A well-thought-out, carefully crafted and strategic outreach campaign can do wonders for your business. An effective campaign brings awareness to your brand, speaks to the right audience and converts leads into paying customers.

Multichannel has brought unparalleled growth potential to the outreach sphere. It can be a powerhouse if used correctly. But for a lot of businesses this gem remains untapped. 

A lot of our users requested a multichannel outreach feature. However, based on the analytics we see, users either don’t use multichannel at all, or the campaigns they run aren’t always constructed most optimally. 

This is why we see it crucial to highlight the importance of multichannel outreach once again, especially given the ever-rising influence of LinkedIn. 

As an outreach channel, email has been facing roadblocks recently. With Google’s new anti-spam measures, going head-first into email is not a great option. Surely it’s still viable and effective, but spreading out to multiple channels guarantees far better performance.

Why LinkedIn?

LinkedIn is a place for professionals to network, find jobs and move up in the corporate world. The user base is huge – over 1 billion! If you target the right audience, you’ll bring a lot of eyes to your business.

• The filters

Finding the right prospects becomes incredibly convenient with LinkedIn search filters. The free plan already comes with useful filters, but Sales Navigator takes the cake. This premium plan for LinkedIn sales provides advanced and intricate search filters which allow you to further narrow down your search. 

• Common interests

Since LinkedIn is also a social media platform, there are a lot of personal touchpoints – in the form of posts, comments, groups, etc. – that you can incorporate in your campaign or use as prospecting filters. For example, you can target only the people who commented on a particular post, those who are in the same group or who post about the same topics. This can both make your outreach more personalized, effectively engaging leads, and allow you to split the prospects into more specific groups.

• A more personal feel

LinkedIn messages are often perceived to be a more personal form of adressal than the same text in an email. This means LinkedIn messages and InMails have higher open rates than emails, and prospects are more likely to interact and, by extension, convert.

Best Multichannel Outreach Strategies for a Top-Notch Campaign

Let’s dive into some best practices for multichannel outreach that you can implement off the bat.

Build Leads’ Trust

There is nothing that guarantees loyal customers quite like focusing on bringing value and building close relationships. Having a good reputation can play a huge part in the success of your multichannel campaigns.

There’s nothing overly complicated about this step: find your target audience via filters on LinkedIn, then study their pain points. For example, when reading prospects’ posts and recognizing a problem, leave a genuinely helpful comment and offer free resources, like a spreadsheet or guide. 

The key here is to really listen to what your audience is saying, take their needs into account and provide high-quality advice and resources. As more and more people realize you can offer valuable insight and share useful tips that actually solve their problems, your esteem in the industry will grow, which will be an irreplaceable boost to any outreach campaign.

Optimize Your Profile

To get the best results from your multichannel outreach, you have to make sure your LinkedIn profile looks the part. Your goal should be to position yourself as a trustworthy professional and an expert in your field. Have a complete profile: a bio, a professional banner and profile picture, a fleshed-out summary. 

Make sure to have some posts up and keep up a regular posting schedule, as this builds trust in your brand. Having a solid content strategy is incredibly beneficial not only for social selling but as a basis for outreach, priming your account for networking and sales as an established contributor in your space.

Make Use of Advanced Conditions and Actions

Launching a multichannel campaign doesn’t mean simply combining an established email sequence with a LinkedIn sequence with a few-day delay. This approach, while reaching more people than single-outreach, ignores the newly available touchpoints. 

Multichannel outreach is best employed as a set of actions and sequences deployed when specific conditions are met, linking the outreach channels.

For example, you could have the following condition:

If my leads accept my connection request within 3 days, send them a follow-up on LinkedIn. Otherwise, send a follow-up email.

You can even work your way up to LinkedIn outreach by first automating liking and commenting on posts, which gets your leads used to seeing your account in their notifications and warms them up to potential communication.

Final Thoughts

Multichannel outreach opens up unique opportunities to connect with your leads on a greater scale and with higher precision. But it’s not as simple as adding two channels like 2 plus 2.

The interactions between channels need to be intimately connected with fine-tuned triggers and conditions. Only then can your campaign work as intended and resonate well with the lead. Make sure to pay due attention to the state of your LinkedIn account and interact with prospects. Build up your trust in the industry to give your campaigns the best chances.

As the conditions associated with each channel change and adapt, so too should your approach. Contemplating the switch to multichannel is highly relevant right now: don’t get dragged down by platform-specfic risks, enjoy higher open rates and get more eyes on your business.

Now you’re familiar with best practices for multichannel outreach — implement them within your team. And if you need more help — feel free to reach out to our team at closelyhq.com