Smart Agency Podcast: The #1 Digital Agency Podcast for Social Media, SEO, PPC & Creative Agencies

Do you find it hard to stand out on LinkedIn? Have you tried making connections there only to feel bombarded by spam? Our guest today is here to rescue your LinkedIn presence from obscurity. She specializes in coaching agency owners to transform their profiles into irresistible client magnets. During this chat, she goes over some of the most common misconceptions about LinkedIn, her concept of writing a “love letter” to your target audience, and why trying to be overly professional won’t work on this platform. Tune in to learn how to make the most of LinkedIn and differentiate yourself in this crowded digital platform.

Nicole Osborne is the founder of Wunderstars, a brand and marketing coaching program designed for agency owners and online businesses. With her help, entrepreneurs get to the bottom of how to stand out on LinkedIn. She discusses the importance of being authentic and sociable on the platform and shares insights on how to fix the common LinkedIn mistakes agency owners are making.

In this episode, we’ll discuss:

  • What’s working and not working on LinkedIn.

  • How to write a love letter to your audience.

  • How to connect through vulnerability.


Apple | Spotify | iHeart Radio

Sponsors and Resources

Agency Blueprint: Do you need help accelerating your agency’s growth? If you’re having trouble scaling your agency, maybe you're just too close to the identify areas where you need the most help. This is why we're setting up a free strategy session with our Scale Specialist Darby where he’ll walk you through a framework for scaling your agency faster. Just schedule a chat with Darby – no string attached – at Together, you'll figure out your next steps for scaling your agency faster.

Rapport Building: The Secret Weapon to Make it in Marketing

As a teenager living in former Eastern Germany, Nicole had to help out with the family’s market stall sales after both her parents lost their jobs. She was tasked with selling sunglasses and, initially, she felt awkward and shy. However, she soon realized that building rapport with potential customers was essential to successful sales. By engaging in friendly conversations and making people feel comfortable, Nicole was able to draw them in, make the sale, and get referrals.

Reflecting on this experience, she realized that many agencies, despite being excellent at marketing their clients' businesses, often struggle to market themselves effectively. They fail to overcome their fears in order to become more visible and successful on platforms like LinkedIn.

Initially, agency owners may feel the pressure to portray themselves as uber-technical experts on LinkedIn. However, Nicole suggests that being authentic and talking about everyday things can be just as effective as long as you keep your ideal clients in mind.

Not Growing On LinkedIn?  Try This

LinkedIn has proved to be THE platform to be in for many agency owners. However, a lot of people have negative perceptions of it. Even though some still think of it as a “boring” platform, it has evolved over the years, transitioning from a strictly professional and corporate platform to becoming a more sociable and engaging one.

In this sense, Nicole encourages agency owners to be authentic in how they present themselves on the platform and not stick to an outdated overly professional style in their posts. This is the only way you’ll succeed in utilizing LinkedIn to connect with people on a more personal level.

Of course, there’s no denying that interactions can get quite spammy on LinkedIn. To this, Nicole counters that email marketing can also get very spammy, yet everyone uses it to promote their businesses. Likewise, as long as individuals focus on building genuine connections, the platform can be a valuable tool for business development.

It’s important to avoid immediately jumping to a sales pitch without first assessing if there is mutual value and benefits in the connection. Instead, engage in conversation and find common ground. By taking the time to get to know each other and finding shared interests, individuals can establish a solid foundation for a meaningful connection on LinkedIn.

Approach LinkedIn as a real networking event where you would hopefully not just talk about yourself but also actively listen and engage with others. Treat it like a virtual networking party and you’ll have global reach that will allow you to work with international clients and grow your personal brand across the globe.

From LinkedIn With Love, How To Find Your Ideal Clients

What works on LinkedIn is something that can change over time, like with any social media platforms. For Nicole, one thing that will never change is the human element, which is why you should always show up as yourself.

Instead of putting on a professional mask, start by thinking about what your ideal clients need and focus on that. It’s an approach she links to writing a love letter. Ask yourself what would appeal to your audience? What would they find interesting? What is it they're struggling with? What is it they're really hoping to achieve? Showcase your agency's culture, creativity, and problem-solving abilities and present yourself as a guide to help them get to where they want to be.

As to letting your authenticity shine through, don’t forget the importance of the human element. In this regard, while she’s all about making processes more efficient, Nicole advises not to lean too much on automation because it may hinder your ability to connect with potential clients on a personal level. Understanding your target audience and what resonates with them is crucial to bringing personality to these interactions, and it can’t be effectively done if you’re solely relying on AI tools.

Additionally, agencies should avoid outsourcing without providing a thorough brief and should be cautious of using appointment setters who may spam potential clients. These approaches can come across as impersonal and may not effectively showcase the agency's unique value.

Pro tip: Create polls that tap into your audience’s pain points. By reaching out to those who participate in the polls and engaging in conversations, agencies can provide value, offer tips, and potentially encourage further discussions about their services.

Ditch the Superhero Complex: Connect Through Vulnerability

One mistake agency owners make in how they present themselves on social media platforms is thinking they need to appear as superheroes who have everything figured out. In reality, people feel much more drawn to the vulnerability of someone admitting that they got to this point after making many mistakes. By sharing personal experiences and lessons learned, agency owners can establish a sense of relatability and authenticity, which in turn builds trust and credibility with their audience.

Additionally, having the confidence to talk about your mistakes can help you stand out. If you post like everyone else you’ll blend so much into the background that no one will ever notice you, which is certainly not the point of marketing. By being willing to share embarrassing or outrageous stories, you can differentiate yourself from competitors in the crowded social media landscape and capture your target audience’s attention.

Furthermore, focusing on specific social media platforms that align with your target audience will also help you stand out where it counts. For Nicole, LinkedIn is a platform where professionals are actively seeking learning and networking opportunities. She advises agency owners who’ve tried to use LinkedIn in the past and not seen results to rethink their strategy by following these steps: show up as your authentic self, write as if you’re writing a “love letter” to your audience, be vulnerable, and be visible.

Do You Want to Transform Your Agency from a Liability to an Asset?

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Direct download: How_to_Stand_Out_on_LinkedIn_with_Nicole_Osborne___Ep_672.mp3
Category:general -- posted at: 8:00am MDT