How to organise your LinkedIn connections

Supercharge your Efforts with LinkedIn Campaigns


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LinkedIn Campaigns are something we use in Dream Digital to maximise our return from our outreach on LinkedIn. They allow us to structure our time and efforts into targeted and measurable results.

When we first created our 3-step messaging process, we started by adding 100 new connection requests a day and sending out the first message in our series to each new connection every day after that.

This process was a fantastic way to build momentum early on. But, soon it will become overwhelming as we had to keep up with hundreds of new message requests every week.

Guide to Campaign Planning

The primary LinkedIn Campaign described in the previous lesson proves to work well to bring results. You may want to branch out and begin creating your campaign structure to get the results you need.

Perhaps you are not looking to use LinkedIn as a rich source of client acquisition at the moment. However, you are interested in the other ways that creating a solid network of connections can benefit yourself or your business.

You may want to launch a campaign to network with experts in a specific industry to access resources that your company may not have readily available or build partnerships with competing businesses.

There are an endless amount of uses for connecting with new people via LinkedIn. Even though they may not be intuitive or familiar, the system we have developed allows you to quickly get in touch with virtually any professional, with a near guarantee that you will open up meaningful conversations.

It can allow you to easily open doors to new opportunities, employment, or anything else you may have had in mind. Take advantage of the vast number of LinkedIn options. You will have to begin creating your campaigns, or slightly modified versions of our primary campaign, as outlined in our Professional Package.

The LinkedIn Campaigns Flowchart & Breakdown

One of the most significant changes we made to our LinkedIn System early on is visualising it. We created our basic LinkedIn Campaigns flowchart. This flowchart allowed us to see what we were doing and how to handle all of our connections. You can view the flowchart on the next page. 

This flowchart details the structure of our campaigns, from the very first step to the multi-layered process we must go through each time we run a campaign.

Let’s go through the steps and see what exactly goes on in one of our LinkedIn Campaigns.

The first step in our flowchart is perhaps the most important, as it involves choosing the campaign keywords (and creating the campaign spreadsheet). These keywords will determine the results you acquire when you begin your outreach and acquire new connections.

Learning what keywords are adequate for your chosen industry to differentiate between a highly successful campaign and an okay one.

With experience, you will be able to improve your keywords’ effectiveness significantly, and you may even find that terms that you thought would be effective were not bringing the results you require. This is why it is so important to record everything you do.

This way, you will gauge the effectiveness of your choices and reflect on them for future campaigns. You can learn more about how we structure our spreadsheets in a later lesson.

The second step is to run a Google search using the site:linkedin prefix. More details can be found in the “Checking Keywords and Search Terms” Lesson in the “New to LinkedIn” Course.

This step will bring out a list of URLs from Google, which, if done correctly, will link to the profiles of the LinkedIn members you are looking to connect with.

From this list, you can quickly begin sending out connection requests to the users you have found; make sure to log every request sent into your spreadsheet (step 3) and update the spreadsheet once a connection has accepted their request.

This will give you data on your request acceptance rate. If it is too low, you might want to consider updating your profile or tweaking your targeting and keywords.

After you have begun getting new connections, you will want to send out the first message in our series to all of them. It is a good idea to segment a block of time out every day to send this message in bulk, as you will be getting some new connections made every day if your amount of requests sent is large enough. Once you deliver the first message, remember to log that information in your spreadsheet.

Once you have sent the first message, you will see our flowchart begins branching. These branches document the typical responses you will receive from our message templates and how to respond to them.

There is more detail on this in our “Identifying Hot and Warm Leads” section of this course.

Finally, there are a few sections of the flowchart that are worth mentioning:

 – The sections reading “Add to Market Research Spreadsheet/Group”. 

When people respond well to us but have no intention of becoming customers, we put them in a spreadsheet of people we contact to develop the business into new areas and feedback on our ideas.

We also have a similar protocol for adding people to our group, as mentioned in our message templates.

– “Interested in us?” Message

Depending on what services we have available at a given time, we create our message templates for those services. We send them out to people who seem interested in our business but don’t directly ask about our services. Often this short and straightforward follow-up message converts a connection into an unexpected lead.

 

Creating a Multi-levelled LinkedIn Campaigns

You are moving forward from campaign planning. Suppose you or your business have multiple needs at the moment.

You may feel that it is pretty inefficient to only use each connection for a single purpose. This is something that we have shared from the professional course we had, that only a certain percentage of all your contacts will ever convert. It means that a large number of your connections are going to waste every time you launch a campaign!

Our basic LinkedIn procedure is not limited to purely bringing in leads. You may have noticed from the flowchart provided in our professional course. We also use our primary pipeline to conduct market research on our new business ventures. This procedure is an example of a multi-levelled campaign in action, accomplishing multiple goals with a single set of keywords and search terms s based on connection behaviour.

Setting Campaign Goal

Creating your Multi-levelled Campaign requires you to make a few critical decisions beforehand. You will be choosing search terms and keywords, as usual, depending on what industries and positions you are looking to target in our primary campaign. However, the basic flow of your campaign is going to differ significantly based on your goal. 

For example, trying to get your connections to part with their money is generally going to mean a much longer funnel with multiple points of contact than a campaign that aims to conduct some market research, which can afford to be more straightforward.

It’s during overlaps like these that you realised the potential for multi-levelled campaigns. You can re-route into another funnel connections that drop off one funnel. 

Campaign Goal Examples

It’s best to go into your campaign with a set of clear goals in mind, as this will affect how you structure it later. When deciding on an objective, think more of the tangible result without focusing too much on specifics. A few examples are below:

  • I’d like to charge $500 per person for my course packages.
  • I want to get feedback on the viability of my new business idea/venture.
  • I want to work with companies that build websites because it will help my existing SEO business.

Each of the above examples targets a specific industry; Naturally, one will have to go deeper when conducting appropriate keyword research. Still, as you can see from the above examples, it is, for the most part, reasonably clear what kind of industries to target in each instance.

The first one depends on what your course teaches. If it were a course for hair maintenance, it would make sense to market it to salon owners or beauticians. For your new business venture, it makes sense to target people who already have experience in the relevant industry and so on.

Structure Your Campaigns for Maximum Return

When launching your first campaign (and any subsequent campaigns), you must create the means for you to organise all of your data effectively upfront before the campaign begins. It will be much harder to re-organise your data and work through the backlog you will accumulate if you start logging the data midway.

Because of the importance of putting the organisation first, it’s best to have your spreadsheets well laid out and intuitive before you begin. Thankfully, we are here to help you do that.

Campaign Spreadsheet Example

Here is an example of an empty spreadsheet created before launching a new campaign to make it simple. 

As you can see, we divide the spreadsheet into the following columns to make data processing more effective. We start with the name, followed by the keyword we used to acquire the connection.

During one campaign, you may have a multitude of keyword choices, some more effective than others. Keeping track of them will help gauge what kind of keywords were influential in the future.

How to determine if we sent or not a LinkedIn request?

In determining if we sent or not the request and whether or not they have connected with us, there is a link to their LinkedIn profile and two quick checkboxes to click.

Since it is often easier to use tools to grab the URL’s of potential LinkedIn connections in bulk first and begin adding them later, our team keep a dispatched checkbox to monitor sent requests.

Sending too many new requests at once also puts you at risk of being flagged for automation. You must limit your daily requests sent to account for that. This little checkbox lets you know how many you have yet to send and stops you from wasting time checking URLs that you’re not sure have been sent a request yet.

The date that requests are accepted can vary and is up to the person you have connected with. It can be hard to gauge this efficiently. Instead, we opt for recording the time that we have sent the first message to that connection. It is good practice to take out a block of time each day to send your message templates to your contacts in bulk to track them easily.

As you can see, the same format then continues for the 2nd message and 3rd message. You should send these messages one week apart from each other. Unless the connection replies in that time, in which case fill out the “Date of reply” section instead. It will help you to understand how good the response rate to your campaign has been at a glance.

A lousy response rate to the first message means you may need to change your targeting. A low response rate to the second message may highlight a problem with your targeting. Or the value statement you offer in the body of your second message.

Organizing your campaigns using a spreadsheet will significantly benefit you in the long run. You may discover more and more effective ways to target your ideal customer. You will learn things you may not have.

 

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