LinkedIn: Slow-burn LinkedIn leads are the best leads for my PR agency

How many times have you opened LinkedIn to find yet another unsolicited message lurking in your inbox? A paid message from someone you've never encountered, pitching a product or service completely irrelevant to your interests? This approach treats LinkedIn like a shortcut to quick wins, relying heavily on a scattergun strategy that often annoys rather than engages. At my agency, we've learned that LinkedIn is far more effective as a slow-burn marketing tool. Instead of forcing instant interactions, we focus on building genuine connections through consistent, valuable content over time. And it's working. Let me lift the hood on some of our sales processes that we have refined, tested and measured over the years. Potential clients often tell us that they first found my agency via my weekly LinkedIn 'What's Noteworthy in PR' video segments. They might watch one, then another, and perhaps even a dozen more, quietly following our work before reaching out. It's a strong reminder that trust is built slowly over time. From LinkedIn, potential leads often move to our website. Here they watch additional videos, read through detailed case studies, and review our capabilities thoroughly. Before making direct contact, prospects will often head back to LinkedIn. Days, months, or even years might pass by before they feel ready to reach out. That's okay - we're playing the long game, after all. When potential leads feel ready to investigate further, they then get in touch either by filling out contact forms on our website or by calling directly. We track this closely and are able to quickly evaluate the suitability of each enquiry. If there is uncertainty about whether we're the best fit, we request the potential client complete a bespoke briefing form to help determine our compatibility. When they do eventually get in touch, our leads have already formed a clear impression. They've seen our expertise demonstrated over and over again, which accelerates the sales conversation significantly. By the time they're on the phone or filling out a contact form, they're warmer leads, because trust has already been established. Once qualified, we set up an initial call to gather essential information. Using this insight, we craft a tailored proposal offering multiple budget options, often accompanied by a personal video message to strengthen the human connection that we kick-started on LinkedIn. People buy from people, not businesses. Our presence on LinkedIn bridges the gap between a faceless agency and our real, relatable team members - the people our potential clients will be working directly alongside. LinkedIn also serves as a powerful reassurance tool. Perhaps a client initially discovered us through SEO or media coverage quoting me as an expert. Before they take the plunge, they inevitably head to LinkedIn to verify what they've heard elsewhere. This step solidifies trust because they're seeing consistent messaging, genuine interactions, and real-time evidence of our capabilities. Many of our long-term clients can be traced back to LinkedIn, where initial curiosity gradually became genuine interest and, eventually, loyalty. LinkedIn is not an instant-gratification play. If you view LinkedIn purely as a place for quick wins, you're missing its true power. It's a long game, where consistency, authenticity, and value-driven content steadily cultivate trust and credibility. Don't underestimate the quieter, relationship-building power of LinkedIn. Use it to regularly showcase expertise, offer real value, and build trust - without the spammy messages.