Best Practices to Approach Clients on LinkedIn as a Content Marketer

Content Marketing Survival Guide For COVID Hit Businesses

Content Marketing

Content Marketing Survival Guide For COVID Hit Businesses
Most of you might believe that perfecting your digital marketing resume and sending it to potential clients might work magic for you. That it will help you attract clients. But that’s not how it works.

It’s all about network building at the end of the day.

This is where LinkedIn outshines all others. When you approach people on LinkedIn, they are actively communicating with real people who they can interface with directly. You don’t simply come across as a random name on a random piece of paper in a random email that some stranger has sent.

In short, thoughtfully curated strategies and leveraging them on LinkedIn can help.

So in this article, we will show you the right approach to business networking and approaching clients on LinkedIn. Let’s begin.

1. Optimizing your Linkedin Profile

Finding the right clients is all about strategy. And more times than one, it is also about appearances. So if you’re on the challenging path of reaching out to potential clientele, understand this:

You matter. Your profile matters. And your profile needs to be perfectly optimized.

Here are some ways to help you do this:


Should look professional. Use a clean mugshot image with a light background.

Job title

A short but descriptive job title will suffice the purpose of communicating your current position in your niche and industry.

Profile summary

A profile summary should be about your strengths and experiences and not a storyline of your past projects. A brief but descriptive summary should be your one-eyed mark to follow.

Recommendations and endorsements

Your recommendations and endorsements are a seal of approval and a marker of your professional efficiency.

Profile banner

A custom-made banner about your content marketing expertise and the services you profile could really catch the eyes of unknown users looking at your profile.

Upgrading profile and business page after project completions

Your active or past business projects show your competence in your field so you should always update your project and skills section to stay updated in the marketing game.

Do you want to know what a professional looking optimized profile looks like? Here’s a snapshot of Neil Patel’s LinkedIn profile.

Image Source: LinkedIn

2. Finding your potential client base

Before sending out business proposals in the form of short pitches to people in your network or inmail conversations, it is necessary to define what type of businesses or individuals would need the services you are providing.

You need to identify who you are, what your brand is, and what kind of clients you are gunning for.

You should not simply and mindlessly send endless proposals to people who would have nothing to do with your industry.

Long story short, you need to be particular about who you reach out to.

You can accomplish this by segregating your client base into different groups. Doing this will make it easy for you to devise marketing strategies aimed for specific audiences.

Targeting a niche clientele/audience results in better response and conversion rate.

Pro Tip: Identify your target clientele. Define who you want to do business with instead of simply approaching anyone or everyone with a pocket.

3. Starting with in-person contact rather than generating cold leads

For the sake of understanding, let’s categorize your leads into two:

  1. Cold leads
  2. Hot leads

People who you have never done business with and are less likely to respond to your business proposal would go under the first bucket.

People who you already have business relations with will go in the second bucket.

Our advice is that you first target the ‘hot leads’ a.k.a. Clients you already know. Because you already have or had working relations with them in the past, it is easier to connect with them and convert them.

There is no better place to do this than sending a friendly hello on LinkedIn and taking it up from there.

4. Leveraging LinkedIn groups to build a network

Sharing knowledge with your audiences and participating in group discussions could be a great way to widen your network and connect with potential clients.

By joining LinkedIn groups in your niche, you are not only interacting with a wider audience base but also representing your knowledge to potential clients thus showcasing your strengths and competence.

So whether you are looking for clients as a lone-wolf freelance marketer or via a company, there is no better place to start than LinkedIn groups.

If you haven’t already, go make the most of LinkedIn groups now.

Image Source: LinkedIn

If you don’t know how to go about it, you can simply enter your niche-specific keywords in the search bar and see the magic unfold. LinkedIn will fetch results related to the typed-in phrases.

Filtering out the search results according to groups will be the final chain of results where all the groups will be listed based on your search preference.

You can join groups according to the member base and how frequently the group is updated so you don’t have to waste your energy and time on dead or silent audiences.

5. Creating insightful content

Image Source: LinkedIn

Publishing content on a regular basis is not only a way to attract users towards your profile but also a way to showcase your ability to make good on real-world problems that your clients may be facing.

It is often said that sometimes you find clients even when you’re not actively looking for them.

But to accidentally bump into a potential client on LinkedIn, your activity status matters.

If you’re working for a company and you need to reach out to new clients passively, simply sharing work of your content marketing pieces on your own personal profile can help you fetch the same results that a paid-marketing campaign can get you even if not on the same scale.

Doing the bare minimum of publishing one article daily on the platform can grow your profile popularity and attract decision-makers who have the scope of transforming into potential business clients.

6. Increasing your LinkedIn network

A higher number of connections means a higher chance of connecting with individuals who may be looking for your services. So step 6 to approaching clients on LinkedIn is by expanding your network.

There’s no such thing as ‘too many LinkedIn connections’.

People are resources, and this holds true with LinkedIn more than anything.

So go out and expand your network. We’ll be here cheering you on.

Personalizing connection request message

While sending a connection request with default text will never do the trick of increasing your connections, a personalized message can do wonders. If you have known that person from a marketing event or through an acquaintance, mentioning these small details could never harm anybody.

Even if you don’t know them personally, just stating you are an avid reader of their blog or a regular visitor to their website can help you warm up with your potential clientele on LinkedIn.

Point to remember: One can only send personalized connection requests from their computers and not from their mobile phones. So it’s a good practice to send connection requests from your personal computers and use mobile phones just to communicate with the present ones.

7. Maintaining your Lead Base

It is easy to build new connections and add more people to your network and hard to convert them into potential clients.

Your connections are not just strangers connected with you through the LinkedIn thread but in reality, they have the strength to become your future business if maintained and nurtured accordingly.

Communicating with your potential leads on LinkedIn could be the easiest thing to perform on LinkedIn:

  • Writing a thank you note to new connections could be an effective conversation starter.
  • Liking and commenting on your connection’s LinkedIn posts can really bring you out from that ‘stranger on the internet zone’
  • Congratulating your connections whenever they join a new position or in the event of their promotions could be a great way to connect them in person.
  • Providing thoughtful feedback on the work or achievements of your clients in the comment section or a personal message can also forge a rapport with them.

Solving Common Problems of your connections

Many professionals face business-critical problems that you can easily aid.

If a LinkedIn network is facing troubles that fall in your niche expertise, offering valuable advice and solving their problems through effective technique sharing could prove to be a major breakthrough in how you connect with the world.

A selfless act like this can go on to help you generate these leads in the future.