Make the most of LinkedIn messages for Business

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The company LinkedIn messages are a game changer.

When you enable company messages on LinkedIn, users can directly chat with you via your LinkedIn Page.

Want to provide personalised customer service right on the LinkedIn platform? Empower your team to interact with your audience on your brand’s behalf? Do a little social selling and create some good ol’ fashioned leads?

LinkedIn company DMs are here to make it happen.

How do messages for LinkedIn Pages work?

LinkedIn company messages are a fairly new feature, launched in June 2023.

Before the update, direct messages were just limited to member-to-member interactions. LinkedIn users could only communicate with a company via public comments… or, if they were particularly crafty, by tracking down individual employees.

Now, though, Messages for LinkedIn Pages allow for immediate communication between businesses and individual LinkedIn users.

When you enable the Pages Messaging feature, your sales people won’t have to deal with pushy customers in their DMs anymore.

LinkedIn users can now send their messages directly (and, importantly, privately!) to a Company Page, kicking off a two-way conversation.

If you are an admin of your Company Pages, you’ll find the direct messaging option right on the main navigation menu, where you can manage conversations. Just like person-to-person messaging, you can attach files, images and GIFs.

How to set up LinkedIn messages for your company

Navigate to your LinkedIn business page. Click the Inbox tab on the left-hand side. See the image below.

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Here, you’ll be notified that your messages are currently turned off. Click the button that says Turn on messages.

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You’ll be prompted to toggle on the Message button and choose a few conversation topics—think “Service request” or “Careers.” Click Save. Your inbox is now live!

Your page will now have a Message button near the top.

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When someone sends you a message, a little red circle with the number of unread messages will appear next to the Inbox tab. Click on it to review your messages.

On the left, you’ll see a column with all your messages. You can search these messages (using the search bar at the top) or filter by conversation topic and more.

On the right, you’ll see the ongoing chat with your customer. Any of the administrators of your LinkedIn company page can respond to these messages, but only your team will be able to see who sent individual messages.

If you’re getting a bunch of messages (popul ar!), this inbox could become pretty overwhelming fast.

Best practices for LinkedIn messages

Whether you are a successful business owner, genius entrepreneur or savvy social media marketer—you do not need us to explain the basics of customer service.

But beyond “be kind,” “be patient,” and “treat others the way you want to be treated,” here are a few LinkedIn-specific practices for managing your new inbox that are probably good to keep in mind.

Do you want to manage the deluge of messages all by yourself, or are you hoping that your LinkedIn inbox becomes a team project?

If it’s the latter, make sure that the right people in your organisation have been assigned a super or content admin role (go to your page, click Settings, and then click Manage Admins).

This will allow others to reply to messages and ensure your customers get the response they need as quickly as possible.

This could just be your social media team members, or it might involve a rep from HR to deal with career questions, too.

If you are going to turn on LinkedIn messaging functionality, be prepared to be attentive to the DMs that come in.

Whether it’s fair or not, people expect immediacy from brands on social media—McKinsey reports that 79% of customers expect a response within 24 hours on social media. Basically, everyone needs your attention right now.

Of course, if your brand receives a high volume of DMs, it isn’t necessarily realistic to send a perfectly crafted response the minute you get each one.

At the very least, let the sender know you received their message so they are not being met with silence. That could be as simple as thanking them for getting in touch and letting them know how long it will take to get back to them. Easy breezy!

Of course, if you just need a little help to keep on top of all your different social media inboxes, look at getting a social media management company like Content 360.

When setting up LinkedIn messages for your business page, you’ll be prompted to select some “conversation topics.” When someone messages you, they’ll be offered the option to categorize their message under one of those topics.

Picking topics that are appropriate for your business or that you feel qualified to talk about will help filter out the spam or redirect queries to the appropriate channel.

For instance, if you just want to open your message inbox to chat with potential job candidates, choosing “Careers” is a better idea than “Service Request.”

If someone has mislabeled their conversation with the wrong topic, it’s easy to change. Hover over the timestamp on a message until it turns into a three-dot icon. Click on that icon for some options that include “Edit conversation topic.”

By properly identifying what topic each message covers, you can more easily divide and conquer with your team—the customer success team can help with service requests, the sales team can deal with demo requests… you get the picture.

Toggle on your notifications so you never miss a message to your LinkedIn Page—as we just mentioned, customers hate being ignored.

To do this, go to your LinkedIn business inbox and tap the three dots at the top of the conversations column.

Select Manage my notifications and set up your preferred delivery system for alerts.

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You have established your brand voice in all of your outward-facing marketing content—so don’t let it drop behind closed doors. Everything you post on the platform, from public posts to private DMS, should be aligned with your brand’s tone.

If you are usually friendly and warm in all your public-facing copy, and then all of your DMs are blunt, you will create a jarring, uncomfortable experience for your customer. Whatever your vibe, just keep it consistent.

While being authentic and personable is always a good idea when you’re repping your brand online, it’s more important to be clear in your communication. If you have got to cut a joke to make sure your message is being received fully, do it.

Skip the jargon, and avoid irony or sarcasm. Your LinkedIn messages are probably also not a great place for jokes—a misinterpretation or offensive remark just isn’t worth the risk and remember to keep things short and sweet. No one slid into your DMs for a novel. Short sentences and short paragraphs make answers easy to parse.

If you need more guidance on how to respond to DMs in a prompt yet helpful way, we can assist.

It is a rule anyone creating any written document should follow: read it over before you hit send.

Even when you are responding in a whirlwind to all your super-fans, it is vital to take a beat to give your message a second look—

  • is everything spelled right?
  • Are there any grammatical errors?
  • Does it flow well?
  • If you have put in an attachment or image, is it the correct file? (Imagine you sent vacation photos instead of your pricing sheet, and then.

Once you are sure your message is perfect, remember to sign off politely, whether asking if you can help with anything else or wishing them a great day. It is a personal touch that leaves the customer feeling certain about their next steps or that the conversation has wrapped up.

Follow these words of wisdom for your new LinkedIn company messages, and you will have happy leads, fans and customers chit-chatting away with you in no time. Want more advice for making the most of your LinkedIn business page? We have got you covered.

Easily manage your LinkedIn Page and all your other social channels using a suitable social media management tool or outsource your social media management company like Content 360.

Reference

Website – https://blog.hootsuite.com/linkedin-messages/

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