Pack a 1-2 Punch on Finding New Clients on LinkedIn

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One of the toughest things to do is find the right customers on a consistent basis.

You want to constantly fill your pipeline and grow your network, whether it be top-of-funnel leads, adding in more existing opportunities from current accounts, new partnership opportunities, or finding those teaming partners you want to work with.

In-person networking and referrals are the best way to do this to grow, but you can only be in so many places at once.

Today, I’m going to show you how to combine Google Alerts and LinkedIn to help you build across all areas of growth.

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It takes a little setup to start, but it will become an easy way for you to start to leverage LinkedIn for more than just liking posts. It will become a way to reach out to new customers and partners.

New connections (aka strangers) don’t want to hear about you. They want to know how you can help them.

I faced this challenge head-on. It took some trial and error, but I developed a straightforward process that works—and I think it might work for you, too.

This approach is simple, effective, and incredibly underused. Today, I’m going to show you exactly how to set it up and start using it.

Let’s dance.

Google Alerts + LinkedIn DMs

A 1-2 punch. When you regularly post valuable content on LinkedIn, you create brand awareness and set the stage for genuine connections. Pairing this with targeted outreach can help you reach potential clients just as they’re considering new investments.

This tactic is about positioning yourself to connect with clients who are already in a world of networking and growth, as well as looking for new connections, ensuring your outreach is timely and relevant.

Step 1: Set Up a Google Alert for Relevant Triggers

Start by setting up a Google Alert for specific keywords that indicate growth in your target industry. Some examples of “trigger” words might be:

• Contract Award

• News Mention/PR Announcement

• Industry Event/Conference Appearance

• Investment Rounds (i.e., “Series A”, “Series B”)

• Hiring

• Seeking Teaming Partners/Joint Ventures/Etc.

These terms signal that a company or individual is growing, expanding, or making moves that could mean they’re open to teaming, hiring, or purchasing new services.

Or you also want to stay “in the know” for what your client might be doing.

For example, I set up a Google Alert for terms like “construction” + “USACE + “Virginia.” This allowed me to stay informed when a company was growing and might be interested in my client’s expertise in Virginia. Google Alerts then emailed me each time relevant news popped up, saving me time and ensuring I could reach out while the company was top of mind.

Create as many Google Alerts as you’d like and tailor them to your specific needs.

If you are looking at “construction,” also add an alert(s) for “building,” “facilities,” “renovation,” or “new construction.” The list goes on, but tailor it to the specific keywords in your niche.

Second Touch - Turn Up the Volume on Value

Once you have your Google Alerts set up, now we move over to LinkedIn.

Schedule a time in your calendar to reach out to the alerts that you want to reach out to.

What do you do next?

• Step 1 - Connect with the company POCs

  • This can be the CEO, VP, Sales Leader/ Head of Business Development, Project Executive

• Step 2 - Once connected, send a short message to them

Your message can look something like this (sample template):

“Congratulations on your recent contract award with [insert customer]. Love what you’re doing. Keep up the great work and look forward to following you and your company's growth.”

Here’s the secret—keep the focus on them. Too many outreach messages fail because they’re all about the sender. If your message is centered around how you can help the recipient, you’re far more likely to get a response.

People love nothing more than paying attention to the industry, especially if you have a background in it.

Third Touch - Show Your Skills

Once you set your Google Alerts and have a few variations of a DM template, start to reach out and engage with new people on LinkedIn. Based on how the first engagement goes, build on the conversation.

You might see they that need a teaming partner, or have a gap in their current project (or future project).

If you know the company and main POC is going to be at an upcoming conference or tradeshow that you’ll be at as well, add that into the conversation. Build towards a face-to-face.

Pack Some Additional Punch

Here are a few tips to really hit it out of the park when reaching out

1. Add your Google Alerts to Slack or Teams so you won’t lose track. I use Slack and it’s a great way to see everything that comes in and what to act on

   1. Invite any internal (and/or external) individuals to your lists as needed

2. Set up Google Alerts for your current clients as well. It’s a great way to stay on top of what your current clients are up to

3. Set a Google Alerts for your past clients too! If you see they won an award, send them a polite DM and congratulate them on an award/recognition/ M&A/whatever it might be. Another reason to post on their LinkedIn page

4. If you have a mutual friend in common, leverage that person to help make a connection. I discussed that here

5. Email works as well. Doesn’t have to be just LinkedIn. Having a multi-angle approach to reaching out can always be very useful too

6. This doesn’t just have to be for business opportunities. It’s also great to track things such as policy, legal, state/local/federal code changes, funding, etc.

What the Internet Taught Me This Week

From new tools, recent trends, and market updates, here is what has been on my mind.

1. This AI slide deck tool can develop slides in a flash. Check it out here

2. Denied a claim? Check out this AI tool that can help you fight back against the health insurance companies

3. We have many underutilized buildings, this Washington Post article looks at one way we can change it

Leave the robotic, sales-driven messages behind. Your goal is to spark a conversation, not close a deal on the first interaction. Start by setting up one Google Alert with a relevant keyword, and see what kind of leads it brings in. Remember, even small steps can lead to major business connections.

Ask insightful questions, share relevant personal anecdotes (without oversharing), and prioritize building trust through authenticity.

Compare this type of exchange to the other exchanges you’ve received.

One effective authentic DM can help you land a great client.

Maybe you can’t do it at scale, but it sure is quality over quantity.

See you next week.

Whenever you're ready, there are 4 ways I can help you:

1. Unlocking Hidden Potential - Reconnecting with Past Clients for Explosive Growth - Check out my free eBook on how you can find hidden gems in your past clients and help you crush your sales goals.

2. Build your Sales CRM - Download our free Sales eBook on How Your Sales Team Can Maximize Your CRM Tool. Whether it’s Hubspot, Salesforce, or another CRM tool, make sure you leverage it to your advantage.

3. Awesome Sales Resources - Transform your sales engagement and capabilities across Social Selling, CRM, Lead Generation, Enablement, and more.

4. Cribworks Advisor Program - Want more than just resources? Reach out to me and see if our Advisor Program can help you grow your business.