Outside-IN

You've got mail ... on LinkedIn

Are you utilizing the LinkedIn InMail tool to your best advantage?

Feb 28, 2014 @ 9:19 am

By Craig Faulkner

I'm pretty sure that you have a profile on LinkedIn — nearly every business professional does these days — but are you utilizing the LinkedIn InMail tool to your best advantage?

InMail is a great service (provided at a small additional cost) where LinkedIn guarantees a response within seven days, or they give you a credit to use another InMail. Their website describes it as a means “to reach anyone on LinkedIn, no introduction or contact info required. It's professional, credible outreach — with your LinkedIn profile attached.”

Each InMail will cost you a few dollars, but many advisers find it is money well spent. If you want to give it a try, here are four things to do today to get that area of your digital marketing up and humming.

1. Jazz up your profile

Before you start sending out messages, get your house in order. We talk about this often with our clients, but one of the most important things you can do on social media is update and improve your LinkedIn profile. Since your LinkedIn profile is what your contacts will see after they receive a message from you, make sure that what they see impresses them and gives them confidence about working with you.

At FMG Suite, we've created a great little tutorial on our Social Media course called “Power Pack Your LinkedIn Profile.” It's well worth a few minutes of your time and effort.

2. Focus on specific people with whom you would like to work

InMail isn't for mass mailings. It is a means of reaching out to specific individuals, so use it to reach out to those special contacts that you would like to convert into clients. You can probably think of a dozen people right now who meet your target demographic, and that you would love to have as clients. Take that dozen and make them the center of an InMail effort.

3. Do your research

Social media makes it easy to find out quite a bit about potential clients. So take the time to see if there is a Facebook page, LinkedIn profile or Twitter feed connected to each prospect, and get to know that person a bit before you reach out. The effort will pay off. Identify two or three things that are unique to that person, such as career details or upcoming life changes.

In your message, show an awareness of their life situation (without being creepy) and offer some content of value that relates to their needs. Here is an example: “In your position as HR director for Acme Products Inc, I'm sure you are aware of the many investment options available these days. At our firm, we specialize in helping people optimize their retirement planning through careful investing. As you know, investing can be tricky with the ups and downs in the economy. You might be interested in this short video on the investment cycle. I would welcome an opportunity to talk more with you. If you like the video or have any questions, please get back to me and let's talk.”

Some advisers like to combine InMail with snail mail. For example, you could combine an InMail message with a white paper on the same subject or a brochure about your business. This reinforces your impact on the prospect.

4. Use life changes as InMail triggers

As your clients have life changes, such as new jobs, retirement, new babies or grandchildren, and/or divorce or death, send an InMail with some valuable content. For example, you might say, “Congratulations on your new grandchild! Can't wait to see some pictures. It's never too soon to start thinking about the future, so you might be interested in this short video on college tuition costs. I'd be happy to talk with you about creative ways to help plan for future educational needs.”

LinkedIn offers many great avenues for connecting with clients, prospects and new contacts, and our advisers are reporting that the cost per lead of InMail is far lower than more “hit-and-miss” tools such as Google or Yahoo Ads. Used with care and competence, InMail can become a valuable tool in your marketing toolbox.

Craig Faulkner is chief executive of FMG Suite, a company dedicated to creating digital marketing tools for today's financial professional. If you would like to learn more about how to use social media to grow your business, check out our free online course, Social Marketing Strategies for Success. You can also follow him @FMGSuite on Twitter.

0
Comments

What do you think?

View comments

Upcoming event

Nov 19

Conference

New York Women Adviser Summit

The InvestmentNews Women Adviser Summit, a one-day workshop now held in six cities due to popular demand, is uniquely designed for the sophisticated female adviser who wants to take her personal and professional self to the next level.... Learn more

Most watched

Events

Finding innovation in your firm

Adam Holt of AssetMap explains how advisers understand they need to grow, but great innovation may be lurking right under your nose.

Events

Finding your edge from Tony Robbins

Guru Tony Robbins has helped a lot of people, but armed with his psychology Financial Advisor Josh Nelson has helped his practice soar.

Latest news & opinion

The growth of factor-based investing

Advisers are making decisions about clients' portfolios by using the same characteristics that govern factor-based ETFs.

Finra makes its list to target hundreds of rogue individuals

The regulator sees patterns in the behavior and disclosures of high-risk brokers.

LTC insurer offering co-pays to blunt soaring premium increases

John Hancock policyholders would get a discount on their premium in return for agreeing to pay a bigger portion of their claims in the future.

Goldman Sachs acquires United Capital

After a payday of $75 million or more, CEO Joe Duran plans to join Goldman in a senior position.

Private equity loves IBDs, but will that last?

Three big acquisitions in less than a year signals renewed life in the formerly beleaguered industry.

X

Hi! Glad you're here and we hope you like all the great work we do here at InvestmentNews. But what we do is expensive and is funded in part by our sponsors. So won't you show our sponsors a little love by whitelisting investmentnews.com? It'll help us continue to serve you.

Yes, show me how to whitelist investmentnews.com

Ad blocker detected. Please whitelist us or give premium a try.

X

Subscribe and Save 60%

Premium Access
Print + Digital

Learn more
Subscribe to Print