Best LinkedIn Message Templates | Oxford Growth Marketing

Writing a Three-step LinkedIn Introduction Message

Step 1: Opening Lines of Communication

Our first message has been developed solely with the intent of opening lines of communication for future messages in mind. It is unlikely that you will identify a hot lead within the first message of a new conversation, no matter what kind of message you send.

That is why at this stage, we are more interested in gauging what kind of relationship we will have with our new connection rather than pitching a sale. We want to create a message that will make us stand out, and our contacts will remember, which also doesn’t come across as wanting to sell something, but instead offers a hint at value and a friendly atmosphere.

LinkedIn is first and foremost about relationship building compared to other social media, and that is the angle you will find is the most effective for breaking the ice.

If you get the first message right, then even if your connection doesn’t reply, they will remember you after receiving the subsequent messages in the series, which will give you a headstart in your future conversations.

How to write your initial message

Like with the personalized connection request, it is vital to keep this message short and to the point, as this will be the first point of real contact people are having with you after connecting. We don’t want them to dismiss your profile as spamming immediately, and your message will reflect your company’s standards.

In general, it’s good to remember that people prefer to do business with people they like and that they feel that they can trust.

This initial message sets the foundation for that kind of relationship. Whilst this message is not designed to bring out hot leads, you will get a small percentage of your connections coming back with immediate interest. And even direct requests to purchase your services, hopefully bringing you results within the first week of your campaign.

You can find the template for the First Message in the “LinkedIn Message Templates” document later in the course.

Step 2: Converting connections into hot leads

The second message in our 3-message series is the one that has the most potential to bring out the hot leads from the connections to your network. It is also the longest of the three messages.

It serves to share more detailed information about your brand and services whilst giving your prospects an authentic value offer with no direct sale.

What are 3 objectives that you need to accomplish with this message?

This message will be the one that is most tailored to your company and will need the most creativity put into it to be effective. There are three aims that we need to accomplish with this message:

  • To offer a free source of value that is beneficial to the prospective clients.
  • To indirectly explain a few key elements about your business. What industry you are in and what services you are involved in.
  • To empathize with the struggles that someone who would be interested in your services might face.

The second message should be sent seven (7) days after the first, providing the first message:

    1. Did not have a response or
    2. The response revealed a low investment or just “Thanks.”

Typically, if crafted properly and sent to a well-targeted list of connections, you should see that a percentage of your contacts respond with a direct interest in your services, even though you never directly mentioned them. The power of this message lies in its ability to present a solution to what might your recipient need without directly saying it.

You are sharing information on a topic that they need help with. Without directly mentioning that you are working in that industry, you imply that you are a source of knowledge and authority on the subject.

When combined with the friendly approach from the first message, this makes the ensuing conversation leading up to a sale feel much more natural and builds trust with your connection upfront.

Publish an Article on LinkedIn

To further increase the authoritative subtones of this message, we recommend that you write your article on a subject related to your services and publish it on LinkedIn. It would be best if you produced a reasonably well-written article that offers some real value upon reading.

Preferably, it will be an article that someone will likely walk away from believing they have learned something fundamental about best practices in your industry. Even though all may not widely read your piece, it will enhance your reputation in their eyes; you will appear expert and much more dependable.

You can find the template for our second message in the “LinkedIn Message Templates” Document later in the course.

As you may have noticed, part of our message template includes the setup of a private group. We have tested this message under multiple conditions and found it works to pull leads even if your group is entirely inactive.

Most connections will either ignore the part about the group and ask you directly for details about your paid services, converting now into a hot lead. Or they will join the group and forget about it.

The plus side is that you can put them through a separate nurture funnel by using your group as a marketing platform.

Step 3: Reviving old connections

We design the third message template in our series to be quick and straightforward to extract that last bit of potential lead out of a connection before allowing them to leave our funnel. Every time you run a campaign, there will inevitably be several connections who do not reply to any of your comments.

Perhaps they were too busy or have been away during your campaign period. This final message is a direct offer of your services and a quick reminder of the second message.

Often, this will invoke a reply from your connection if they did previously read your article. But just never got around to reply to you; otherwise, it will most often result in a simple yes, or no from the connection, bringing them to the end of the funnel.

Sometimes connections will respond to this message by asking a little more about your company and your company’s operation. It usually means they are interested in your services and should be considered a lead and moved into your sales funnel accordingly.

You can find the template for our third message in the “LinkedIn Message Templates” Document later in the course.

Do you find Oxford Growth Marketing LinkedIn Templates helpful? If yes, check out more of our LinkedIn Lead Generation tips.

Three LinkedIn Best Messaging Templates You Need Now

About our Message Templates

The templates below are guidelines for structuring your messaging strategy to be sent to your connections on LinkedIn. As you will see in the Second and Third Templates, there are many instances where some creativity is necessary to get the most out of these templates.

They work so well because they demonstrate knowledge and empathy for those struggling with the services you provide and indirectly paint you or your business as the solution. These messages work best when paired with supporting resources, such as a well thought out profile and articles published by the messaging account. The template’s design work in tandem with the entirety of your LinkedIn presence.

Introductory Message Template

Hi [Name],

Thanks for connecting.

I look forward to getting to know more about your business through LinkedIn. If there’s anyone in my network that you would like to connect with, I would be happy to be a resource for you.

To help break the ice as new connections, maybe you could tell me something interesting about your business?


[Your Name]

Followup Message Template

Hi [Name],

I recently wrote an article on LinkedIn that I thought you would be interested in. It has [some information/guidelines] on how to [achieve a certain goal] from [Your Chosen topic].

You can check it out here:

[Link to your Article]

[Emphasize the struggles of someone trying to achieve a goal in your chosen topic. See the example below, also in italics, as a guideline]

I know how difficult it can be to put your trust in a company for things such as SEO, where you are only going to see results several months after your first payment – and that’s if they get it right the first time. 

That’s why I would like to invite you to a private group we have set up for my LinkedIn connections, where we share helpful tips, resources, and guides on how to get results from [Topic]

Everyone in the group is super friendly and wants to get the good stuff before anyone else. Hopefully, see you there.


[Your Name]

Reviving Old Connections Message Template

Hi [Name],

Hopefully, you had a chance to read my article and pull out some quick wins to help you [Achieve your goal] and [Succeed at the topic]. I understand how daunting it can seem trying to work out [Topic] on your own, which is why I set out to make this free resource.

With you being my prospective client, I wanted to reach out to you with a proposition. We have recently [launched/improved/taken on a new service], which has been able to bring us excellent results through [details of service], as well as bring us valuable audience data with [Technique].

We are offering [Sentence including specific details of your offer]. Does this interest you at the moment? Either way, I’m happy to be connected.


[Your Name]

8 Best Examples of Generated Leads



What can you say about our designed messaging template? If you happen to use our LinkedIn Messaging Template in your ideal client search, please drop your comments below and let us know how it changed the game for you and your budding business venture!

How to Identify hot and warm leads on LinkedIn

Key Differences Between Hot and Warm Sales Leads

You will typically begin to notice a high volume of replies come in from your connections after sending either the 1st, 2nd and 3rd messages. These replies are often asking about your services or for more information on your company.

It may be tempting to respond to these messages straight away, and in some cases, that is the right thing to do.

However, it is essential to document the replies you receive to accurately gauge your campaign’s success if you want to succeed long-term.

Is there a need to record every reply you get?

Recording every single reply can quickly become a burden and time-consuming. Our solution is only to record the first message that our connections reply with.

This method is vital to check whether the connection will turn into a lead or more suitable for a partnership or market research in the future.

It is also a good idea to track whether or not a deal was eventually closed with each connection. This process is the best way of determining the return on investment from each campaign you run.

You can learn more about how our spreadsheet system works in our lesson about recording information from your campaigns.

Once the connections’ replies are appropriately sorted, it will be easier to determine whether they are hot or warm leads. You will then know if they are not a lead at all.

Hot and warm leads need your immediate attention as a company. So, it is vital to review your spreadsheets regularly; the best time to do this is right after you have updated the spreadsheet for the day to follow up on any critical conversations as soon as possible.

If you thought through your targeting and message structure with care, a reasonable percentage of people who reply to you during any of your campaigns would immediately garner interest in yourself and your business.

Some of these will be immediate leads who can move onto the next stage of your pipeline or sales funnel as soon as they come through, whilst some of them will be slower-burning warm leads who may need a little bit of patience and time to convert into paying customers.

Hot or Qualified Leads (HQL)

People who express direct and immediate interest in your services quickly identify as hot leads. Often they require immediate assistance or are looking for a similar service to the one you provide and currently have the budget to afford it.

Warm Leads

Warm leads are people with a keen interest in your services, and they make it clear that they are not ready just now.

Perhaps they do not yet have the budget or are unconvinced yet that you are precisely offering what they need. The strategy you will need to use to approach these leads and convert them into customers will vary from case to case.

Still, you must move all of your warm leads into a “Followup” spreadsheet with dates and information so that you can develop an individual strategy for each one.

There will also be a percentage of leads who may not be worth your time. You may have noticed that you connected with people who did not have the budget or were not interested in your services in one particular campaign.

It is essential to record the exact reason why leads did not convert in your campaigns documentation, as this will help influence later campaigns and bring you closer to narrowing down your ideal client.

Identifying Hot Leads on Message 1

Anytime after sending your first set of messages out to new connections, you will typically begin to notice a high volume of replies come into your LinkedIn Inbox, often asking about your services or for more information on your company.

It is where you will begin separating the leads or otherwise valuable connections by categorizing them accordingly.

This lesson will give you some guidelines on how to gauge whether a connection can lead from how they reply to your initial first message.

3 types of Hot Leads Connection

When replying to message 1, connections will typically fall into one of three categories:

    1. Ask about your services or how you can help them.
    2. Give you a detailed overview of their business, and ask for your reciprocation.
    3. Ignore the message or reply with just a generic “Thanks” or similar.

To expand on the above, a percentage of your connection will respond to this message by immediately asking you about your services or how you can help them. This scenario most often happens when you get your targeting spot on, and you can regard these connections immediately as hot leads and put them directly into your sales pipeline.

Connections that return to you with an overview of their business can fit into a few different categories. Immediately, these connections will be the best for networking, testing new ideas, or sharing resources.

They communicate from the beginning that they are interested in conversing and have been left with a good impression. It makes them ideal for reaching out to in the future when looking for market research or feedback on new ideas or share resources.

It’s also important to note the kind of information they share in this message because many may also be warm leads waiting to be nurtured.

Often connections will leave a hint that they need a hand somewhere or are interested in your business because you might help them. In these situations, it is best to regard them as a lead and follow up accordingly.

What to do if you get low response to no response at all?

Finally, many of your connections will ignore your message or respond with a generic “Thanks” or similar.

If this happens, don’t worry, many of these connections didn’t reply because they had their hands full, and they lost your message on a busy day. Often many of the contacts who ignore your first message will respond well with your second message.

Alternatively, you may be seeing a low response rate due to issues with your targeting. Perhaps you aren’t adding connections who are interested in your industry. It’s important to root this out as quickly as possible not to waste time when you move onto the next steps.

Identifying Hot Leads on Message 2

Similarly to Message 1, connections will generally respond to Message 2 in a few ways:

    1.  Ask about your services or how you can help them
    2. Tell you they can’t relate to the subject of your article
    3. Ignore the message or reply with just a generic “Thanks” or “I will read it later.”

As with Message 1, you will find that for a percentage of your connections. Message 1 acts as a springboard for them to ask you about your services. It converts a few of the less responsive connections from before into viable leads.

These types of connections are hot leads. This should be put directly into your sales pipeline as soon as you have identified them.

The second typical response you will get to the second message might puzzle you. It is usually the most significant indicator that you may have made a mistake with your targeting. It might also indicate that you have to rethink your target audience.

We design the second message to meet the need of your prospective client to relate to your services without you offering them.

What to do if you receive a negative response?

Once a connection comeback confuses as to why you are sending them, this only indicates a lack of interest in your industry.

While this might seem like a negative response, it is actually extremely valuable. Getting a response like this early can save you much time in the long run.

Connections that ignore Message 2 can fall into a variety of categories. Unfortunately, it can be hard to determine their exact value as they have not yet given you any feedback.

However, don’t worry, as many of them could still convert to leads later on down the process. A percentage of them will have read your article and taken value from it. You can consider them in the nurture journey even if they don’t immediately reply.

Take Away

Building solid leads for your business is exciting and essential. Do you want to know more about how the Oxford Growth Marketing team turn LinkedIn connections into hot qualified leads? Reach out to us today and we’ll be happy to share with your our Lead Generation tips and tricks!

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