3 ways to sell your expertise on LinkedIn

If you’re an expert selling your skills or knowledge on LinkedIn, you might feel a bit uneasy about offering your services directly.

Whether you’re a coach, marketing consultant, or management expert, this feeling can hold you back from effectively selling yourself. And because it feels uncomfortable, many experts default to posting content and hoping clients will come.

But here’s the reality - that’s not a stable or predictable way to generate business.

The myth that clients will come to you just because you post content is widespread and dangerous.

People think if they put their expertise out there, potential clients will flock to them.

In truth, it’s much more complicated.

Most of the world is full of so-called "experts", but the real experts - the ones with genuine experience in helping people solve problems - know that real-world challenges aren’t easily solved by simple steps or four-step strategies.

People don’t buy from experts because of what they know.

They buy because they believe the expert can navigate them through complex challenges and lead them to a successful outcome.

Information is everywhere, but clients need more than that.

They need someone they trust to guide them from A to B. So how do you make that happen? Here are three ways you can let your expertise do the selling for you - without feeling salesy or pushy.

1. Leverage LinkedIn Newsletters to Build Trust and Convert

LinkedIn newsletters are a powerful tool to demonstrate your expertise while converting readers into clients.

You can run a newsletter from either your personal profile or a company page, and typically around 30% of your network will subscribe automatically.

That’s a big chunk of your audience right there, waiting to hear from you.

The key to making your LinkedIn newsletter effective is to focus it on a particular topic that your network cares about.

By sharing insights and valuable knowledge, you’re providing real value - but don’t stop there.

To turn readers into clients, you need to include clear next steps. Most people just hope that readers will take the initiative to reach out, but that’s not how it works.

You need to guide them - tell them exactly how you can help.

Within your newsletter, include:

• Direct calls to action such as downloading additional resources or booking a call.
• Promotions for your services or programmes.
• Visuals or ads (using something like Canva) to break up the content and highlight your services.

One major benefit of LinkedIn newsletters is that they’re hard to miss.

LinkedIn notifies your subscribers via the app and emails a copy straight to their inbox.

It’s a much more reliable way to reach people compared to simply posting content on the feed, where your posts can easily get lost.

2. Use Collaborative Articles to Showcase Your Expertise

Collaborative articles on LinkedIn are an often overlooked feature that can significantly increase your visibility and credibility.

These articles allow you to contribute your expertise on various topics that LinkedIn publishes, creating an opportunity for you to get your name out there.

The best part?

These articles are shown to people who are already interested in the subject matter.

However, most people’s contributions to these articles are generic and bland - think "ChatGPT-like" responses that lack depth. Here’s where you can stand out. Be bold.

Offer strong opinions and insights. Don’t be afraid to challenge the article’s points or provide a unique, counterintuitive perspective. This will grab attention and set you apart from the pack.

Here’s how to make the most of collaborative articles:

• Find the right topics: Choose articles that align with your expertise and the interests of your target audience. Here is a link to all the topics.
• Be specific: When commenting, don’t just echo what others are saying. Offer insights that show your deep understanding of the topic.
• Engage regularly: The more you contribute, the more your name will circulate in front of an engaged, relevant audience.

These contributions can also feed directly into your own content strategy.

You can expand on the topics that get the most engagement and turn them into more detailed LinkedIn newsletters or posts. This creates a cycle where your collaborative article efforts amplify your broader content.

3. Host LinkedIn Events to Build Personal Connections

LinkedIn events, whether video or audio, are a fantastic way to demonstrate your expertise live and connect with potential clients on a personal level. And the numbers back this up: 38% of B2B decision-makers attend webinars to make purchasing decisions. Hosting your own LinkedIn events allows you to get in front of decision-makers and showcase your skills, knowledge, and, most importantly, your ability to lead them to an outcome.

LinkedIn lets you invite up to 1,000 people per week to your event.

I've been doing them for 4 years and they've been a critical part of our growth strategy. They act like a magnet and a filter. Draws people who need what we offer, but also repels people who don't fit, because they get to see how we do things before they buy - there is no point attracting leads that won't convert.

By choosing a relevant topic, you can attract an audience that’s already interested in what you have to offer. Keep your events short (under an hour) and packed with valuable insights that speak directly to your audience’s challenges.

Don't bore them with PowerPoint, share your experiences, lessons, and real-world stories to show that you’re the person who can help them solve their problems.

Here’s how to maximise your LinkedIn events:

• Pick strong, relevant topics: Choose something that addresses the challenges or goals of your target audience. For example, "How to Close High-Ticket Sales Without Discounting" will resonate much more than a vague, broad title.
• Make it interactive: Encourage questions and engagement during the event. This not only builds a connection but also gives you a chance to understand your audience’s pain points better.
• Follow up with a call to action: At the end of the event, make sure there’s a clear next step - whether it’s booking a call, signing up for a programme, or downloading a resource.

The beauty of LinkedIn events is that they help people buy into you as a person before they buy your service. People want to see if they can trust you, relate to you, and work with you.

LinkedIn events provide that human connection and trust-building opportunity that’s crucial for converting leads into clients.

Selling your expertise on LinkedIn doesn’t have to be uncomfortable or forced.

People don’t buy from experts because they have all the information - they buy because they believe that expert can guide them through the challenges and deliver results.