Cold Outreach - LinkedIn vs. Email
Email is no longer the digital marketing medium it once was. As technology has grown and evolved, competitor tools such as LinkedIn have come to capitalize on similar functionalities to that of email in order to generate leads. Some even argue that traditional methods of marketing, such as cold emails or cold calling, are becoming obsolete in today’s digital environment. But is that entirely true?
With the rise of social networks, there are friendlier and more efficient ways to generate leads. Unlike social media marketing, cold emails are sent by yet another faceless sender in your inbox with varying types of services and promotions that are sometimes completely unrelated to you.
LinkedIn, on the other hand, not only uses a target approach to their marketing, but also has the advantage of getting to know your sender by viewing their detailed profile. Recipients can learn about you, your company, your solution, your connections, and can read recommendations from similar buyers you’ve helped, all without leaving the LinkedIn platform - yet none of this is captured in the “from” field of an email. For this simple reason alone, social selling tools have had noticeably higher open and response rates when compared to cold emails. According to LinkedIn, InMail senders achieve a 300% higher response rate than emails sent with the exact same content.
But what else does LinkedIn have to offer? Is it really that much better than email? The following are 3 main reasons why you should join the movement to take sales beyond just email, and consider leveraging LinkedIn tools and social selling.
#1: Interact with your customers
Instead of putting together a bunch of content in an email, sending it, and hoping for the best, create a two-way communication channel with your audience. Once connected on LinkedIn, your connection will see and be able to see, like, comment, or share the content that your business is putting out. This is a great way to engage with customers, especially when you are trying to work together for the first time and you’re still getting to know each other a little better.
#2: Customer insights and analytics about your audience
Posting all different types of content to your target audience on a network like LinkedIn will help you know a lot about them. Unlike email, insights go way beyond open and response rates. What type of posts do they read, who do they follow, what kind of feedback do they leave on your posts are all insights that can be leveraged when using automation tools to create a targeted approach.
#3: A mobile-optimized experience with Push Notifications
Much like iMessage or texting, LinkedIn InMail mimics an in-person conversation by having replies flow in a natural order. The LinkedIn app for both iPhone and Android both offer users an intuitive, fluid experience, on a device they use about 80 times a day.
To say that cold emailing is the best way to reach out simply doesn’t cut it anymore. Social media companies, like LinkedIn, have gone far beyond the ability to contact potential clients by giving you the ability to also interact, connect, and even make personal connections while generating leads. Out with the old and in with the new? Not so fast. Nobody said drop one for the other.
Similar to other apps, the LinkedIn app also uses a visual cue (a circle with a numeral in the corner of the app icon) to signal to the device owner that a new InMail message awaits. The prospect will also receive an e-mail notifications, as long as they have no changed their default settings. This multi-pronged notification system greatly improves the likelihood your message gets noticed.
#4 How to use Email as part of your cold outreach
Picture this, you reach out to your ideal customer on Linkedin, 3 main scenarios can occur:
- They never accept your connection request
- You connect with your ideal customer, but they never read or respond to your messages on LinkedIn
- You connect with your ideal customer, and a conversation starts.
E-mail alone can be cold, sometimes too cold as a standalone outreach method. However, in the above scenarios can play out to extend the cycle of getting in touch with the prospect.
Once connected, you have access to their emails, which is great to send a “Thanks for Connecting” email.
Furthermore, one step further, you can find email scraper tools online that will allow you to find a prospects email even without connecting. Winning.
Social selling is still in the beginning phase, where, if done right, can be extremely effective, personal and engaging. Strengthening your prospecting by following up with email can prove to extend your chances of reaching your ideal customer.
Reach out to a DealFlow Specialist to hear more on how you can use social selling to your advantage. Build your network and find your target customers straight online, while engaging and automatically following up. Book some time here to learn more.