So how does cold messaging work on a platform like LinkedIn? And how is it different from other sales touchpoints, such as a
cold email?
Social media is quick-moving and fast-paced. People will look at it on the go, be it messages or posts. It's important to get the attention of those you're following and engaging with, as well as those who follow you.
Since it's so quick-moving, the chance to get any engagement is very low. With so much content out there, it's easy to understand why. 20 years ago, the average human attention span on one item was 12 seconds? Today?
Eight seconds. For a goldfish, it's nine!
So you want to be concise, clear, and have the correct engagement points in your messaging to draw notice.
Previously, we said that sending a cold message on LinkedIn is an effective way to make the people and businesses you are interested in aware of you.
But remember, much of the time, the person opening your message doesn't know you. They have no obligation to reply or even read what you've sent them. And you don't have control over how they react to your message.
So how should you go about it? What are some best practices to follow?
Make sure you've done everything you can on the part of the process you do control. This means making sure you've spent the time to give your messaging the best opportunity to be read.
At this instance, the first thing to know is that many prefer for the LinkedIn cold messages that they receive to be short:
50 to 75 words will do.
A good rule of thumb is to keep your message
under 100 words, but the 50-75 word count is the sweet spot.
Try to get rid of as many commas as you can and keep your sentences short and to the point. A long,
drawn-out message will turn them off immediately.
Another important thing to remember about your cold message is it has to look the part.
What do we mean by that?
Make your message appealing to the eye.
This doesn't always mean using
colored text, wacky fonts, or inserting tons of emojis. All it means is that your message should be easy to read, with short paragraphs of two to three sentences max, and line spacing that makes your words easy to see and read.
Yes, LinkedIn is still social media, but you need to be aware of who you are contacting. Knowing your audience is key. And your audience on LinkedIn is quite a busy one.
For example, the CEO of a large pharmaceutical company does not have much time. Having to wade through several emojis to understand what exactly you're saying only detracts from the strength of your message.
Instead, when writing a cold message, be direct, concise, and confident. This does not mean you should be unfriendly, but everyone is busy and they will respect your message more if it's professional and to the point.
Let's say you're interested in connecting with someone on LinkedIn and just read an article they've written and posted. Here's an example of an effective cold message to that person:
"Hi {first_name}, I recently stumbled upon your (LinkedIn article/post/video) about (topic), and I couldn't agree more about your point on (topic). I'd love to connect and keep up-to-date with your inspiring content. Sincerely, (your name)" What's great about that message is that it's short, direct, and doesn't ask for anything. Instead, you've offered them information about how
their content is useful for you and drew you in.
You've shown that you've taken the time to read or watch what the person posted and wanted to let them know it had a positive impact on you. This is the type of cold message that isn't intrusive, it's not the much-maligned sales pitch, and all you asked for is to connect, which is what the platform is all about.
On the other hand, if you're reaching out to a Marketing Director or Manager, they might enjoy a message with the right sprinkle of emojis or GIFs if used correctly. Always know your audience and cater to them and connect with them in a way that differentiates you from everyone else.
You'll know if it's the right way by doing your research.