TL;DR
Use LinkedIn to find and warm the exact people you want, then earn the right to DM or InMail them a 1:1 microsite. Avoid scrapers/automation—manual, relevant touchpoints outperform bots and keep your account safe. Think: quality comments → connect → short DM → microsite. Track clicks with UTM tags and follow up fast when they visit.
Why use LinkedIn (with microsites)
Intent-rich graph: Titles, companies, topics, and news are all there—perfect for context.
Warm reach: You can engage publicly before you ever DM.
Proof of work: Your profile and posts establish authority before you ask.
Frictionless handoff: A personalized microsite is the cleanest "see exactly what we'd do for you" asset to share.
Principles (what actually works)
Manual > automated: Avoid scrapers, mass-DM tools, or "drip" automations that violate LinkedIn's rules. They risk bans and burn brand trust.
Warm before pitch: Earn attention with a like/comment or post mention before sending a message.
One clear next step: Don't ask for 3 things. Offer one: "Made a 1-pager for {{company}}—want it?"
Short + specific: DMs and InMails should read like a text from a helpful expert, not a campaign.
Profile & presence (10-minute tune-up)
Headline: Outcome for ICP ("We turn {{industry}} quote requests into next-day POs").
About: 3 sentences: who you help, how you help, proof.
Featured: Pin a generic microsite demo or case study; add a "request your 1:1 page" CTA.
Experience: Bullet outcomes, not duties. Add numbers.
Finding the right people (manual, compliant)
Sales Navigator: Save leads by title, function, headcount, tech, geography.
Account lists: Mirror your ICP/TAM segments. Save 50–100 priority accounts per list.
Signals to watch: New roles, hiring, funding, product launches, tech installs—great reasons to comment/DM.
Content that earns DMs
Observation posts: "3 ways {{industry}} vendors lose deals at quote." Tag the company type, not the person.
Mini case threads: Problem → what you changed → result → "Comment 'microsite' for the template."
How-to carousels: Native PDF posts perform well. Include a slide offering a personalized microsite.
Light tagging: Tag companies when truly relevant; tag 1–2 people tops, not whole teams.
Tip: If you must include a link, add the microsite in the first comment or DM after engagement to avoid throttling.
Outreach workflow (manual)
Engage: Like + meaningful comment on a recent post from the person or company.
Connect: Note: "Loved your post on {{topic}}—we built a quick one-pager for {{company}} if useful."
If accepted → DM (<80 words):
"Quick favor—I made a 1-page overview for {{company}} showing how we'd handle {{pain}}. If you'd like it, I'll send the link."
Send microsite on consent, not upfront.
Follow-up: If your pixel sees a visit, reply within hours:
"Saw you skimmed the page—want a 5-min walkthrough, or should I tweak it for {{stakeholder}}?"
Using InMail (when you're not connected)
Subject: Outcome + relevance ("Cut PO cycle time at {{peer}}").
Open: One sentence that proves you did your homework.
Offer: "Happy to spin a 1:1 page for {{company}}—30s skim. Want it?"
Link: Include microsite only if strongly personalized; otherwise ask permission first to lift click-through.
Where microsites fit on LinkedIn
DM hook: "We built this page for {{company}}—it shows exactly how we'd handle {{use-case}}."
Post CTA: "Comment 'demo' and I'll create a 1:1 page for your company."
Event follow-up: After webinars or Lives, drop a personalized microsite to attendees by role.
Team assists: Sales posts the ask; Marketing fulfills the microsites within 24 hours.
Metrics that matter
Connection acceptance rate (target 35–60% with relevant notes).
DM reply rate (10–25% on warmed prospects).
Microsite clicks & time on page (account-level intent).
Meetings set per 100 DMs (optimize copy and targeting, not volume).
At-risk signals: Low impressions, message restrictions → slow down and improve relevance.
Guardrails & common pitfalls
Automation temptation: Tools that scrape or auto-DM violate terms and get you throttled.
Link stuffing: External links in the first message/post kill reach. Ask permission or comment with the link.
Cold pitching: No public engagement → instant pitch = ignored. Warm them first.
Wall-of-text: Keep messages under 80–100 words; single CTA.
No follow-through: Intent without action dies. When your pixel logs a visit, respond the same day.
Quick checklist
-Headline/About/Featured tuned; case proof visible. -Saved lead/account lists in Sales Nav; daily watchlist of signals. -2–3 weekly posts (observations, mini case, carousel). -Comment queue (10–15 meaningful comments/week). -Short connection note + consent-first DM template ready. -Microsite generator on standby; UTM tags on links. -Alerts from your identity pixel to jump on visits fast.
Manual, thoughtful LinkedIn + a crisp microsite is a high-trust, low-volume engine for meetings—no bots required.