LinkedIn外贸营销,专注一站式整合营销!

当LinkedIn刚推出的时候,有部分的销售人员可能已经取得了惊人的效果,即使是用最普遍的LinkedIn消息模板。然而,在2017年,发送InMail的垃圾邮件很大可能是得不到回复的,更不用说用来开拓新业务了。企业为了专注一站式整合营销,应该如何利用LinkedIn呢?

linkedin foreign trade marketing
linkedin foreign trade marketing

为了有效地使用LinkedIn,需要制作具有吸引力的创意消息,使自己脱颖而出,从而吸引潜在客户的注意力。可以尝试这七种创新策略来编写响应式的InMail。

一、从潜在客户的Recommendations中提取细节

recommendations
recommendations

阅读买家资料的「Recommendation」部分是专注一站式整合营销的方法之一。

快速浏览过后,就会发现他们在工作中的最大优势、职业成就、职业声誉、个性等等细节。

这些都是LinkedIn消息第一行的重要参考信息。不仅能表现出对个人潜在客户的了解非常具体,而且还能证明在联系客户前做足了功夫,体现自己的专业程度。

这里有两个例子:

(1).对好消息进行祝贺

Hi [name],
Congrats on [accomplishment] — that’s impressive considering [reason]. Are you working on any similar projects these days?
Best,
[Your name]

(2).对对方的背景感兴趣

Hi [name],
Judging by your recommendations, you’re an expert in [field]. How did you originally become interested in that?
Have a good [day of the week],
[Your name]

这些消息都有以下特点:简短、简单,最重要的是,令人满意。一旦与潜在客户开始对话,也了解了他们的目标,就可以开始多描述自己的价值,并展示解决方案。

二、即兴地提出共同兴趣

即兴地提出共同兴趣,有利于专注一站式整合营销。如果想与买家谈论共同兴趣,可以通过阅读他们的摘要去发现,并使用InMail中建立融洽关系。把这个兴趣点放在消息的开头或包含在帖子中。

两个例子:

(1).喜欢犯罪播客(非小说)

Hi Stefan,
Like you, I’m a big fan on non-fiction crime investigation podcasts. I highly recommend Someone Knows Something if you haven’t already listened to it.

I was also wondering if you’re struggling to scale your recruiting efforts. My clients with similar growth rates typically say it’s hard to maintain their hiring standards while bringing on enough new hires. I have a couple tips, if you’d like to hear them.
Best,
Inken

(2).喜欢播客

Hi Stefan,
Are you struggling to scale your recruiting efforts? My clients with similar growth rates typically say it’s hard to maintain their hiring standards while bringing on enough new hires. I have a couple tips, if you’d like to hear them.
Best,
Inken

P.S. I’m also a big podcast fan. Would highly recommend The Growth Show — it’s one of my favorites.

三、提供个性化的内容

provide personalized content
provide personalized content

尝试着快速将LinkedIn对话移动到邮件。潜在客户在收件箱中花费的时间更多,因此通过邮件获取回复是个不错的选择。模板:

Hi [prospect name],
Are you [seeing X pain, hoping to meet Y goal]? I ask because [client #1] and [client #2], both in your [industry, market, region, product space], experienced this [challenge, opportunity].

There’s a great [ebook, white paper, blog post] I can send you on this topic. It might be easier to send over email so I can highlight the sections you’ll find most useful — what’s your address?
Best,
[Name]

四、对邮件进行预告

当你已经有潜在客户的邮箱时,可以尝试使用初步的LinkedIn邮件预热。这会提高你的名字的识别度。也很有利于专注一站式整合营销,提高邮件接受度。模板:

Hi [prospect name],
Wanted to give you a heads up I’ll be reaching out via email with some [suggestions, strategies, observations] relating to [pain point, opportunity].

For example, my first tip is [short piece of advice].
Looking forward to speaking,
[Your name]

五、插入图片

大多数用户可能很少注意到InMail,但一个有趣的GIF或好玩的图片会让你的消息引人注目一点。

六、保留悬念

设置悬念以吊起潜在客户的好奇心。

想象一下你的InMail是一个故事章节。它需要包括实质性的东西(如提示或发人深省的问题),否则买家会觉得你浪费了他们的时间。

可以这样写:

Hey Andrei,
Just browsed your GitHub repos. Your team is working on some exciting open-source projects — MathLAB looks like it has the potential to transform college study groups.

Two entrepreneurs I know fund projects just like MathLAB. I’ll reach out to them and will be back in touch soon with their response.
Best,
Hugo

你的潜在客户每周可能收到至少四封垃圾邮件,或者无聊的LinkedIn销售邮件。但是如果是有创意的邮件呢?那么你发送的可能是他们整个月中收到的唯一一封。一点额外的努力也许会让你有更广阔的路可以走。

七、插入视频

insert picture
insert picture

你自己收邮件的时候是不是也已经厌倦了看大堆大堆的文字?即便你的产品再好,描述的再天花乱坠,可是,别人连看都不愿意多看一眼那堆黑乎乎的文字,是不是觉得一切努力都白费了?视频既能清晰的展示产品,又能大大提高邮件的阅读率,这也是专注一站式整合营销的有效方法之一。

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