Introduction

LinkedIn outreach is one of the most powerful tools for generating genuine business leads, if it’s done right. But for many, it’s also one of the easiest ways to get ignored. The problem? Most people treat LinkedIn like a cold-calling machine, firing off generic connection requests and sales-heavy messages that feel more like spam than networking.

This blog is here to change that.

At Delivered Social, we’ve seen first-hand how smart, simple outreach can unlock real conversations, client wins, and long-term business growth. When you take the time to personalise, add value, and focus on connection over conversion, your results go from silence to serious opportunity.

In this guide, we’ll walk you through exactly how to make your LinkedIn outreach work. From shaping your profile so it actually supports your message, to writing connection requests that don’t sound like they were copy-pasted from a sales manual, you’ll learn what matters, and what doesn’t.

We’ll also share some tried-and-tested messaging frameworks, tips on how to build relationships without looking like you’re trying too hard, and how to keep track of what’s working so you’re not just guessing. And finally, we’ll answer some of the most common questions we hear about outreach, from how often to follow up, to whether LinkedIn Premium is worth the spend.

If you’re ready to stop wasting time on outreach that goes nowhere and start building leads that actually convert, keep reading.

Why LinkedIn Outreach Matters More Than Ever

In 2025, LinkedIn is no longer just a digital CV space, it’s a business development machine. With over 1 billion members globally and a clear B2B focus, it’s become the place for professionals to connect, share, and start real business conversations. But while the platform is thriving, inboxes are overflowing. That’s why how you do LinkedIn outreach matters more than ever.

The traditional scattergun approach, sending the same message to hundreds of people, doesn’t work anymore. In fact, it can harm your reputation. Today’s users are savvy. They know when they’re being sold to, and they don’t have time for copy-paste connections that offer nothing of value.

What works now is relevance, personalisation, and timing.

The shift is clear: outreach success lies in quality over quantity. It’s about building trust through meaningful interaction, not trying to close a deal in your first message. Whether you’re looking for new clients, partnerships, or job opportunities, effective LinkedIn outreach is about starting a real conversation, not just adding another number to your connection list.

It also gives smaller businesses a level playing field. You don’t need a huge ad budget to get results, you just need a solid message, a well-optimised profile, and the discipline to build relationships over time.

As more businesses move online and sales teams go digital, knowing how to stand out on LinkedIn will be the difference between getting ignored and getting results.

Getting Your LinkedIn Profile Outreach-Ready

Before you even think about sending that first message, your LinkedIn profile needs to be working for you, not against you. Think of it as your landing page. When someone receives your connection request or message, the first thing they’ll do is check your profile. If it’s half-finished, vague or reads like a CV from 2009, they’re unlikely to take your message seriously.

Start with your headline. Instead of just listing your job title, use this space to show what you actually help people with. For example: “Helping service-based businesses grow through strategic content marketing” is far more engaging than “Marketing Executive”.

Next, your profile photo and banner image should look professional and match your brand. People want to connect with real humans, not anonymous logos or blurry holiday snaps.

Your About section is another key opportunity. Don’t treat it like a biography. Focus on what you do, who you help, and what results you’ve delivered. Keep it clear, friendly and jargon-free.

Make sure your experience is relevant and up to date, and that you’ve added a good mix of skills, especially those aligned with your outreach goals. You should also aim to collect a few endorsements and recommendations to build social proof.

An outreach message is only as strong as the profile it leads to. When yours is polished and purposeful, you instantly become more trustworthy, and more likely to get a response.

What Makes A Message Worth Responding To?

A good LinkedIn outreach message is more than just words, it’s a first impression. And when people get dozens of connection requests a week, yours has to stand out for the right reasons. The goal isn’t to pitch straight away. It’s to spark curiosity, build trust, and open the door to a genuine conversation.

The most effective messages follow a simple three-part structure:

1. Personalised Opener
This is where most outreach falls flat. Avoid generic lines like “I came across your profile” or “We have mutual connections.” Instead, reference something specific, maybe a recent post they shared, their company’s latest project, or something mentioned in their profile. It shows you’ve taken the time and you’re not just sending a bulk message.

2. Clear Value or Intent
Why are you reaching out? Be upfront, but helpful. You’re not selling, you’re starting a conversation. For example: “I work with small agencies to boost visibility through content, happy to share some ideas if useful.” It feels relevant, not pushy.

3. Soft Call To Action
Avoid demanding a meeting right away. Instead, ask something low-pressure like: “Open to connecting?” or “Would it be okay if I sent a few tips your way?”

Also, keep your tone light and human. Avoid buzzwords, over-formal language, and long paragraphs. Keep it short, readable, and friendly.

If your message sounds like something you’d reply to, you’re on the right track.

Building Relationships, Not Just Leads

Too many people treat LinkedIn outreach like a numbers game, send enough messages, and someone will bite. But in reality, that approach rarely leads to quality business. What actually works is focusing on the relationship, not just the lead.

Think of outreach as networking, not selling. When you message someone, your goal shouldn’t be to close a deal, it should be to start a dialogue. That begins with showing genuine interest in their work, adding value without expecting anything in return, and being patient.

After the first message, don’t disappear. Follow up, but do it with purpose. A gentle check-in a week later, a comment on their latest post, or even sharing a helpful article can keep the conversation warm without being pushy.

Engaging with people’s content is a great way to stay on their radar. Like, comment, and join in discussions in a natural way. It shows you’re active, thoughtful, and invested, not just looking for something.

And when someone does respond, don’t rush the pitch. Ask questions. Learn more about what they do. Tailor your suggestions to what they actually need. That kind of interaction builds trust, and trust is what converts into business.

The truth is, that the best leads don’t come from one message. They come from conversations that grow over time. And when your outreach is rooted in relationship-building, you’ll see stronger responses and longer-term results.

How To Track And Optimise Your LinkedIn Outreach

Once you’ve started sending messages, it’s important to track what’s working, and what’s not. Without a simple system in place, it’s easy to lose track of who you’ve contacted, who replied, and when to follow up. Worse still, you risk sending the same message twice or missing opportunities altogether.

You don’t need fancy software to get started. A basic spreadsheet or a simple CRM can do the job. Record key details like:

• The name and LinkedIn URL of the contact
• The message you sent and the date
• Whether they accepted the connection
• If they replied, how you follow up
• Any notes on their interests or needs

Over time, patterns will emerge. You’ll start to see which types of messages get replies, what language feels too formal or too vague, and when the best time to follow up is.

It’s also worth testing different message formats, short vs long, casual vs professional or direct vs soft. Just change one element at a time so you can measure results clearly.

Tracking your outreach helps you stay consistent, learn faster, and stop guessing. The more you review and refine, the better your results will become.

Frequently Asked Questions About LinkedIn Outreach

Q1: How many connection requests should I send per week?
Aim for 20–30 quality requests. Focus on relevance, not volume.

Q2: What’s a good response rate to expect?
A solid outreach strategy should see around 30-40% acceptance and 10-15% reply rates.

Q3: Should I use automation tools?
Avoid them. LinkedIn may restrict your account and they often harm authenticity.

Q4: Is LinkedIn Premium worth it for outreach?
Yes, if you’re serious. It unlocks InMail, advanced search filters, and better visibility, useful for targeted outreach.

Q5: Does Delivered Social Offer LinkedIn Management Services?
Yes, if you’re interested in us managing your LinkedIn and other social media posts you can check out our Social Media Marketing Packages here.