Do you have a hard time reaching out or starting a conversation on LinkedIn?
Are you looking for a way to naturally engage with potential prospects, industry peers or influential experts on social media that doesn’t feel pushy or contrived?
Creating engagement and conversations with your potential prospects is, in fact, one of the best ways to use social media for business. You can do this in an easy and comfortable way, by taking advantage of social selling trigger events (also known as lead generation trigger events) and the opportunities they provide.
Social selling trigger events allow for a natural dialogue to develop with existing and potential LinkedIn connections where you can build rapport, increase engagement and nurture your relationships.
So, what exactly is a trigger event? Trigger events are some event or action that occurs, which can result in a natural opportunity for you to engage in conversation with a potential prospect. While there are different trigger events for each social network, the trigger events I am going to share with you here are those specific to LinkedIn.
15 LinkedIn Social Selling Trigger Events That Start Conversations
LinkedIn makes it easy to take advantage of the trigger events I am going to share with you, as they provide notifications to you both within the platform as well as via email. Here are the fifteen events to watch for and how you can make the most of them:
1. They Viewed Your Profile
While profile views may not be a direct form of engagement by the other person, this often represent the behavior of individuals who are conducting research online. If they are a potential prospect, they may be looking at your profile to see if the services you offer meet their needs. (A VERY important reason to have a great LinkedIn profile.)
This event is frequently the first opportunity you have to engage with people you are not already connected to. It is also a great time to reengage an existing connection. Start by doing a little research first to qualify the opportunity or person and then if it makes sense, reach out to them with a warm greeting (but not a sales pitch).
You do not need to say “I saw you viewed my profile”. This is unnecessary and can make the other person feel less inclined to respond. While you are researching their profile, look for something you have in common or another good reason to include in your personalized connection request message.
2. You Find a Prospect You Want to Connect With
There’s no need to wait around for a prospect to view your profile. Instead you can be proactive with your prospecting. When you come across someone that you’d like to connect with, send them a personalized connection request.
Prospecting is incredibly easy to do with LinkedIn’s advanced search function. There’s a potential goldmine on LinkedIn, just waiting for you to tap into its ability to locate and connect with your ideal clients Again, the secret to success when connecting with a potential prospect is to research their profile and write a personalized message. Learn what is important to them personally and/or professionally and look for some commonality between you and your prospect.
3. Your Invitation to Connect is Accepted
If your profile looks professional and complete and you’ve sent a personalized connection request, most people will accept your request. Once they have, this is your opportunity to start a dialogue and establish some rapport with your new connection.
The best way to do this is by sending them a warm and personalized thank you message.
The goal of this message is to establish rapport, start a dialogue and request nothing in return. In the message, in addition to thanking them for connecting, I suggest you find something to compliment them on or ask a simple question to start a dialogue if relevant or appropriate.
4. Job Change
The change of job of one of your LinkedIn connections could indicate a potential new prospect for you. Pay attention to any relevant job changes and when appropriate, reach out with a personalized congratulations message to your connection.
Do NOT use LinkedIn’s default message. Instead write something more thoughtful and personal.
You also want to take note if a previous satisfied client takes on a new role or moves to a new company. Be sure to reach out as they may be interested in utilizing your services again in the near future.
Similar to a job change, when appropriate, celebrate a connection’s new promotion with a thoughtful acknowledgment or congratulations message.
If a satisfied customer assumes a different position in their company or moves to a new organization, reach out to see if they’d like to bring your product or service along for the ride. If your offerings made them look good in their previous role, they’ll be eager to use your services again in their new position.
6. Mentioned You
If a connection mentions you in one of their posts, this is an open door for you to engage and thank them. They may have mentioned you because either what you have posted was relevant to them or a comment you made on one of their posts has gotten their attention.
Mentioning (@NAME) a connection in a post or comment encourages engagement within the LinkedIn community.
When you respond to someone who has mentioned you (with an @NAME), this person will also receive a notification, letting them know you’ve replied. This can open the door for a more in-depth conversation using LinkedIn’s message function.
The additional benefit to mentioning or being mentioned by a connection is that their connections will also be able to see the conversation and engage with you.
7. Updated Their Profile
If a connection has recently updated their profile, that is another trigger event that provides an engagement opportunity.
A profile update can tell you whether a connection has moved, changed their job focus or business, updated their information, received a new recommendation or added a post or article. Such updates and changes can open the door to interacting with them and starting a dialogue.
When appropriate, try asking questions, as this is a fantastic way to get a conversation going.
8. Liked, Commented or Shared Your LinkedIn Publisher Post
LinkedIn Publisher posts can help to build your network, credibility and authority as well as drive leads to your business, especially when others have liked, commented or shared your content. Replying to their engagement with your Publisher posts is also a great way to start a conversation with them.
The real value on LinkedIn is not the number of people in the network, but the influence that you possess within your network.
– Neil Patel
Be sure to take the time to appropriately reply to the comments left on your Publisher posts and thank those who took the time to share it.
If someone has taken the time to read and share your post, you are not connected to them and they are a potential prospect, this is a great time to send them a personalized connection request.
9. Liked, Commented or Shared Your LinkedIn Status Update
Status updates that are shared or engaged with by your 1st level connections on LinkedIn, enable you to be seen by your 2nd level connections and beyond. This not only allows potential prospects you are not already connected with to see your posts but also to engage with them, this also presents the perfect opportunity to connect and or start a conversation with them.
What’s the takeaway?
The more often you post status updates that stimulate engagement from your connections, the more likely you are to be visible in more of your connections’ newsfeed. This in turn makes them more likely to read and engage themselves with your posts, and opens the doors for you start a conversation.
10. Endorsed You
Another trigger event that provides an engagement opportunity is when someone endorses you.
One of the best ways to get endorsements is to give them.
When you endorse someone, that person receives a notification and sometimes (when relevant) will reciprocate by endorsing you.
When someone endorses you, it’s a great opportunity for you to return the favor and thank them for the endorsement. This opens up the chance for engagement with them and further relationship building.
11. You Received a Recommendation
Recommendations on LinkedIn are like gold. These are written testimonials from previous clients, business partners or peers and they can have a huge impact in building your credibility and authority on LinkedIn.
When you receive a recommendation from someone, this absolutely justifies replying with a message that thanks them for their kindness and time. You can also look at this as an opportunity to leverage the network of the recommender, as they may be happy to introduce you to others within their network, when appropriate.
12. They Were Mentioned in the News
When someone is mentioned in the news, this is an effective trigger event, which provides an excellent engagement opportunity.
Reach out to them mentioning you saw them mentioned in the news (include where you saw them mentioned and include a link when possible) and respond with a question, congratulations or comment, whatever is relevant and appropriate to the circumstance.
13. Their Company was Mentioned in the News
Much like when an individual is mentioned in the news, a company mention is another excellent trigger event to engage connections who work at or own the company.
14. They’ve Published an Article on LinkedIn
People like to be acknowledged for the content they create and share, so this presents a fantastic engagement opportunity.
When a potential prospect posts a LinkedIn Publisher post you can engage with them by commenting on it, or sharing it, if it’s relevant to your network. Be sure to add your own comment about the piece when sharing it.
15. They’ve posted a status update on LinkedIn
Lastly, watch your newsfeed as well as the activity pages of your prospects for opportunities to engage with their status updates.
By engaging with their updates, you will immediately be on their radar. Visibility combined with activity will help keep you top of mind with your prospects and LinkedIn network.
15 Social Selling Trigger Events on LinkedIn [Infographic]
Wrap Up: Social Selling Trigger Events
As you nurture your LinkedIn relationships through regular engagement, make a habit of checking the notifications that LinkedIn provides you on these various social selling trigger events to build your network, engage with prospects and expand your business.
MY CHALLENGE FOR YOU: Over the next week choose two or three social selling trigger events that you are going to monitor and use them to engage with people you want to build a relationship with. Record your engagement successes. Feel free to share your results with me here in the comments, or message me on LinkedIn. I love hearing about successes!
Do you utilize social selling trigger events and are there others that you use that I didn’t mention in this article? Let me know in the comments below.