At some point, every business owner or marketing lead realises that shouting louder doesn’t mean you’re heard by the right people.
You stop chasing cold leads. You stop cringing at outreach and focus on engagement. You stop playing the volume game.
And you start asking better questions, like:
– Who do I actually want to be talking to?
– What relationships would change the game for my business?
– How do I build them in a way that feels … human?
First: Let’s Redefine What a “Strategic Connection” Really Means
A strategic connection isn’t just someone who could technically buy from you.
It’s someone whose work overlaps with yours in a meaningful way.
Someone who could open the door to shared opportunities, joint pitches, referrals, introductions, or even just a clearer understanding of your market.
It’s about aligning, not selling.
And if you’re playing the long game, that is building credibility, expanding into new regions, or looking to win work through better partnerships then these connections matter most.
What Strategic Partners Actually Look Like
Sometimes the most valuable relationships are sideways, not upwards.
For example:
- A bespoke kitchen company might not just want to sell direct to homeowners. Strategic allies? Architects, high-end developers, or interior designers already working with those homeowners.
- Accountants can build powerful referral networks with solicitors, IFAs, and HR consultants, becoming the go-to trio for business clients.
- Planning consultants can work smarter by partnering with developers and surveyors early in the process, ensuring they’re looped in before the planning headaches begin.
- Commercial insurance brokers could collaborate with mortgage brokers or wealth managers, building a holistic service around business owners and investors.
These aren’t wild ideas.
They’re what we see working every day for our clients.
How to Spot Strategic Allies on LinkedIn
Forget automation for a moment. Strategic engagement starts with curiosity.
Here’s how to start spotting the right people:
1. Use LinkedIn’s basic search bar like a detective
Start by typing in the type of person you want to connect with.
Example: “Interior Designer London” or “Commercial Architect Birmingham.”
Use the filters to narrow by:
- Industry
- Company size
- Region
- Current company
Don’t just connect with anyone. Click into profiles. Read their “About” sections. Check mutual connections. Ask yourself: Could we actually help each other?
2. Follow the rabbit holes
Find one great person, look at who’s commenting on their posts and check out who they’re tagging or engaging with.
This is where the magic happens. You’ll often uncover niche companies or consultants you wouldn’t have found otherwise.
3. Save interesting people in lists
Even without Sales Navigator, you can save posts, follow people without connecting yet, or jot down names in a simple spreadsheet. Build your own watchlist of future collaborators.
Starting Conversations Like a Human
Let’s get this out the way:
No one wants a cold pitch in their DMs five seconds after accepting your invite.
The goal is not to trick someone into booking a call. It’s to start a conversation.
Here’s what that looks like in practice:
- Reference something you genuinely noticed in their work or profile
- Ask a question that shows you’ve done your homework
- Be honest about why you’re connecting, without pretending to be “just curious” when you’re clearly not
Here’s a sample:
“Hi Alex, I noticed your team recently completed a workspace fit-out in Bristol, we’ve been speaking with a few commercial agents in that area and your name kept popping up. Would love to stay connected in case there’s scope to collaborate down the line.”
Genuine. Relevant. Open-ended.
No pressure. No pitch.
Why This Approach Works
Because reputation travels.
Because thoughtful people can spot a mass message from a mile away.
And because, frankly, if someone doesn’t get your message, they’re not the right partner.
Strategic relationships take longer to build. But they last longer too.
Want Help Finding These Kinds of Relationships?
At LSC Creative, we’re not a lead gen agency.
We’re your behind-the-scenes relationship builders, nurturing the kinds of conversations that open doors while you stay focused on delivering for your clients.
If you’re looking to:
- Break into a new sector
- Build meaningful partnerships
- Expand your presence without shouting into the void
Then let’s talk.
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