How to Find Clients on LinkedIn as a Freelance Writer 

Let’s face it, LinkedIn is enjoying the limelight at the mo. Everyone and their dog seems to be a “LinkedInfluencer” these days—but there’s a reason it’s so popular. It’s a great place for finding potential clients to pitch.

Why?

Firstly, it’s a professional platform. When people are scrolling through their feeds, they’re not looking for recipe inspo or cute dog vids, they’re thinking about work, which means they’re in the right mindset and receptive to pitches. 

Secondly, think of LinkedIn as Google but for businesses. It’s literally a massive repository of brands and companies—you just have to know how to use it right. 

With over 700 million users worldwide, LinkedIn provides a vast pool of opportunities waiting to be tapped. In this blog post, we’ll explore how freelance writers can leverage LinkedIn to find and pitch potential clients effectively.

1. Blank Search: The Canvas for Opportunities

The first step in your LinkedIn journey is the blank search bar.

Instead of entering search terms related to your niche (which you can obviously do), simply put your cursor in the search bar and hit enter on a blank search. Then choose “companies” from the filter list. You’ll get an alphabetised list of companies.

Obviously, you’re going to want to narrow that list down (because who’s really going to be pitching Amazon or Apple?!). Use the available filters to choose the industry, company size, and other relevant factors like location to hone in on brands that fit your niche and are likely to have the funds to work with freelancers.

For example, I might choose mobile gaming app companies with 51-200 employees. 

Once your search results populate, delve into profiles to identify decision-makers or individuals with content-related responsibilities.

2. “People Also Viewed” Feature: The Ripple Effect

LinkedIn’s “People Also Viewed” feature is a treasure trove of potential connections. 

There are two ways you can use this: 

Recently viewed people 

After visiting a profile, scroll down to discover a list of professionals that others have explored. This feature creates a ripple effect, expanding your network and exposing you to more potential clients. If you’ve searched for a content lead at a productivity app company, chances are LinkedIn will serve you more people who match that profile in the recently viewed section. 

Click through these profiles, paying attention to their job titles, company affiliations, and endorsements. Look for patterns and commonalities, as this can guide you to key decision-makers in your target industries. Always be open to exploring connections that may not seem immediately relevant, as networking often unveils unexpected opportunities.

Recently viewed pages

Alternatively, you can use the recently viewed section to find companies that match the profile of your ideal client. 

Say, for example, you’ve found a brand that’s the perfect fit. We’re talking about the right niche, enough funding, and the location you want. Search for it on LinkedIn and, in the search results, take a look at the “people also viewed” column to find brands that have similar characteristics. 

This is a great way to populate your pitch tracker in just a few searches. 

3. Tailored Searches for Relevant People: Precision Matters

This is one of the simplest ways to use LinkedIn to find potential clients to pitch. 

LinkedIn’s advanced search features let you refine your results. To access these features, click on the search bar and select “People.” This opens a drop-down menu with filters such as connections, locations, and current companies.

Use these filters strategically. For example, if you’re targeting clients in a specific geographic area, set the location filter accordingly. 

To connect with decision-makers directly, filter by job title, focusing on roles like “Content Manager,” “Marketing Director,” or “Editorial Lead.” This level of detail narrows your search to individuals with the authority to hire freelance writers.

You can then pair this strategy with the “people also viewed” strategy to get even more leads to add to your pitch list. 

Optimizing Your LinkedIn Profile to Attract High-Paying Clients

Remember that your LinkedIn profile is basically your digital portfolio. If you’re reaching out to clients on the platform, you want your profile to present you in the best light—and that means optimising it. 

• Include keywords in your headline. For example, if you’re a B2B SaaS writer, put that—don’t try and be fancy and put “techy wordsmith” or something to that effect. 
• Add samples. Include your best and most relevant writing samples. LinkedIn lets you link to a handful of external pages, so use this to curate a selection of your best work. 
• Use a professional photo. Make sure your photo clearly shows your face (ideally smiling!). 
• Add an engaging summary. Use your summary to highlight what you do, your value offering, and why clients should work with you over other freelancers. Take this opportunity to add any credentials, like results, qualifications, or awards. 
• Previous client testimonials. Invite past clients to leave you a review—this adds social proof to your profile and reassures potential clients that you can do what you say you can. 
• Keep it updated. Consistently update your profile with recent projects, achievements, and relevant skills to maintain a dynamic and attractive online presence.

Crafting a Compelling Pitch: Find Freelance Work on LinkedIn

Once you’ve identified potential clients, it’s time to craft a compelling pitch. Personalise your messages by referencing specific details from the prospect’s profile. Highlight how your skills and experience align with their business needs. Clearly articulate the value you can bring to their projects and express your enthusiasm for the possibility of collaboration.

Avoid generic templates, and instead, tailor your pitch to each client. Showcase your understanding of their industry and demonstrate how your unique perspective can contribute to their success. Remember, a well-crafted pitch not only captures attention but also sets the foundation for a fruitful client-writer relationship.

For more tips on what to include in a pitch, download this pitch tip checklist. It includes 20+ suggestions from real-life content leads about what they like to see in a pitch.