LinkedIn: where relationships go online
As Client Services Directors, you know how to build relationships. It’s what’s got you where you are today.
However, some of the strongest relationships start before your first meeting - through LinkedIn.
Love it or hate it, people who are getting ahead are providing insights to what they know, build genuine connections, and use LinkedIn as an extension of their day-to-day relationships. They see LinkedIn as a key tool in their arsenal - one that, when used with the correct strategy, can deliver tangible results for the long-run..
Building relationships where they happen
Staying visible to clients used to mean coffee catch-ups, event invites, and the occasional check-in call.
It still is all of the above, but many of those relationships begin, and grow, online first.
We already know 78% of users consume content on LinkedIn to keep up with industry news and 73% to discover new ideas. So, while offline relationships still matter, they’re now complemented by what happens online, especially on the biggest B2B platform: LinkedIn.
Let’s move past the cringe factor for a minute, LinkedIn keeps you on your client’s radar and helps strengthen your relationship with them in a multitude of ways. It shows your understanding of their world, and provides you with the opportunity to add value in ways that go beyond day-to-day account work.
The Client Service Directors that are using LinkedIn well, are those who use the platform to start conversations. They are building familiarity and trust through their content, comments and messages.
The platform has changed, as has the way people use it
A few years ago, posting once a month or resharing company updates might have been enough to stay visible. However, LinkedIn has evolved, it sees around 2 million posts, articles, and videos published daily - so you can imagine it might not be easy to be seen.
The feed is busier, competition for attention is higher, and the platform now rewards interaction over simply broadcasting. To summarise it shortly - the days of “like and leave” are over.
The good news is that only 1% of LinkedIn users actually post content, others are referred to as either contributors or lurkers. Of that 1% margin, only 3% of active users post more than once a week. This highlights the room you have to grow in, if you begin to use the platform more strategically.
It’s not about the frequency of posting, it’s shifted towards how intentionally you show up online.
We use a ‘CEN’ framework. This splits profiles into three main categories:
Content: Share valuable and personable posts that reflect the challenges, goals, and successes facing your audience and the industry you work in. Use your content to add perspective and show how you think about client relationships.
Engage: Interact meaningfully with your clients’ updates, industry conversations, and even prospective accounts. Comment, ask questions, and join discussions that show you’re listening and invested in their world.
Network: Grow your connections intentionally, whether that’s senior decision-makers at client organisations, emerging leaders within your network, or peers in your sector. Expanding your reach strengthens your professional reputation and helps future opportunities find you.
For Client Services Directors, this framework mirrors what you already do offline - sharing expertise, staying close to clients, and expanding your circle of influence. The only difference is the medium. LinkedIn simply makes those same relationship-building habits much more visible, scalable, and consistent.
Finding your digital voice
You don’t need to be the loudest or the most polished voice online to make an impact. The people who build real credibility are those who sound like themselves.
Your voice already exists, it’s the way you talk to clients, how you explain ideas, how you help others solve problems. The goal is simply to bring that same tone online.
When your content sounds like you - your insights, your personality, your way of thinking - people start to recognise and trust it. That’s when your online presence begins to open doors, both now and in the future.
Being bland doesn’t cut it. For example, posts that incorporate humour often see up to a 65% increase in engagement…We’re not saying you need to force it but if that fits your style then it’s worth exploring!
AI tools can also be a great ally for shaping ideas or drafting posts. Use them as a starting point but not as a substitute for your voice - don’t get us started on the rocket emoji! The same goes for visuals: supporting your message with imagery, carousels, or short videos can make your content stand out and feel more memorable.
Not sure where to start?
If you’re relatively new to LinkedIn, or perhaps aren’t sure whether to start with the platform, don’t worry - that’s a very normal position to be in.
Start small, by creating simple, consistent habits. That could mean setting aside ten minutes a day to scroll through your feed, comment on a few posts, or share something you found interesting.
Over time, those small actions compound. They keep you visible, keep you connected, and build familiarity, the same way strong relationships always have.
And remember, if you don’t start now, someone else will.
How we can help you
We help individuals and leaders turn reputation into growth by bridging the gap between strategy and execution, this is so the right clients see, trust, and choose you.
You can start small with a Profile Optimisation, LinkedIn Audit, or our “How to Win on LinkedIn in an AI World” 1.5-hour workshop. Or, if you’re ready to move faster, our “Do It With You” package builds and activates your personal LinkedIn presence with our team guiding every step.
Contact me to find out more: James Barnett, Founder Real View Marketing
