This LinkedIn Marketing Tactic Can Quickly Backfire (Research)

It happens to all of us -- we accept a LinkedIn connection request and are immediately confronted by a follow-up sales pitch:

“I can get you X leads per month”, or “I help people like you do X” such pitches often promise. Sometimes it’s a person behind this -- sometimes it’s a bot. Adding to the proliferation of this tactic, many services now automate the process of sending connection requests and follow up messages with little personal effort required. 

The rise in popularity of this practice raises an important question: Is this an appropriate marketing technique, or the LinkedIn equivalent of spamming?

The Research

In an effort to determine how this practice is perceived by other professionals, I decided to conduct some basic research.

I began by posting a screenshot of how to remove a connection on LinkedIn along with a caption that read: “What I do when people send me a connection request on LinkedIn and then immediately follow it up with a direct message trying to sell me something (when it's clear that they know nothing about me or my business). What do you think? Too harsh? Or reasonable?”

The viral response to this post immediately indicated that I had struck a nerve. In short order, it generated over 476,000 views, 2,000 likes, and 500 comments. Having reached a sufficiently sized polling group, now I only needed to compile the results.

First, I wanted to know if the group engaging with my post was exclusively from within financial services, or if they extended into other verticals. A quick look at the data revealed that roughly three quarters of the audience were from other professions and spanned the U.S geographically. This reinforced that the data could be relied upon to reflect how prospective clients would actually feel about receiving such communication from a financial advisor.

Next, I had my virtual assistant compile all the comments based on which ones approve of the practice, which ones disapprove of the practice, and which ones are neutral. Here are the results: 

Interpreting Responses

It’s easy to look at the results and immediately conclude that sending a new connection request and following it up with introduction email is wrong. But that would be a flawed conclusion. Note that I qualified my question by referencing a “direct message trying to sell me something when it’s clear they know nothing about me or my business.” 

It’s not that making an introduction on LinkedIn is wrong. LinkedIn is a great place to make new connections! The problem lies in approaching new connections in an impersonal way. 

There is a major difference between posting content to the LinkedIn feed for generating awareness, and sending individual connection requests or direct messages. Connection requests and direct messages convey the idea that you want to have a one-on-one dialogue; to genuinely engage. Just as you wouldn’t confront a stranger at a cocktail party with an immediate pitch before proper introductions are made, so you shouldn’t on LinkedIn. 

Notice some of the key expressions in these comments that get to the root of why many LinkedIn users find the practice objectionable:

“This happens to me several times a month. Lazy salespeople not doing their research trying to sell their widgets to me based on my title.” -- Telecom Manager

“Saying “hi” and or being pleasant for the connection is one thing... sales pitching me in the blind, is the equivalent of the mall kiosk workers who is flicking their lotion packets at me saying “sample?!” -- Attorney

“Yes, this is a professional platform, but it’s a networking, relationship building platform as well. I think of the people that you describe here like the flyer guys of Times Square; two seconds of eye contact and a flyer in your hand, and they’re on to the next.” -- Corporate Recruiter

“For those doing the selling, very simple, no rapport, no sales. Get to know the people you are looking to target. Don’t sell on the first move, take time to know the business they’re in. Bottom line, know your potential customer.” -- CEO

The point? There is no shortcut to making genuine connections on LinkedIn. A bot that auto-targets people and sends cold marketing pitches is not going to create the right impression on prospects. Do you really want your personal brand associated with a marketing practice that the majority finds offensive?

The Right Way 

An appropriately targeted introduction accompanied by a personal message can get results on LinkedIn. Case in point: I recently received a connection request along with the following message from someone who had clearly done their research ahead of time:

“Was watching your 50-second video on LinkedIn about successful marketing and thought it was great. Loved your explanation regarding your tip for advisors to have "quality" marketing since people are already tired of getting so much communication. Amazing content!”

This message was sent by someone who wanted to sell me something, but note how elegantly he handled the introduction. He began by paying me a compliment for posting “amazing content!” This is the ultimate way to begin building a relationship. Think back to our cocktail party illustration -- this person did the equivalent of approaching me and saying, “nice jacket”! After an introduction like that, the foundation is laid for a friendly and open dialogue. 

After proper introductions have been made, sending a followup message with the goal of getting to know your new contact better and letting them know how you may be able to help them is perfectly appropriate. And of course, supplement your personal outreach with consistent, engaging posts to your feed. This will gradually raise awareness of you and increase the likelihood that prospects will naturally engage.

Ultimately, it’s not the process of sending connection requests and direct messages that’s wrong -- it’s the approach some people are taking that’s wrong.

A Balanced Approach

You can’t make an omelet without breaking eggs, as the saying goes. Sometimes this applies to marketing too. If you send mass email, some people will unsubscribe. If you send mass snail mail, some people will call you to complain. If you prospect on LinkedIn, some people will block you. Such is the nature of marketing. Certain individuals simply don’t want to receive any marketing at all. The only surefire way to avoid upsetting people is to do no marketing, which of course gets no results.

It really comes down to this: Is your marketing approach respectable? As long as you market in a way that leaves the majority with a good impression of you and your business, you’re probably on the right track. If you only care about short term results however, you may end up employing a tactic that is bad for your long term reputation. 

Advisors need to be careful that they don’t let the appeal of so called “set it and forget it” marketing draw them into a practice that will repel their ideal clients rather than attracting them.