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Unveiling the Secrets of the Follow Up on LinkedIn

In outbound sales, a follow up is a message you send to prospects after your initial contact/pitch.

As a SDR/salesperson, you’ll know that follow ups are an integral part of your daily routine. At times it might feel that they just might not pay off, but if you’re here that’s a great next step, it means you’re not willing to give up! This is “Unveiling the Secrets of the Follow Up on LinkedIn”.

Is it important to conduct several follow ups?

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80% of sales require an average of five follow ups to close a deal, however, 44% of sales reps follow up with a prospect only once before giving up.

That’s a LOT of sales potential left untouched...

Engaging with your leads regularly by having meaningful follow ups is a great way of not having them forget about you. The truth is that only 2% of sales are made on first contact, so it’s most likely that a prospect won’t be interested in your solution during your first approach.

You should ideally even drop the selling part of selling for a bit, and just focus on building up rapport with potencial buyers, take a real interest in understanding how they’re trying to overcome certain difficulties. By doing this, you’ll know exactly how your product will fit into their lives.

Setting out to deploy meaningful follow ups will help you be memorable, and when the time is right, they will remember you and what you have to offer.

And, why include LinkedIn in your multi-channel approach?

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Considering the current sales paradigm, multi-channel prospecting is essential to succeed in outbound Sales. Sure, it’s still possible to convert using one channel, but you’re seriously limiting your reach, and possibly your quota, if you’re not spreading your outreach across multiple channels.

Although LinkedIn could technically be considered part of your social media strategy, the value and effectiveness of this channel are much bigger than any other social media platform SDRs might use. Here’s why:

  • It’s a great way to connect and build rapport with prospects, allowing you to adopt a softer and more informal communication, when compared to traditional channels, such as email.

  • LinkedIn is the ultimate social selling platform, with hundreds of millions of users, it has a lot of juicy info you may use when conducting follow ups.

  • Compared to other prospecting channels, LinkedIn is also underused when it comes to follow ups, and not many SDRs go beyond the first connection request/message. Perfect opportunity for you to get an edge on the competition.

  • Adding to this, buyers are more receptive to receiving a message via LinkedIn, since email inboxes are the number one destination of a panoply of sales messages. Don’t take our word for it: according to a LinkedIn research, the average reply rate to Linkedin messages is 85%, which is 3 times higher than the response rate to cold emails. Impressive right?

  • Finally, going beyond the messaging function, you can like and comment on prospects’ posts or share content of your own. This can increase your visibility Just viewing a prospect’s profile can help put you on their radar, generating awareness and warming up your leads.

How to write great follow up messages on LinkedIn?

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This mainly depends on the type of previous interaction you’ve had with your prospect. First, you should prioritize replying to positive responses, those leads are keen to know what you have to offer. Then, reach out to those prospects who accepted you but did not interact with your initial message. Finally, follow up on your warm and cold leads (in that order).

Replying to positive responses

Goal: lead the conversation to a demo/call/meeting.

What’s key: knowing what channel works best for your prospect.

This is what you’ve been working for. A positive reply after the first engagement is no easy deed, but it is possible. It really comes down to how well you defined your Ideal Customer Profile (ICP) and how you used it in your LinkedIn prospecting.

As said before, replying to positive responses should be first on your follow up list. These prospects are warm and have an active interest in knowing more about what you’re selling. Don’t let them forget about you!

How to follow up on LinkedIn on this case? Lead the conversation to a demo/call/meeting, ask for their preferable channel of communication, and just do what you do best.

Replying to new connections that did not reply

Goal: to drive the prospect to engage in the conversation.

What’s key: researching something relevant to your prospect alone, something they published, or something they regularly comment on. It must be 100% lead-specific. Have a clear CTA.

This might be the largest majority of your follow ups. You did your research and crafted a personalized initial note, and the prospect didn’t reply… People live super busy lives nowadays. Try not to take it personally.

Look at it as an opportunity to show your prospects that you ARE NOT like most sellers. Try connecting with them on a deeper level. Go through their LinkedIn activity and find something you can relate to. Approach your lead with an interest in exchanging some ideas.

In case you don’t find anything to relate to on their LinkedIn profile, continue your research out of LinkedIn. Go to the company’s website and research a bit more. Look for their mission and values, it’s usually something that resonates with most people. Case studies also have a lot of useful info you can use.

Message Example

Hey Laura,

I recently visited {Company’s name} website and watched your webinar on LinkedIn Prospecting, it was spot on!

Loved when you talked about the power of relevant personalization in the sales process, I’d love to share some ideas with you and show you how OneShot does it.

Let me know. Have a great day!

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Replying to warm leads

Goal: to push the lead to actually follow the next steps that were previously agreed upon.

What’s key: letting them know you haven’t forgotten about them and their problem.

A “Let’s chat soon” that went cold, or a ghost scheduled call (or three or four), are some examples of warm leads that expressed an interest in what you are selling but need another follow up on LinkedIn.

Why? Because it is great channel to reach out to them since it allows you to record voice notes or small videos, which are the ultimate personalized message. Hearing someone’s voice or seeing their face adds authenticity to the sales process, besides having good response rates.

If you’re not comfortable with the options above, then a small written note on LinkedIn is also a good option.

Message Example

“Hi Laura, I was listening to a talk on AI and its role on the B2B industry, and it reminded me of our last conversation. Are you still interested in hyper-personalizing your outreach? Let me know and we can set up a meeting according to your calendar.”

Replying to cold leads

Goal: to engage with the lead in a meaningful way so she or he can remember you when needed.

What’s key: stop selling and engage in a meaningful way.

You’ve done your research, you’ve sent a personalized invite and a LinkedIn follow up message and still, you don’t get a reply.

Following up with cold leads can feel like you’re barking up the wrong tree and you might start to wonder if it’s worth it.


60% of customers say “no” four times before saying “yes”. Selling is definitely about timing. Some leads might not be interested in what you have to sell during your first approaches and choose not to engage with you.

What can you do? Use LinkedIn to your advantage, stop selling for a moment and focus on building rapport. Start a conversation regarding something they published or a new development in their companies.

Message Example

“Hi James,

Read your latest post on the struggles of cold calling and I couldn’t agree more. I personally still struggle with it sometimes… Thank you for sharing!”

The Ultimate Engagement Boosters on LinkedIn


Content Creator Mode: On

Content is key! In conversation with AJ Alonso from demandDrive, we talked about how writing skills are essential not only in Marketing, but also in Sales.

47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson and 60% of customers are inspired to seek out a product after reading content about it. Buyers expect you to produce content, 84% of buyers to be precise.

What to write about?

  1. Trends

  2. New developments in the industry

  3. Stats

  4. Case studies

  5. Polls

  6. Testimonies

  7. Personal experiences

Some general rules to follow while creating a LinkedIn post are:

  • Keep the content simple and easy to read. That way, the majority of LinkedIn users will be able to follow your thoughts easily.

  • While your paragraphs should be short, stick with long-form content when publishing your posts.

  • Introduce some rhythm by having shorter sentences followed by a longer (but not too long) line of content.

  • A few emojis might also be a good option, adding a bit of fun.

  • Video content works best, so if you have the mediums and skills, it’s the perfect kind of content.

  • Do what feels right to you and think about what your target audience would like to read about.

LinkedIn actually encourages content creation, which is why they came up with the Creator Mode, a profile setting on your dashboard that can help you grow your reach and influence on LinkedIn.

You can turn on creator mode to get access to additional tools and features that help you create content and grow your audience base on LinkedIn.

The Creator Mode asks for a longer form of content, so case studies, blog article-like entries and sustained new developments could be valid options.

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Prospecting Videos

Are you ready to release your inner Steven Spielberg?

LinkedIn messages which include a small video can increase response rate by five times the average!

A good video message should be short and concise (between 30 and 60 seconds), adapted to your prospects’ needs, empathic and have a clear call to action at the end.

Keep in mind that we remember best the beginning and the ending of a video/presentation, so those should be the most impactful.

Video messaging is a great way to follow up on LinkedIn, standing out from the selling babel and increase your response rate, particularly with those leads who got a bit cold along the sales journey.

LinkedIn Voice Notes

Unveiling the Secrets of the Follow Up on LinkedIn Voice Notes

“Hey, I wanted to send you a quick message as I loved your post on (note about something I saw they posted or their company posted). I'm also reaching out today as our app has helped (their job title - e.g SDR, AE, Sales Director) like yourself with their LinkedIn workflow. So if you’re interested would it be okay to send you some more information on it?”

A quick voice note like this can be the perfect follow up. LinkedIn voice messaging is a relatively new addition to the platform, and allows you to record a voice note of up to 60 seconds that you can swiftly send through the messaging screen of the mobile app.

Besides being a new and fairly unexplored terrain, giving you a potential edge on the competition, it has great three other great advantages:

  1. Allows you to message on the go.

  2. A good alternative to calling (less intrusive).

  3. Personality comes through.

What do you think? Is it something worth including in your sales cadence? Read more about LinkedIn Voice Notes in our article.

Sequencing essentials and engagement stats

LinkedIn’s user interface can make it a bit difficult to keep track of when and who you are prospecting. Setting up a sequence of touchpoints or a sales cadence will help you optimize the process, making it easier to track and therefore, optimize.

From sending a connection request to engaging with a prospect’s content, creating a sequence of interactions will ensure that your leads don’t fall into darkness as they travel through the sales funnel.

In fact, customers who are fully engaged represent a 23% higher share in profitability, revenue, and relationship growth.

Also, companies that successfully engage their B2B customers experience 63% lower customer attrition, besides achieving a 55% higher share of wallet, and 50% higher productivity.

What’s essential in setting up a sequence?

  • Having a well-defined ICP;

  • Assessing many steps the sequence should have;

  • Planning what kind of steps to take (follow up message on LinkedIn, email engagement, voice note on WhatsApp, social media engagement);

  • Knowing the ideal time between touchpoints;

  • Defining overall cadence length.

Key Thoughts


Architecting a series of follow ups fits into an essential part of the modern buyer’s journey.

Whether we’re talking about a warm or a cold lead, being original and thinking outside the box will get you the best results. Our suggestion: send out a few video messages or voice notes through LinkedIn, as part of your sequence, and see how your prospects react.

Don’t forget to create some juicy content so your target audience can engage with you and make sure to give LinkedIn’s Creator Mode a try.

Did you like "Unveiling the Secrets of the Follow Up on LinkedIn "? Then check out our article "The Power of the Follow Uo Message on LinkedIn" !

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