How to Become a LinkedIn Relationship Builder

LinkedIn Relationship Builder: How to Book Client Calls Without Posting Every Day
Amplify Your Authority | Episode 151

Welcome

Hello, and welcome to the Amplify Your Authority podcast. I’m your host, Marisa Shadrick — an online marketing strategist and AI implementation coach.

Today I have a special episode for you. I recently delivered a live training on LinkedIn, and while it uses LinkedIn as the vehicle, it’s really about marketing. Specifically, it’s about how to secure more discovery calls with prospects.

We all use different platforms — Instagram, Facebook, LinkedIn, YouTube. Ultimately, though, we want to connect with people who might benefit from our products and services. As you listen, keep an eye out for the marketing principles and think about how you can apply them in your own strategy.

Before we get started, I’d love it if you’d rate and review the podcast. Follow me on your favorite platform, or subscribe on YouTube and hit the bell so you don’t miss a thing. Now let’s get into the training. I’ll come back at the end with key takeaways.

The Core Question: Content or Opportunity?

Welcome. I’m so glad you’re here. No doubt you’re here because you want more leads and more clients — and there’s nothing wrong with that. That’s why we show up on platforms. That’s why we create content.

The challenge is the method. Sometimes people have resistance around prospecting, sales, and getting clients. Today we’re going to talk about that in a way that feels natural and actually brings results.

Despite all the posting happening right now, not much is moving for most people. That’s the struggle we’re seeing.

This really isn’t a LinkedIn training. It’s a conversation about what has changed in marketing and how it affects the way we show up — not just on social media, but across all our messaging. LinkedIn is simply the vehicle we’re focusing on today. It’s my primary platform, and I love everything about it. But what we discuss here applies to all your marketing assets.

About Marisa

I’m Marisa Shadrick — an online marketing strategist, certified copywriter, and AI implementation coach. I love AI, and I also caution people to use it ethically. I run a private membership called the AI Lab for solopreneurs, where we talk about marketing and implementing AI the right way.

Why Content Alone Isn’t Enough

So — how do you book client calls on LinkedIn without posting every day?

Over the last few years, we’ve seen an explosion of content. AI has made it easier than ever to create. Every platform is more crowded, attention spans are shorter, and algorithms have changed. Many business owners are working hard to stay visible.

But content isn’t just about visibility. Content is about building trust. That’s its job — to spark curiosity and draw people to you. And yet, that’s only one side of the coin.

The other side is relationships. You build relationships one on one, through live events, through DMs, through conversations. Relationships lead to opportunities — podcast invitations, speaking gigs, clients, and collaborations.

So as we go through today’s content, hold one question in mind: Are you spending most of your time creating content, or are you creating opportunities? Because they are not the same thing.

Does This Sound Familiar?

Posting more but getting less traction. Algorithm anxiety. Working harder online without seeing the results you want.

If any of that sounds familiar, you’re not alone.

Years ago, I tried keeping up with every platform. I created content consistently and didn’t get enough traction to justify the time I was putting in. That’s when I realized something important.

The problem wasn’t that I wasn’t creating enough content — I was consistent. The problem also wasn’t the platform, because we’ve all jumped from one to another thinking that was the issue.

The real problem was that I was relying on content to do what only relationships can do: create opportunities.

The AI Tsunami

Let’s talk about what’s made organic marketing so much harder. And yes, we need to talk about AI.

I love AI. I really do. I’m a bit of a tech nerd. It’s made my life so much easier, and I love implementing it on both the front and back end of my content.

But the AI tsunami hit.

When you think of a tsunami, something triggers it — an earthquake, a volcanic eruption. A tsunami can travel as fast as a jet plane before it slows in shallow water. I think we’re still in jet-plane mode with AI. It hasn’t slowed down yet.

Because of that wave, there’s more content than ever. People think more is better, so they generate content without putting much thought into it. But is more actually better?

The advice we’ve been given for years is: post more, be everywhere, create more content. People are following that advice but not creating momentum. If something isn’t working, maybe it’s time to pause and look at things differently.

Content is part of our marketing, and marketing builds trust. So content should build trust — that’s the spine of every post. But content alone doesn’t create opportunities. It was never meant to do the entire job.

That’s why we say “marketing and sales.” They’re two different things.

Vanity Metrics vs. Real Opportunity

You might say, “But Marisa, my followers are growing. I’m getting more likes and comments.”

I understand why people value those numbers. Likes and comments can stimulate the algorithm and create visibility. But I’m not an algorithm chaser — I think that’s exhausting.

Here’s the truth: likes don’t pay the bills. One of the biggest mistakes I see is confusing activity with opportunity. We post, we check impressions, we check likes, and we start to believe those numbers tell the whole story. They don’t. Algorithms change constantly.

Human nature, though, doesn’t change. People still want to do business with people they know, like, and trust. Content builds that trust. But relationships are what create opportunity. That’s why discovery calls exist — to build the relationship and see if someone is ready for the next step.

Busting the Myths

Let’s challenge some conventional thinking and look at a few myths.

Myth #1: Treating LinkedIn Like Social Media

This is easy to do. Scheduling tools made it simple to push content everywhere from one dashboard. So we post, we wait, we hope for some traction, and then we do it all over again.

But LinkedIn isn’t really a social platform in the traditional sense. It’s a business relationship platform. People come to LinkedIn to learn, to connect, and to network. For coaches, consultants, service providers, and solopreneurs, that’s a real advantage.

The opportunity isn’t more content. The opportunity is building relationships intentionally.

Myth #2: The Goal Is to Create More Content

It’s easy to post when inspiration strikes. It’s easy to react to what’s happening in culture or throw something out there just to stay consistent. But if every post takes your audience in a different direction, they can’t anchor you to one thing.

Your audience needs to know what you do — and hear it often.

That’s why every post needs an assignment. Every post should strengthen your positioning, build trust, and support a larger conversation. Your content should all live under the umbrella of what you’re known for. You don’t have to post as often. Quality over quantity. But give every post a purpose.

Myth #3: Automating Relationships

We’re surrounded by tools that promise to automate everything — outreach, messages, connection requests, follow-up, engagement, customer service. Technology can help us work more efficiently, but it can’t replace relationships. It can’t replace genuine interest in another person.

Over the years, I’ve received connection requests immediately followed by a sales pitch. No conversation. No context. Just a pitch. You’ve received them too. Nobody likes it — because it feels transactional, not relational.

As AI becomes more common, authentic human connection becomes more valuable. If you pursue real connections, you will stand out. People can tell when they’re being treated like a lead versus a person.

Technology can automate tasks. It cannot automate trust.

Trust is built one conversation at a time, one comment at a time, one interaction at a time.

What Still Works

Platforms change. Features change. AI changes. Marketing trends change. But human nature doesn’t.

So why not focus on the constant?

People still want to do business with people they trust. They still want to feel understood. They still want solutions to their problems. They still want relationships.

That’s why relationship building remains one of the most valuable skills you can develop. It takes time, and people do have their defenses up — they’ve been sold to so much. But it’s worth it.

We pursue relationships not because it’s trendy or a hack. We pursue them because it’s human. And frankly, it’s just the right thing to do.

Tools and technology will keep evolving. But trust still matters. Relationships still matter. Conversations still matter.

Best Practices

Best Practice #1: Make People Feel Seen, Heard, and Valued

One of the most valuable lessons I learned didn’t come from marketing. It came from years of serving in ministry and nonprofit work. No matter someone’s background, culture, or challenges — people want a few simple things. They want to be seen. They want to be heard. They want to know they matter.

That’s just as true on LinkedIn as anywhere else.

Stop using your platform as a broadcasting tool. If your content is always about you — your business, your offer, your news — your audience starts to wonder where they fit in the story.

Meet them where they are. Then show them you have a solution.

Behind every profile and every email address is a real person — someone with goals, challenges, dreams, and questions. When we approach people with genuine curiosity instead of an agenda, relationships begin to form.

Best Practice #2: Every Post Needs an Assignment

The biggest shift for me was to stop posting just to post.

For a long time, I thought consistency alone would solve the problem. Just keep showing up, keep creating content, and they will come. But random content creates random results.

If your posts jump from topic to topic without a clear connection, people may enjoy each individual post — but they won’t remember what problem you solve. And if they don’t remember what problem you solve, they won’t think of you when they need help.

Every post should help people understand what you do, who you help, and how you think. Every post should contribute to a larger story. That’s how content compounds.

Best Practice #3: A Conversation Rhythm, Not a Posting Rhythm

Most people focus on a posting rhythm. They have a calendar and know exactly when they’re supposed to post. But very few people create a conversation rhythm — actually connecting with people.

That’s why I spend less time thinking about posting frequency and more time on meaningful interactions. Responding to comments. Checking in with someone. Congratulating a connection on a milestone. Sharing a resource. Following up on a conversation. Just serving people.

You can do this in just 10 to 15 minutes a day — and the results can be remarkable. When I leave a thoughtful comment on someone’s post, I often receive a connection request in return. That’s how relationships begin.

You need both. You need content, and you need to reach out and build real relationships.

What Changes When You Invest in People

Imagine what happens when every piece of content has a purpose. When you’re known for something specific instead of trying to cover everything. When your content builds trust over time and you start making meaningful connections.

Client conversations become more natural and more frequent. Not because you mastered an algorithm — but because you invested in people.

Marketing has always been about people. To me, the simplest definition of marketing is the process of building trust. If content is your marketing collateral, it should build trust. We have more technology than ever, more AI tools, more automation, more ways to reach people around the world. But marketing hasn’t fundamentally changed.

Marketing is still about understanding people, serving people, helping people solve problems, and building trust. Tools have changed. Human nature has not.

Key Takeaways

Welcome back. I hope you enjoyed this training. Let’s recap the key ideas.

The first myth was treating LinkedIn like just another social media platform. Whatever vehicle you’re using, it’s a means to connection — a means to a real person with real struggles, real dreams, and real goals. Think about how you can show up a little more human with the tools you’re already using.

The second myth was random content. Everything you do online should point toward an outcome. Your content shouldn’t be a series of disconnected one-offs. It should all work together to help you reach your goals.

The third myth was automating relationships. Some things can’t be automated. We need to be present and connect with people one on one. Your audience wants to feel seen, heard, and understood — so lead with them, not with yourself.

I hope this training was helpful. If you want to join me live on LinkedIn, I’d love to have you. I host a training once a month, and you can register at learn.marisashadrick.com/events. When you do, you’ll receive a notification when the LinkedIn Live goes live — plus a bonus bundle of nine marketing resources covering email list growth, copywriting, sales discovery calls, and more.

I hope to see you on LinkedIn. Until next time — take care.