2 methods for prospecting on LinkedIn

Work on your audience is never truly finished. Once you are satisfied with your connections around one persona, move on to the next. When you feel your audience is large enough, you can move on to the concrete "prospecting" phase.

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1- Send direct messages to your 1st-degree connections.

This comes down to sending a personalised InMail to people you have recently recruited through connection requests. The risk is "aggressively approaching" your contact commercially when they may not be ready — and they almost certainly did not accept your connection request for that reason. Beyond wasting your time, if they remove the connection, you will also lose access to their network. I know that many salespeople do this and tell themselves "yes, but at some point, you have to sell!" If it works, why not — it depends on your approach, your sector, and your product or service. Far be it from us to generalise. Nevertheless, we would favour the second approach.

2- Bring prospects to you.

Much like you did with your profile, you need to create the ideal conditions for this to happen. It would take too long to detail in this post, and this strategy is called inbound marketing. You have no doubt heard of it, but I would encourage you to explore our site if you are not 100% confident you have a solid grasp of the concept.
In broad terms, the strategy involves distributing educational content to your LinkedIn audience — your potential prospects. Articles, videos, or any other material that can teach your prospects something and help them achieve their goals. Linked to your activity, of course, but your guiding question should be: how can I help my ideal client achieve their objectives?

• Communicate more effectively
• Consume less
• Be more productive

Whatever your clients' goals may be, the principle is to help them — so they identify you, so they trust you, so they become ready to act and feel inclined to do so with you, because you will have helped them improve. And the cherry on the cake: this approach aligns with LinkedIn's own ethos and that of its users, who will share and comment on the quality content you publish. By becoming an author rather than simply a relay for quality information, you will see your connection requests increase and prospects come to you.

To summarise:

• There are 2 ways to prospect: the InMail, which is rather aggressive, and inbound marketing, which consists of bringing prospects to you.
• In the context of inbound, distribute educational content to back up your expertise.

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