As a marketing consultant, having a movement of high-quality purchasers is a should for regular, sustainable enterprise progress (and making the hire each month).
Fortunately, LinkedIn could make this a complete lot simpler.
Whereas many lead technology channels want fixed funding in adverts or gross sales (issues that solo consultants typically don’t have the funds for), LinkedIn gives a approach to convey new purchasers to you.
In my three years as a marketing consultant, I’ve discovered LinkedIn persistently delivers the best high quality leads with the least ongoing price — when you perceive the way to 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 purchasers. Or slightly, serving to them discover me.
In truth, round 80% of my 2024 purchasers reached out to me on LinkedIn.
Right here, I’ll share my precise course of for establishing myself as a reliable skilled in my area — one which purchasers wish to work with.
Why LinkedIn is the proper platform for consultants
LinkedIn remains to be the go-to platform for professionals — notably these with shopping for energy.
A powerful 4 out of 5 LinkedIn members drive enterprise selections, so your potential viewers on LinkedIn has double the shopping for energy of the typical net viewers.
The platform’s deal with skilled networking and thought management creates an atmosphere the place consultants can simply showcase their experience and construct sturdy relationships of their trade
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 alternate concepts.
At the moment, I used to be working as a CMO at Hunter and simply needed to attach with different entrepreneurs within the area. 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 slightly than pushing a tough promote.
Right here’s precisely how I take advantage of LinkedIn to search out new purchasers as a marketing consultant:
1. I deal with my LinkedIn profile like a gross sales pitch
Potential purchasers could come throughout my content material on their feeds, however they’ll positively be visiting my profile to take a look at my expertise and expertise earlier than they think about working with me.
I see it as a step down my private gross sales funnel — which is why I’ve been positive to incorporate all these refined, necessary components:
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 an expert, but nonetheless pleasant and approachable, profile image.
Simply contactable
Additionally, I’ve made it very easy for potential purchasers to contact me by prominently displaying my e mail tackle 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 purchasers to request particular, results-focused testimonials.
These suggestions spotlight concrete outcomes and supply social proof of my experience. Every suggestion tells a narrative of issues solved and objectives achieved.
Embrace necessary particulars
I’ve optimized each profile part with particulars that matter to potential purchasers.
My expertise part focuses on measurable outcomes and consumer outcomes slightly than simply obligations.
My expertise part highlights particular areas of experience that align with consumer wants, backed by endorsements from trade friends.
Clear messaging
I’ve written an in depth ‘About’ part that clearly explains my providers, highlights what makes my strategy distinctive, and makes me stand out.
When writing your individual, be particular concerning the issues you remedy and the outcomes you ship, giving potential purchasers a transparent image of how one can assist them succeed. Deal with addressing their ache factors and the tangible outcomes they will anticipate from working with you.
2. I construct relationships on LinkedIn every single day
Connecting with key decision-makers is a part of my day by day routine.
I determine and join with CMOs, COOs, and founders in my goal market, at all times sending personalised connection requests that reference shared pursuits or mutual connections.
Lively engagement with trade leaders’ content material additionally kinds a core a part of my technique. Which means, 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 purchasers who observe these trade figures.
One other necessary think about constructing these relationships is a fast response time to messages and feedback. This helps maintain you prime of thoughts with potential purchasers.
I deal with LinkedIn communications with the identical precedence as consumer emails, responding promptly throughout enterprise hours. This responsiveness reveals reliability and respect for others’ time. When somebody takes the initiative to achieve out, their curiosity is highest at that second, and delayed responses can imply misplaced alternatives.
I’ve discovered that fast, considerate replies typically result in fast conversations about potential tasks, whereas delayed responses often lead to chilly trails.
3. I share worth with each put up
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, website positioning templates, and advertising frameworks that others can instantly use of their work.
Once I determine trade traits or vital market adjustments, I present in-depth evaluation with particular, implementable suggestions. Every put up focuses on fixing a concrete drawback or enhancing a particular enterprise course of, backed by metrics and examples from precise tasks.
This strategy naturally establishes belief.
A lot of my present purchasers 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 deal with offering real worth slightly than self-promotion, because it persistently results in stronger skilled relationships and inbound consumer alternatives.
4. I do my greatest to put up 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 one of the best schedule, however after many makes an attempt, I spotted these occasions are good for connecting with my viewers and boosting engagement.
Every week follows a strategic content material combine: one put up sharing technical insights from present consulting work, one other analyzing related trade traits, or providing sensible sources or frameworks.
This common posting schedule retains my profile seen and demonstrates sustained experience in my area.
By means of LinkedIn’s analytics, I monitor which content material generates essentially the most engagement and refine my strategy accordingly. Whereas I prioritize consistency, I by no means sacrifice high quality for amount — I might slightly put up much less often than share content material that does not present actual worth to my community.
5. I keep centered on my area of interest
I focus solely on progress advertising for SaaS firms, particularly specializing in website positioning.
Moderately than commenting on common advertising traits, my content material persistently addresses particular challenges on this house.
This slender focus has established my status as a specialised skilled slightly 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 status that draws high-value purchasers particularly searching for SaaS progress 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.
Moderately than presenting polished spotlight reels, I share the entire journey, together with setbacks and course corrections.
Every case examine follows a transparent construction: the preliminary enterprise problem, our strategic strategy, particular implementation steps, measurable outcomes, and key classes realized.
I embrace sensible particulars like precise messaging examples, software suggestions, and funds breakdowns that present fast worth to readers. This clear strategy, displaying each wins and difficulties, helps potential purchasers perceive precisely what working with me will probably be like.
Right here’s one other nice instance of the way to construction case research in a easy method, 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 persistently herald nice potential purchasers — folks will typically attain out referencing particular instances that mirror their very own challenges.
By demonstrating real-world experience slightly than theoretical information, these case research assist set up belief earlier than the primary dialog.
7. I provide 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 purchasers.
When sharing these instruments, I embrace clear implementation tips and actual examples of their influence. I make all sources freely accessible with out requiring e mail signups or different commitments.
This strategy persistently generates increased engagement. Extra importantly, when folks efficiently use these instruments, they typically attain out to debate how I may assist implement related methods of their companies, naturally resulting in consulting alternatives.
6. I share challenges, setbacks, and learnings, too
I overtly share insights from each successes and failures in my consulting work.
As an alternative 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 persistently resonate extra with my viewers than polished success tales.
When vital trade adjustments happen, I share information from precise tasks and description the particular methods we’re testing in response.
This strategy of mixing trade evaluation with sensible, examined options helps set up credibility whereas contributing helpful information to the advertising neighborhood.
7. I crosspost for amplified attain
I repeatedly publish articles on trade platforms and share them on LinkedIn with extra context and insights particular to my community.
This mix of printed work and LinkedIn commentary helps attain new audiences whereas offering additional worth to my viewers.
As an example, sharing articles on LinkedIn can spark conversations within the feedback, resulting in direct engagement with potential purchasers or collaborators.
Some folks, like Gaetano, do it in another way. He typically 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.
An amazing instance of this in motion is Gaetano’s story about why he joined Aura. He initially shared a private put up on LinkedIn about being hacked in Mexico, which generated vital engagement:
From that put up, we developed an actionable information primarily based on his expertise, designed to resonate with others dealing with related challenges:
By leveraging the unique LinkedIn content material and increasing on it, Gaetano not solely offered worth to his viewers but in addition showcased his experience, which may appeal to potential purchasers who belief his insights and relate to his experiences.
This type of crossposting doesn’t simply amplify attain – it positions you as a thought chief, constructing belief and authority with audiences who could ultimately turn out to be purchasers.
Flip LinkedIn connections into long-term purchasers
In case you begin taking a look at LinkedIn as a enterprise growth platform, slightly than an expert social media outlet, you’ll begin seeing outcomes.
The bottom line is understanding that consumer relationships develop regularly, and other people wish to see top-quality, value-packed content material. Your viewers desires to study with you — not really feel like they’re being offered to.
Whereas a connection may observe your content material for months earlier than needing your providers, every useful interplay builds belief and credibility.
Keep away from the widespread mistake of instantly pitching providers to new connections.
As an alternative, 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 purchasers — delivering worth, sustaining excessive requirements, and constructing belief — apply to your LinkedIn technique.
This constant, value-first strategy transforms the platform from a easy networking software right into a sustainable supply of certified purchasers who already perceive and belief your experience.
