How to get 51% acceptance rate and 14,5% answer rate on LinkedIn
I must warn you right now: we don’t have magic powers 😇. The method shown here is so easy that you won’t have any excuse to not set it up right away. Come on, go on your LinkedIn account.
In this article, I’m going to explain to you how to obtain:
- a bit more than a 50% acceptance rate.
- a 15,5% answer rate.
- +14,7% of unique qualified visits on our website.
- +60% of time passed on the site compared to the average.
- 7 calls with potential ambassadors of our solution.
All that from a 483 prospects campaign (which means a week of LinkedIn message automation 😁)
And answers such as:
- “I’ll see if I can take the time to answer, I like the initial contact approach.”
- Hello Toinon, very very good alibi to put your offer, I personally work my direct approaches and I think this one is awesome”.
- “I would say that your LinkedIn approach is nice”.
- “Smart message bro! So, I’m gonna try your tool, it seems nice. Kind of a pretty version of LinkedHelper?”.
However, purists will strafe me: my tracking system wasn’t working on this session so I am not able to say how many actives and paid users we generated with this campaign. I’m aware this is not really professional… I’ll be better next time 💪
1° To test and to iterate
« Everything that can be measured can be improved »
Know that this successful campaign arises from lots of tests we run on multiple accounts for several months. Beyond promoting ProspectIn, nowadays we can’t perform a blind prospecting. It is necessary to set up tools to measure performance. It can be achieved through a tracked link with bitly, a dashboard allowing you to follow your cohorts, or an automation tool which gives you your performances by note or campaign, you MUST measure.
Not to track and measure is similar to train for a marathon without ever timing. How do you know if you improved?
At ProspectIn, we track everything. Like really everything. We’ve internally developed a follow-up tool that allows us to measure our cohorts. Every A/B test and every persona is tracked to confirm or invalidate our hypotheses.
What is a cohort? For us, it means measuring quite a few indicators, on a given period. Who comes back after one week? Two weeks? One month? Who pays? Who uninstalls our extension?
Here is an overview of our dashboard and the Key Performance Indicator that we follow on our campaigns. I don’t have a tool to advise because we internalized this part. But I guess there are some very good SaaS that do just that.
So this campaign is the result of many iterations and trackings, as you can see on this screenshot of our Google Analytics.
We really track everything!
This approach is based on the following hypothesis: prospecting on LinkedIn is more and more common. Decision-makers’ profiles start to saturate. Even though finding qualified leads on LinkedIn still works relatively well with a classic approach, it is time to stand out. 🤡
I, myself, receive dozen of invites per day. Pretty much every one has a business goal.
Before explaining the very simple approach we adopted, I quickly want to remind it will not work for every line of business or every prospect. Here is the best way to find your note which performs:
- Write a dozen of original approaches. If you are a team, do it separately.
- Brainstorm and iterate to make it more sympathetic.
- Select the best 5.
- Test and measure.
- Iterate on the most successful and start again.
After testing a lot of persona via LinkedIn searches which mostly return low granular level results (even with the Sales Navigator option), I chose to opt for another fish pond: LinkedIn groups.
People who join these LinkedIn groups are a qualified target:
- They are searching for information, content or to discuss the group’s subject
- We can think they’re at least a bit actives on LinkedIn
My subject being BtoB leads generation on LinkedIn, I opted for people belonging to the French group “Prospection commerciale BtoB : les bonnes pratiques” (“BtoB commercial prospecting: Best practices”) in my SalesNavigator. There’s no better target for a smart automated tool.
NB: If your client acquisition strategy stands on LinkedIn, the SalesNavigator, coupled with an automated LinkedIn prospecting tool, is very powerful. It is an investment but it allows you for a granular level of interesting search requests.
4° The open question approach
For insiders, this approach will be identified as a business approach. Besides, this is often what clicks: to prospect sales specialists by offering them a different approach than what they use. Here is their curiosity cut to the quick.
The idea was to approach the prospect by asking him a tip based on his experience about the launch of a BtoB SaaS. Of course, the SaaS was our own tool, and the aim was to send him directly to our website.
We can observe:
1) A customized approach with the name
2) Customization on her membership to the group, which remembers her she’s interested in the subject and is a subject matter expert
3) A customized landing page with a speech especially turning around the BtoB sail
4) Tracking of the link to measure the campaign performances
5) A wonderful image (which isn’t even the tool’s one) but inspires the conversion and performances notion
6) A persuasive motto: here, “Smart automation”; a part of the campaign also sent with “Improve your conversion rates on LinkedIn” but I don’t have data to tell if it had an impact.
5° A slight and non-intrusive follow-up
In the continuity of the first approach, I strengthen my intention to find tricks to boost my client acquisition. This follow-up (an automated LinkedIn message) is sent between 3 to 5 days after the addition. This is a bit long for a follow-up, but the aim was here to make a “reminder”; to remind those who accepted me while thinking “I’ll answer later” and forgot. I obtained a 10% answer rate, which is a good performance. Don’t hesitate to automate your follow-ups!
Thanks for accepting me in your network! Did you see the link I sent you? What does it inspire for you?
If you have some personal tips to improve our client acquisition, I’m in!
Waiting for your feedback”.
6° Strike up the conversation and be responsive
Once your prospect answers, strike up the conversation before attempting to sell anything. In this campaign, some people wrote me detailed answers about our tool or our landing but we never tried to sell them the tool. Our website is clear enough: if they didn’t find added value in our product, never mind. Some people will say I didn’t insist enough. I chose to adopt a qualitative approach all the way!
On the other way, some didn’t answer my question and directly downloaded ProspectIn. Obviously, if you have a website that transforms sparsely or you sell a more complex service, it doesn’t work. You’ll need your OWN original approach. Your scenario which spikes curiosity.
If you have other tasks in the day (and God knows that’s my case), I advise you to do 2 to 3 sessions of 30 minutes per day where you deal with all your messages. It is scheduled and doesn’t enlist much time. The rest of the time, mask your LinkedIn tab and mute it.
Take this case study as a humble example. A test which worked for us. A result of various iterations. Just one last thing to have in mind: automate your linkedin will save you a lot of time and get more accurancy in your prospectin.
This article is our first specific business case. I am ready to take your feedback: from the sheer content to the design. 😁 If you liked it, share it! If you want other examples, you can privately contact me on LinkedIn, I would be more than happy to discuss it with you.