Thinking of trying LinkedIn Sales Navigator?

Thinking of trying LinkedIn Sales Navigator?

Take advantage of a few edges.

There are a couple idiosyncrasies with LinkedIn that you can use to your advantage in deciding whether or not to sign up for Sales Navigator. 

The first of these is that LinkedIn (as of this writing) charges $79.99 per month for Sales Navigator Pro or $799.88 a year if you pay up front. Subscriptions are non-refundable. 

That being the case, here are some strategies you may want to explore:

  • If you are uncertain at all, you should buy a month to month subscription. The last thing you want to do is pay for an entire year and then find two months later that you are not using it. Consider the “extra” you are paying each month to be an insurance policy 
  • Given the option of going month to month gives you a very low cost experimental period. But before you sign up, have both a clear idea of what you can do with Sales Navigator, and how you are specifically going to use it. 
  • If you have one specific purpose in mind for needing Sales Navigator and it looks like a one time thing, treat your subscription that way. Get Sales Nav for a month or two and conduct that monster search, or use InMail to reach out to all those people at that target company and then drop Sales Nav. You can always come back a few months later!
  • From your free LinkedIn account, go look at Sales Navigator features and pricing a few times. This can sometimes generate a free trial offer. Some free trials are good for 90 days. I call this ”fishing for freebies”.
  • Then go do the same thing except from your web browser. A Sales Navigator ad with a free trial may pop up on your screen sometime in the next few days.

And if you need training, you know where to find me. 

This post was originally published a couple months ago in one of my “using LinkedIn more effectively for sales and marketing” newsletters. You can sign up to receive them here: https://practicalsmm.com/contact/

 

Free LinkedIn vs Sales Navigator: Comparing Search Tools

I get asked about this a lot. The usual trigger is someone banging up against the commercial search limit in free LinkedIn.

The difference in the Search tools available in Sales Navigator is one of the key differences between the two.

What You Can Do With Free LinkedIn Search

Using the search bar, you can look for people, jobs, content, companies, schools or LinkedIn groups which contain the search word or phrase you enter. The main thing search is used for is finding people, and if you search for people, additional filters are at your disposal. While these are limited in number and many of them are frankly quite useless (“Interested in joining a non-profit board” ??), there are a few filters such as location, industry, and job title, that can be used to great effect.

You can also look specifically for first and second degree connections. This is really, really important. If you are good at asking your connections for introductions, you may not need the search tools in Sales navigator at all.

You can save up to three people searches – handy if you have used multiple filters and want to come back to a search again.

Two under utilized uses of free LinkedIn search are hashtag research – enter the hashtag term and LinkedIn will show how many people follow it – and searching for content based on words or phrases, which can help you tell how popular a topic is on LinkedIn.

The Commercial Search Limit

Almost everyone who uses Free LinkedIn for search bumps up against the Commercial Search Limit. After a certain number of searches (and LinkedIn won’t tell you how many it is) you are shut out of search for the rest of the month.

Whoever came up with the idea of the Commercial Search Limit at LinkedIn is an evil genius.

Additional Search Tools In Sales Navigator

The key word is “more.” More searches: there is no limit to the number of searches you can perform and you have more saved searches – ten at a time. But the big thing is more filters. Sales Navigator has over twenty search filters, including better granularity in geographical searches.

Additional Sales Navigator people filters include:

  • Seniority level (CXO, VP, Director, Manager etc),
  • Function (engineering, operations, sales, marketing etc)
  • LinkedIn Groups
  • Years at current company (great for finding new people who may be open to new vendors and shaking things up a bit)
  • Years in current position (ditto)

Sales Navigator users have the ability to re-filter search results, in other words, the ability to see what effects changes to filters can make to results on the fly. This is a very useful feature for getting your results down to a manageable number to work with.

One outstanding filter only shows up once you have done a people search. Sales Navigator will allow you to see all the people within that search who have changed jobs in the past ninety days.

Summary

If you find yourself bumping up against the commercial search limit quite often, you are making a case for Sales Navigator. If you are getting weird, lousy or unusable results you may also need Sales Navigator.

However, most people have a poor grasp of how search works on LinkedIn or have never been trained on how to use it effectively, so the results they get are going to be sub optimal, regardless of which version they are using. Taking the time to really understand how search works on LinkedIn and what exactly the filters do and don’t do will pay for itself regardless of whether you are searching using regular LinkedIn or Sales Navigator.

This post originally appeared in my Advanced Strategies and Tactics for LinkedIn newsletter as part of a 7 part series comparing free LinkedIn with Sales Navigator. You can sign up for this and my newsletters on using LinkedIn for Sales and LinkedIn for Marketing here: https://practicalsmm.com/contact/

Why Do As Many As 75% Of Outreach Messages Fail on LinkedIn?

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No One Is Home.

LinkedIn announced Q3 2016 results a couple of weeks ago on October 27th. There are now 467 million LinkedIn members. They also announced 106 million unique monthly logins, which sounds great until you realize what that means. 106 million people now log in once a month or more often than that. The flip side of the coin is that 361 million people log in less than once month. Think about that for a second or two…that’s 361 million people, some of whom may log onto LinkedIn once before New Years. Many of them will show up once between now and the Spring. And many won’t really show up at all.

If you send a LinkedIn message today to someone you would really like to speak with, but if they are one of the 361 million, the odds are pretty poor that they are going to respond to your message.

Why? Because they will likely ignore it. These are people who don’t use LinkedIn very often. They don’t “get” networking. They have never seen the value in using LinkedIn regularly, and they still don’t. So messages from LinkedIn are more likely to just be ignored. This is what I mean by your outreach failing because no one is home.

  And in an oblique way, LinkedIn acknowledges this problem.  I think it is instructive that if someone responds to your LinkedIn InMail you get a credit for a new InMail to use with another LinkedIn member. How long does LinkedIn give them to reply? Ninety days. It sounds to me like LinkedIn wants to give them every opportunity to show up and respond, but they aren’t that confident either.

So you can knock on the door, but if no one is home…what can you do?

Your homework.

Before you reach out to someone, go to the recent activity part of their LinkedIn Profile and look for two things: number of followers and recent activity. If someone has 1200 followers and you can see they are active posting and responding to other people’s posts, you can feel comfortable that they appreciate what LinkedIn has to offer and will likely respond to your message. It may not be the response you want, but at least you will know where you stand.

On the other hand, finding someone with 41 connections and no activity is the kiss of death. Likelihood of this person responding is effectively zero.

What else can you do about it? Be realistic and use alternatives. If you are confident in your email abilities you can try emailing them. Or you can try  approaching the target company through someone else at the company who does look approachable.   

The bottom line is that no matter how fabulous a candidate may seem to be for your product or service, you are going to have a really hard time getting the attention of someone who is not there.

Learn to recognize low probability situations and don’t invest your time in them.