We know that platforms like Instagram and TikTok are highlight reels, so we show the best angles, the best moments, and sometimes tilted just a little to catch the light better than reality does. LinkedIn is no different, but the stakes, and the opportunities, are often bigger, especially for agencies looking to grow new business.

But here’s the thing: if you run an agency, LinkedIn is low-key your superpower for new business. It’s a place to actually connect with the people you want to work with. And if you do it right, it’s a lot less awkward than blasting out cold emails that no one wants to read.

And a simple LinkedIn connection is already half the journey done. When someone accepts your connection request, they’ve already said “hello”, so the ice is broken. You’re no longer some faceless agency in the void, but a human being who’s invested in what they do.

So how do you use that to your advantage?

Start by remembering that like-minded people like like-minded people. Don’t be afraid to let your voice be heard, but make sure it’s authentic, not those copy and paste “Here’s what I learned” format everyone’s churning out. 

Now that we’ve got the basics down, here are a few of my go-to tips for building real connection…

Make your profile feel alive.

Your LinkedIn profile shouldn’t just look polished, it should feel alive. Repost work you’re proud of from your co-workers. Celebrate your team’s wins from your company page. When you amplify voices from within, you turn your agency into a community, not just a service provider. And brands, like agencies, love working with real teams who enjoy a good time.

Use Groups, seriously.

One of the most underused features on LinkedIn is Groups. Think of them as the equivalent of niche corners of the internet where people actually want to talk shop. Find groups where your dream brands or industries hang out. Join in, offer value, don’t just pitch. If you can become known for smart insights, or even a comedian, in a group, you’re halfway to being top-of-mind when someone needs what you offer.

Follow your dream clients, and show up.

Got a list of brands you’d love to work with? Good. Now set alerts for when they post. Like, comment, add value. Don’t be a weird lurker or a spammy “Great post!” bot. If you can build a real connection over time, you’ll be top-of-mind when they need help. Relationships beat cold pitches every time.

Play the long game.

This is kind of the recipe with lead-generation. Remember LinkedIn is a long game. Unlike a paid ad campaign that needs instant results, building relationships on LinkedIn is about consistency. It’s about showing up regularly, posting updates, sharing insights, commenting thoughtfully, and yes, sending the occasional well-crafted DM when the time is right.

Don’t sound like a robot.

Everyone’s inbox is flooded with generic pitches. If you fall into that trap, you’ll be ignored. But if you do your research and personalise your outreach, you’re giving your message a fighting chance. The best messages feel like they come from a friend who’s done their homework, not a stranger with a sales target.

At the end of the day, treat LinkedIn like any other social platform:  show the best of your agency, but keep it real. Be the highlight reel, but with substance behind the shine. If you can strike that balance, you’ll find LinkedIn is less about cold connections,  and more about warm, genuine opportunities waiting to happen.

Expertly written by Akif Khairul

ARE YOU READY TO POWER UP YOUR NEW BUSINESS EMAIL STRATEGY?

If you’re looking at how you can implement these techniques into your new business strategy for 2025, or are interested in how our lead generation services can support your agency’s growth, email: emma.robson@thefuturefactory.co.uk and let’s chat.