If you are currently at a point where you have already
exploited your paid campaigns to the fullest and you want to focus as much as
possible on the quality of the leads you are generating, surely you have
considered starting an ABM (Account Based Marketing) strategy , a type of
marketing that targets specific accounts or customers .
In this sense, you surely know that a good way to impact
your potential customers is through LinkedIn InMails . But do you know what
they actually are and how they can help you? In this article I want to explain
more in detail what InMails are on LinkedIn and some tricks for your ABM
strategy.
What is LinkedIn InMail and what is it for?
We could say that LinkedIn is a social network based on
networking : professional contacts that can get in touch with others with the
intention of improving their jobs, collaborating, doing business ... An
essential for any B2B business.
As you know, LinkedIn offers you a way to send direct
messages to your potential buyers or clients . With LinkedIn InMails you can
reach a greater volume of contacts in a much more personalized way.
But the InMails only serve to send messages to those users
and potential clients that you have as direct contact or first degree contact.
Normally, commercial teams usually contact those who are not yet contacts, so
it will be necessary to have a Premium account to be able to send InMails
without the potential customer being a direct contact . In this way, LinkedIn
InMail allows you to start a conversation and possibly a close relationship
with potential clients that you do not yet have in your network of contacts.
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Advantages of using LinkedIn InMails in your AMB (Account
Based Marketing) strategy
It must be taken into account that the ABM focuses on
specific clients or accounts , through the set of content marketing strategies,
technological and commercial actions. With this in mind, LinkedIn InMails are
emerging as a more than useful tool.
Next I will show you some advantage of using InMails within
an ABM strategy compared to traditional emails:
• Greater
reach : it allows you to reach a volume of users that, in the traditional way,
would be very difficult to reach.
• Time
saving: makes it possible to save research time, since LinkedIn offers you all
the professional information of all its members.
• Personalization
: by having the profile of these users within this professional network, you
can personalize these messages much more to get closer to the client in a more
“organic” and natural way.
• Initiate
communication : it is a good way to start a conversation with users that you
could not reach otherwise.
• Fluid
communication : the fact that both the receiver and the sender of these
messages have the entire context and professional environment at their disposal
makes communication between both easier and more fluid.
• Measure
effectiveness : being a type of message that LinkedIn provides, you also have
analysis tools available to really validate the effectiveness of these shipments.
Source:
business.linkedin
How does LinkedIn InMails work?
The need to have a premium LinkedIn account contracted is
communication coverage , that is, the possibility of establishing a direct
relationship with more users. You can have 5 InMails per month with the Premium
Career account and up to 15 InMails per month with the Premium Business account
.
However, as I explained at the beginning of this article, if
your idea of getting started with ABM and LinkedIn InMail is to expand your
reach and connect with people you might not otherwise be able to, you should
have a Sales Navigator Professional account. . In this case, you could have 20
InMails per month. Although if you want to have 30 InMails per month you will
have to hire a Recruiter Lite account .
In this case, I recommend one of the last two options. For
example, having Sales Navigator will allow you to search for contacts much more
narrowly; It is a tool with specific characteristics and functions:
• It has a
very robust search engine to find within LinkedIn those contacts that match
your target.
• It allows
you to create lists of leads to be able to impact them later with your InMails
credits.
• It makes
it possible to filter searches by geographical location, industry, type of job
and company, but also by keywords, among others.
What are InMail credits and how do they work?
InMail credits are the number of messages LinkedIn allows
you to send per month . As I said, depending on the account you have
contracted, you can have one volume of messages or another. If you fall short
with the commented options, you can always expand your credit by buying extra
messages.
Another key point to keeps in mind is that these credits are
cumulative, so if you spend fewer credits in one month, you don't lose them and
you can use them the following month.
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