Fab is joined by Sarah Clay, author, keynote speaker, and employee advocacy expert, to share no-nonsense tips for marketers who want to show up authentically and use LinkedIn to build genuine business relationships.
About Sarah Clay
Sarah Clay is an author, keynote speaker, and Employee Advocacy trainer and consultant to B2C and B2B companies. Sarah offers a no-nonsense, accessible approach to LinkedIn that makes learning feel doable (and even a bit fun). Sarah helps business owners and teams get more leads from LinkedIn, whether that’s teaching them how, doing it for them, or a mix of both.
Sarah’s work blends personal branding, content creation, and coaching, and it’s been described as part strategy, part confidence-building, part “finally someone said it out loud.” Sarah also supports students and early-career marketers, and is a guest lecturer at several UK universities.
Connect with Sarah on LinkedIn, Instagram or her website
Access Sarah Clay’s easy peasy metrics chart where you can keep a record of how well you’re doing on LinkedIn: click here
Why Your Profile Photo Is Your Trust Builder
Your LinkedIn profile photo is like walking into a meeting with a new client, so make it count! Sarah Clay explains that the right photo can lead to up to 21x more profile views and connection requests. This isn’t about fancy suits or stiff poses, but about looking approachable, professional, and (above all) like yourself.
She recommends matching your photo’s background with your LinkedIn banner, or even getting a photographer who specializes in helping camera-shy folks. And please, save the wedding group snaps for the family album.
A few things you can do
- Choose a clear, crisp headshot that reflects how you want to be seen professionally.
- Avoid selfies and crowded group photos: prop your phone up for a natural, flattering angle.
- Match your profile photo background to your banner for brand consistency.
- Update your profile picture regularly to keep things fresh and algorithm-friendly.
- If you’re stuck, scroll LinkedIn for inspiration and trends among others in your industry.
Craft Headlines That Tell Your Story
Your LinkedIn headline isn’t just for job titles: it’s your first chance to tell visitors who you are, what you do, and why they should care. Sarah Clay suggests a blend of hard facts (like “author,” “keynote speaker,” or industry credentials) and personal touches (maybe you’re a cyclist or a new mom).
Sharing something relatable can open new conversations and build trust, even before anyone talks business. And there’s bonus points for updating your headline regularly: each tweak wakes up the LinkedIn algorithm and brings more people to your digital doorstep.
Actionable Takeaways:
- Ask yourself: Who are my ideal clients, and what problems do I solve?
- Include unique skills or quirks that might spark conversation (“Freeman in the company of marketors,” “Cyclist,” etc.).
- Update your headline to reflect current offers, events, or seasonality to keep things timely.
- Test different headline versions and measure the results—experimentation is your friend!
- Use client language and trending phrases that resonate with your audience.
How Conversations Become Clients
LinkedIn isn’t about broadcasting your services into the void. Instead, Sarah Clay reminds us it’s the world’s biggest networking party. Building relationships is what moves you from “just browsing” to “ready to chat.” That means commenting on other posts, joining relevant conversations, and DM’ing people with genuine intent, not just pitching right away.
Pro tip: spending just 10 minutes a day engaging (and posting once a week) can go further than daily spamming. And when it feels right, invite someone for a Zoom, but always set expectations and respect boundaries.