Cold LinkedIn Outreach Has a Terrible ROI. Try This Instead.

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Are you on LinkedIn? You probably are. I’m pretty active on LinkedIn, but I also wanted to talk to you about emails.

For some reason, LinkedIn is the place that people are going to try to drum up some business. I get it, especially now because there’s no conferences and no way to wine and dine people there. We’re in a weird situation where your normal tactics of exchanging leads with people in your leads group just isn’t happening anymore. Or if it is, it’s being done virtually. Odds are, this is not converting the way it once was either.

So what do you to? Do you go back to the drawing board? Maybe LinkedIn outreach sounds like a good idea.

Why LinkedIn Outreach Doesn’t Work

Yes, you’ve got all these people connecting with you and wanting to work with you on LinkedIn. If you’re like me, you accept most of the connections people want to make. But just because you can reach out to someone on LinkedIn doesn’t mean you should. I get dozens of cold pitches every single week and I started responding to them.

A couple of weeks ago, I had someone reach out to me and say: “Hey, do you have a financial advisor? If not, I want to be your financial advisor. Let me tell you three reasons why I’m better than the person that is your financial advisor.”

Another message went something like this: “Do you need life insurance? Or do you know someone who does?” I responded and said: “How, how does this work for you? Out of how many of these kinds of outreach messages do you have to send in order to get one qualified response?” And I wasn’t even asking about conversion (like to becoming a client). But she told me that she has to send out 500 messages in order to get one response that isn’t something along the lines of ‘Get out of my inbox’.

That sounds like so much work. There is no need to send out hundreds upon thousands upon thousands of messages via LinkedIn outreach. There’s a much better way to get in front of the right people.

Not everybody needs life insurance. Not everybody wants you as their financial advisor. But people do need the things that you sell. Some people do need life insurance and others may need a financial advisor. People who are looking for those things may or may not be on LinkedIn so you could be wasting your time. Given what I’ve heard from others doing LinkedIn outreach, you could be wasting a lot of time.

Even with automation, it’s just mind-numbingly dull. The ROI of cold outreach is garbage, but there is a better way. The ROI of content marketing is a long game. Yes, I agree. You cannot create a piece of content today and have it turned into business tomorrow. It just doesn’t work that way. I’m sure there are exceptions. But in general, it just does not work that way.

Creating Helpful and Impactful Content Leads to Better ROI

But when you create content, you are creating an asset that can be reused multiple times. Once you have a library of content, all you ever have to do is go back in and update the things you already have. You don’t need to be creating thousands of blog posts or tens of thousands of videos. You can just keep doing better with what you already have.

You will tweak things over time and improve your videos. But I know it won’t be as hard as trying to find 500 people to reach out to just so you can book one call.

Are you really willing to do that kind of work? Or are you willing to take the time to set up some smarter approaches? Instead of spamming everyone with your exhausting LinkedIn outreach strategy or buying an email list, you can take a different approach. The reason I am hammering home on video content is because it is easy.

It scales and shows you as the expert that you are. Whereas a cold outreach on LinkedIn shows that you are kind of desperate. So think about how you’re coming across. Become a magnet for your ideal clients. If you want to find out how to do this, book a call with me here. I can’t wait to talk to you!

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