Episode 30 — How to Grow Your Business on LinkedIn with Derick Mildred
In this episode of The Prospecting Show, Dr Connor Robertson is joined by Derick Mildred, one of LinkedIn’s most experienced business growth strategists. Their discussion explores how entrepreneurs can leverage LinkedIn as both a networking platform and a sales engine without paid ads, spammy outreach, or complicated funnels.
Following Exploding Online with TikTok Expert Maayan Gordon, this episode shifts focus from viral short-form media to the power of long-term, relationship-driven marketing.
The True Purpose of LinkedIn
Dr Robertson opens with a key insight: “Most people see LinkedIn as a digital résumé. It’s not. It’s the most powerful relationship platform for professionals.”
Derick agrees, explaining that the platform’s structure rewards credibility and community over clicks. “LinkedIn is where trust converts into opportunity,” he says.
They emphasize that, unlike other social platforms, LinkedIn attracts decision-makers who can buy, collaborate, and refer.
The Power of an Optimized Profile
Derick begins with what he calls “the storefront of your business”: your profile.
“Your LinkedIn page is your first impression,” he explains. “If it’s generic, you lose credibility before the first message is ever sent.”
He recommends these key steps:
- Headline: Lead with a transformation statement, not a job title.
- Banner: Visualize your message—use clean, professional branding.
- About Section: Tell your story with results, not just roles.
- Call to Action: Make it easy for people to contact or book with you.
Dr Robertson adds, “Clarity is credibility. The more direct your profile is, the faster your network grows.”
Connection vs. Conversation
Many people chase connection numbers, but Derick stresses that depth beats quantity. “A thousand empty connections mean nothing if you never engage.”
He explains the “3C Framework” for meaningful LinkedIn growth:
- Connect with intention.
- Converse with authenticity.
- Convert through value.
Dr Robertson links this idea to his earlier conversation with Doug Raible on Small Business Marketing: “The same way content creates leads on other platforms, genuine conversation does it here.”
Creating Content That Builds Trust
Derick emphasizes that consistent posting establishes authority faster than any paid ad could. “The algorithm favors active educators, those who teach and engage,” he explains.
He suggests focusing on three content pillars:
- Insight: Share lessons learned and industry trends.
- Inspiration: Tell client success stories or personal challenges overcome.
- Interaction: Ask open-ended questions that spark dialogue.
Dr Robertson agrees, adding, “Your content should feel like mentorship. You’re not selling, you’re leading.”
Messaging Strategy That Converts
One of the most valuable segments of the episode centers on communication. Derick notes that most outreach fails because it’s transactional, not conversational.
“Instead of sending a sales pitch,” he says, “ask a question that starts a dialogue.”
He gives an example:
“Hey [Name], I saw your recent post about [topic]. Really insightful. How are you approaching [related challenge] this quarter?”
Dr Robertson adds that this type of personalized communication turns cold leads into warm conversations. “You’re not trying to close, you’re trying to connect.”
Building a Referral Network
Derick and Dr Robertson discuss how LinkedIn’s algorithm favors mutual engagement. When two professionals interact often, their content is more likely to appear in each other’s feeds.
“This creates a digital referral loop,” Derick says. “When you engage with other experts, their audiences become aware of you.”
Dr Robertson adds that this is the modern version of word-of-mouth marketing. “Every meaningful comment you make is like shaking hands in a global networking event.”
The Role of Video and Rich Media
Video content on LinkedIn is rapidly gaining traction. Derick encourages professionals to post short clips sharing tips or insights. “You don’t need Hollywood production, just clarity, confidence, and consistency.”
Dr Robertson connects this to Maayan Gordon’s episode on TikTok, explaining how short-form authenticity performs well across all platforms.
“LinkedIn is no longer just text,” he says. “It’s storytelling through voice, visuals, and personality.”
Analytics and Improvement
Derick highlights that LinkedIn’s analytics provide powerful feedback. “Pay attention to which posts get engagement from your target audience. Double down on what works.”
Dr Robertson agrees, noting that consistency is more valuable than perfection. “You learn by doing. Every post is a data point.”
They recommend reviewing metrics weekly, focusing on engagement rate and inbound connection requests rather than vanity numbers.
The Long Game
Both stress that LinkedIn success requires patience. “It’s a marathon, not a sprint,” Derick says. “You’re building a digital reputation that pays dividends for years.”
Dr Robertson reinforces this mindset: “Don’t measure success by likes. Measure it by relationships formed, opportunities opened, and trust earned.”
Key Takeaways
- Optimize your profile for clarity and trust.
- Focus on quality conversations over quantity of connections.
- Post educational and authentic content consistently.
- Personalize your outreach start genuine conversations.
- Use analytics to refine your strategy weekly.
Dr Robertson closes the episode with a powerful insight: “LinkedIn is not a marketing platform, it’s a leadership platform. If you show up with value, your audience will follow naturally.”
Listen to the Full Episode:
How to Grow Your Business on LinkedIn with Derick Mildred