Using LinkedIn Outreach effectively is an important system for any small business.

Through a LinkedIn outreach message from 2015, I got to meet Chris Bruno (all-round great guy & CEO of Social INK). As a Sales Director, I needed to get my message in front of as many potential clients as possible. We had a small team and limited resources. So we had to maximise the impact of our messaging through content and direct outreach. 

Combining LinkedIn outreach and daily uploads of content I was able to meet hundreds of really exciting business leaders. Some of whom went on to hire apprentices, others have become part of my wider network. There was a process that we followed in highlighting our ideal customer. We crafted a personalised outreach message and follow-ups to secure a meeting. Even if the contact didn’t necessarily hire there and then, I was building a strong network. Real in-person connections built an army of online supporters that appreciated how we were looking to spread our message at the time. 

Be Social Online!

Importantly we did NOT try and sell to everyone that we made contact with. Selling in the first instance on social media is ripe for burning bridges and stinks of neediness. We were not looking for a quick sale – we wanted to build true relationships with people that shared our worldview. Our ideal customer was someone that simply got what we were doing. This made the whole process so much more valuable for everyone involved. 

Through trial and error we able to hone our message. We built an ideal customer persona that would want to interact with our solution. The process evolved so we would be able to meet with 5 new potential customers each week. Daily outreach, married with content designed to educate and celebrate our clients, proved a hit. Those that didn’t engage initially were still keen to share our message which meant our digital footprint was far in excess of our dally inputs. 

Making real connections using digital outreach.

So that fateful day on September 7th 2015 – Chris accepted our invitation and our business relationship began. And although I don’t work with all of them all of the time; I have made 10s if not 100s of fantastic in-person connections that started online as a simple digital message. This approach works IF you are really investing in the process like a human. The spray and pray approach that has evolved on LinkedIn frustrates and alienates your customers. 

If you are looking to effectively build a network and share your messaging with your ideal customers – do it properly. Don’t spray connection requests. Take care with them and build out content that supports your message. Those connections that you have – new and old – will welcome the connection and engage and share to their wider network.  

Here’s a clip from our latest Social INK Show episode:

Social INK as a business has evolved its support for coaches, consultants and business leaders. We are the place to go for businesses to deliver effective content and make real connections with their ideal customers. If you want to chat about how this could be right for your business let’s set up a call or alternatively you can check out our Lead Generation Coaching.


James O'Donnell
James O'Donnell

James, Commercial Director here at Social INK, is a strategic thinker. He has an uncanny ability for seeing the big picture, then breaking it down and systematising the processes needed to achieve it.