot of your connections, hoping something will stick. However, I don't recommend doing this because you'll end up talking to folks who aren't a good fit for your service. And since it'll feel discouraging and you won't get results, you'll dread sending messages.
Instead, contact those who are most likely to benefit from your offer, starting with the folks already in your network. In my monthly coaching program Leads on LinkedIn, I'll teach you the exact strategies to identify those who are poised to have above-average interest in your services.
As a result, you'll have much better direct messaging conversations, and those conversations will actually get you signed client contracts.
Discover why you dread sending direct messages today by reading this short blog post.
Strategy 4) Create (and update) your lead list
If you aren't tracking your leads, you're letting leads fall between the cracks. That's because your memory is imperfect, and it's nearly impossible to remember every potential client without the support of a reliable system.
When you track leads, you'll know exactly who to follow up with and when. You will collect only the most important information about each lead so the system feels light and easy to maintain. In my monthly coaching program Leads on LinkedIn, we develop and refine your lead tracking system so that it serves you and guides your outreach.
Strategy 5) Follow up with your prospects
It's easy to assume that if someone doesn't reply once, they're not interested in your services. However, your prospects are busy, and a lack of response doesn’t always mean a lack of interest. Actually, it often doesn't mean that!
Thoughtful, timely follow-up can keep the conversation alive and move prospects closer to working with you and getting the support they need.
Now that you know these mistakes to avoid, you might be wondering "but who should I message? "
To start, I recommend sending messages to ideal clients who are already in your network. You can search your existing network for specific key words. For example, if you're a lawyer who primarily works with CEOs, you can search "CEO" or "Chief Executive Officer".
If your network isn't tailored for your ideal clients, you may first need to broaden you LinkedIn network so that you're connected with the right folks. You can do this by sending connection requests to those who match your ideal client characteristics.
When you target the right people, your messages are more likely to be well-received, and you'll create stronger connections with those who can become clients. By taking a smart approach to LinkedIn messaging, you'll get more replies and build real relationships with your prospects. You will choose who you work with, generate leads when you need them, and feel good about in the process.
Your Next Steps to Get Leads on LinkedIn
Getting leads on LinkedIn always starts with an optimized LinkedIn profile. In my service LinkedIn Profile Refresh, I review more than 30 sections of your profile to make sure it clearly communicates your expertise, showcases real results you’ve achieved, and guides potential clients toward the next step in working with you.
You'll fill out a questionnaire, which I'll then take to provide word-for-word copy changes. Then, you'll watch my short tutorial videos (1-3 minutes each) and implement the changes to your profile. No more staring at your profile wondering what’s missing—I’ll take care of it so you can start seeing real results from the work you're already putting into posting and messaging LinkedIn.
After we optimize your profile, you'll then join my monthly coaching program Leads on LinkedIn. You'll learn and implement strategies to generate leads for your business.
The program includes the following:
Actionable curriculum: learn step by step how to identify leads, craft effective posts, and manage your direct message conversations
Time-saving templates: instead of staring at a blank screen, start with inspiration for every direct message and post you write.
Direct message feedback: get feedback leads on the messages you are sending on LinkedIn to improve your response rates and book calls
Post critiques: get critiques on the posts you write to ensure your messaging is clear so you build trust with your ideal clients and referral partners .
Ongoing email access: get personalized guidance any time a question arises so you keep making progress.
Instead of the uncomfortable, salesy outreach and posts you might be picturing, this program teaches you how to connect with potential clients and build genuine relationships.
I know that you don’t have hours to spend on LinkedIn. I’ll never suggest you post five times a week or spend your entire day online. Instead, you’ll focus on high-ROI activities that get results without overwhelming your schedule. You’ll learn specific, actionable strategies that streamline your lead generation process, so you can take control of your pipeline without cold messaging strangers.
Learn more and get started here.
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