How to Identify Potential Clients on LinkedIn

Before we begin, it’s important to note that this strategy is particularly effective for those offering services to small and medium-sized enterprises (SMEs). Whether you’re in graphic design, software development, coaching, or marketing, this method can help you identify potential clients. Even if you provide consumer services like baking cookies or lawn care, stick around; you might find useful insights.

A common hurdle in cold outreach is determining your target audience. Fortunately, LinkedIn simplifies this process by allowing companies to post job advertisements when they seek specific services.

For instance, consider a rapidly growing startup where the CEO is overwhelmed with managing social media and writing blog posts. They might post a job ad for a content and social marketing specialist.

Instead of guessing which businesses might need your services, head over to LinkedIn’s job section and search for companies looking for related roles—like content writers.

Searching for "content writer" within Australia and filtering by jobs posted in the last week yielded 99 results for me—99 potential clients!

This strategy is particularly effective for smaller firms, typically those with 10 to 100 employees. These businesses are often in the early stages of hiring for specific roles and may be more open to outsourcing tasks rather than bringing someone on full-time.

Another scenario is that an employee who has been handling too many responsibilities might be tasked with recruiting help. In such cases, they may prefer hiring a contractor to ease the burden while they manage their new team.

Next, we’ll sift through our list of 99 job postings and identify the best matches. LinkedIn provides valuable details in the summary of each job ad, including company size and budget indicators.

Drilling Down Into Job Ads

Job advertisements reveal critical information about what companies are looking for, unlike traditional sales negotiations where details are closely guarded.

As you analyze job ads, look for indications that the company is making its first specialized hire in a particular area. These opportunities tend to have a higher success rate for service providers, so keep an eye out for such clues.

Continuing with our example from the job ad for a content marketer at a venture-backed startup, the details shed light on their needs: "Shape and define our voice across channels," "own and develop our content plan," and "build the blog." This information is invaluable for crafting an effective outreach message.

Identifying Key Contacts

Most LinkedIn job ads include the contact information of the person posting the job. In smaller companies, this is often the hiring manager or a senior executive, making them an ideal target for your outreach.

Moreover, job ads typically mention whom the new hire will report to. Use this information to identify additional contacts in the organization. For each job ad, aim to compile at least two relevant contacts for your outreach.

Crafting a Compelling Outreach Message

At this stage, you should have:

• A list of job ads that align with your target market.
• Relevant information from those ads to personalize your outreach.
• Two appropriate contacts for each job ad.

Now, it’s time to draft your LinkedIn InMail message (a premium account may be required).

Here are two essential rules for your cold outreach:

1. Relevancy: Tailor your message to be highly relevant.
2. Helpfulness: Offer something of value to the recipient in your initial outreach.

While brevity can be important, I’ve found that a slightly longer message is acceptable as long as you adhere to these two principles.

For example, when reaching out regarding the content writing position at a startup, your InMail might look like this:

"Hi Jane, I noticed you’re hiring your first content marketer. That’s fantastic!

I've been collaborating with startups for five years through my marketing consultancy, assisting them in shaping their voice and executing content strategies.

I’ve also created a two-page guide on achieving success in content marketing, which I hope will be useful for you or the person who fills this role. You can download it here.

I love working with startups. I recently completed an SEO project that helped a client enter a new market—happy to make an introduction if that’s beneficial.

Feel free to reach out if you have questions about the guide or just want to chat!"

Let’s analyze this message:

• Opening: Immediately establishes relevance by referencing the job ad.
• Experience: Connects your background with the needs outlined in the job post, creating a sense of familiarity.
• Value Offering: Shares a valuable resource without pushing a sales agenda.
• Networking Opportunity: Suggests connecting the recipient with an existing client, showcasing your willingness to help.

After sending your InMail, don’t be eager to follow up. If your message resonates, the recipient will respond. If not, respect their space.

If you receive a reply, continue the dialogue with a mindset focused on genuinely helping. It’s not uncommon for clients to offer compensation before you even mention it, which is a testament to the value you’ve provided.

Investing a few hours in sharing knowledge or networking can pave the way for long-term, profitable client relationships.

Give these strategies a try. You can easily turn this into a monthly routine by looking for new job ads, identifying relevant opportunities, and reaching out with offers to assist. With consistent effort, you might find yourself acquiring two to three new clients each month using this method.