4 Important LinkedIn How-Tos for Your MSP

LinkedIn is the biggest networking room in the world – and in a lot of ways is even more important than your website.
I can’t stress this enough. People go on LinkedIn and think it’s a magic bullet to their business. They believe they are going to throw up a basic profile and just start raking in leads left and right with uninspired headlines and no connection strategy.

The focus here is on YOUR profile and not your LinkedIn company page. People do business with people get your profile right and attract leads you’ll love! Lets look at some key elements you can do today to generate leads to your MSP. To grow your business on LinkedIn, there are a few things you need to create the look and feel of the professional LinkedIn that will WOW your dream clients.

The ultimate LinkedIn Crash course covers this in more details – you can grab it here free!

1. How to Optimize Your LinkedIn Profile to Get Results with just 3 key elements

When it comes to your LinkedIn profile, most people fill in the basics – name, email, a little bi-line, and some previous experience. It’s enough to connect with coworkers and maybe some old college friends, maybe even enough to apply for jobs in your field.

But if you want to attract your dream clients and bring high value leads into your business, you need to showcase the professional that you are and optimize your LinkedIn profile. These are the three elements you need:

Headlines that ‘Rock’

The first, (and best) way to optimize your profile is to get your headline right. You have 6 seconds to capture someones attention so use these 120 characters to stand out from the crowd and draw people deeper into your profile. The winning headline structure? I help X achieve Y so they can do Z. Here, you are talking about your prospects – never about your business. You are very subtly telling them exactly what you do, how you help them, and why they need your services.

So a really simple example is: “I help consultants generate leads so they can scale their business.”
This says that the ideal prospect is “consultants” and what you’re going to do for them is generate leads and that with your help, they will be able to scale. Lets go a step further here and really get your dream client to take notice. How about “I help HR Consultants showcase their talents so they can get large contract from pharma corporations”.

Big difference here – in the second example I am being super niche and really focusing in on who I help right down to the industry and what they will achieve by working with me. I am effectively saying HR consultants work with me and you will get your dream role in pharma…

This is stepping away from the noise and this is what you need to do for your MSP – how are you different – what can you say to make your dream client sit up and take notice.

I go into this in a lot more detail with my QuickWin Method LinkedIn Course for MSPs – you can check it out over here..

Here is an example of my headline – notice I focus on industry and the result I provide.

Lets look at some headlines that tried but don’t hit the mark – don’t make the same mistake with your headline!
This LinkedIn user made an effort here to stand out, but why would I choose to work with him? Does he specialize in my niche? What’s in it for me? What type of IT does he do?
This is not a realistic headline. What type of businesses? How do you get them customers? Who do you serve?

Cover graphics that WOW

Your branding should be consistent across all of your social media platforms, so make your cover graphic stand out. The image size you’re looking for is 1584×396 – or if you’re looking for a ratio, 4:1. Some of your image will be covered by your headshot, so be aware of where that needs to go.

You want these to be attention grabbing with a call to action and relevant contact details. If possible, add social proof like news features. For example:


“About” Summaries Built for Results

Clients don’t care about your business they care about their problems. The About section of your profile is your sales letter.

This is where you show your “mafia offer” and present it as, “the one they can’t refuse.”

The thing to focus on here is what particular problem you are solving for your ideal client. Tell them how you’re going to solve your ideal prospect’s problem right away so they’re interested in talking to you about the solution.

There are huge amount of IT professionals out there, a lot of consultants, a lot of CEOs, the list goes on. You need to really be specific on what you do, how you do it, and the outcome of your product or service.

Here’s an example of my summary:

TODO – Need screenshot of your summary from LI

How to Target Your Ideal Client

If you are using the free LinkedIn account, the best approach to get super targeted is by doing a boolean search for your ideal prospect right in the search bar at the top of the page.

A boolean search looks a little like this:

Business” AND “Consultant” NOT “Marketing

This way you are only focusing on people who you want to connect with. I do recommend upgrading and investing in Sales Navigator, especially during the The QuickWin Method. With Navigator you can get more data about your prospect, you’re able to search more, and you can connect with more people on a daily basis.

How to connect effectively with all of the right people

It’s a strategy game, not a numbers game. Sending a 10 invites to qualified prospects that will resonate with your product or service is much better than sending 100 connection requests to random people.

Pro Tip!

Follow a profile before hitting the connect button, by hitting follow your prospect will get a notification that you are following them – top of mind before you even get started

Now lets look at what doesn’t work and will have your prospects running for the door. Connecting with a message and going straight for the sale will have your clients running for the door…

In general, aim to send out 10 invites every day. Be tight on your search criteria. Really, really nailing this will get you over 30% connection rate on all of your attempted connections.

How to Build LinkedIn Campaigns that Convert

There are a lot of moving pieces here but the key is to create a messaging sequence that offers value.

Contrary to popular belief, selling on LinkedIn doesn’t work. Show interest in your prospect, be abundant and offer value consistently on the platform.

Pushy sales messages don’t have any place on LinkedIn. Here’s an example of a message that doesn’t work.

Do you see the problem? I am not his ideal client, and nothing in my profile would suggest that I am. He isn’t forming a relationship or offering me value—he’s just asking if I’m having a race to the bottom.

What Does Work on LinkedIn?
Offering real value and helpful content, creating relationships that are based on your ideal customer – not on you, and always following up with more value.

Your messaging sequence needs to have your five minute favor. This is something quick and easy that your potential client can do within five minutes that can be really helpful for their business. If you don’t get a response to that, follow up with another value message like a credibility article.

Be consistent with your brand message here. Your articles should focus on your prospects pain points. This tends to work really well and is a fantastic ice breaker for a successful campaign. The aim of the game is to get people off the LinkedIn platform and on the phone with you OR on to your email list, where you provide consistent value, and show up.

A word of warning:

There are a lot of services offering LinkedIn management as a service. These services are a significant investment and generally yield poor results. The majority of these companies use automation tools to connect en masse. Never ever try and automate your LinkedIn campaigns, this is against LinkedIn TOS and while it is tempting to automate, LinkedIn users are becoming more sophisticated and can see a templated message from a mile away.

  • Grab the Ultimate LinkedIn crash course here for free
  • Grab the QuickWin Method LinkedIn Course for MSPs here
  • Code – MSP20 in the checkout for a a 20% discount!

I hope you enjoyed these 4 top tips for optomizing your presence on LinkedIn while maximising your probability of leveraging the platform to win new business for your organisation. If you’d like to learn how else I can add value, please do get in touch.

  • Grab the Ultimate LinkedIn crash course here for free
  • Grab the QuickWin Method LinkedIn Course for MSPs here
  • Code – MSP20 in the checkout for a a 20% discount!