How to get your LinkedIn content in front of your ideal clients

You know that your ideal clients are on LinkedIn, yet they aren’t engaging with your posts as much as you’d like.

It’s frustrating and makes you wonder: “Are my efforts on LinkedIn even worth it?” and “Is marketing even worth it?”

I frequently hear this sentiment from consultants I talk to, and I can assure you that you’re not the only one, but this can be fixed. To fix that, you need three things: a network full of the right people, posts written specifically for your ideal client, and the consistency to show up for them over time.

With these elements in place, you will build trust with your ideal clients and be on your way to filling the final client spots on your roster.

In this blog post, I’ll explain my three favorite strategies for getting your content in front of your ideal audience so that your LinkedIn efforts get you the results you want (more leads and signed contracts!).

Strategy 1) Refine your LinkedIn network (add + subtract!).

A refined LinkedIn network helps the right people see your posts. We don’t want your LinkedIn network filled with irrelevant connections, such as high school classmates you haven’t talked to in ages, past colleagues in unrelated industries, or random people who added you years ago.

That’s because when your network is bloated with these folks, you’re making it harder for the right people to see your content. When LinkedIn distributes your post (through their algorithm), it prioritizes showing your posts to your existing connections. If your content is reaching your existing connections and they don’t find it relevant, they won’t engage with your content. That will make LinkedIn think your posts aren’t high quality, even though they are.

To counter this reality, I recommend taking two steps:

First, prune your network. Remove connections that aren’t aligned with your business goals, as they’re not helping your content get seen by the right people. My client Abe Braha did this and saw a huge improvement: his posts started reaching more of the right people and he started booking discovery calls. I break down exactly who should do this and what to do step by step in this “ultimate guide to removing connections” blog post.

Second, connect with more of the right people. Identify and add potential clients who could benefit from your services, and industry peers who can refer you to their clients. I recommend going to the “my network” tab on LinkedIn and scrolling through your existing connection requests and the folks who LinkedIn suggests you add. Don’t just add anyone, though. Ensure that the individuals you add are potential clients or those who directly interact with your ideal clients.

In my high-touch program Leads on LinkedIn, I provide short tutorial videos to walk you through exactly how to grow your network, and creative strategies to do so (ones you would have never thought of otherwise!). Inside the program, you’ll also get my line-by-line feedback on your posts, so they get more engagement and pique your ideal clients’ curiosity.

Strategy 2) Write your posts for your ideal clients.

Your posts shouldn’t be written for everyone. Instead, they should feel like a direct conversation with one specific person — your ideal client. That’s because when content is too broad, it ends up resonating with no one.

Here’s what I recommend doing:

• Write as if you’re talking to a single person: Imagine your dream client is sitting across from you. Write them a letter and see what you would say to them. Use that as inspiration for your next LinkedIn post.
• Address your audience by name: Use phrases and language that talk directly to your ideal client. If you're a coach for startup executives, you can say "I often hear from startup CEOs...", or if you're an interior designer, you can say "When I work with homeowners redoing their kitchens, I am often surprised that..."
• Share your personal experiences: Open up about your past experiences and share your insights and perspective as it relates to the struggles your ideal clients face.

Here’s an example from my own business, where I reference my ideal client by name and speak directly to them.

When you write effective LinkedIn content that targets one specific persona, you don’t need to post every day of the week! In fact, I recommend against that (crazy, right? Have you ever heard a LinkedIn strategist suggest posting less?).

I wrote about why I believe strongly that you get more bang for your buck when writing fewer posts in this related blog post.

Strategy 3) Be consistent on LinkedIn.

Building a habit of LinkedIn marketing sets you up for ongoing lead generation. Trust builds over time, so consistent posting creates momentum and visibility for you and your brand.

Also, not every post you write will be a winner, and that’s ok! Posting consistently gives you many opportunities over time to reach your ideal audience, see how your words land, and make tweaks and adjustments so you keep getting better at marketing your business.

The algorithm rewards regular posters, but more importantly, so does your audience. Here are a few tips:

• Set a schedule: Pick specific days and times to post, and stick to them. For example, I post every Monday and Wednesday at 8:45 am.
• Batch your content: Write posts in advance so you’re not scrambling for ideas at the last minute. Then, use LinkedIn's native scheduling tool to post them automatically. I encourage you to schedule your content at least one month in advance (or more, like I do, if you're up for it!). This way, you won't have to worry about what you're posting on a day-to-day basis and can instead focus on other LinkedIn activities, such as starting conversations with prospects.
• Leverage time-saving tools: You don't need to start with a blank screen when writing posts. Look at others' posts for inspiration, mine your conversations with prospects and clients for gems, or browse one of my eight tried-and-true ways to write posts faster. I teach these strategies in my 1:1 coaching program Leads on LinkedIn.
• Get support: Have an accountability partner or coach check in to see how it's going and provide feedback. In my coaching program, I review your LinkedIn posts and provide actionable and strategic feedback so you always feel confident with what you post.

But what about the LinkedIn algorithm?

You might be wondering, “What is this algorithm I keep hearing about?” and “How can I write posts that the algorithm likes?”

The algorithm is LinkedIn’s proprietary method for determining who sees which posts. As a LinkedIn Coach, I read each LinkedIn Algorithm Report and incorporate what I learn into how I advise my clients. However, I don’t want you to worry about each algorithmic change, as doing so will distract you from the work that brings in clients.

When you hear the word “algorithm,” I want you to replace it with the word “people.” So, instead of asking “how can I get the algorithm to distribute my content?” I would ask “How can I make sure people enjoy reading my content?”

The best way to do that is to focus on what makes content engaging. As a reminder, the algorithm always changes, but human psychology doesn’t.

Your next steps to get leads on LinkedIn

I want your posts to be seen and for you to spend less time on LinkedIn and get more results from the time you do spend.

When we work together, I’ll share my tried-and-true strategies to fast-track the process of you succeeding on the platform. Here’s how I will help you:

Step 1: We start with a done-for-you LinkedIn Profile Optimization, so your profile clearly explains your credibility, who you serve, how you serve them, and what action the profile viewer should take. You get your new profile within 7 days of finalizing your intake form.

Step 2: Then you get six months of private coaching inside Leads on LinkedIn. We focus on the two skills that bring the right clients into your orbit: direct messaging and trust-building posts. You get unlimited feedback on your messages and posts, plus weekly check-ins, so you keep making progress without spending hours on LinkedIn.

You walk away with the skills and systems to book discovery calls whenever you want an influx of leads, without relying on time-consuming strategies like video or expensive strategies like ads.

Learn more and enroll here.