How to Get Clients on LinkedIn that Match Your Agency’s Ambitions

As a marketing agency, your success hinges on one crucial factor: consistently landing high-value clients. But what exactly does “high-value” mean? It could be enterprise-level brands with massive budgets, fast-growing startups with ambitious project scopes, or established companies seeking long-term retainer relationships. Whoever your ideal clients are, one thing is certain – you’re not just looking for any old projects. You want the ones that will help grow your agency to the next level.

Enter LinkedIn. With over 1 billion members, including 180 million senior-level influencers, 63 million decision-makers, and 10 million C-level executives, it’s a veritable goldmine for agencies looking to land their dream clients. In fact, LinkedIn generates more leads for B2B companies than Facebook, Twitter, or blogging individually. But simply having a presence isn’t enough – you need a strategic approach. That’s where this guide comes in.

We’ll walk you through everything you need to know to turn LinkedIn into your agency’s most powerful client acquisition channel, including:

• Target ideal clients.
• Share compelling content.
• Connect with decision-makers.
• Promote your agency with ads.
• Track your results.

Whether you’re just getting started on LinkedIn or looking to take your existing efforts to new heights, this guide has you covered. Let’s dive in and unlock the client opportunities that will elevate your agency to where you know it deserves to be.

Why LinkedIn Is Your Client Goldmine

You might be thinking, “Isn’t LinkedIn just for job hunters and HR folks?” Nope, not anymore. LinkedIn has You might be thinking, “Isn’t LinkedIn just for job hunting and resume sharing?” Not anymore. In recent years, the platform has transformed into the premier destination for B2B networking and lead generation. Here’s why it needs to be the centerpiece of your agency’s client acquisition strategy:

• Extensive reach: LinkedIn’s potential audience is massive. But more importantly, it’s the right audience for B2B-focused agencies. The platform is home to millions of business owners, executives, and key decision-makers actively looking for solutions to their challenges. If you want to be where your ideal clients are, you need to be on LinkedIn.
• Targeted outreach: LinkedIn’s advanced search capabilities and advertising tools allow you to zero in on your exact ideal client persona based on criteria like job title, company size, industry, location, and more. You can say goodbye to trying to find a needle in a haystack and instead start conversations with the people most likely to need and value your services.
• Business-focused context: The biggest advantage of LinkedIn over other social networks? People are there for business. They’re not scrolling through cat videos or vacation photos – they’re actively consuming and engaging with professional content, making it the perfect environment for your agency to build its brand, showcase its expertise, and form meaningful relationships.
• Unmatched organic reach: Due to LinkedIn’s algorithm and user behavior, your posts have a much higher chance of being seen by your target audience compared to other social platforms. LinkedIn users are 3x more likely to share content, expanding your reach exponentially. But the biggest opportunity lies in LinkedIn’s growing emphasis on original content. Publishing valuable insights establishes your agency as a trusted authority and keeps you top-of-mind with potential clients.

But don’t just take our word for it. LinkedIn is rated as the #1 platform for lead generation by marketers, with 82% of B2B marketers reporting success. And the proof is in the results – about 40% of B2B marketers said the platform is their most effective B2B lead generation channel. In other words, if you want to predictably fill your agency’s pipeline with qualified leads, LinkedIn is the place to be.

With that context in mind, let’s look at some of the most effective organic and paid strategies for turning LinkedIn into your agency’s client-generating machine:

LinkedIn Client Acquisition Strategy Comparison

Before we dive into each tactic, here’s a quick comparison of some of the key LinkedIn strategies you can employ, along with their relative effectiveness, time/resource demands, and primary benefits:

The key is to use these strategies in conjunction, letting each one build upon and amplify the others. For instance, you could…

• Attract your ideal clients and demonstrate your agency’s expertise by posting regular thought leadership content.
• Use LinkedIn ads to boost your best performing posts and drive even more qualified leads into your pipeline
• Participate in relevant LinkedIn Groups to build relationships with potential clients who engage with your content
• Mine your connections for dream prospects and reach out directly to start sales conversations
• Host a LinkedIn Event like a webinar to provide upfront value, generate leads, and nurture them post-event

Turn LinkedIn into a client acquisition machine. The key is to leverage a combination of strategies that work together seamlessly. Think of it as an ecosystem: compelling content attracts your audience, engagement builds relationships, and targeted ads amplify your reach

Let’s start with the foundation of it all: setting up your agency’s LinkedIn presence for maximum impact.

Set Up Your Agency’s LinkedIn Presence For Magnetic Attraction

Alright, let’s talk about your LinkedIn presence. This is your digital storefront, so you want to make it shine.

First up, your company page. This is where potential clients will go to check you out, so make it count. Here’s what you need to do:

1. Nail your “About” section: Your “About” section is prime real estate for conveying your agency’s unique value proposition. But resist the urge to simply copy and paste your website’s “About Us” page. Instead, treat it like a client elevator pitch. Succinctly explain what you do, who you serve, and what sets you apart. Use clear, engaging language that sparks interest and makes visitors want to learn more. What makes you different? Why should clients choose you? What’s your agency’s personality?
2. Showcase your work: The “Featured” section at the top of your company page is the perfect place to showcase your best content and provide social proof. This could include case studies demonstrating the results you’ve achieved for clients, testimonials from happy customers, or any awards/accolades your agency has earned. You can feature both organic LinkedIn posts and external content like blog posts or videos.
3. Keep it fresh: Your company page is an extension of your agency’s brand, so make sure it visually aligns with your other marketing materials. Use your logo as the profile image, and choose a compelling cover photo that captures your agency’s personality and mission. LinkedIn recommends a 1192×220 pixel cover image.
4. Custom CTA button: LinkedIn allows you to add a custom CTA button to your company page, such as “Contact us,” “Learn more,” or “Sign up.” Choose the CTA most aligned with your goals, and make sure it links to a relevant page on your website like a contact form or landing page.
5. Consistent posting: Once your page is set up, it’s crucial to keep it active with regular updates. Aim to post at least a few times per week, sharing a mix of your own content, curated industry news, and engaging questions/polls. Don’t be afraid to show some personality – LinkedIn users want to connect with the humans behind the brands they follow.

Now, let’s talk about personal profiles. As the face of your agency, your profile (and those of your team) need to be on point. Here’s how to make them stand out:

1. Get that headshot right: First impressions matter, so make sure everyone has a high-quality, professional headshot. No blurry selfies or party pics allowed. The photo should show your smiling face against a clean background.
2. Craft a killer headline: Your headline is the first thing people see, so make it count. Instead of just listing a generic title like “Founder” or “Marketing Director,” use the 120 characters to concisely state how you help your ideal clients. For example: “I help B2B SaaS companies 3x their leads in 90 days | Founder of Growth Marketing Agency”
3. Tell your story: Similar to your company page, treat your personal “About” section as a chance to highlight your unique story, experience, and perspective. Share your professional journey, key accomplishments, and what drives you to do what you do. Inject some personality and let your passion shine through.
4. Highlight your expertise: In the “Experience” section, focus on the roles and projects most relevant to your current position and the clients you serve. Quantify your impact with specific results and metrics wherever possible.
5. Skills & endorsements: List out your core competencies in the “Skills” section, and don’t be shy about asking colleagues and clients to endorse you for the ones you want to be known for. These act as valuable social proof.
6. Rich media content: LinkedIn allows you to add rich media content like videos, images, and documents to your profile’s “Featured” section. Take advantage of this to showcase your best work, whether that’s a webinar you hosted, a high-performing blog post, or a PDF case study.

Pro tip: Get your whole team involved in this LinkedIn makeover. Their combined networks can significantly boost your agency’s reach. Plus, it shows potential clients that you’ve got a solid team behind you.

Create Content That Makes Clients Stop Scrolling

A successful LinkedIn strategy hinges on strong content. Publishing valuable and relevant content consistently positions your agency as an expert, builds client trust, and keeps you at the forefront of their minds until they’re ready to hire.

But not just any content will do. To truly capture the attention of your ideal clients on LinkedIn, your content needs to be:

• Tailored to your niche: The more specific and relevant your content is to your target audience, the more impactful it will be. Avoid generic, one-size-fits-all topics and instead hone in on the unique challenges, aspirations, and trends your ideal clients care about.
• Actionable and insightful: Don’t just regurgitate surface-level advice or rehash what everyone else is saying. Use your unique experience and perspective to provide in-depth insights, frameworks, and tactics your audience can actually implement.
• Focused on providing value: Resist the temptation to make every post a thinly-veiled sales pitch. While it’s okay to occasionally promote your services, the majority of your content should be focused on providing genuine value and establishing your agency as a trusted resource.
• Visually engaging: Even the most brilliant insights can get lost in a wall of text. Use formatting like bullet points, numbered lists, and short paragraphs to make your posts easy to scan and digest. Eye-catching visuals like images, videos, and infographics can also help your content stand out in a crowded feed.
• Conversation-sparking: At the end of the day, LinkedIn is still social media. The algorithm rewards posts that generate discussion and engagement. Conclude your posts with a thought-provoking question that invites your audience to weigh in with their own experiences or opinions.

So what kind of content should you be posting? Here are some ideas:

• Industry trends & analysis: As a marketing agency, you have your finger on the pulse of the latest trends, technologies, and best practices. Share your take on the developments shaping your industry, and provide your unique perspective on what they mean for your clients.
• Tips & tutorials: Give your audience a behind-the-scenes look at how your agency achieves results by sharing step-by-step guides, checklists, templates, or video walkthroughs. Just be sure not to give away the full “secret sauce” – the goal is to provide value while still leaving room for prospects to hire you for implementation.
• Client case studies & successes: Nothing builds trust and credibility like real-world results. Share stories of how your agency has helped clients achieve their goals, overcome challenges, or unlock new opportunities. Use specific data points and visuals like charts or graphs to illustrate the impact of your work.
• Opinion pieces: Don’t be afraid to take a stand on important industry issues or share a contrarian viewpoint. Thought-provoking opinion pieces can be a great way to spark discussion and differentiate your agency from the pack. Just be sure to back up your perspective with solid reasoning and examples.
• Curated content: Sharing valuable content from other sources – whether that’s an insightful article, an eye-opening infographic, or an inspiring video – is a great way to provide value to your audience while building relationships with other thought leaders. Just be sure to add your own commentary and tag the original creator to give credit where it’s due.
• Repurposing existing assets: Chances are, your agency already has a wealth of valuable content in the form of blog posts, whitepapers, presentation decks, webinars, podcasts, and more. Get more mileage out of these assets by repurposing them into LinkedIn-friendly formats. For example, you could pull out key takeaways from a webinar and turn them into a series of short video clips, or distill a long-form blog post into a punchy text post with a link back to the full article.
• Interactive content: Polls, quizzes, and AMA (Ask Me Anything) sessions are great ways to encourage engagement and gather valuable insights from your audience. You can also use LinkedIn’s native document-sharing feature to post checklists, worksheets, or mini-guides that provide upfront value and position your agency as a go-to resource.

A word of caution: Don’t fall into the trap of posting just to post. Every piece of content should provide real value to your audience. Ask yourself, “Would I find this helpful if I were in my client’s shoes?” If the answer is no, back to the drawing board.

In addition to publishing content on your company page and team members’ personal profiles, don’t forget about LinkedIn’s long-form publishing platform (formerly known as Pulse). Publishing in-depth, SEO-optimized articles on LinkedIn can help showcase your thought leadership while driving traffic back to your website. Some tips for making the most of LinkedIn’s publishing platform:

• Choose a keyword-focused headline: Think about what your target clients might be searching for on LinkedIn, and craft a headline that incorporates those keywords while still being engaging and click-worthy. For example: “The Ultimate Guide to B2B Lead Generation on LinkedIn”
• Optimize for featured snippets: LinkedIn articles have a chance of being featured in Google search results. To increase your odds, format your articles with clear subheadings (H1, H2, etc.), number/bullet lists, and concise, definition-style paragraphs that directly answer the query. For example, if your article is about LinkedIn ads, you might include a section with the subheading “What Are LinkedIn Sponsored Content Ads?” followed by a one-sentence definition.
• Include rich media: Break up the text with high-quality images, videos, infographics, or embedded SlideShare presentations to make your articles more visually appealing and engaging. Just be sure to optimize your images with descriptive alt text.
• End with a CTA: Conclude your articles with a relevant call-to-action that encourages readers to take the next step, whether that’s subscribing to your newsletter, downloading a related resource, or booking a consultation with your agency.
• Leverage other distribution channels: Once your article is published, promote it across your other marketing channels like your email list, other social platforms, and relevant online communities. You can also encourage your team members to share it with their own networks for even greater reach.

As you can see, there’s no shortage of content opportunities on LinkedIn. The key is to experiment with different formats, topics, and styles to see what resonates best with your unique audience.

But creating great content is only half the battle. To truly maximize your results, you need to be strategic about getting that content in front of the right people and building meaningful relationships with potential clients. That’s where LinkedIn’s unique networking features come into play.

How to Build Your Agency’s Network on LinkedIn

At the end of the day, people still buy from people. Even the most brilliant content won’t generate clients if you’re not proactively building relationships and having real conversations with prospects.

Fortunately, LinkedIn provides a wealth of tools and features for connecting with your ideal clients in an authentic, non-spammy way. Let’s start with the basics: growing your network.

One of the easiest ways to expand your LinkedIn network is by importing your email contacts and sending connection requests to people you already know. But to really move the needle, you need to be proactive about identifying and reaching out to new potential clients.

Here’s a simple process you can follow:

1. Use LinkedIn’s search filters: LinkedIn’s advanced search allows you to find people based on keywords, job titles, company names, locations, and more. Plug in the criteria that match your ideal client persona and start building a list of prospects to target.
2. Define your ideal client persona: Get crystal clear on who your agency’s perfect client is. What industries do they work in? What’s their job title or seniority level? What are their biggest challenges and goals? The more specific you can be, the easier it will be to find and connect with them on LinkedIn.
3. Check out “People Also Viewed”: When you find someone who looks like an ideal prospect, take a look at the “People Also Viewed” section on their profile. Chances are, the people listed there will have similar job titles and responsibilities, making them good potential targets as well.
4. Engage before connecting: Once you have a list of people you’d like to connect with, don’t just fire off a bunch of generic connection requests. Take the time to engage with their content first by liking, commenting on, and sharing their posts. This will get you on their radar and make them much more likely to accept your request when you do send it.

Always personalize your connection requests. Mention something you have in common, like a mutual connection, a shared interest, or a piece of their content that resonated with you. For example:

“Hi [Name],

I noticed we’re both connected to [Mutual Connection], and I really enjoyed your recent post on [Topic]. I especially agreed with your point about [Specific Insight].

As a fellow [Industry/Role], I’d love to connect and learn more about your experience with [Relevant Challenge]. If you’re open to it, I’d also be happy to share some insights I’ve gleaned from working with similar clients.

Looking forward to keeping in touch!

[Your Name]”

Of course, not everyone you reach out to will be ready to have a sales conversation right away. That’s okay! The goal at this stage is simply to start building genuine relationships and establishing your agency as a valuable resource.

One effective way to stay top-of-mind and nurture these relationships over time is by creating a “keep in touch” system. This could be as simple as setting a reminder to check in with your key prospects once a quarter, or using a tool like HubSpot Sales to automate personalized follow-up messages.

Some other ideas for providing value and building trust with your LinkedIn connections:

• Share their content (with your thoughtful commentary) to help amplify their reach
• Introduce them to a relevant contact in your network
• Invite them to be a guest on your agency’s podcast or webinar
• Send them a helpful resource (e.g. an article, report, or tool) related to a challenge they’ve mentioned
• Give them a shoutout or testimonial for their product or service

The key is to focus on giving value first and foremost. By consistently showing up as a helpful, knowledgeable resource, you’ll stay top-of-mind and build the kind of trust and credibility that makes prospects want to work with you when the time is right.

Create your own LinkedIn Organic Page report with Swydo.

LinkedIn Groups

Another great way to build relationships on LinkedIn is by participating in relevant Groups. LinkedIn Groups are basically online forums where professionals with similar interests can share content, ask and answer questions, and network with each other.

Joining and actively participating in Groups related to your target clients’ industries or roles can be a fantastic way to get on their radar, demonstrate your expertise, and start building trust and credibility.

LSome best practices for making the most of LinkedIn Groups:

• Choose the right groups: Focus on groups that are highly relevant to your ideal clients and have a good level of engagement. Check out the group’s description, member count, and recent activity to gauge its potential value.
• Observe before diving in: Once you join a group, take some time to observe the kind of content and conversations that seem to resonate with members. Note any common questions or pain points that come up, as these can be great fodder for future content.
• Add value, not noise: When you do start posting in a group, make sure you’re contributing something truly valuable and not just promoting your own content or services. Share helpful resources, offer thoughtful answers to questions, and engage in meaningful discussions.
• Be consistent: Like any social media strategy, consistency is key. Set a goal to engage in your key groups at least a few times per week, whether that’s by posting something new, commenting on other members’ posts, or answering questions.
• Connect individually: If you find yourself having a particularly engaging discussion with someone in a group, don’t be afraid to reach out with a personalized connection request to continue the conversation one-on-one. Just be sure to reference your group interaction to provide context.

Pro tip: In addition to participating in other people’s groups, consider creating your own LinkedIn Group centered around a topic that’s highly relevant to your ideal clients. This can be a great way to establish your agency as a thought leader, build a community of engaged prospects, and even generate leads by offering exclusive content or resources to members.

Speaking of lead generation, let’s talk about one of the most powerful tools in your LinkedIn marketing arsenal: LinkedIn Ads.

LinkedIn Ads – When Organic Isn’t Enough

While organic content and networking should definitely be the foundation of your LinkedIn strategy, paid advertising can be an incredibly effective way to complement those efforts and drive even more targeted leads for your agency.

LinkedIn’s advertising platform allows you to reach a highly specific audience based on criteria like job title, company size, industry, skills, interests, and more. And because people are in a professional mindset on LinkedIn, they tend to be more receptive to relevant, business-focused ads compared to other social platforms.

Here’s a quick breakdown of the main LinkedIn ad formats and when to use them:

The key with LinkedIn ads is to be super targeted. Don’t try to reach everyone – focus on the specific decision-makers who are most likely to need your services. You can target based on job title, company size, industry, and even specific skills.

Use Swydo’s LinkedIn Ads report integration and add all of your metrics and KPIs for report and monitoring needs.

A few tips for LinkedIn ad success:

• Start small: LinkedIn ads can get expensive quickly. Start with a small budget and test different ad formats and targeting options.
• Use strong visuals: For Sponsored Content and Dynamic Ads, eye-catching images or videos are crucial.
• Create a compelling offer: What will make someone click? Maybe it’s a free audit, a whitepaper, or a webinar. Make sure it’s something valuable to your target audience.
• Don’t forget the landing page: Your ad is only half the battle. Make sure the page you’re sending people to is optimized for conversions.
• Test and refine: Keep a close eye on your ad performance and be ready to adjust. What works for one agency might not work for another.

LinkedIn Advertising should be just one part of your LinkedIn strategy. It works best when combined with strong organic content and networking efforts.

Advanced LinkedIn Features for Agency Growth

By now, you should have a solid foundation for attracting and converting clients on LinkedIn. But if you really want to take your results to the next level, here are a few advanced strategies to consider:

How to Measure and Optimize Your LinkedIn Strategy

As with any marketing strategy, it’s crucial to track your results on LinkedIn to see what’s working, what’s not, and where you can improve. Here are some of the key LinkedIn metrics to track for each element of your LinkedIn strategy:

Organic Content:

• Engagement rate (likes, comments, and shares) per post
• Reach and impressions per post
• Clicks to your website or landing pages
• Follower growth over time
• Shares and mentions by other users

Paid Advertising:

• Click-through rate (CTR) on each ad
• Conversion rate on each ad (e.g. leads generated, whitepaper downloads, webinar sign-ups, etc.)
• Cost per click (CPC) and cost per conversion
• Return on ad spend (ROAS)
• Audience demographics and behavior

Read our LinkedIn Ads metric article for more information

Lead Generation:

• Number of new connections and followers
• InMail response rate
• Number of leads generated (e.g. consultation requests, content downloads, newsletter sign-ups, etc.)
• Lead-to-client conversion rate
• Average client value and lifetime value (LTV)

To get a holistic view of your LinkedIn performance, you’ll likely need to use a combination of LinkedIn’s native analytics (like Company Page and Campaign Manager insights), Google Analytics for website traffic and conversions, and your CRM for tracking lead and client data.

Putting It All Together

LinkedIn offers a powerful set of tools for agency client acquisition, but the magic happens when you use them in concert. Here’s a sample workflow:

1. Use advanced search to identify potential clients.
2. Save them to a Custom List in Sales Navigator.
3. Engage with their content and use personalized messages to connect.
4. Add them to your targeted ad campaign, serving them tailored content.
5. Invite them to a LinkedIn Event – perhaps a webinar on a topic relevant to their industry.
6. Follow up with those who attended, offering a free consultation or audit.

Forget flashy tactics, consistency is king on LinkedIn. Most agencies fail because they post sporadically, abandon their content calendar, or chase the latest trends instead of sticking to a proven strategy. The key is to commit to a sustained effort and give your strategy time to gain traction.

Imagine the compounding power of showing up every day, building relationships, and sharing valuable content. That’s how you win on LinkedIn. Commit to the long game. Show up, even when it’s hard. Consistency is the key that unlocks LinkedIn’s true potential.