Many professionals create LinkedIn profiles during their career as a demonstration of their expertise and work history – but how many effectively use them to gain new clients?

You are likely to have been told countless times by peers and colleagues just how great LinkedIn can be as a platform to win new work, but perhaps your experience of the platform hasn’t shown that to be the case?

Don’t give up, used in the right way LinkedIn can give you:

  • Direct access to decision-makers
  • The ability to share your expertise and skills with a wider audience – there are 350 million LinkedIn members worldwide
  • Drive more traffic to your content and website
  • Generate more leads – it’s up to 277% more effective for lead generation than any other social media platforms for professional firms.

So, how can you use LinkedIn to attract new clients?

To help you make the most of LinkedIn and what it has to offer, we have put together some helpful tips for you to follow.

Professional profile

Your business and personal profile on LinkedIn is the first thing that potential clients will see, so it needs to give a good first impression and be aware that LinkedIn is constantly adding new features to profiles, that allow you to enhance them.

Take the time to go over your profile to ensure it includes the latest information, you should also ensure it is branded correctly using the latest headers and images.

To take things further why not ask existing clients and LinkedIn contacts to provide endorsements and recommendations.

Identify your target audience

To generate new leads on LinkedIn you first need to identify your target audience. You need to think about common titles or job roles in the sectors you would like to approach, as these relate to their vocation and will aid you in your search for new leads.

Once you have decided on titles and roles to target, you can easily find them using two easy methods:

  • LinkedIn Advanced Search
  • LinkedIn Groups

Using these tools, draw up a shortlist of people who you think could benefit from your services and advice.

First contact 

Once you have a list of potential leads it is time to reach out to them. When sending a request to connect make sure you include a message explaining your reason for contacting them.

As part of this, it may be useful to share some advice or information that could be truly valuable to them. This way you are starting your relationship by being helpful rather than a hindrance.

When you receive a notification that someone has accepted your connection request on LinkedIn, reach out with a personalised thank you message. Try not to go in on the hard sell straight away, just provide a link to your website in your signature.

This may seem like a lot of work, but this isn’t a race. Set yourself a weekly target that fits your schedule and contact people over time.

Build a network

Once you have a few connections in the sector or area you want to target, start to build new connections between existing connections. Getting to know people in the target area and introducing them to others is a great way for you to get referred on to others as well.

If you want to take things one step further, you can even set up your own LinkedIn Group to share information and content. This is also an excellent platform for people to share informal queries and success stories.

Over time. this approach should help you become the ‘go-to’ person on the platform for certain industries and areas.

Be active 

Those who achieve the most success on the platform post regularly and share relevant useful information.

You need to be creating and sharing content that is engaging and has a value to the reader. You also need to consider ‘shareability’. This is simply whether you are creating content that people are willing and eager to share with others.

Your activity on the platform should not just be about you and your success. It is good to share stories of client success (where permitted), staff success and, most importantly, effective advice.

Mix things up

While LinkedIn is good for sharing long, detailed posts, think about whether a written approach is always best.

Perhaps instead a short video or animation might be a more effective way of getting information or your message across.

You should also consider infographics and flowcharts, as this highly visual content can be a great way of getting complex information out there in an easy to digest format.

Invest a little 

LinkedIn is an excellent and much over-looked platform for digital advertising. Few platforms give you as many parameters by which to narrow down your target audience or the ability to set your budget to make the most of the money you invest.

Unlike Facebook or Google, LinkedIn allows you to target specific jobs roles, sectors, seniority, age – you can even target individual LinkedIn groups and qualifications if you wish.

There are also a variety of different ways to share content with users, from image adverts and videos through to direct inbox messaging. Effective campaigns on LinkedIn do not have to be costly and you can test the waters relatively inexpensively before committing to a full campaign.

Want more advice? – Join us for our next LinkedIn Marketing Masterclass  

We are hosting a new LinkedIn Marketing Masterclass online on 20th January 2021 between 10am and 11am at a cost of just £49 per person!

This comprehensive virtual Masterclass will be delivered by our director and digital marketing specialist, Jo Edwards and will cover:

  • Optimising your personal profile
  • Growing your network
  • Creating relevant and engaging content and posts
  • Generating new clients

    This webinar will conclude with a short Q&A session.

    To secure your place at this online event, please click the link below:

    Click here to register today


    If you require help with the registrations process or have any questions, please contact us.

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