I have a confession to make…
I’m not a big fan of social media and you can count on one hand the number of times I’ve posted on sites like Facebook over the past 15 years. That said, I know when it’s used in the right way, it can be a powerful tool to move a business forward, so, one site I do use is LinkedIn.
Whether you’re new to freelance dental writing or whether you’ve been running your business for a while, mastering LinkedIn will help you stand out in the competitive world of dental writing.
In this blog post, I’m going to share with you the exact steps I’ve used to land bigger and better clients. By the end, you’ll be equipped with the knowledge to enhance your profile, engage with the right audience, and leverage LinkedIn to its full potential. So, let’s get started…
Step #1 – Aligning your profile
The main problem I see with many LinkedIn profiles is that they aren’t fully aligning themselves with their target audience. I understand it can be hard when you don’t want to pigeon-hole your services but look at it from a potential client’s perspective. They’re looking for someone who can write dental content, so at the very least, your professional headline should tell them that.
Essentially, your headline is more than just a job title – it’s a snapshot of your professional identity. For example, instead of simply stating ‘Freelance Writer,’ consider something more specific like “Specialised Dental Content Writer | Helping Practices Grow with Engaging, SEO-Optimised Content.” This not only tells clients what you do but also highlights the value you bring to the table.
Profile Picture and Background Image
Additionally, your profile picture should be professional and approachable. A well-lit head shot with a neutral background works best but don’t sweat it too much. As long as you’re not looking like you just stepped out of bed or off the beach and are sporting a smile, you shouldn’t be far off the mark.
Some suggest that profiles should be in smart business attire and if that’s your thing, then great. However, if it isn’t, then smart casual or even plain ‘casual’ should be just fine.
Finally, don’t forget to make use of your background image as it can help to reinforce your brand. For instance, on my profile, I have the standard computer keyboard and coffee cup, but I’ve enhanced it with my signature and the words “Specialist dental content writer and copywriter for hire”.
While it’s perhaps not the most imaginative banner in the world, anyone who visits my profile will immediately see exactly what I do and how I can help.
About Section
Next, the “About” section on LinkedIn is equally as important because it’s your opportunity to tell your story. Highlight your experience in the dental field, your writing expertise, and how you help clients achieve their goals. Use the space to showcase your unique value proposition. For example:
Mine goes something like this…
“As a British-born copywriter with 14+ years of experience, I have an in-depth understanding of the latest technologies, treatments and services required to serve the writing needs of dental companies, businesses and practices within the industry.”
Top tip – Even when you have no dental writing experience, you can get creative and state that “You’ve worked in the industry” or “Have a special interest in dentistry.” Either way, you’ll have a unique understanding of the content requirements of dental practices, businesses and companies and that is usually enough to make you stand out from the crowd.
Featured section – Showcase Your Best Work
This is the place to show people what you can really do. The featured section is a great place to show potential clients your best work and should be used like a portfolio. I, for example, like to write and post featured articles about important dental issues. You can also include links to published articles, case studies, or testimonials from satisfied clients. Doing so, not only builds credibility but also provides potential clients with tangible examples of your expertise.
Now your profile is fully aligned with your dental writing prowess, let’s move on to the next step – finding potential clients!
Step # 2. Build and Engage with Your Network
In addition to a solid profile, a strong network is key to unlocking opportunities on LinkedIn. Here’s how to build and engage with a network that can help you grow your freelance dental writing business:
Connect with the right people
This is really important but how do you know who the “right people” are?
Essentially, look to make connections with other professionals in the dental industry such as principal dentists, practice managers, and marketing directors.
I can’t tell you how many dental/medical writers I see that have a ton of LinkedIn connections but hardly any make up their key target audience. Instead, they’ll connect with other freelance writers who may or may not be in their industry.
While this may be great for developing a support network, it isn’t ideal for growing your business.
Why?
Because other writers aren’t your target audience. Instead, it’s important to be laser-focused on who you link with.
If in doubt about who to connect with, put in a LinkedIn Search for “Principal dentists/Practice owners + area” and see what comes up. Alternatively, you could search for “Marketing manager at (insert company).”
Once you have a name, send them a personalised connection request.
Important point… Never hit the connect tab without sending a personalised message: Trust me, it rarely ends in success!
Instead, hit the ‘add note’ button and ensure your message is short and concise to increase the likelihood of acceptance.
For example, this is the exact message I used to land work from one of the largest dental implant manufacturers in the world
“Hi [Name], I’ve just spoken with (name) and she suggested I connect with you. I currently assist (company name) with their clinical dental marketing. Do you need an extra pair of hands?”
They responded with…
“Hi, Dale. Would you be available for a conversation with myself and the leader of our clinical studies? Can you also send me an example of a set of content you have created from a clinical report/research paper with the base report as a reference also?”
I sent over the required content, we had a quick video call some days later and that was the start of our working relationship.
While it isn’t always that straightforward, the bottom line is that it’s far better to establish fewer quality connections with key people rather than have a ton of connections with those who aren’t necessarily going to help you find work.
Now, that your profile is aligned and you’re connecting with the right people, you’re well on the way to landing clients on the LinkedIn platform. But there’s more you need to do…
Step #3 – Engage, Like and Comment
Engagement is key to staying visible on LinkedIn. Regularly like, comment on, and share posts from your network. When you comment, you should be looking to add value by offering a unique perspective or additional information.
So, how often should you post?
Many people suggest that you need to remain active daily on LinkedIn but In my view, this isn’t always necessary. Instead, I’ll spend around 10 minutes a day just having a quick glance through and if nothing’s doing, I don’t worry about commenting or posting. Instead, I’ll comment or share only when there is something interesting. This maybe two or three times a week, or perhaps just once. So, yes, be regular, but it doesn’t mean every day.
Now, before we go any further, we probably need to clear something up and it’s this…
Who should I be engaging with?
The following may seem somewhat controversial but we’ve already discussed engaging with the right people, so…
I would suggest steering clear of joining in discussions about anything other than dental-related info if you want to find dental clients. After all, that’s what you’re on the LinkedIn platform for right?
By responding and engaging only with dental-related people and content it does two things:
- It quickly positions you as an authority in the field; and
- Targeted content helps to better engage readers within the dental niche.
Think of it this way…
Those searching for a dental content writer aren’t going to go looking for you in a freelance writer’s group, so why would you spend the majority of your time commenting and posting there?
Remaining focused on your content not only keeps you on your connections’ radar but also increases the chances of your profile being viewed by potential clients in our industry.
That’s my take on it anyway.
So, now we’ve cleared that up, what type of content should you engage with? Here are some examples…
- Comments on industry updates
- Comments about great dental care or customer service
- Other people’s success stories within the industry – They’ve started a new position, they’ve opened a new practice, they’ve passed an advanced course
Essentially, look to comment and engage regularly but most importantly, try and add value to a conversation where necessary.
Step#4 - Share Valuable Content Regularly
- Post and share stories about the latest dental developments/technologies
- Share your latest writing experiences – dental-related, of course
- Share hints and tips on how to make a dental website’s content more engaging
- Share interesting studies such as oral health trends
- Share articles you’ve recently published
Essentially, you’re trying to build up a solid network of comments, posts and articles that enhance the chances of you being found when someone is looking for a dental writer for hire. Talking of articles… LinkedIn’s article feature allows you to share long-form content directly on the platform. So, write about topics that showcase your expertise, such as “What Really Happens After Tooth Loss” or “A Beginners Guide To Teeth Braces.” Remember, articles are highly shareable and are an ideal way to…
- Demonstrate you know what you’re talking about and
- Quickly establish yourself as an expert writer in your field.
As a top tip, when I write an in-depth article, I’ll post it to my writer website but then I’ll change the title slightly, alter the introduction and post it directly on LinkedIn Articles. This way, I build up a portfolio of content on both platforms simultaneously for a better search and one that shouldn’t affect SEO.
Step #5 - Use Analytics to Refine Your Strategy
Finally, it’s important not to get too bogged down with analytics but it is crucial to track your results from time to time to understand what’s working and what’s not.
The good news is that LinkedIn provides analytics for your profile and posts, allowing you to see who’s viewing your content and how they’re engaging with it.
Then, it’s simply a case of doing more of what works and less of what doesn’t.
So, there you have it…
LinkedIn Strategies For Dental Writers: The Key Takeaway
- Effective streamlining of your LinkedIn profile
- Engaging with the right people
- Being laser-focused on your commenting and posting of content, and
- Making use of LinkedIn analytics to create better content or engagement
and doing these things for long enough, you will have a good LinkedIn strategy for landing dental clients. Are you ready to make the necessary changes?
Start by Joining the Dental Writers Club
Mastering LinkedIn can transform your freelance dental writing business, opening doors to new clients and opportunities. However, LinkedIn is just one piece of the puzzle. To truly excel as a dental writer, you need comprehensive knowledge, industry insights, and a supportive community.
That’s where the Dental Writers Club comes in. As a member, you’ll gain access to a wealth of resources, including expert blogs and exclusive content designed to help you succeed. Plus, when you sign up today, you’ll receive a free guide on “How to Become a Well-Paid Dental Writer.” This guide covers everything from finding high-paying clients to mastering the art of dental content writing.
Don’t miss out on the opportunity to take your freelance dental writing career to the next level and start your journey to becoming a sought-after dental writer today!