Many professionals in the legal industry once turned their noses up at the idea of spending money on social media advertising. More traditional methods of communicating such as email marketing and direct mail were usually favoured – and they do work.
But now that social media is proven to improve open rates, response rates and ROI, ignoring it would be – to continue the theme – cutting off your nose to spite your face.
LinkedIn’s Direct Mail tool, for example, has dramatically increased response rates which are 3 times higher than traditional email (Source: Business.LinkedIn).
This is just one of the reasons why most marketers working in the legal industry will regularly use it as a channel to reach new clients.
And it’s why I’m giving you this information on how to get success from LinkedIn InMail yourself.
By the time you’ve finished reading this blog, you’ll know what you can do to boost your LinkedIn InMail response rates.
Give your LinkedIn InMail campaign the best chance of success
No doubt, the biggest obstacle you’ll face with LinkedIn InMail is how to compete with the messages being sent by your competitors. It’s likely that your target audience will have been targeted by other legal service firms at least once before, so you must ensure your message stands out from the rest.
How? Here are our tips:
Don’t send on Saturdays
Statistics published by LinkedIn say the best response rates for LinkedIn InMail occur between 9 and 10 a.m, Monday – Friday. Sending InMail on a Saturday also means you’re 16% less likely to get a response. (Source: Business.LinkedIn)
Make your preview stand out
Most people running LinkedIn InMail campaigns will solely focus on the content of the message, which often comes at the detriment of the preview (the part of your message that the audience will see in their inbox, before clicking to open it). The biggest challenge for anyone running these types of campaigns is to persuade their audience to open the message in the first place.
Spend time making sure the preview includes a reason for opening your message.
Keep the content attractive
If your content looks daunting, it’s likely your click-through rate will suffer. This means that the valuable percentage of people who you’ve convinced to open the message, won’t bother reading through to the end.
To stop this from happening:
- The copy should be fewer than 1,000 characters
- The call-to-action (CTA) should be clear and time sensitive: InMails with these features see an 8 times higher registration rate than those without.
- The landing page should be optimised for mobile
Lead with a relevant first line
Make sure the person on the receiving end of the message knows you’re speaking directly to them. Highlight the details you do know about them early on in the message copy e.g as a firm owner, event organiser, recent graduate.
Constructing the message in this way will ensure they know, from the offset, that your offer is going to be of interest to them specifically.
When do LinkedIn InMails work?
When used correctly, LinkedIn InMail is an effective way to generate new business enquiries from the decision makers in industries you want to be working with. However, without experience crafting and optimising LinkedIn InMail campaigns, they can get expensive, and quickly.
With over a decade’s experiencing running LinkedIn campaigns specifically for firms in the legal industry, we understand when LinkedIn works and when it does. Get in contact, after just a quick conversation, we can tell you whether you’re spending on the right channels for your goals.