LinkedIn Outreach Best Practices
We’ve made all the mistakes—reached out with a message that was way too salesy, posted meaningless comments, sent too many emails, and even tried to cold call a prospect without preparation but after years of making mistakes I have honed my outreach strategy, I’ve learned a thing or two about what works—and what doesn’t. So let’s dive into the best practices for B2B digital outreach using LinkedIn, email, personal calls, and videos.
DO's
Personalize Your Connection Requests
Avoid sending generic connection requests. Craft a personalized message that briefly explains who you are and why you’d like to connect.
Example: "Hi [Name], I’m looking to connect with others in the [Location] area, and I’d love to connect."
Provide Value in Your Messages
Share content, articles, or insights that are relevant to the recipient’s industry or pain points. This positions you as a valuable resource.
Example: "[Name], based on your experience in [industry] and as a [title], I thought you might find this article helpful [link]. Does this resonate with you?"
Engage with Their Content
Like, comment, and share posts made by your prospects. This warms up the connection and creates opportunities for follow-up messages.
Example: "I really enjoyed your post about [Topic], and your perspective on [Key Point] resonates with me!"
Follow Up with Care
After connecting, follow up with a message that isn’t too pushy. Provide further value, like a helpful resource, download, case study or white paper, that is relevant to their needs.
Example: "Thanks for connecting! If you’re interested, I’d love to share a case study on how we helped a business similar to yours grow by [Percentage]. Want me to send it over?"
DO NOT's
Don’t Use Generic Templates
Avoid mass messaging. Personalized outreach is more likely to get a response than a templated message.
DO NOT: "Hi, I see we are both in the [Industry]. Let’s connect."
Don’t Overwhelm Your Prospects
Don’t bombard your prospects with multiple messages. Space out your messages to avoid coming off as spammy.
DO NOT: Send multiple messages without allowing time for a response. (Average person reviews LinkedIn inbox every 3 days)
Don’t Be Too Salesy Right Away
Avoid pushing for a sale or meeting in the initial message. Focus on building rapport and trust first.
DO NOT: "I offer [Product], let me know if you’d like to schedule a demo."
Email Outreach Best Practices
DO's
Craft Compelling Subject Lines
Your subject line is the first thing the recipient sees. Make it attention-grabbing and relevant.
Example: “Increase Your Sales Team’s Productivity by 25% – Here’s How”
Keep Your Emails Concise and Actionable
Ensure that your email is easy to read, clear, and straight to the point. Avoid long paragraphs.
Example: "Hi [Name], I noticed your company is focusing on [Specific Goal]. I wanted to share a brief case study about how our service helped a similar company increase their efficiency by [X]%. Would you be open to a quick call to discuss further?"
Include a Clear Call-to-Action (CTA)
Always end your emails with a clear next step, whether it’s scheduling a call or checking out a resource.
Example: "Would you be available for a 15-minute call this week to discuss how we can help [Company Name] achieve [Goal]?"
DO NOT's
Don’t Send Long Emails
People are busy, and lengthy emails often get ignored. Focus on providing value quickly.
DO NOT: Write long paragraphs or include too much information in your first email.
Don’t Use Overly Complex Language
Keep your message simple and straightforward. Complex jargon can confuse your audience and reduce engagement.
DO NOT: "Our AI-driven solution integrates seamlessly with your existing tech stack and provides a dynamic user experience for scalability."
Don’t Ignore Timing
Don’t send emails at odd times (e.g., late at night or on weekends). Research shows that email open rates are higher on weekdays during business hours.
DO NOT: Send emails on holidays.
Personal Call & Video Outreach Best Practices
DO's
Warm Up Calls with a Personalized Message
Before making a cold call, send a brief LinkedIn message or email introducing yourself. Let the prospect know you’ll be calling and give them a heads-up.
Example: "Hi [Name], I’ll be giving you a call shortly to discuss [specific topic]. I look forward to connecting!"
Keep Calls Brief and to the Point
Respect your prospect's time by being concise. Focus on understanding their needs, not on selling your solution.
Example: "Hi [Name], I’d like to quickly explore how we can help you solve [pain point]. Does that sound good?"
Use Video for Higher Engagement
Personalize video messages to make your outreach more impactful. Videos help build a stronger connection.
Example: "Hi [Name], I created this short video to walk you through how our solution can help you [Achieve X]."
DO NOT's
Don’t Make Calls Without Preparation
Never call without understanding your prospect’s business and needs. Research is key to making a meaningful connection.
DO NOT: Call and start with "Hi, do you have a minute to chat?"
Don’t Be Overly Aggressive on the Call
Don’t pressure prospects into a decision during the first call. Focus on understanding their needs and setting up a follow-up.
DO NOT: "You need to buy this product today!"
Don’t Forget to Follow Up
After a call, always follow up with a personalized email or LinkedIn message summarizing the conversation.
DO NOT: Forget to send a follow-up note within 24 hours of the call.
Example B2B Outreach Campaign Using Best Practices
Week 1: LinkedIn Outreach
Step 1: Send personalized connection requests to 20 prospects, mentioning a mutual interest or recent post.
Step 2: Engage with their posts by liking, commenting, or sharing relevant content for 3 days.
Step 3: Send a follow-up message providing value (e.g., article, case study).
Week 2: Email Outreach
Step 1: Send a personalized email introducing yourself and highlighting the value your service can bring.
Step 2: Follow up with another email with a case study or testimonial and a clear CTA to schedule a meeting.
Step 3: If no response, send a final email offering a limited-time discount or incentive for scheduling a call.
Week 3: Call Outreach
Step 1: After a week of email and LinkedIn outreach, make a call to prospects who haven’t responded.
Step 2: Keep the call brief, focusing on the prospect’s pain points and setting up a time to discuss your solution.
Week 4: Video Outreach
Step 1: Send a video message introducing yourself and showcasing how you can help solve a key challenge.
Step 2: Follow up with a LinkedIn message and offer a demo or case study.
Conclusion
Effective B2B digital outreach combines multiple channels to create a personalized and strategic approach. By following the DO’s and avoiding the DON’Ts outlined in this article, you can engage with prospects more effectively, build stronger relationships, and drive more conversions. Don’t forget to test, iterate, and continuously optimize your outreach to stay ahead of the competition.
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