Welcome to the 9th edition of Expert•ish Freelancer, a newsletter that helps you launch or elevate your freelance writing business. Every other Friday, get tips tools, and insights based on my 35⁺ years as a freelance writer.

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Hi Friend!

Hope you’re well and enjoying the summer.

I’ve been super busy—both with work stuff and a bit of traveling. But I still want to get this week’s newsletter out the door to you. So, I’m getting right to it.

Today’s newsletter dives into how I use LinkedIn to find clients.

🔍 Key Takeaways: 

• Optimize Your Profile

• Make Effective Connection Requests

• Engage Meaningfully

Freelance Focus: How I Use LinkedIn to Find Clients

I’ll start by saying I’m not a big social media fan. I have an abandoned X/Twitter account, an Instagram account that I opened but then put zero effort into, and I never even tried to get started on TikTok, YouTube, or other social platforms. I do find value in some Facebook groups I’m in, as they’re great for networking with other writers, asking for advice, and sharing ideas. LinkedIn groups, not so much.

But when it comes to using LinkedIn to find (and nurture) clients, I’m all in. While I get most of my business from word-of-mouth referrals and ongoing work from current clients, I also tap the power of LinkedIn to find new clients (and have them find me!).

I’ve steadily grown my connections from a few hundred to a little over 1600, with 2100 followers. I’m well aware this is not “influencer level.” But you don’t need thousands of connections and followers to successfully find clients.

I thought it might help to give a behind-the-scenes peek at how I use LinkedIn to win clients, with some tips on how you can help yourself stand out on this platform designed for professionals. Keep in mind, I’m using LinkedIn for both inbound and outbound marketing. Some of these tactics attract clients, while others involve me taking a proactive approach.

Optimizing Your LinkedIn Profile

Make your profile a magnet for clients! I’ve changed my LinkedIn profile several times over the years, tweaking it as my business evolves. I want it to clearly communicate my brand, my niches, and the types of projects I can deliver.

Start with a professional headshot that shows your personality. This is not the place for a selfie. You don’t need to hire a photographer, but you do want your photo to convey professionalism, confidence, and approachability. Don’t forget to smile! Seriously, I’ve seen so many profile pics of people trying to look serious, as if that somehow communicates professionalism. Why wouldn’t you want to smile and look friendly?

I asked a friend who’s a photographer to take a few headshots of me that I could use for my business. In exchange, I helped her with some of her marketing needs. It cost me nothing but a little time.

Next, craft a headline that clearly states you're a freelance writer and highlights your niche. You’ve got limited space here, so quickly tell prospects what you do and who you are.

My headline used to focus more on my expertise, niches, and key bylines (like the New York Times and Conde Nast Traveler). But, I’ve recently updated my profile to incorporate my new venture as a newsletter publisher. Here’s my newest headline:

My Expert•ish Freelancer newsletter helps launch or elevate your freelance business. With 35+ years of experience, I write articles, case studies, blogs, web copy, newsletters, marketing emails, etc.

The About section gives you plenty of space to showcase your unique writing style and expertise, so take advantage of it. Because I’ve been in business for decades, it’s challenging to encapsulate my experience. So, I’ve listed a few key bulleted sections that highlight both B2C and B2B bylines, brands/agencies/publications I’ve worked with (hello, name-dropping!), types of projects I’ve worked on, and awards I’ve won.

Don't forget to use keywords relevant to your target audience, these will help potential clients find you. Clearly state your value proposition—what makes you different from the competition? My focus has changed over the years, but I stress my 35+ years of experience and the variety of work I’ve done.

For the Experiences section, I’ve seen a lot of freelancers write a separate job description for each client and publication they work with. Not sure if this works well or not. Maybe there’s some SEO strategy behind this? I personally don’t like this approach because I’ve literally got hundreds of past and current clients. It feels like this approach would look clunky and quickly get out of control.

In the Projects section, include some of your best work samples to solidify your credibility and to let prospects see first-hand what you can do. Honestly, this is the one section that I don’t update as much as I should.

Finally, include a strong call to action, whether that’s to visit your website, check out your portfolio, subscribe to your newsletter, or whatever.

Making Connection Requests

Every time I start working with a new client or editor, I send a connection request if we’re not already connected. I use a template that I can tweak based on the person. But basically, it says:

Hi (name),

I’ve enjoyed working together on (project name). I look forward to a continuing partnership, whether you need help with (other services I can provide). In the meantime, I’d love to stay connected on LinkedIn.

I also send a connection request to any SMEs (subject matter experts) I’ve interviewed. I use a template that I can tweak that basically says:

Hi (name),

Thanks for the great interview on (topic) for (project/article). I appreciate your time and the insights you shared! In the meantime, I’d love to stay connected on LinkedIn.

But what about people I don’t yet know? I send a connection request using (you guessed it) a variety of templates, based on the person, title, industry, etc. My general outreach message says:

Hi (name),

I was wondering...do you work with freelance writers? With 35+ years of experience as a B2B/B2C journalist & content marketing writer covering travel, wellness, food, & lifestyle, I think we'd be a great fit. May I send you some clips? 

No matter whom you’re hoping to connect with on LinkedIn, I highly encourage you to write a few messages to use as templates, obviously writing in your own voice and tailoring to your own circumstances.

Asking for Recommendations

One of the best ways to provide “social proof” to clients is for them to read the testimonials of satisfied clients. I actively seek out recommendations from clients (including editors) I’ve worked with and ask them to write me a recommendation. 

I wait until I’ve completed at least one project (if it’s a big one) or, more likely, until I’ve completed a few smaller ones. This gives clients time to get a feel for the quality of my work, my creative process, my client communication, etc. But sometimes, if they’ve really loved what I’ve done and quickly complimented me right away, I’ll ask them for a recommendation.

To do this, send your client a request for a recommendation on LinkedIn. You can either do this directly from your profile or their profile. Either way, it’s really easy to do.

• From your profile: Scroll down to the Recommendations section near the bottom of your profile. Click the + sign at the right of that section. Click on Ask for a Recommendation. Then follow the prompts.

• From their profile: At the top of the profile, click on More. Scroll down to Request a Recommendation. Then follow the prompts.

LinkedIn will then notify your connection that you’ve sent them this request. They just have to click the button, write a recommendation, and submit it to you for review. You’ve got the chance to ask your client to modify it, or you can publish it as is.

Tip: When I make this request via LinkedIn, I also ask if I can post their recommendation on my website as a testimonial. (They always say yes!) So, I get double duty from their recommendation. 

Knowing Whom to Target

How do I know whom I should even reach out to in the first place?

• I search for specific titles (like content marketing director or health editor).

• I look for specific industries (like travel marketing), and then check out the companies that pop up. I might follow them to get a feel for what they’ve been up to lately.

• I target a specific company (like a big brand I’m familiar with) and look through the list of employees who currently work there to find the right person to reach out to.

• I might follow someone who looks like a potential prospect to get a better feel for what they do first.

• I search for relevant job listings (like content marketing writer or copywriter), then reach out to someone with a relevant title at that company to see if they need freelance help while they’re trying to fill a full-time position.

• I occasionally reach out to someone who’s viewed my profile to see if they’re looking for a freelance writer. (This takes some finesse—you don’t want to come across as creepy. 😉)

Engaging Meaningfully with Others

The magic of LinkedIn typically happens when you start engaging more on the platform, whether that’s with your connections or people whose posts show up in your feed.

I try to spend a few minutes every day engaging with others’ posts with meaningful comments beyond, “Great idea!” I’ll pull out something specific they mentioned to comment on it. I’ll agree with something they wrote but expand on what they said. I’ll ask a question to further the discussion. I’ll share my own experiences/insights. If it’s a really good post, I’ll share it with my network, too.

Plus, I’ll occasionally touch base with people in my network by sending a private message. I’ll congratulate them on a new job, promotion, or award. I’ll mention their recent post about a new project or initiative they were a part of. I’ll follow up on a previous discussion (possibly about freelance opportunities) to see if I can help in any way. Ultimately, the goal of these messages is to move the conversation offline to email.

There’s a lot more that goes into my efforts on LinkedIn, but I thought I’d share some high-level insights on what I do regularly to find and nurture clients on this platform.

I’d love to hear how you leverage LinkedIn, so please share your strategies with me at [email protected].

Up Next

• Making LOIs (Letters of Introduction) work for you

• Building relationships with clients

• Crafting winning proposals

Thanks for allowing me into your inbox!

I look forward to sharing my freelance journey with you, and I look forward to hearing about yours. I’m just here as your guide. Take what works for you, and tweak it to your needs. Rinse. Repeat.

I’ll be back in two Fridays with another edition of Expert•ish Freelancer.

In the meantime….

Be kind. Do good. Give thanks. 😊

With gratitude,
Lisa

P.S. I would LOVE to hear how you’ve implemented any of the ideas in Expert•ish Freelancer and found success. Please share your win with me! I’m at [email protected].