As you’re working in Sales Navigator, at some point it's going to come down to making that initial contact. This is going to happen either through a message, or an InMail. LinkedIn messages can only be sent to people who you are connected with on the standard LinkedIn platform. InMail messages, however, allow you to contact any LinkedIn user. There are some common sense limitations designed to eliminate spam. We'll explore how InMail works and help you understand the limitations.
- [Voiceover] As you're working in Sales Navigator, at some point it's going to come down to making that initial contact. And this is going to happen either through a message or an InMail. Now I'm looking at my list of saved leads. And I want you to notice that some of them have a button next to them that says message, and some have a button that says send InMail. And if I go into the profile page for one of these people, let's just choose one here, you'll see that same button on the profile page. It will either say send message or send InMail.
Here's what that means. You can send messages normally to people you are directly connect to on LinkedIn. So if I take a step back to this list again, let me go to this person right here. I'm already connected with her on LinkedIn, so the button says send message. And if I click on that button, it opens up a standard message window. I can write my subject, I can write my message, and then send it. This is a normal LinkedIn message. I'm not gonna send that for now. I'm just gonna close this.
And let me take a step back to that list of saved leads. But since you can not send a message to somebody that you're not already connected with, we have the option for InMail, which is a feature of premium LinkedIn services like Sales Navigator. InMail is a system that lets you contact somebody that you're not connected with. But there are some common sense limitations to how they work. So let me go back to Sally. So I'm not connected with Sally on LinkedIn.
But I've done my research, and I believe that she's a valuable lead and now is the right time to make my first contact. So I'm gonna hit the button that says send InMail. Now I have a very similar window to what we saw when we opened up a normal message window. At the bottom, it tells me how many InMail credits I have. I currently have 60 available. That's because I have a monthly allotment of 30 InMail credits each month. If I still have some of those 30 credits remaining at the end of the month, they will roll over up to 90 days.
So I have 60 credits because I did not use any of my credits from last month or this month. So at first, it would seem like I need to develop a strategy where I only contact no more than 30 new leads each month. But there's actually more to the story. You will get a credit back if you contact somebody through InMail and they reply. So InMail credits are only really spent on people who do not respond. So you want your InMail messages to be targeted, selective, and very engaging because as your conversion rate improves, so does your ability to acquire additional leads through those InMail credits.
So by limiting your number of InMail credits, and returning those credits when people respond, Sales Navigator is really fostering an environment where effective communication is rewarded and spam is not. So let's talk about how to create a very good InMail message. When you're first reaching out, you're going to select a category. That's the little drop menu right here. You should pick the option that seems to make the most sense for the type of outreach that you're doing. In this case, I could select expertise requested.
So that's how this message will be categorized when this person receives it. Next, to improve your chances that your message will be read and you'll get a response, you should compose a very nice subject line. Something catchy and engaging. This should be very specific to what you're selling, to your sales strategy, and to your own personal insight. And then from here, of course you're going to write your message. But let's think about some strategies that you can use to write really effective messages. First, notice over here on the right.
There's a list of common connections. People that both of us know. Mentioning somebody that you both know indicates that you're not just a stranger, but you're already sort of in their network. You're familiar with some of the same people and you have some common ground. Another great thing to do is leveraging what you know about this person based on those sales updates that you've been getting in Sales Navigator. This is where the time you spent saving leads, monitoring your own news feed, and choosing the right time to send a message really pays off.
If there's a birthday, a promotion, news about their company, something like that that you can talk about in your message, it's a nice way to show that you have a connection with this person. It's very important that you also include a call to action in the body of your message. What do you want the person to do? Do you want them to reach back to you? Do you want them to read an article? Do you want them to fill out a form? Or you might request an introduction for the best person to contact on their team. Make your messages specific to what's going on in the lead's current business state, and keep them very short.
You want them to be direct and to the point. Now these are just a few general thoughts, but clearly you're going to have a sales strategy and you can draw from your experience in the knowledge of your sales team to figure out how to craft the most effective and engaging messages. Once you've written your message, of course you just hit this button that says send InMail, and you'll be charged one InMail credit. But hopefully this person will respond and you'll get that credit back, and you'll be in touch with a potential new sales opportunity.
Remember, the more replies you can get, the more InMail credits you're gonna have available, allowing you to do more prospecting each month.
- Setting up Sales Navigator
- Finding new leads with Lead Builder
- Saving Lead Builder searches
- Using updates and suggestions
- Viewing LinkedIn profiles
- Making introductions via shared connections
- Using InMail to reach contacts
- Using the Sale Navigator mobile app