A Beginner’s Guide To LinkedIn Lead Generation Outreach

Are you searching for LinkedIn lead generation outreach tips?

LinkedIn is a great platform for networking and building professional relationships.

That’s no secret.

LinkedIn, however, is often underutilized as a tool for B2B lead generation, specifically in terms of cold outreach.

You have access to millions of people on it, so use them!

Before you start blindly ripping out messages, though, there are a few things you should know about cold messaging on LinkedIn.

Benefits Of Using LinkedIn For Outreach

There are other methods of cold outreach available, like emailing and calling.

While those can be effective, there are a few benefits of using LinkedIn for your cold outreach compared to cold calling and emailing.

Knowing these benefits can allow you to take advantage of them in your outreach properly.

Here are a few:

It Is Expected

LinkedIn is about connecting people and businesses, so there is the expectation that people will be making offers and promoting their products and services.

With the number of spam people deal with these days, unexpected emails and phone calls can come across as more interruptive, therefore more likely to turn someone off.

People Are More Comfortable With It

Again, spam and automated calling and emailing have turned people off to receiving cold outreach.

But because you have a profile where people can learn about you and your business, they will be more comfortable receiving a message from you on LinkedIn.

Plus, it will be easier to tell that you’re like, a real person.

Other People Have Profiles Too

When deciding who to message on LinkedIn, being able to comb through people’s profiles is a significant advantage over calling and emailing.

You can use that information to narrow down who you will message to those who will definitely benefit from what you are offering.

You can also then tailor your message to them and make it more personal to stand out.

Who You Will Be Messaging

So yes, people will be expecting cold messaging on LinkedIn, but that doesn’t mean you should contact everyone you can.

You will want to only message people in your field or who will benefit from your product or service, saving you time and increasing your response rate.

You can narrow down further too if you have more specific demographics like:

  • Age
  • Gender
  • Geographic location

There are also different types of people you will be targeted based on your degree of connection to them.

This guide will explain how these different types will affect the writing of your messages, but first, here are explanations of each degree.

1st-Degree Connections

1st-degree connections are your established connections on your LinkedIn account.

One of you invited the other to connect, and the other accepted said invitation.

You will also likely have a professional relationship already in development.

2nd-Degree Connections

The connections of your 1st-degree connections are your 2nd-degree connections.

In other words, you share a mutual connection with them, but you aren’t directly connected and may not know them, so you will have little if any rapport with them.

3rd Degree Connections

The connections of your 2nd-degree connections are considered 3rd-degree.

You probably have not heard of them and definitely have never talked to them.

Everyone Else

Your 1st, 2nd and 3rd-degree connections are considered “in your network.”

Everyone else is “outside of your network.”

Sure, technically, you have 4th, 5th and so on degrees of connections, but they are so far removed it doesn’t matter.

It’s the same as cousins. Do you really consider your 4th cousin part of your family? Do you even know your 4th cousin?

Your LinkedIn Outreach Message

Now it’s time to talk about the actual messages you will be sending.

The most important thing to keep in mind is that these messages’ primary goals are to generate leads, not sell your product.

Asking for a purchase or talking about pricing can cause you to come across as pushy, and people won’t be ready to commit to you yet.

Therefore, your message should be focused on piquing interest and establishing (or restarting or continuing) a relationship.

You can mention your business and your service or product, but don’t push it too hard.

To do this, you can:

  • Mention a new service you offer
  • Ask about potentially meeting or conversing
  • Enquire about them or their business
  • Giving background or info on yourself
  • Talk about potentially doing business together

When crafting your message, there are a few other things you should keep in mind.

Below are some tips for writing a LinkedIn lead generation cold message.

Be Complimentary

Compliment the person you are reaching out to!

People will likely respond more positively to receiving a compliment, because who doesn’t love flattery?

It will show that you’re a decent person, respect them and appreciate what they do.

Keep It Short

This isn’t the time to send an entire pitch. LinkedIn outreach is more about starting a conversation, so make your message short and to the point.

Ideally, you’ll keep it to two, maybe three, short paragraphs.

Also, think about what they see on their end.

Wouldn’t you be turned off receiving and essay of a message?

Rember, LinkedIn is a form of social media. Yes, it’s more professional than say, Twitter, but people aren’t expecting an essay’s worth of writing either.

Seeing that will immediately deter them from even reading your message, let alone responding.

Personalize It

This has already been mentioned, but just to reiterate, personalize your message to the person you’re sending it to.

Their profile can give you a sense of their personality and what they are interested in,

This information can tell you about what tone you should use (more professional or casual) and give you potential ice breakers.

You can also be specific and mention something about them or their business, like:

  • Complimenting something
  • Asking a question
  • Showing how a professional relationship with you would be beneficial

Show Your Personality

Your initial message also offers an opportunity to express your personality.

Personality is often an influential factor in people’s decisions to work with someone.

Even if you have the greatest product in the world, people will still be less inclined to work with you if you have a dry personality.

So give your message a little bit of energy!

Give Some Background

You can also tell your potential lead a little about yourself, giving them more information about you and demonstrating how you can be of value.


  • Your experience
  • An accomplishment
  • Why you started your business/created your product

Don’t put in all of the above, because again, keep your message short.

But adding something about yourself can be helpful.

Take Into Account What Degree You Are Messaging

The level of connection you have with the person you are messaging will affect the writing and framing of your message, so be sure to take that into account.


You will have some sort of relationship already established with this type of connection. You can use your past experiences with them as a reference when writing your message.

If you have worked together before, you might already have enough of a rapport where you can be more direct or casual in your message.

On the other hand, if they are a new connection or one you have less experience with, you might want to treat them more like a 2nd-degree connection.

You will know your level of relationship with your 1st-degree connections, so use your best judgment in your messages.


A message to a 2nd-degree connection will be more about establishing and building a relationship.

Initiate a conversation or talk about the potential to collaborate or work together, rather than straight-up asking for their business.

The advantage with 2nd-degree connections, though, is you share a mutual connection, a fact you can use to earn their trust.

3rd-degree And Beyond

With 3rd degree connections and above, you don’t have an existing relationship nor share a close enough connection to use as leverage.

This means you will treat messaging them similarly to how you would with cold emailing, with the added advantage of viewing their profile.

As with any cold outreach, just remember to:

  • Not be too direct
  • Try to initiate a conversation
  • Pique their interest
  • Demonstrate value

For Help With Your LinkedIn Messaging

Let’s be honest; all of this is way easier said than done.

So if you’re on LinkedIn trying to generate leads and find yourself with few responses, it’s ok to get help!

There are lead generation agencies that specialize in outreach.

They have a ton of experience in generating leads and know-how to craft compelling messages that are more likely to get responses.

Just be sure to look for one that offers LinkedIn Lead Generation services.

One company that does is Pearl Lemon Leads.

They are an award-winning lead generation agency that promises to reach out to 600 qualified prospects per month.

Yes, you read that right. 600 per month!

So, don’t be afraid to ask for help from professionals if you find cold outreach on LinkedIn overwhelming!

Or, if you decide to send messages yourself, here is another resource you can use to help get you started!

It goes into more depth about finding the right people to message and other ways to use LinkedIn as a lead generation tool.

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