LinkedIn by Heart: Winning Business with Authenticity

The Power of Global Networking for Exporters 

Let’s be real—business isn’t built on transactions; it’s built on relationships.  

"People do business with people that they trust."  

And in international trade, relationships are everything. 80% of new business comes from word of mouth, referrals, and trusted networks—yet too many people treat LinkedIn like a cold sales platform instead of the powerful networking tool it is.  

LinkedIn is the world’s most powerful business networking platform, with over 1 billion users across more than 200 countries and regions…but to be honest, most people are barely scratching the surface.  

That’s where LinkedIn By Heart© comes in. It’s not just about sending connection requests and hoping for the best. It’s about showing up as the real you, bringing generosity, insight, and value to the table. It’s about conversations, not pitches—nurturing relationships that can open doors to global trade opportunities.  

I joined LinkedIn in 2006—just three years after Reid Hoffman created it in his living room. Like Reid, I talked to or met 

everyone I connected with, but I soon realised the power of building a quality global network, and whilst I’ve scaled my connections, I still prioritise meaningful relationships over quantity.  

To make LinkedIn work for you, you need clarity, strategy, and consistency. Here are 10 essential steps to transform your LinkedIn presence and build a network that drives export success.  

1) Get Clear on Your LinkedIn Vision 

Before diving into LinkedIn, ask yourself:  

• What do I want to achieve?  

• Who do I need to connect with?  

• What will success look like?  

Take time to define your vision. Having a clear goal will shape everything—from your profile to your engagement strategy.  

2) Benchmark Your LinkedIn Performance 

To measure progress, you need a baseline.  

• Check your Social Selling Index (SSI) score: Visit www.linkedin.com/sales/ssi 

• Track weekly:  

• Connections & followers  

• Profile views & search appearances  

• Post impressions  

Pro Tip: Use Notebook LM and create an Audio Overview of your profile for an AI-driven assessment delivered in podcast style between two people discussing your LinkedIn profile – stunningly good and very useful  

3) Be Found, Be Impressive 

Your profile needs to be complete, optimised, and designed to make a strong first impression. 

How to Stand Out 

• Use a professional headshot (smiling, making eye contact)  

• Create an eye-catching, on-brand banner  

• Write a compelling headline (120 characters, first 45 must stand alone)  

• Craft an authentic About section with 2,600 characters max—tell your story, highlight expertise, and include a clear CTA (call to action)  

• Fully complete your contact info (international phone, email, website, address)  

• Include your personalised LinkedIn URL on all marketing materials e.g. 

Pro Tip: The Buddy Interview Method  

Most struggle to write about themselves. Instead:  

• Pair up with a LinkedIn buddy  

• Record an interview with Otter.ai to transcribe from speech to text and then  

• Use ChatGPT to analyse:  

• Your tone of voice & communication style  

• Keywords & phrases to include in your profile  

• A story-driven About section that feels genuine, engaging, and original for you to refine before publishing  

You can also use your buddy interview to create your own tone of voice and style in ChatGPT  that you can name and use for all your content – ensure that your prompts are clear, specific and right for you to get a good result.  

4) Translate Your Profile into Target Languages  

Your clients are 4x more likely to engage with you if you address them in their native language online. LinkedIn supports 36 languages, making it a valuable tool for exporters.  

Once you are happy with your LinkedIn profile in English, consider translating it into your key target market languages. 

Ensure this is done professionally by someone who understands both your industry and business context—poor translations can harm credibility more than help.  

A well-translated profile can significantly enhance your visibility, engagement, and trust in international markets.  

AI can be really helpful for generating translations for you, but please always have these checked by a translator or native speaker before using them externally.  

5) Profile Your "A-List" Target Clients  

Not all clients are created equal, and if you want to maximise your success, you need to focus on the right ones. Instead of casting a wide net, take a strategic approach—identify the 3-5 key customer profiles that best align with your business and focus your energy there.  

How to Identify Your Ideal Clients:  

• Review your client databases and assess them against an agreed set of criteria.  

• Identify your top customer profiles based on revenue potential, impact, and long-term growth opportunities.  

• Pinpoint the decision-makers—these are the key people you want to connect and engage with.  

• Use client interviews and insights tools like Otter.ai and ChatGPT or Perplexity to extract common challenges, needs, and key phrases to fine-tune your messaging.  

• Go beyond direct buyers—build relationships with connectors, influencers, and champions in your industry who can introduce you to new opportunities.  

By refining your focus, you ensure that every interaction is meaningful, intentional, and more likely to lead to long-term business success.  

6) Leverage Your Featured Section  

This is prime LinkedIn “real estate”—use it to showcase your expertise and build credibility.  

• Best-performing LinkedIn posts  

• Case studies or client testimonials  

• Introductory video  

• Free resource or lead magnet  

7 Use LinkedIn Search Proactively  

Proactive searching on LinkedIn isn’t just about finding people—it’s about being seen as an active, engaged professional. The more you use LinkedIn’s search tools, the more visible and valuable you become in LinkedIn’s ecosystem. 

To expand your global network and boost your LinkedIn performance:  

• Use LinkedIn’s search every day to research potential clients, partners, and opportunities.  

• Check out profiles before reaching out—look for hooks and commonalities that make your connection request more natural and engaging.  

• Join their conversations first—comment on their posts, engage with their content, and demonstrate genuine interest before sending a request 

• Leverage Boolean search techniques  

• Apply LinkedIn’s advanced filters to pinpoint key decision-makers and industry leaders.  

The more strategic and intentional you are with search, the stronger and more impactful your network becomes.  

8) Build a Smart Connection Strategy  

Connecting on LinkedIn isn’t about numbers—it’s about building meaningful relationships that add real value.  

Sending out random connection requests won’t get you far, but a strategic approach will.  

• Connect with the right people—focus on decision-makers, trade partners, and those who align with your business goals.  

• Make it personal—every connection request should feel genuine. Mention something specific about their profile, work, or content.  

• Engage before you connect—comment on their posts, join their conversations, and show you’re interested in them as a person, not just a prospect.  

• Follow up with purpose—a connection is just the beginning. Send a message that continues the conversation and adds value rather than jumping straight into a sales pitch.  

Pro Tip: On mobile, always click “More” to personalise invites—don’t miss this key step!  

9) Make Every Comment a Value Bomb  

Engagement isn’t just about posting—it’s about being part of the conversation.  

Comments are one of the most powerful ways to increase visibility, build credibility, and attract meaningful connections.  

• Go beyond “Great post!”—add real value by sharing an insight, personal experience, or thought-provoking question.  

• Spark engagement—encourage discussion by inviting others to contribute their perspective.  

• Be consistent—regular, thoughtful comments keep you on people’s radar and position you as a go-to expert in your field.  

• Comment before AND after you post—this boosts engagement and increases visibility.  

Pro Tip: AI-generated comments kill engagement—stay human. People connect with authenticity, not automation.  

10) Post with Purpose—Engagement Over Ego  

Posting on LinkedIn isn’t about broadcasting—it’s about starting conversations that matter.  

The best posts create dialogue, inspire action, and reinforce your credibility.  

• Tell stories, not sales pitches—share real experiences, lessons learned, and insights that others can relate to.  

• Make it personal—let people see the real you, your values, and the way you do business. 

• Encourage interaction—ask questions, tag relevant people, and invite engagement.  

• Quality over quantity—posting consistently (3-5 times per week) is great, but only if what you share is meaningful.  

Pro Tip: Remember, a reshared post with your commentary counts as YOUR post for the day. A simple reshare without comments does not.  

Final Thoughts: LinkedIn is Your Gateway to Global Trade  

LinkedIn isn’t just a networking tool—it’s a gateway to global opportunities. When you use it with intention, authenticity, and consistency, it becomes a powerful driver for real business success.  

So, ask yourself:  

✅ Audit your profile—does it reflect your expertise?  

✅ Get clear on your audience—who do you truly want to connect with?  

✅ Engage with purpose—show up, add value, and build real relationships.  

Take action today. Small, meaningful steps can create big shifts in your LinkedIn success. 

Show up. Be real. Add value.  

Make connections that matter because LinkedIn By Heart© isn’t about transactions—it’s about people, trust, and building relationships the right way.  

Kerry Siân Ballard CEO, Superyacht Sales UK:

After 15+ years on LinkedIn, I thought I understood best practices for building meaningful interactions. But after attending an internationalisation training session, I gained fresh insights that transformed my approach. By implementing these techniques, my analytics skyrocketed, and suddenly, people were reaching out, sending invitations, and engaging with my content like never before. This shift has opened up incredible new opportunities for Superyacht Sales UK—ones that may have otherwise been missed. It’s been a game-changer, and I’m immensely grateful for the impact it’s had on our business. 

Robert Palmer, MD, Securiclad and Isoclad Ltd:

LinkedIn was huge for our international expansion. While Welsh Government support helped us identify local partners, LinkedIn’s global reach allowed us to connect and build relationships before ever stepping into the market. Translating our content was key—it showed we were serious about doing business locally and respected the fact that English isn’t the first language for many. With most business leaders active on LinkedIn, it gave us a crucial edge in establishing trust and opening doors ahead of face-to-face meetings. 

Leverage AI to Work Smarter, Not Harder  

Technology can help you optimise your LinkedIn strategy while keeping your approach authentic. Here are some of the best AI tools to enhance your LinkedIn performance:  

Tool	Purpose	Pros	Cons
Chat GPT	AI-Powered writing assistant	Helps with content, profile optimisation, and messaging strategy	Needs strong prompts to be effective
Perplexity	AI search & research tool	Quick insights and competitor analysis	Can be overwhelming with too much data
Otter.ai	Transcription & note-taking	Perfect for capturing client interviews and self-reflections	Requires manual editing for accuracy
Canva	Graphic Design	Easy-to-use for LinkedIn banners & post visuals	Free version has limited features
AuthoredUP	LinkedIn content scheduler	Helps batch and refine content	Paid tool
NotebookLM	AI-powered research & insights tool	Generates structured insights and summaries for LinkedIn strategy	Still evolving, requires refinement