As a marketing consultant, having a movement of high-quality shoppers is a should for regular, sustainable enterprise development (and making the lease each month).
Fortunately, LinkedIn could make this a complete lot simpler.
Whereas many lead era channels want fixed funding in advertisements or gross sales (issues that solo consultants usually don’t have the funds for), LinkedIn presents a method to deliver new shoppers to you.
In my three years as a marketing consultant, I’ve discovered LinkedIn constantly delivers the best high quality leads with the least ongoing price — when you perceive how you can use it successfully.
In round that point, I’ve constructed up an viewers of 14,000 followers on LinkedIn, which has been essential in serving to me discover new shoppers. Or somewhat, serving to them discover me.
Actually, round 80% of my 2024 shoppers reached out to me on LinkedIn.
Right here, I’ll share my precise course of for establishing myself as a reliable professional in my subject — one which shoppers wish to work with.
Why LinkedIn is the proper platform for consultants
LinkedIn continues to be the go-to platform for professionals — notably these with shopping for energy.
A formidable 4 out of 5 LinkedIn members drive enterprise choices, so your potential viewers on LinkedIn has double the shopping for energy of the common net viewers.
The platform’s give attention to skilled networking and thought management creates an atmosphere the place consultants can simply showcase their experience and construct robust relationships of their business
My journey with LinkedIn began organically. With none gross sales intentions, I started posting about my experiences as a marketer to share my issues and experiences with different advertising specialists and trade concepts.
At the moment, I used to be working as a CMO at Hunter and simply needed to attach with different entrepreneurs within the subject. What began as informal content material sharing advanced after I began receiving consulting requests from viewers who resonated with my insights.
The inquiries I began getting actually highlighted LinkedIn’s potential as a robust lead-generation platform — particularly when the main focus is on offering real worth somewhat than pushing a tough promote.
Right here’s precisely how I take advantage of LinkedIn to search out new shoppers as a marketing consultant:
1. I deal with my LinkedIn profile like a gross sales pitch
Potential shoppers might come throughout my content material on their feeds, however they’ll undoubtedly be visiting my profile to take a look at my expertise and expertise earlier than they contemplate working with me.
I see it as a step down my private gross sales funnel — which is why I’ve been certain to incorporate all these refined, essential elements:
Robust private branding
I put plenty of time, effort, and thought into my LinkedIn private model. Step one in getting this proper, I really feel, is to have knowledgeable, but nonetheless pleasant and approachable, profile image.
Simply contactable
Additionally, I’ve made it very easy for potential shoppers to contact me by prominently displaying my e-mail deal with and together with a transparent hyperlink to schedule a name. This removes friction from the connection course of and reveals I am straightforward to get in contact with for enterprise discussions.
Social proof
Consumer suggestions type a vital a part of my profile technique. I actively contact previous shoppers to request particular, results-focused testimonials.
These suggestions spotlight concrete outcomes and supply social proof of my experience. Every advice tells a narrative of issues solved and targets achieved.
Embody essential particulars
I’ve optimized each profile part with particulars that matter to potential shoppers.
My expertise part focuses on measurable outcomes and shopper outcomes somewhat than simply tasks.
My expertise part highlights particular areas of experience that align with shopper wants, backed by endorsements from business friends.
Clear messaging
I’ve written an in depth ‘About’ part that clearly explains my providers, highlights what makes my method distinctive, and makes me stand out.
When writing your personal, be particular concerning the issues you resolve and the outcomes you ship, giving potential shoppers a transparent image of how one can assist them succeed. Concentrate on addressing their ache factors and the tangible outcomes they’ll anticipate from working with you.
2. I construct relationships on LinkedIn day-after-day
Connecting with key decision-makers is a part of my every day routine.
I establish and join with CMOs, COOs, and founders in my goal market, at all times sending customized connection requests that reference shared pursuits or mutual connections.
Energetic engagement with business leaders’ content material additionally varieties a core a part of my technique. Meaning, after I come throughout posts that may faucet into my skillset, I’ll share considerate, detailed feedback that add worth to discussions and exhibit experience. This visibility helps set up credibility with potential shoppers who comply with these business figures.
One other essential think about constructing these relationships is a fast response time to messages and feedback. This helps hold you high of thoughts with potential shoppers.
I deal with LinkedIn communications with the identical precedence as shopper emails, responding promptly throughout enterprise hours. This responsiveness reveals reliability and respect for others’ time. When somebody takes the initiative to succeed in out, their curiosity is highest at that second, and delayed responses can imply misplaced alternatives.
I’ve discovered that fast, considerate replies usually result in fast conversations about potential initiatives, whereas delayed responses continuously lead to chilly trails.
3. I share worth with each submit
My content material technique facilities on sharing sensible, actionable worth with out asking for something in return.
This implies posting detailed technical guides, confirmed frameworks, and real-world options from my consulting expertise. I freely share instruments like analytics templates, web optimization templates, and advertising frameworks that others can instantly use of their work.
Once I establish business developments or important market adjustments, I present in-depth evaluation with particular, implementable suggestions. Every submit focuses on fixing a concrete downside or enhancing a particular enterprise course of, backed by metrics and examples from precise initiatives.
This method naturally establishes belief.
Lots of my present shoppers adopted my content material for months, implementing my free recommendation, earlier than reaching out for consulting providers. They selected to work with me as a result of they’d already skilled the worth of my experience via my content material.
Even throughout slower enterprise intervals, I keep this give attention to offering real worth somewhat than self-promotion, because it constantly results in stronger skilled relationships and inbound shopper alternatives.
4. I do my finest to submit repeatedly
I keep a constant presence on LinkedIn by publishing two high-quality posts every week, sometimes Tuesday via Thursday mornings when my skilled viewers is most energetic.
It took me a while to search out the perfect schedule, however after many makes an attempt, I spotted these instances are good for connecting with my viewers and boosting engagement.
Every week follows a strategic content material combine: one submit sharing technical insights from present consulting work, one other analyzing related business developments, or providing sensible sources or frameworks.
This common posting schedule retains my profile seen and demonstrates sustained experience in my subject.
Via LinkedIn’s analytics, I observe which content material generates essentially the most engagement and refine my method accordingly. Whereas I prioritize consistency, I by no means sacrifice high quality for amount — I would somewhat submit much less continuously than share content material that does not present actual worth to my community.
5. I keep targeted on my area of interest
I focus solely on development advertising for SaaS firms, particularly specializing in web optimization.
Somewhat than commenting on normal advertising developments, my content material constantly addresses particular challenges on this area.
This slim focus has established my repute as a specialised professional somewhat than a generalist marketing consultant.
When SaaS founders and advertising leaders go to my profile, they discover options to their precise challenges, supported by related metrics and case research.
By resisting the temptation to department into different areas, even throughout slower intervals, I’ve constructed a dependable repute that draws high-value shoppers particularly looking for SaaS development experience.
6. I take advantage of case research to exhibit my experience
I repeatedly flip my consulting engagements into detailed case research that showcase each successes and challenges. I take advantage of Canva to make my posts and carousels extra visually pleasant.
Somewhat than presenting polished spotlight reels, I share the whole journey, together with setbacks and course corrections.
Every case research follows a transparent construction: the preliminary enterprise problem, our strategic method, particular implementation steps, measurable outcomes, and key classes realized.
I embody sensible particulars like precise messaging examples, instrument suggestions, and funds breakdowns that present fast worth to readers. This clear method, displaying each wins and difficulties, helps potential shoppers perceive precisely what working with me might be like.
Right here’s one other nice instance of how you can construction case research in a easy manner, by my teammate (and one in all my favourite LinkedIn creators), Gaetano DiNardi. Right here, he shares the precise technique on how we grew Aura’s natural visitors:
These detailed research constantly herald nice potential shoppers — folks will usually attain out referencing particular circumstances that mirror their very own challenges.
By demonstrating real-world experience somewhat than theoretical data, these case research assist set up belief earlier than the primary dialog.
7. I supply free sources so as to add worth and improve profile visibility
I repeatedly share sources that advertising groups can use instantly — the identical instruments I take advantage of with my consulting shoppers.
When sharing these instruments, I embody clear implementation pointers and actual examples of their impression. I make all sources freely out there with out requiring e-mail signups or different commitments.
This method constantly generates increased engagement. Extra importantly, when folks efficiently use these instruments, they usually attain out to debate how I might assist implement comparable methods of their companies, naturally resulting in consulting alternatives.
6. I share challenges, setbacks, and learnings, too
I brazenly share insights from each successes and failures in my consulting work.
As a substitute of simply highlighting wins, I break down what did not work and why. Sharing detailed analyses of marketing campaign efficiency, together with metrics, challenges, and technique changes, helps exhibit real-world experience.
And funnily sufficient: These clear posts constantly resonate extra with my viewers than polished success tales.
When important business adjustments happen, I share knowledge from precise initiatives and description the particular methods we’re testing in response.
This method of mixing business evaluation with sensible, examined options helps set up credibility whereas contributing helpful data to the advertising group.
7. I crosspost for amplified attain
I repeatedly publish articles on business platforms and share them on LinkedIn with further context and insights particular to my community.
This mix of printed work and LinkedIn commentary helps attain new audiences whereas offering further worth to my viewers.
As an example, sharing articles on LinkedIn can spark conversations within the feedback, resulting in direct engagement with potential shoppers or collaborators.
Some folks, like Gaetano, do it in a different way. He usually repurposes LinkedIn posts into articles for his private or enterprise weblog. This technique not solely saves time but in addition permits him to validate concepts and see what resonates together with his viewers earlier than investing in a extra detailed piece.
A fantastic instance of this in motion is Gaetano’s story about why he joined Aura. He initially shared a private submit on LinkedIn about being hacked in Mexico, which generated important engagement:
From that submit, we developed an actionable information primarily based on his expertise, designed to resonate with others dealing with comparable challenges:
By leveraging the unique LinkedIn content material and increasing on it, Gaetano not solely supplied worth to his viewers but in addition showcased his experience, which may entice potential shoppers who belief his insights and relate to his experiences.
This sort of crossposting doesn’t simply amplify attain – it positions you as a thought chief, constructing belief and authority with audiences who might ultimately turn into shoppers.
Flip LinkedIn connections into long-term shoppers
Should you begin taking a look at LinkedIn as a enterprise improvement platform, somewhat than knowledgeable social media outlet, you’ll begin seeing outcomes.
The hot button is understanding that shopper relationships develop step by step, and other people wish to see top-quality, value-packed content material. Your viewers needs to study with you — not really feel like they’re being bought to.
Whereas a connection would possibly comply with your content material for months earlier than needing your providers, every helpful interplay builds belief and credibility.
Keep away from the widespread mistake of instantly pitching providers to new connections.
As a substitute, have interaction meaningfully with their content material, perceive their enterprise challenges, and contribute related insights to their discussions. If you do attain out immediately, make it particular to their scenario or proceed a dialog that started via natural engagement.
Your LinkedIn presence ought to mirror your skilled follow.
The identical rules that make you profitable with shoppers — delivering worth, sustaining excessive requirements, and constructing belief — apply to your LinkedIn technique.
This constant, value-first method transforms the platform from a easy networking instrument right into a sustainable supply of certified shoppers who already perceive and belief your experience.
