How Do You Approach Business Owners on LinkedIn?

By April 30, 2014 June 9th, 2014 Marketing in General, Social Media

Every professional has a LinkedIn account. But do you truly take advantage of it?

Most people use LinkedIn to reconnect with people they met through work or networking events. But what if you want to connect with a professional you’ve never met in person?

I actually secured my job at Spicy Spirit by directly messaging the company founder over LinkedIn. I saw Elle’s ad for a content developer on a job site and decided to cut to the front of the line. As an Internet marketing expert, she appreciated this tactic.


However, many LinkedIn messages from strangers often go unread or unanswered. How do you make recipients answer your work inquiries?

The answer is simple: A subject line that says what you can do for the recipient’s business.

We most recently built a LinkedIn marketing campaign for an employment lawyer in San Mateo. The objective was to build a referral relationship with an immigration law firm in the Bay Area. As you know, lawyers are very busy people with little time to read random LinkedIn messages.

In order to ensure our letters were read, we kept our subject line simple and straight to the point. “San Mateo law firm seeking mutual referral relationship.”

The email was successful because the subject line told the recipient the following:

1. The sender can provide a valuable service (referrals) to the reader.
2. The sender is local, which means the clients he or she would refer to the reader are most likely local.

The client’s calendar was soon full with meetings with immigration law firms.

How many times have we sent a LinkedIn message that went unanswered? What most people don’t realize is LinkedIn messages are like networking events. People want to know why they need to open your letter. What’s in it for them? What can you do for them?

And, as a rabid networker told me, “the best thing you can do for a client is give him or her a client.”

To learn more about LinkedIn and social media marketing, contact us today.

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