How Small Businesses Can Reach More Clients Beyond LinkedIn’s Algorithm

In a recent LinkedIn post, Dan Sherrard-Smith discusses how businesses can reach prospective clients beyond LinkedIn as creators contend with weaker post visibility. This article reports on Sherrard-Smith’s recommendations; it is coverage of his post, not an article written by him.

“With LinkedIn reach down for so many creators right now, I wouldn’t rely on your LinkedIn content as your only way of reaching clients.”

Take the audience-building effort beyond the feed

Sherrard-Smith opens with a question about reach: a friend with more than 150,000 LinkedIn followers reportedly saw 679 views within an hour of posting. He says similar concerns have come up frequently this year. His response is to diversify how businesses reach people, rather than make LinkedIn’s algorithm their only route to prospective customers.

According to Sherrard-Smith, ideal clients already gather around established channels and events, including niche podcasts, industry newsletters and conferences. A guest appearance or speaking opportunity can put a business in front of many relevant people at once. He says a large social following is not a prerequisite: he recalls having about 10,000 followers when he appeared on the MeaningfulMoney podcast.

Build a credible case for an invitation

Sherrard-Smith and Julia Kotula have focused on reaching ideal clients in 2027 without relying solely on social platforms or letting content creation consume the week. His advice centers on finding the right venues and making it easier for hosts and editors to assess a potential guest.

“Your ideal clients already gather in places other people have built: a podcast for founders, a trade newsletter for agency owners, a conference room with 150 people from your industry.”

He recommends starting with niche podcasts that a business’s clients already trust, particularly for people with audiences of 1,000 to 10,000 followers. Sherrard-Smith presents those appearances as practice for larger opportunities, not as a strategy that requires immediate access to the biggest shows.

Make the pitch easier to evaluate

His six suggested actions include listing the podcasts, newsletters and events clients already follow; seeking warm introductions to hosts; and updating a LinkedIn profile so it works as a concise media kit. He also recommends preparing a separate, simple media kit that outlines a person’s expertise, topics and relevant experience.

Lead with useful ideas and stories

Sherrard-Smith argues that a guest appearance should offer more than a sales pitch. He says audiences are more likely to learn from guests who share practical frameworks and engaging stories. That advice complements his emphasis on preparation: identify where potential clients are already paying attention, then give those audiences a clear reason to listen.

“FWIW, I felt like I wasn’t ready for these opportunities but I went for it anyway.”

Sherrard-Smith acknowledges that pursuing media opportunities can feel premature. His post frames outreach as a way to build trust and expand client reach, while reminding readers that a smaller following does not necessarily rule out being considered by established podcasts or publications.