How to Use LinkedIn to Grow Your Influence and Sales with Shay Rowbottom

Shay Rowbottom breaks down exactly how to build inbound leads on LinkedIn using organic video content — no ad spend required. She covers profile optimization, headline formulas, hashtag strategy, and the mindset barriers that stop professionals from ever hitting record. Best for LOs who know they should be on LinkedIn but haven't committed to a consistent content approach.

Takeaways you can run this week

• Rewrite your LinkedIn headline using this exact formula: 'I help [target market] accomplish [specific result] using [your method].' Example for an LO: 'I help first-time homebuyers stop renting and get into a home using a stress-free mortgage process.'
• After your headline, fill remaining characters with searchable keywords (e.g., 'mortgage lender,' 'home loans,' 'real estate financing') so you appear when agents and buyers search those terms.
• Redesign your LinkedIn banner image as a direct ad for your services — include your email, website, a CTA, and an action photo of you at work. Treat every profile visit as a conversion opportunity.
• Create a branded hashtag (e.g., #YourNameMortgage or #YourCityHomeLoans), add it to every post, and drop it at the end of comments you leave in other people's posts to expand your reach passively.
• Build a list of 10-15 active local real estate agents on LinkedIn and tag 2-3 of them in the comments of each relevant post with: 'Hey [Name], thought this might be useful for your buyers — what do you think?' Do not pitch in the post itself.
• Post one short video per week answering a single question your buyers or agents ask repeatedly (e.g., 'What's the difference between pre-qual and pre-approval?'). No CTA in the video — let your optimized profile convert the curiosity.

The playbook

1. Step 1 — Profile headline: Write 'I help X accomplish Y using Z.' Keep it jargon-free. Fill remaining characters with keyword terms buyers/agents actually search.
2. Step 2 — Banner: Replace generic banner with a branded image showing your face, your offer, your contact info, and a clear CTA.
3. Step 3 — Content: Record one value-only video per week answering a real question from your target market. No hard sell in the video.
4. Step 4 — Hashtag: Create a custom branded hashtag. Add it to every post and every comment you leave on others' content.
5. Step 5 — Engagement: Spend 15 minutes daily dropping genuine comments in the feed. Tag relevant industry contacts in your post comments when content is directly useful to them.
6. Step 6 — Measure leads, not followers: Track inbound DMs and profile visits weekly. If leads drop, increase posting frequency before spending on ads.

Worth quoting

“If you want to double inbound leads, I simply double the amount of posts I make. No ad money needed.”

“Ask yourself: what do I know that can make my target market's lives easier that they don't know — and just start giving that away for free.”

Best for

LOs who have a LinkedIn profile but treat it like a resume instead of a lead-generation tool.