By Jodie Cook
LinkedIn crossed 1 billion users this year and professionals of all types are flooding in. Coaches especially.
The platform shed its corporate stuffiness and became the place where serious business happens. While Instagram influencers fight for attention with elaborate reels, LinkedIn delivers something different. Professional conversations that turn into clients. Play the game and get some of those for yourself.
Coaches who understand LinkedIn are building six-figure businesses without cold calling or misaligned networking events. They post thoughtful content on Tuesday morning and book discovery calls by Thursday. They send connection requests that get accepted and start conversations that convert. The platform rewards depth over volume, expertise over entertainment.
If you’re ready to build your coaching business, here’s how to do it on LinkedIn.
How coaches can use LinkedIn to grow their business
Define your coaching client ICP on LinkedIn
You know your ideal client’s fears, desires and beliefs. You’ve mapped their emotional triggers and understand what keeps them awake at night. But LinkedIn requires translation. The platform organizes people by job titles, company sizes and industries. Your deep understanding needs practical application.
Start with their LinkedIn headline. A burned-out marketing director describes herself as “VP Marketing at TechCorp” not “seeking work-life balance.” Map your ICP’s inner world to their professional identity. If you coach founders through scaling challenges, search for “Founder,” “CEO,” and “Co-founder” at companies with 10-50 employees. If you help lawyers find fulfilment beyond billable hours, target “Partner” or “Senior associate” at mid-size firms.
Location matters when you offer in-person sessions. Industry matters when you specialize. Get specific about the wording that identifies your people. Know exactly who you serve by how they describe themselves on LinkedIn.
LinkedIn profile optimization for coaches
Your profile works 24/7 as your strongest asset. Most coaches waste this opportunity with generic descriptions and corporate speak. When someone lands on your profile after reading your insightful comment, they decide in seconds whether to connect or click away. Make those seconds count. Supercharge your LinkedIn profile with specificity and personality.
Your headline does the heavy lifting. Skip “Executive Coach | Leadership expert | Speaker” because everyone uses that formula. Write something that makes your ideal client think “This person gets me.” Try “I help corporate mums get more sleep” or “Turning overwhelmed lawyers into fulfilled leaders.” Your about section should tell your story in a way that mirrors your client’s journey. Share why you became a coach, the moment you realized traditional success wasn’t enough, and the transformation you help others create.
Use short paragraphs, specific examples, and end with a clear next step. Your featured section should showcase your best work: client testimonials, your most popular posts, a case study that demonstrates results. Every element of your LinkedIn profile builds trust and positions you as the obvious choice.
LinkedIn content strategy for coaches
Forget posting daily motivational quotes or resharing Gary Vee videos. Your LinkedIn content strategy starts with solving real problems for real people. Share the conversation you had with a client yesterday (keeping it anonymous). Break down the framework you use to help founders delegate effectively. Tell the story of your own leadership failure and what it taught you. LinkedIn works for coaches when they focus on value, not volume.
The LinkedIn algorithm rewards dwell time: how long people spend reading your post. So give them a reason to stay. Open with a hook that speaks to their current struggle. “You just hired your 10th employee and suddenly nothing works the way it used to.” Develop your point with specific examples and actionable steps. Close with a question that sparks meaningful discussion. Post when your ideal clients check LinkedIn, typically Tuesday through Thursday, early morning or lunch hours.
Consistency beats frequency. Three thoughtful posts per week outperform daily fluff. Engage genuinely on other people’s content. LinkedIn tracks meaningful interactions and rewards creators who contribute to conversations rather than just broadcasting. Your commenting strategy matters as much as your posts.
Master the art of LinkedIn messaging
Direct messages separate LinkedIn from other platforms. You can reach decision-makers directly without gatekeepers or cold call scripts. But most coaches blow this opportunity with terrible outreach. They send generic connection requests and immediate sales pitches. They treat LinkedIn like a numbers game instead of a relationship platform. Don’t sabotage your credibility by making mistakes.
Send connection requests with personalized notes that reference specific content or mutual connections. “Your post about founder burnout resonated deeply. I work with tech founders having similar challenges.” Once connected, start conversations. Comment thoughtfully on their updates. When someone engages with your content consistently, reach out with genuine interest.
Make your DM strategy and stick to it. Let conversations develop naturally, just keep them going and keep them high energy. The right people will ask about working with you when they’re ready. Respond promptly to serious inquiries while filtering out spam. Build your network strategically, focusing on quality connections.
LinkedIn for coaches: your transformation starts today
LinkedIn offers coaches something rare. Access to decision-makers who invest in their growth, a platform that rewards expertise over entertainment, and tools to build meaningful professional relationships at scale. Define your ICP in LinkedIn’s terms, optimize your profile to attract ideal clients, create content that positions you as the obvious expert, and master messaging that leads to conversations and clients. If anyone can make LinkedIn work, it’s a top coach like you.
Feature image credit: Getty
By Jodie Cook
Find Jodie Cook on LinkedIn. Visit Jodie’s website.
