What’s the one thing that could drive a prospect to decline your connection request? It’s simple: A generic LinkedIn invitation message that’s just waiting for the green light to turn into a sales pitch.
LinkedIn Is home to millions of professional users, a percentage of them are decision-makers that every B2B marketer is trying to reach out to. And yes, you guessed it – these important people are met with thousands of LinkedIn invitation messages on the daily. There’s a high chance that yours wouldn’t even be opened.
When you’re fighting for inbox attention, you’ll need to do everything to stand out. A message request matters, but only if you can write one that shows your genuine interest in connecting.
The LinkedIn invitation message formula
With the ever-helpful internet, there are countless lead generation templates that you could quickly grab inspiration from. A simple search on Google would bring your articles on articles about personalizing your LinkedIn invitation message. However, while resources are abundant, it’s essential to be cautious of turning these into generic messages.
Templates are here as a pattern to follow when writing your own LinkedIn invitation message. These are not meant for copy-and-paste, but to find the formula that will work for you and your LinkedIn marketing strategy.
Generally, the message request template formula looks like this:
Personalized greeting + how you know them + why you want to connect + friendly sign off
With a framework, all you have to do is plug information, and you’re ready to hit send.
Tweaking your message
Tweaking your message based on the template formula sounds easier said than done. So how exactly do you personalize a LinkedIn invitation message?
When it comes to LinkedIn invitation messages, there’s no such thing as “one size fits all.” To help you get started, we compiled the best B2B LinkedIn marketing templates that you could use to get to your prospect’s Linkedin network, depending on who you’re reaching out to!
1. A colleague
Many B2B marketers miss out on the quality leads they could get from their circle. Without the need to look further, some potential clients could already be sitting in your circle. Of course, sending a LinkedIn invitation message to a friend doesn’t need to be formal – but you still need to give out a proper introduction.
I just recently found you on LinkedIn after hearing positive reviews on your work and your projects! I thought it would be nice to connect. Hopefully, we could collaborate one of these days with my work for [your company]. Take care and looking forward!
Best, [your name]”
2. A prospect you’ve yet to meet
One of the many challenges of expanding your LinkedIn connections for lead generation is reaching out to strangers online. Without a background or a mutual connection, your LinkedIn invitation message could make or break your prospecting process. When sending out a request, be clear and transparent about your intentions. Remember to show your genuine interest in learning more about the person and how your business can help them out.
I saw your recent projects/job position for XYZ company, and I would love to collaborate with you! I’m working with [your company], and they’ve developed [a short description of what you’re offering] that I think would fit well with what you’re doing at [their company/project name].
Let me know what you think!
Best, [your name]”
3. Someone you met at a networking event
Attending networking events is an excellent opportunity to find prospects that could drive your sales. After the meet, it’s time to take the conversation a notch up through LinkedIn. One of the best things you can do is to bring up your introduction at the networking event and mention your reason for connecting.
It was great speaking to you at the [name of event] conference! I’m glad I found you here on LinkedIn. I’m working for [your company] on a new project, and I would love to discuss it with you. Are you available for a quick conversation later this week?
4. Co-member in a LinkedIn group
LinkedIn is a gold mine of quality leads, especially its little communities through LinkedIn groups. B2B marketers take advantage of this pool of users by looking at potential clients and reaching out. Because LinkedIn groups are typically topic or industry-centered, it’s an easy way to find users who are interested in the field your business is in.
When trying to connect with a co-member, remember to mention that you’re both part of that group. It’s also wise to inject a reason behind the message request, so they don’t think oddly of you connecting randomly.
I’m also a member of [name of LinkedIn group], and I noticed that you have pretty insightful posts and comments about [topic or industry].
I work for [your company], and we’re currently working on a project about [describe your project]. I’d love to discuss more – I think you’d be really interested!
Hope to speak soon,
Keep it short and easy
The straightforward trick to improving your LinkedIn invitation message is to keep it as short as possible while still showing value and interest. It doesn’t have to be a long-form letter – just something enough to get your prospect interested in what who you are and what you do.