5 Ways To Use LinkedIn to Grow Your Consulting Business

I’ve spent the last decade consulting in communications and with each passing year I’ve learned more and more about using LinkedIn to support my positioning and growth. It frustrates me to see many of my fellow consultants underutilizing the platform or making easily fixable mistakes.

While the platform has its limitations, LinkedIn can be an incredibly valuable tool for forging new connections, converting connections into prospects and staying top of mind for those prospects. That is, assuming you have the basics — distinctive and memorable positioning, an eye-catching headline and a call to action — in place first.

Once you’ve considered these fundamentals, the tips below will take your LinkedIn game to the next level.

1. Leave Conversation-starting Comments

• Keep a list of 20-30 target contacts on LinkedIn. Focus on regular posters who have a strong following, such as communication thought leaders, warm prospects or ideal clients. Include links to their profiles for easy access.
• Regularly visit these profiles to look for newly posted, unique content and not just reposts.
• When you find a recent post, leave a thoughtful comment that includes smart, thought-provoking questions. Don’t forget to tag the author!

Why This Works

Most LinkedIn users have their notifications configured to alert them when they’re mentioned, increasing the likelihood that the post author will read your comment. If your comment generates responses from other commenters, it boosts the author’s post engagement and may encourage a reply from the author too. This might also create an opportunity for future conversations.

Bonus Points

Learn the typical posting times for those on your list, as many influencers on LinkedIn tend to follow a schedule. By commenting within the first hour after a post goes live, you increase your chances of receiving a personal response from the author. This is because the LinkedIn algorithm uses the first 60 minutes of engagement to determine whether to promote a new post further, so authors are often logged in and actively responding during that time.

2. Comment on Job Posts

• Set a weekly calendar reminder to search for LinkedIn posts about full-time communication jobs focusing specifically on posts from the hiring managers. Target communication leaders and business leaders rather than recruiters for the most relevant opportunities.
• Comment on each post, tagging the author and offer your assistance to help the team with interim support while they search for the ideal full-time candidate. If applicable, include a link to your website.

Why This Works

Your comment will stand out by offering the team a lifeline instead of simply applying for the role like many others in the comment section. This approach not only distinguishes you but also notifies others in your LinkedIn network about your comment, further spreading the word that you are available and willing to help.

Bonus Points

If you want to increase your odds of getting a response from the author of the post, couple your comment with a connection request and a brief, personalized intro message.

3. Write Off the Cuff

• When a random business thought or idea pops into your head, jot it down immediately. Write it as if you’re sharing it with a friend — avoid jargon, overthinking and overediting.
• Take what you wrote and drop it right into a LinkedIn post. Then, use the schedule feature to space out out your posts, aiming for 3-5 each week.

Why This Works

LinkedIn users are increasingly exhausted by overly polished, overly produced thought leadership content. In an ocean of perfectly packaged expert insights and shiny carousels of strategic business tips, a relaxed, human and imperfect post really stands out. When you write the way you speak, people suddenly want to hear what you have to say.

Bonus Points

Every once in a while, craft a one-line post. Skip the lengthy explanations and avoid adding boilerplate text to promote your services. Instead, share a quick joke, a hot take or a conversation-starting question. These one-liners are incredibly rare on LinkedIn, making them effective at capturing attention.

4. Expand Your Network the Right Way

• A few days a week, visit the “Grow” tab within “My Network” on LinkedIn. Browse the recommended sections, such as “People you may know in similar roles.”
• When you spot someone listed with shared connections, who works in your field or attended your university — or all the above — click “Connect.” A note isn’t necessary for that first invitation, so don’t worry, you’ll be engaging in an authentic way soon.
• Each week, review your new connections’ profiles. What piques your curiosity? Send each one a brief, inquisitive intro message that focuses on them. Ask a couple of personalized questions and avoid mentioning your background or consultancy unless explicitly asked. Just aim to forge a genuine human connection.

Why This Works

Every new LinkedIn connection automatically becomes a follower of your LinkedIn content unless they specifically click the button to unfollow. If you’re posting regularly — which you should be — your content will periodically appear in your new connection’s main feed. This is one of the best ways to make sure you’re consistently top of mind for any consulting needs that may arise.

Bonus Points

Max out your available connection requests each week, aiming for around 100-200 connections. By doing this consistently, you can gain over 1,000 new followers annually from this effort alone.

5. Use Audio and Video Messages

• Record short, personalized audio and video messages to start conversations with your connections.
• Use these messages to introduce yourself, ask a couple of questions about your connection’s background or share a quick tip or resource you find valuable. Make the messages personal and relevant by mentioning the contact’s name, their company name and a detail or two from their profile.

Why This Works

Most LinkedIn users default to written messages, so sending personalized video or audio messages can make a significant impact. These quick messages only take a couple of minutes to create and almost always elicit responses that frequently lead to scheduled conversations.

Bonus Points

Make them laugh, think or ideally both. By crafting messages that prompt reflection, generate a giggle or even a smile, you significantly increase the likelihood that the contact will like and remember you.

Putting It All Together

Using LinkedIn effectively can transform how you connect with others and advance your business. By actively engaging with thought leaders through insightful comments, offering your expertise on job posts, sharing genuine thoughts and ideas, expanding your network strategically and incorporating personalized audio and video messages, you’ll create a dynamic presence on the platform. These strategies not only help you stand out but also foster authentic connections that can lead to exciting opportunities. Embrace these approaches, and you'll find that LinkedIn becomes a powerful ally in your consulting journey.

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