LinkedIn is a goldmine for finding high-paying B2B clients, but many influencers and entrepreneurs miss out on its full potential. Messaging people sporadically, posting occasionally, or commenting on others’ posts isn’t an effective strategy to get clients on LinkedIn. If you’ve tried these methods without success, this guide will help you leverage the platform more effectively so that clients come to you rather than constantly chasing new opportunities. I’ve personally built a seven-figure career on LinkedIn, and this is the exact process I used. Want to learn how to create content that generates real leads and sales for your business? Copyblogger Academy is where business owners learn how to turn content into a growth asset. You’ll get practical frameworks for writing, SEO, and distribution that help you attract the right audience and convert attention into customers. No more chasing likes and shares. The Academy will teach to create an eco system that turns content into cash. Join Now For Lifetime Access
Should You Cold Pitch Clients on LinkedIn?
Cold pitching on LinkedIn can be effective, but it’s not a long-term strategy. I’m a big fan of doing conversational cold outreach on LinkedIn and other social platforms. The key is to do it correctly. You likely won’t get good results if you don’t have a persuasive profile and some content published on it. If you want to maximize the results of cold outreach and start getting inbound leads too, I recommend building a personal brand on LinkedIn (i.e., building a following on LinkedIn). When you have a large following, potential customers will reach out to you for your services rather than you pitching new prospects.
The ROI of Personal Branding vs. Cold Pitching
The downside of personal branding is that it takes a long time to build a following. Essentially, you’re building relationships at scale, and great relationships take time to build. Yet over a long enough time horizon, here’s the ROI of building a personal branding versus cold pitching:
– Personal Branding: Building a personal brand can take 6-12 months to see significant results. However, once you have a large following, you can expect to see a steady stream of inbound leads and clients. According to a study by Hootsuite, 71% of B2B marketers say that content marketing is effective in generating leads.
– Cold Pitching: Cold pitching can generate leads quickly, but the quality of those leads may be lower. A study by LinkedIn found that 60% of B2B marketers say that cold outreach is effective in generating leads, but only 30% of those leads convert into sales.
In short, yes, you can cold pitch potential clients on LinkedIn. However, don’t rely on it as a long-term strategy, as creating content once and attracting clients organically is much more efficient. Therefore, I’ll outline the exact strategy I use to help my coaching clients build a personal brand and get clients on LinkedIn.
Step 1: Define Your ICP and Offer
A common mistake many people make is offering a generic service to a generic customer. Here are a few examples of generic services:
– Ghostwriting
– SEO
– Career coaching
– Graphic design
Instead, niche down and become the top expert for a particular service. Here are a few examples of more specialized services:
– LinkedIn ghostwriting
– Enterprise SEO
– Mobile graphic design
While niching down limits your pool of potential customers, it also establishes you as an industry expert making you a more desirable candidate for a customer looking for that service. For example, someone looking to hire a ghostwriter to build their LinkedIn profile will likely hire a “LinkedIn ghostwriter” rather than a generic ghostwriter.
Refining Your Ideal Customer Profile (ICP)
In addition to refining your service offering, it’s also important to refine your ideal customer profile (the person you’re selling your service to). The ideal customer profile (ICP) is the title of the person who will buy your service and additional qualifiers, such as:
– Industry (e.g., health, marketing, finance, etc.)
– Company type (e.g., ecommerce, SaaS, coaching business)
– Company size (e.g., 11-50 employees)
Here are some examples of ICPs for each of the following services:
– LinkedIn ghostwriting: Eight-figure founders who have sold at least one business.
– SEO: The Director of SEO at an ecommerce company with at least 100 employees.
– Content marketing: The VP of Marketing at a SaaS company with at least 50 employees.
– Email marketing: The VP of Marketing at an ecommerce with at least 50 employees.
Note: If you’re selling a service, the person who will actually purchase your service is usually a decision maker at the company. For example, if you’re selling a marketing service, the decision maker will likely be a VP, Director, or CMO. A decision maker would NOT be an associate or junior marketing manager. VPs and CMOs are excellent for companies with under 50 employees, and the Director of your service is often best for larger companies.
Maximizing Income and Happiness
As you’re refining your ICP and offer, consider these three factors to maximize your income and happiness:
– Earning potential
– Interest
– Expertise
Earning Potential
Earning potential is determined by the value you deliver to the company. A misconception is that the value you bring to the table is tied directly to the quality of your work. However, value is also impacted by factors related to your ICP, such as their existing audience size, website traffic, and industry credibility. Therefore, you can typically charge larger, more established companies more money because they can leverage your services more effectively.
Interest
You’re much more likely to stick with a service you enjoy executing. For example, if you love writing, you’re more likely to stick with ghostwriting than SEO. This is because you’ll enjoy the process more, and you’ll be more likely to produce high-quality work.
Expertise
Expertise is crucial because it sets you apart from your competitors. For example, if you’re the only LinkedIn ghostwriter who can write for eight-figure founders, you’ll be more desirable to those clients. This is because they know that you have the unique skills and experience to help them achieve their goals.
Step 2: Build a Persuasive Profile
Your LinkedIn profile is your digital business card. It’s the first impression you make on potential clients, so it’s important to make a good one. Here are some tips to build a persuasive profile:
– Professional photo: Make sure your photo is professional and up-to-date. This is the first thing potential clients will see, so it’s important to make a good impression.
– Headline: Your headline should be clear, concise, and descriptive. It should communicate your value proposition and what you do. For example, “LinkedIn Ghostwriter | Helping Eight-Figure Founders Build Their Profiles”
– Summary: Your summary should be a brief overview of your background, skills, and experience. It should also include a clear call-to-action, encouraging potential clients to connect with you or learn more about your services.
– Experience: List your relevant experience in a clear and concise format. Make sure to highlight any achievements or awards you’ve received.
– Skills & endorsements: List your key skills and any endorsements you’ve received from clients or colleagues.
– Recommendations: Include recommendations from satisfied clients. These are powerful social proof that can help build trust with potential clients.
Example of a Persuasive LinkedIn Profile
Here’s an example of a persuasive LinkedIn profile for a LinkedIn ghostwriter:
Headline: LinkedIn Ghostwriter | Helping Eight-Figure Founders Build Their Profiles
Summary: Hi, I’m [Your Name], a LinkedIn ghostwriter with over 10 years of experience helping eight-figure founders build their profiles. I’ve worked with clients in the tech, healthcare, and finance industries, and I’ve helped them increase their visibility on LinkedIn by over 500%. I’m a certified LinkedIn trainer and I’m always looking for new clients to help. Let’s connect and see how I can help you build your profile too.
Experience:
– LinkedIn Ghostwriter, [Your Company], 2015-Present: Helped eight-figure founders build their profiles and increase their visibility on LinkedIn by over 500%.
– Content Marketing Manager, [Your Company], 2010-2015: Managed content marketing campaigns for clients in the tech, healthcare, and finance industries.
Skills & endorsements:
– LinkedIn ghostwriting
– Content marketing
– Social media marketing
– Copywriting
– SEO
Recommendations:
– “[Client Name] worked with [Your Name] to build their LinkedIn profile and it made a huge difference. Their visibility on LinkedIn increased by over 500% and they’ve been getting more leads and clients ever since.” – [Client Name], [Client Title], [Client Company]
Step 3: Create Valuable Content
Creating valuable content is crucial for building a personal brand on LinkedIn. Here are some tips to create content that resonates with your target audience:
– Understand your audience: Before you start creating content, make sure you understand your target audience. Who are they? What do they want? What problems do they have? The more you understand your audience, the better you can create content that resonates with them.
– Share your expertise: Share your knowledge and expertise with your audience. This is a great way to establish yourself as an industry expert and build trust with your audience.
– Provide value: Make sure your content provides value to your audience. This could be in the form of insights, tips, strategies, or templates.
– Be consistent: Consistency is key when it comes to creating content. The more consistently you create content, the more likely you are to build a following and attract clients.
– Use a variety of content formats: Don’t be afraid to experiment with different content formats. This could include articles, videos, infographics, podcasts, or webinars. The more variety you have in your content, the more engaging it will be for your audience.
Examples of Valuable Content
Here are some examples of valuable content for a LinkedIn ghostwriter:
– Blog posts: Share tips and strategies for building a LinkedIn profile, such as “How to Write a Compelling LinkedIn Headline” or “The Ultimate Guide to LinkedIn SEO.”
– Videos: Create video tutorials, such as “How to Optimize Your LinkedIn Profile for SEO” or “The Art of LinkedIn Ghostwriting.”
– Infographics: Create infographics that share data and insights, such as “The State of LinkedIn in 2022” or “The Ultimate Guide to LinkedIn Analytics.”
– Podcasts: Start a podcast where you interview industry experts and share insights and strategies for building a LinkedIn profile.
– Webinars: Host webinars where you share your expertise and answer questions from your audience.
Step 4: Engage with Your Audience
Engaging with your audience is crucial for building a personal brand on LinkedIn. Here are some tips to engage with your audience:
– Respond to comments: Make sure to respond to comments on your posts in a timely and thoughtful manner. This shows that you value your audience and are committed to building a community around your brand.
– Ask questions: Ask questions in your posts and engage in conversations with your audience. This not only helps you understand their needs and interests but also builds a connection with them.
– Share user-generated content: Share content created by your audience, such as testimonials or case studies. This not only builds trust with your audience but also shows that you value their input.
– Join groups: Join LinkedIn groups related to your industry or niche. This not only helps you connect with potential clients but also gives you the opportunity to share your expertise and engage with your audience.
Examples of Engaging with Your Audience
Here are some examples of engaging with your audience for a LinkedIn ghostwriter:
– Respond to comments: If someone comments on one of your blog posts, respond with a thank you and a follow-up question, such as “Thanks for your comment! I’d love to hear more about your experience with LinkedIn. What’s one thing you wish you knew when you started building your profile?”
– Ask questions: In one of your blog posts, ask a question related to the topic, such as “What’s one thing you struggle with when it comes to building your LinkedIn profile? Let me know in the comments below.”
– Share user-generated content: If one of your clients has written a case study or testimonial, share it on your LinkedIn profile with their permission. This not only builds trust with your audience but also shows that you value their input.
– Join groups: Join LinkedIn groups related to LinkedIn marketing or ghostwriting. This not only helps you connect with potential clients but also gives you the opportunity to share your expertise and engage with your audience.
Step 5: Leverage LinkedIn Features
LinkedIn has many features that can help you build a personal brand and attract clients. Here are some tips to leverage LinkedIn features:
– LinkedIn Articles: LinkedIn Articles is a feature that allows you to publish long-form content directly on LinkedIn. This is a great way to reach a larger audience and establish yourself as an industry expert.
– LinkedIn Live: LinkedIn Live is a feature that allows you to go live on LinkedIn and engage with your audience in real-time. This is a great way to build a community around your brand and answer questions from your audience.
– LinkedIn Groups: LinkedIn Groups is a feature that allows you to create and join groups related to your industry or niche. This is a great way to connect with potential clients and share your expertise.
– LinkedIn Ads: LinkedIn Ads is a feature that allows you to create targeted ads to reach a larger audience. This is a great way to promote your services and attract new clients.
Examples of Leveraging LinkedIn Features
Here are some examples of leveraging LinkedIn features for a LinkedIn ghostwriter:
– LinkedIn Articles: Publish long-form content, such as “The Ultimate Guide to LinkedIn Ghostwriting” or “How to Write a Compelling LinkedIn Headline.”
– LinkedIn Live: Go live and host a Q&A session, such as “Ask Me Anything: LinkedIn Ghostwriting” or “The Art of LinkedIn Ghostwriting.”
– LinkedIn Groups: Create and join groups related to LinkedIn marketing or ghostwriting. This not only helps you connect with potential clients but also gives you the opportunity to share your expertise and engage with your audience.
– LinkedIn Ads: Create targeted ads to reach a larger audience, such as “Hire a LinkedIn Ghostwriter Today” or “Boost Your LinkedIn Profile with Our Expert Services.”
Step 6: Track and Analyze Your Results
Tracking and analyzing your results is crucial for building a personal brand on LinkedIn. Here are some tips to track and analyze your results:
– LinkedIn Analytics: LinkedIn Analytics is a feature that allows you to track your performance and understand your audience better. This is a great way to identify what’s working and what’s not.
– Google Analytics: Google Analytics is a tool that allows you to track your website traffic and understand your audience better. This is a great way to identify what’s working and what’s not.
– Social Media Management Tools: There are many social media management tools, such as Hootsuite or Buffer, that allow you to schedule your posts and track your performance. This is a great way to stay organized and understand your audience better.
Examples of Tracking and Analyzing Your Results
Here are some examples of tracking and analyzing your results for a LinkedIn ghostwriter:
– LinkedIn Analytics: Track your performance, such as your reach, impressions, and engagement. This is a great way to identify what’s working and what’s not, such as which types of content perform best.
– Google Analytics: Track your website traffic, such as your unique visitors, page views, and bounce rate. This is a great way to identify what’s working and what’s not, such as which types of content perform best.
– Social Media Management Tools: Use a social media management tool to schedule your posts and track your performance. This is a great way to stay organized and understand your audience better, such as which types of content perform best.
Conclusion
Building a personal brand on LinkedIn and getting clients is a long-term strategy that requires consistency, patience, and persistence. By following the steps outlined in this guide, you can leverage LinkedIn to attract high-paying B2B clients and grow your business. Remember, the key is to create valuable content, engage with your audience, and leverage LinkedIn features to build a community around your brand. With time and effort, you can build a personal brand on LinkedIn that attracts clients and generates leads.
FAQ
How Long Does It Take to Build a Personal Brand on LinkedIn?
Building a personal brand on LinkedIn takes time, typically 6-12 months to see significant results. However, the time it takes can vary depending on your industry, niche, and the consistency of your content.
What Are Some Examples of Valuable Content for a LinkedIn Ghostwriter?
Some examples of valuable content for a LinkedIn ghostwriter include blog posts, videos, infographics, podcasts, and webinars. These content formats can help you share your expertise, provide value to your audience, and establish yourself as an industry expert.
How Can I Engage with My Audience on LinkedIn?
Engaging with your audience on LinkedIn involves responding to comments, asking questions, sharing user-generated content, and joining LinkedIn groups related to your industry or niche. This not only helps you build a community around your brand but also builds trust with your audience.
What Are Some Tips for Building a Persuasive LinkedIn Profile?
Building a persuasive LinkedIn profile involves having a professional photo, a clear and concise headline, a brief summary, listing your relevant experience, highlighting your key skills, and including recommendations from satisfied clients. These elements help potential clients understand your value proposition and build trust with you.
How Can I Track and Analyze My Results on LinkedIn?
Tracking and analyzing your results on LinkedIn involves using LinkedIn Analytics, Google Analytics, and social media management tools. These tools help you understand your performance, identify what’s working and what’s not, and make data-driven decisions to improve your content and engagement strategies.
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