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Improving ROI for LinkedIn InMail Advertising


Despite a seemingly slow start, LinkedIn is currently the largest professional platform with almost 800 million users from over 200 countries. Statista estimates that LinkedIn ranks only second to Facebook as the most used social platform by B2B marketers. Even though most people know of LinkedIn for professional connections, LinkedIn is also a valuable inbound marketing channel.

Unfortunately, despite being a very effective lead generation and nurturing channel, only 10% of digital marketers rank LinkedIn as their top platform. For those new to LinkedIn, below are strategies to improve ROI from InMail advertising on LinkedIn.

1. Do thorough research on your prospects

You should research your prospects and their business before crafting or sending an InMail. Check the prospects’ profile before sending your InMail. However, you don’t view the user’s profile just for the sake of viewing. You should scrutinize all information carefully and use it to create a personalized InMail when reaching out. By doing this there is an 86% chance that the person will accept it.

The same applies when checking the prospects’ company. If you follow the prospects’ company before contacting them, they will most likely accept the InMail. Generally, the key to high rates of InMail acceptance is sending personalized and relevant InMails.

2. Target the right audience

To generate relevant content for your audience, you should identify and define your target audience. Unlike other digital marketers, B2B marketers should target high-level decision-makers. Failing to segment and target the right audience is among the reasons for declining marketing ROI.

Focusing on several categories may not increase ROI, as your InMails will appear more generalized. On the other hand, you don’t want to focus on a super-specific audience. Improve your CTR and ROI by extending your target categories over time.

3. Create a strong LinkedIn presence

Customers will engage and purchase products and services from companies that appear credible and authentic. Digital marketing experts often emphasize the importance of increasing brand awareness and positioning themselves as industry leaders. While most marketers may dispute this, a survey found that completing a LinkedIn profile can increase InMail acceptance rates by 87%.

This is because profiles of digital marketers are viewed more than users with normal professions on the platform. This means that your target market will likely view your profile a few times before deciding to accept or decline your InMail. Therefore, you should ensure your LinkedIn profile is complete and up-to-date at all times.

Personalizing InMails and having a proper profile add credibility to your brand. Prospects will perceive your brand positively and accept InMails, thereby improving ROI.

4. Check on your content quality

Just like targeting the right audience is important, the quality of your InMail is crucial. Remember, LinkedIn is primarily a professional network. Therefore, most users search for information that benefits and enlighten them. As such, marketers should ensure that their InMail advertising adds value or provides their target audience with solutions.

Your LinkedIn InMail is likely the first point of contact with potential clients or customers. Therefore, focus on creating quality InMail content that is relevant and attractive. They should communicate your business solutions clearly to increase click-through rates and, ultimately, the ROI.

The Bottom Line

While LinkedIn marketing is quite different, the marketing principle “selling is about being the buyer first” is very practical. With LinkedIn InMail advertising, the more your adverts revolve around the buyer, the more likely it is that they will respond. However, unlike other marketing strategies, quantity over quality isn’t as effective with InMail advertising. To improve your marketing ROI, understand your target audience, complete your profile, and personalize your InMail content.

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