Question

Topic: Social Media

Seeking Feedback Re. Linkedin Prospecting

Posted by ajeisenstat on 11/14/2013 at 8:34 PM ET 250 Points
I’m a freelance writer/communications consultant—essentially a generalist (MarCom, journalism, etc.). Among my LinkedIn contacts, I’ve identified quite a few at organizations where my services might fit well. I’d like to send a msg. to these contacts without explicitly asking for work—because if there’s none avail. now, they would just say no and that would be that—but still letting them know that I’m available & have potentially valuable services to offer them (along with a nod toward networking for future opportunities). What should a letter like this say? I’d appreciate any good suggestions—whether concrete (actual language to use), or practical guidelines.
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  • Posted by Jay Hamilton-Roth on 11/14/2013 at 11:24 PM Member
    Start with informational interviews with those that might be good leads later. Find out what the work is like, the politics, the quality, their upcoming challenges, etc. Then, keep in touch via networking so they remember who you are and can help "sell" you to the organization.
  • Posted by Moriarty on 11/15/2013 at 3:22 AM Member
    Let's put this question the other way around. Because then it may make better sense in marketing terms.

    Because you've got the right idea. Only the problem is that these guys aren't interested right now. Fair enough. But there will be people who do need you right now - and they will be like them in some way. Your job is to find them.

    So think about the things you said to them, boil it down to a sentence and start advertising to that kind of person on Linkedin. I haven't done this on Linkedin, so I haven't a clue how to even start, let alone know what demographics are available.

    Your other option is to use Facebook. You know who these guys are, what they like (you can work that out from their profiles, the pictures they use and all that) and where they live. If you're in the US you'll have the facility to target down to their owning a particular kind of car. The real biggie with Facebook is that it's relatively inexpensive - and their algorithm will work for you in that it will come back with propositions that "they also liked". Now on a personal scale, that's pretty dumb. When it's talking about hundreds if not thousands of people, that's when it gets ... scary.



    You'll be able to work out who it is needs your services, who it is wants them right now. Who it is that makes for an excellent client and who not. With a lot of reverse-engineering of this data to refine your campaigns, both on Facebook, Google's display network and Linkedin. And it's not expensive.
  • Posted on 11/15/2013 at 5:40 PM Accepted
    My experience has been that the more personalized the communication, the better it will be received. So don't focus so much on what YOU do and can offer them. Instead talk about what they need, what their challenges are, what opportunities you see for them, and offer to help them if they want -- no obligation. They'll remember that a lot longer than they would a poorly veiled attempt to sell what you do.
  • Posted by Nancy Myrland on 11/17/2013 at 8:47 PM Accepted
    We have to earn the right to approach them via their inbox. Because these are 1st-degree connections, you can watch for their updates in your Newsfeed on an ongoing basis, then share content of theirs that is appropriate, comment on their updates, or add your opinion to what they are discussing. You can also begin to look for the groups these people belong to, then go take a look at the groups to determine whether they are a smart place for you to spend your time. If so, join a few of the groups they belong to, and make yourself known there by commenting on discussions, sharing information of relevance and finding ways to be genuinely helpful. All of these suggestions are geared toward helping you get on their radar so that direct contact down the road is more natural.
  • Posted by ajeisenstat on 11/19/2013 at 12:24 AM Author
    Thanks to everyone who offered input. (It seems a shame to have to pick any "winners," since everyone really had valid pts.) The gist of all the replies, alas, is that the right approach is inherently labor-intensive and uncertain--which defines social media as a whole. (I think the futurists, etc. who predicted computers would ultimately be "labor-saving" devices were decidedly off.)
  • Posted by Moriarty on 11/19/2013 at 7:17 AM Member
    I'm afraid that providing value is labor intensive. It's part of the equation, as it were.

    What computers have allowed us to do is find those who value such labor intensive activities much more easily. The point being that when they do value your activities, they'll be more than happy to pay for them. Why? Because they'll be able to make 10x with your input compared to what it costs them to get it.
  • Posted by ajeisenstat on 11/19/2013 at 10:16 AM Author
    Absolument!
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