Why you should build your LinkedIn presence even though you have enough clients

You might be in the fortunate position of having enough clients in your small business. You're enjoying the feeling of consistently being able to serve your clients and the revenue and profit to show for it. You want to keep it that way!

You don't want to wake up in a few months and realize you've delivered what you promised but don't have warm leads in the pipeline so you don't know how you'll maintain your current income level.

With a full client roster and stable revenue, it's natural for marketing to simply not feel like a priority. But here’s the thing: the best time to keep working on your marketing is before you need it. In other words, when you have a full (or nearly full) roster of clients is the best time to build relationships with your next round of clients.

I don't want you to fall into what I call the Reactive Marketing Loop, where you only market your business when you don't have clients, thus causing increased stress and inconsistent income.

In this post, I will walk you through how it could be holding you back, and how you can future-proof your business so you’re always prepared when a client leaves or you increase your capacity.

And by the way, before we dive in, this isn’t about convincing you to spend a lot of time on LinkedIn. In fact, it's the opposite!

I want you to spend less time on LinkedIn and make that time more impactful. With a system in place, you'll stay in control of your marketing to stress less and grow your lead list so you feel confident about finding your next lead. Let’s dive in!

Why marketing doesn't feel like a priority right now

It makes sense that you feel like LinkedIn (or marketing in general) isn’t a priority when your business is in a good place. When business is steady, your focus naturally shifts to serving the clients you already have, not finding new ones.

On top of that, as a small business owner, you wear many hats from client delivery to sales to finance, and carving out time for LinkedIn can feel like just one more thing on an already long to-do list. So, you may be avoiding it and justifying that by saying you have enough clients today.

However, as I shared above, that puts you into the Reactive Marketing Loop, causing preventable stress and instability. Instead, we can set up future you with a strong base of potential clients for when your current clients wrap up.

Many small business owners have been conditioned to think of marketing as something you only do when things aren’t going well. But that’s actually when it’s the hardest to get results. Building relationships, establishing a presence, and finding great clients takes time.

(In this blog post, I share how my coaching program supports my clients, many of whom have full client rosters, get 30 leads in 30 days.)

Now, I want to share three reasons to prioritize LinkedIn even when you have enough clients.

Reason 1) Your current clients won't be your clients forever

No matter how amazing your services are, your clients won’t be with you forever. Projects wrap up, retainers end, and clients move on.

When that happens, you don’t want to be scrambling to find new business. The time to think about your pipeline is when it’s full!

By staying active on LinkedIn now, you’ll always know how to find clients when you need them.

Inside my Leads on LinkedIn program, I teach a consistent, repeatable system that allows you to nurture your network and stay top-of-mind with your audience, without spending hours a day on LinkedIn. Just an hour a week is all that's needed from you to keep the strategy going.

Reason 2) You get to be picky about which clients you take

When you market yourself on LinkedIn, you don’t just attract more clients. You attract better ones!

Some clients are harder to work with, less aligned with your expertise, or simply don’t pay what you’re worth. When you don't have enough leads, it's harder to be choosey with who you work with. For example, you might have a sales call and hear red flags, but it is difficult to say "no" to work with that client if you don't have enough leads in your pipeline.

Having a good marketing system in place gives you the power to take control of your client roster by connecting with people who are a perfect fit for your services. That's because more leads result in more choice for you, and the ability to say "no" to those bad-fit clients who suck your energy and have unrealistic demands and expectations.

Through a combination of posting and direct messaging, you can build relationships with higher-paying and more enjoyable clients. This isn’t about cold messaging strangers or spamming your network; it’s about being intentional and strategic so you work smarter, not harder.

Reason 3) People you connect with today will pay you down the road

Relationships in the online world, just like in person, take time to build. The content you share and the messages you send today might not lead to a client tomorrow, but they could lead to a client six months or even a year down the road.

If you wait until you need clients to start marketing, you’re already behind.

However, when you invest in your marketing consistently, even during busy seasons, you’ll have a warm audience and strong connections ready to go when you’re ready to scale or need to refill your pipeline.

(In this blog post, I get specific about how consistent and proactive LinkedIn organic marketing helps you achieve your goal of generating leads for your small business. I share the right order to go in so you don't get stuck or feel lost exploring LinkedIn's endless features.)

You don't have to figure out your LinkedIn marketing alone.

I want you to maintain a strong client pipeline so you can continue to reach and exceed your business goals.

Here's how I can help you with that:

Step 1: When I start working with a small business owner, we always start with a Profile Optimization so that you clearly explain your credibility, who you serve, how you serve them, and what action the profile viewer should take.

This process takes about 3 weeks from start to finish, and provides you a profile that captures the attention of your ideal clients and gets them to take action.

Step 2: Once your profile is optimized, we then create your LinkedIn strategy so you can get visible to the right audience and attract more interest in your offerings through my coaching program Leads on LinkedIn.

This program takes two months. We focus on two main skills - LinkedIn posting and direct messaging. These skills bring the right clients into your orbit so you can consistently grow your business without relying on time-consuming strategies like video and expensive strategies like ads. 

Within just a month, you'll have identified and contacted 30 prospects for your business. You'll have the skills and systems to do it again whenever you want an influx of leads. And, this rinse-and-repeat process gets more effective every time you do it!

Step 3: After, we create a habit of LinkedIn marketing through my coaching program so that you can count on ongoing leads for your business. We integrate LinkedIn with your other marketing strategies (e.g. email and in-person networking) to prevent duplicate work and create a marketing ecosystem that gets you leads and clients.

Learn more and get started here.