Leveraging LinkedIn InMail for Lead Generation

Social media is a powerful tool for retirement plan advisors, and LinkedIn InMail is one of its standout features. In fact, InMail averages a 57% open rate, which is significantly higher than the average email marketing campaign open rates in financial services of 21%.

Designed for direct messaging on LinkedIn, InMail gives Premium account users the unique ability to send messages to anyone on the platform, regardless of their connection status with such Premium account. This can be incredibly beneficial for lead generation and nurturing, especially when paired with strategic approaches, catchy subject lines, and thoughtful content.

LinkedIn InMail for Retirement Plan Advisors

One of the most significant benefits of LinkedIn InMail is the ability to have direct, 1:1 conversations with plan sponsors. These direct interactions enable you to address specific needs and questions, tailor your approach, and build stronger, more meaningful relationships outside of their crowded email inboxes.

LinkedIn InMail 101

• LinkedIn InMail is a messaging feature available to premium LinkedIn members.
• Unlike standard messaging, InMail allows you to directly message anyone on LinkedIn, even if you’re not connected. This feature can be divided into two categories:
• Paid InMail: Paid InMails are sent through LinkedIn’s premium plans. They come with additional features like analytics and prioritization, which can significantly enhance your outreach efforts.
• Organic InMail: Organic InMails utilize the free messaging options available within your network. It’s limited, but still a viable way to start conversations, especially with people in your extended network.

Connecting with Conference Attendees through LinkedIn

At Great Gray, our Sales team leverages LinkedIn InMail most effectively during the conferences we attend and sponsor. Here are some key recommendations for pre, during, and post-conference outreach via LinkedIn InMail to stay top-of-mind with your plan sponsor leads:

Pre-Conference Outreach

Leading up to industry conferences, ask plan sponsors to connect on LinkedIn if you are not already in their network. During your first outreach once connected, link to a helpful resource either on your website or a PDF – do not mention that you are attending the conference. Make your first interaction much more organic in nature. If the lead does not respond or simply reads your message and does not respond, keep going in an email drip campaign style format to generate interest in your messages with useful content.

Next, LinkedIn broadly to introduce yourself to potential leads and eventually generate more meetings. Start by interacting with 3 of their recent posts over the course of three days. Next, craft personalized messages in InMail emphasizing your interest in connecting at the event, specific commonalities based on their interests or recent posts, or shared goals. A concise and compelling subject line, like “Got 5 minutes at (Conference Name) to grab coffee?” or “Free Resource on X. Interested? Details inside.” can help capture attention and ensure your message gets opened.

During the Conference

While attending the conference, continue to use InMail to reach out to new contacts or follow up with those you’ve met. Highlighting your discussions or expressing your eagerness to collaborate further can help solidify these relationships. A generic subject line will not work and comes across as impersonal, such as “Great meeting you at [Conference Name].” Your message will get overlooked. You should keep your message relevant and personal instead – pointing out exactly what you discussed and how to best continue the conversation.

Post-Conference Follow-Up

Post-conference, quickly send LinkedIn InMails to follow up with contacts. Mention specific points from your interactions to show genuine interest and encourage further engagement. Be crystal clear with what next steps the prospect should take and why, and how they can connect with you next. These post-conference follow-ups will help you stay connected on LinkedIn and keep you at the top of their inbox.