How Small Businesses Can Find and Approach Clients on LinkedIn

Written by neatly.io on 30th July 2020

The prevailing assumption of casting off LinkedIn as just another tool for hiring is still floating high. Hence, most organizations still think of it as one. Engrossing over 500 million users, LinkedIn is expanding as a sales and marketing tool as well which is 277 percent more effective than other platforms. It is time for you to board the train and leverage what LinkedIn has to offer. 

However, finding and building clients on LinkedIn has to be a wholesome process. You need to have an updated company page, build your network, and constantly engage with professionals, to find your target audience and eventually approach clients.  

Reap the benefits of a company page 

Having a company page adds legitimacy to your brand and brings potential prospects. It is a way of establishing a digital presence on this platform and opens your organization to the audience looking for the services you offer. 

For instance, let’s say you run a career counseling service where you help students cover college interviews, essay writing, etc. To convey your services and expertise, you need to have a LinkedIn page that does not take much time to set-up.

Further, you need to have your industry type updated as it is essential to improve the content and profile suggestions that help you reach your target audience. For example, in the above-mentioned case, the industry type will be “Education”.  

Also, you need to consider updating your LinkedIn headline to better showcase your expertise to users in a glance. Just like any other social networking platform, people tend to scroll past irrelevant information. Hence, an optimized LinkedIn headline will attract users to click on your profile. 

Expand your network

Similar to any other social networking platform, on LinkedIn, you can have anyone join your network. However, you have to be a little selective while adding connections to your network because the idea is that your network should be related to the industry you are targeting. So, it is advisable to keep your connections specific to professionals with similar interests. 

Anyway, how you can approach clients if you do not have anyone on your network, and how much cold outreach can you possibly do. Also, it is important to note that professionals on LinkedIn do not really like receiving promotional updates. Hence, you need to expand your network to find a common ground with each connection that nudges you toward warm leads.  

Pitching to prospects

Let’s say you connected with people to establish a common ground and opened the prospect for warm leads, but we should address that you cannot connect with everyone. For people you are not connected with, LinkedIn offers a premium solution for sending messages – InMail. 

As a best practice, never pitch in the first message as receiving cold pitches is never fun. By sending an InMail, the likeness of receiving a response is three times higher than a general email. So, be articulate while conveying your services and personalize your message by mentioning things you have common with them or listing something they have mentioned on their profile.

Join groups 

You are 21 percent more likely to receive a response from someone who if you are part of the same group. Hence, join groups that are relevant to your industry and establish your authority by sharing tips with the group members. 

Regularly interacting with members will throw your name out there and people will be familiar with your brand name. This will help you bring potential prospects to join your network and help you showcase your expertise to your connections. 

Use recommendations & endorsements

Let’s say you worked with a client that endorsed your skills for “marketing campaign”. How does that help you? 

To give you an analogy, endorsements and recommendations work like testimonials where your connections choose to declare you as a credible source of the endorsed skills. So, when potential clients see these embellishments sprinkled in your profile, they will see you as a credible source while will help you generate leads. 

Further, recommendations are descriptive summaries of a brand’s expertise. You can ask your peers and the clients you have worked with to write you a recommendation. 

Final word

LinkedIn is not your end-goal, there are other social media platforms that can help you achieve the same. However, LinkedIn is more effective than other platforms, so it is important that you utilize it correctly. Further, try to employ every tip mentioned above to create a concrete impact and approach potential prospects.