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How to Make LinkedIn Work (for You): Why It's a Must-Have for Businesses with Long Sales Cycles

Let’s be honest, LinkedIn can feel like a bit of a mystery. You know your potential clients are scrolling, commenting and connecting there. You know your competitors are showing up. And yet, despite best intentions, it’s easy to let your own presence slide to the bottom of the to-do list.


But if your business has a long sales cycle, and particularly if you're in professional services or the built environment, LinkedIn is not optional. It’s one of the most powerful tools you can use to build credibility, stay front-of-mind and nurture relationships over time. And best of all? It doesn’t need to be a full-time job.


In this blog, we’re diving into why LinkedIn matters for slow-burn sales, how to actually make it work for you, and some simple, practical ways to improve your visibility without selling your soul (or spending your whole week creating content).


Why LinkedIn Works for Long Sales Cycles

Let’s start with the basics.


Long sales cycles are about trust, timing and relationships. Buyers are often weighing up large investments, complex services or strategic partnerships. It’s rarely a snap decision. In sectors like planning, architecture, engineering, law or consultancy, this is your world. Conversations start months or even years before contracts are signed.


LinkedIn is one of the few platforms that actively supports this kind of long-term relationship building. Here's why:

  • People buy from people: Especially in high-value, high-trust industries. LinkedIn allows you to showcase the real humans behind your business, your thinking, your values and your track record.

  • It rewards consistency: Unlike an email that’s opened or deleted in a moment, LinkedIn gives you repeated visibility with your audience through posts, comments and profile views.

  • You’re showing up in their world: Your prospects are already on LinkedIn for work, not for distraction. That makes it easier to connect at the right moment in the right mindset.

  • It’s passive and active: You can publish content and attract leads without cold outreach, and also use the platform to strategically engage with your network and target contacts.


Common LinkedIn Pitfalls (And How to Fix Them)

If you’ve ever said, “I should be doing more on LinkedIn,” you’re not alone. Here are three common mistakes we see, and what to do instead:

1. Posting too sporadically

Showing up once every six weeks to share a company update doesn’t cut it. Visibility comes from regular, helpful content. That doesn’t mean daily videos, just something steady and relevant.

Fix it: Pick two content pillars (like project insights and personal perspectives) and aim to post once a week. Don’t overthink it. One idea, one post, one action.

2. Treating it like a CV

If your LinkedIn profile reads like a job application, it’s time for a refresh. People don’t just want to know what you do, they want to know why it matters to them.

Fix it: Rewrite your headline and summary to speak to your audience. Focus on the value you deliver, not just your job title. Use phrases your clients would actually search for.

3. Lurking, not engaging

Scrolling and liking isn’t strategy. Commenting on relevant posts, sharing your opinion and engaging with your network is where the magic happens.

Fix it: Spend 10 minutes a day engaging with others, whether clients, prospects or peers. Build visibility and trust by showing up in conversations that matter.


Making LinkedIn Work (for You): Practical Tips

If you’re short on time (who isn’t?), here are five practical steps you can take this month to get LinkedIn working harder for your business:

  1. Polish your profile Think of it as your digital shopfront. Update your headline, summary and featured section. Use a clear, professional photo and cover image that reflects your brand.

  2. Get clear on your audience Who do you want to connect with? What do they care about? What keeps them up at night? Create content that speaks to their problems, not just your services.

  3. Build a consistent rhythm Posting once a week is more powerful than posting five times in one week and disappearing. Set a simple schedule and stick to it.

  4. Repurpose what you already have Turn a recent blog into a short post. Share a behind-the-scenes photo from a project. Add a takeaway from a recent conversation. You don’t need to reinvent the wheel.

  5. Use your team’s reach If you’re part of a bigger business, get more people involved. When multiple team members are active, it massively expands your reach and credibility.


Final Thought: LinkedIn Is Your Long Game

If you work in professional services or the built environment, your next big client won’t be won through a single post or message. But by showing up consistently, sharing value and being visible in your space, you create the conditions for that “right time, right place” moment to happen.


And when it does? You’ll be the obvious choice 😊🌟

 
 

© 2024 The Polka

Expert Marketing Services in SEO, Social Media, Digital Marketing and Content Marketing.

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