It’s taken me three years to learn how to leverage LinkedIn.
I’m not a LinkedIn guru. I’m not an influencer. I’m not selling LinkedIn courses.
I’m someone who likes to crack jokes on LinkedIn, share the occasional healthcare marketing tip, and send lots of DM to my ideal clients.
Has it worked out well for me? Yes, but I’m constantly learning how to leverage LinkedIn. Am I still learning how to use LinkedIn? Also yes.
I don’t have all the answers. But I have learned how to use LinkedIn to get on calls and give myself an opportunity to sign new clients.
1. Be Your Weird Self
Folks on LinkedIn can smell self-promotion a mile away.
You can still self-promote, just don’t do it in a way that feels forced. Folks on LinkedIn always find an excuse to call it cringeworthy, so don’t lean into it.
Be yourself. Post pictures. Post videos. Tell jokes. Get personal. Be your weird self.
2. Call Out Your Audience
This is something I’ve personally struggled with for years because I know it’s not the most viral kind of content.
If I say something like, “This email strategy for B2B healthcare is so underrated.”
Everyone on LinkedIn knows it’s for healthcare-specific people. It’s not viral content. But it’s content that’s going to move the needle for my audience in healthcare. And that’s what I want to do.
It helps me stand out.
3. Write the Personal Stuff.
You don’t have to pour out your heart on LinkedIn, but sharing a story about something you learned is always something people appreciate.
I’ll write personal stuff about what it’s like being a parent (more like telling a joke) or what it’s like growing a solo agency.
Don’t be afraid to be real with whatever you post. It’s the stuff that folks will resonate with more than your professional content.
4. Send DMs like it’s a Conversation
I send about 400 to 500 DMs a week on LinkedIn. My outbound is a bit insane.
Sometimes I book fifteen meetings a week. And sometimes I book three meetings in a week. You learn what works and what misses the mark.
I’ve had people block me after sending one message, and people say they love my messages after sending 5–7 messages over the course of a few months.
Don’t take it personally. I’m a solopreneur. I’m the sales team, marketing team, and operations team. I have to do it all. And getting rejected is part of the job.
5. Do Your Homework on Who You’re Targeting
I recommend everyone get Sales Navigator. Yes, it’s expensive. But it’s literally the best when it comes to specific targeting.
I can see who’s been active on LinkedIn in the last 90 days. I can see the companies that are posting. And, the best feature yet, I can see who was recently hired in the last 90 days (because they want immediate changes).
LinkedIn Works When You Give It Time
Posting on platforms, no matter if it’s LinkedIn or Instagram, is not always about going viral.
It’s about solving a core problem for your audience over and over again. People pay people to solve problems. You don’t get paid to write willy-nilly things.
That’s why I love LinkedIn. It’s a platform that’s continually evolving. More people are hopping on board.
And it’s the best time to get started.
