LinkedIn外貿(mào)營(yíng)銷(xiāo)，7種方法效果驚人

當(dāng)LinkedIn剛推出的時(shí)候，有部分的銷(xiāo)售人員可能已經(jīng)取得了驚人的效果，即使是用最普遍的LinkedIn消息模板。

然而，在2017年，發(fā)送InMail的垃圾郵件很大可能是得不到回復(fù)的，更不用說(shuō)用來(lái)開(kāi)拓新業(yè)務(wù)了。

為了有效地使用LinkedIn，需要制作具有吸引力的創(chuàng)意消息，使自己脫穎而出，從而吸引潛在客戶(hù)的注意力?？梢試L試這七種創(chuàng)新策略來(lái)編寫(xiě)響應(yīng)式的InMail。

1 從潛在客戶(hù)的Recommendations中提取細(xì)節(jié)

閱讀買(mǎi)家資料的「Recommendation」部分是了解詳情的最佳方法之一。

快速瀏覽過(guò)后，就會(huì)發(fā)現(xiàn)他們?cè)诠ぷ髦械淖畲髢?yōu)勢(shì)、職業(yè)成就、職業(yè)聲譽(yù)、個(gè)性等等細(xì)節(jié)。

這些都是LinkedIn消息第一行的重要參考信息。不僅能表現(xiàn)出對(duì)個(gè)人潛在客戶(hù)的了解非常具體，而且還能證明在聯(lián)系客戶(hù)前做足了功夫，體現(xiàn)自己的專(zhuān)業(yè)程度。

這里有三個(gè)例子：

1）對(duì)好消息進(jìn)行祝賀

Hi [name],

Congrats on [accomplishment] -- that’s impressive considering [reason]. Are you working on any similar projects these days?

Best,

[Your name]

2）“Read your recommendation”

Hey [name],

I just read your recommendation from [recommender]. It seems like you excel in [business area, skill]. What’s your [process, approach]?

Cheers,

[Your name]

3）對(duì)對(duì)方的背景感興趣

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]

這些消息都有以下特點(diǎn)：簡(jiǎn)短、簡(jiǎn)單，最重要的是，令人滿意。一旦與潛在客戶(hù)開(kāi)始對(duì)話，也了解了他們的目標(biāo)，就可以開(kāi)始多描述自己的價(jià)值，并展示解決方案。

2 即興地提出共同興趣

如果想與買(mǎi)家談?wù)摴餐d趣，可以通過(guò)閱讀他們的摘要去發(fā)現(xiàn)，并使用InMail中建立融洽關(guān)系。把這個(gè)興趣點(diǎn)放在消息的開(kāi)頭或包含在帖子中。

兩個(gè)例子：

1）喜歡 犯罪播客（非小說(shuō)）

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）喜歡播客

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.

3 提供個(gè)性化的內(nèi)容

嘗試著快速將LinkedIn對(duì)話移動(dòng)到郵件。潛在客戶(hù)在收件箱中花費(fèi)的時(shí)間更多，因此通過(guò)郵件獲取回復(fù)是個(gè)不錯(cuò)的選擇。

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]

4 對(duì)郵件進(jìn)行預(yù)告

當(dāng)你已經(jīng)有潛在客戶(hù)的郵箱時(shí)，可以嘗試使用初步的LinkedIn郵件預(yù)熱。這會(huì)提高你的名字的識(shí)別度。

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]

5 插入圖片

大多數(shù)用戶(hù)可能很少注意到InMail，但一個(gè)有趣的GIF或好玩的圖片會(huì)讓你的消息引人注目一點(diǎn)。

6 保留懸念

設(shè)置懸念以吊起潛在客戶(hù)的好奇心。

想象一下你的InMail是一個(gè)故事章節(jié)。它需要包括實(shí)質(zhì)性的東西（如提示或發(fā)人深省的問(wèn)題），否則買(mǎi)家會(huì)覺(jué)得你浪費(fèi)了他們的時(shí)間。

可以這樣寫(xiě)：

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

你的潛在客戶(hù)每周可能收到至少四封垃圾郵件，或者無(wú)聊的LinkedIn銷(xiāo)售郵件。但是如果是有創(chuàng)意的郵件呢？那么你發(fā)送的可能是他們整個(gè)月中收到的唯一一封。一點(diǎn)額外的努力也許會(huì)讓你更廣闊的路可以走。

7 插入視頻

你自己收郵件的時(shí)候是不是也已經(jīng)厭倦了看大堆大堆的文字？

即便你的產(chǎn)品再好，描述得再天花亂墜，可是，別人連看都不愿意多看一眼那堆黑乎乎的文字，是不是覺(jué)得一切努力都白費(fèi)了？

視頻既能清晰的展示產(chǎn)品，又能大大提高郵件的閱讀率，是不是一舉兩得?