Building Meaningful Connections on LinkedIn: A Relationship-First Approach to Networking

Don’t you hate it when you connect with someone on LinkedIn and the first thing that happens is that they reach out to pitch you their business or service as an ice breaker? If you’d like to see how quickly I can forget who you are you should pitch me without us ever talking before. I’m sure it works here and there, but I don’t imagine it’s all that effective.

My name is Adam Hannemann. Welcome to Ramblings of a Geek. I’ve been in the MSP space for the better part of a couple decades. I joined LinkedIn in the early days where there wasn’t a lot of guidance for how to use it past connecting with your co-workers. I’ve, of course, done much more with it in recent years.

Today, I want to share some thoughts that came up during a conversation with my friend Kevin. We were discussing social media strategies, particularly on LinkedIn, and how we approach marketing in the MSP space. This led me to reflect on how we think about LinkedIn content and networking—and why I believe we might be getting it wrong. As an aside, having a friend like Kevin is great. He sees the MSP space from a different context as he’s a fractional COO/Integrator so our conversations often take different than anticipated turns. If you don’t have a friend like this that makes you think differently you should find one.

I’m a huge believer in building relationships over generating transactions for MSP owners and sales people. I have some thoughts and ideas on how better to use LinkedIn for your business, so let’s get into it.

The Problem with Transactional Networking

When you connect with someone on LinkedIn, the immediate instinct might be to ask for something—whether it’s joining your newsletter, booking a meeting, or exploring your services. But here’s the thing: this approach is transactional, and MSPs are in the relationship business, not the transaction business. You want to have conversations, plural, with your connections. You certainly don’t want them regretting connecting with you.

Think about it: if the first message someone receives from you is a pitch, it’s likely to turn them off. Yet, many still use automated messages like, “Thanks for connecting! Here’s my services. Want to book a call?” It’s ineffective, and frankly, it’s stupid. I think in all of the connections and conversations I’ve had on LinkedIn I’ve responded favorably to two of these types of requests. Both were because I was actively looking for the services on offer.

This is a little bit like when you are cold calling and you stumble across the random prospect that’s looking for your services. It’s like a 1 in 1000 call. This is a terrible play when working with LinkedIn prospects, especially for our services as MSPs.

A Better Approach: Start with Value

What if, instead of asking for something, you started by offering value? For example, when connecting with someone local, you could say: “It’s great to connect with you on LinkedIn. I’m always looking to understand the types of referrals and new business opportunities that people are seeking. How can I send you business?”

This shifts the dynamic. You’re not asking for anything—you’re offering to help. And while some might question your motives, the truth is, helping others often leads to opportunities, directly or indirectly. It’s about being a good human being and building trust.

If nothing else, you’re much more likely to have a conversation with them this way. This is what you were hoping for — something that allows you to start building a relationship.

Building Relationships Through Small Gestures

Let’s take this a step further. Imagine one of your new contacts mentions they’re looking for a dog sitter for an upcoming trip. If you happen to know one, why not make the introduction? You’ve just provided value without expecting anything in return.

A few weeks later, you could follow up by sending an inexpensive dog treat with a note: “Hope your trip went well and your dog had fun! Here’s a little treat for them.”

This small gesture shows you care and are willing to invest in the relationship. It’s not about the cost—it’s about the thoughtfulness. And when the time comes for them to need IT support or related services, who do you think they’ll remember?

The Power of Consistent Value

Now, imagine doing this consistently—making two or three meaningful connections a month. Over time, you’ll build a network of people who know, like, and trust you. And when they need services you provide—or even adjacent services—you’ll be top of mind.

This approach isn’t just about networking; it’s about building a community. And in the MSP world, where relationships are everything, this can be a game-changer.

Especially if you sprinkle in solid thought leadership content on your own feeds and your company page feed on a regular basis. They’re much more likely to read your content and respond if they already like you and have even a nascent relationship with you. 

Crafting LinkedIn Content That Resonates

Beyond networking, your LinkedIn content should speak directly to your target clients. Here’s how:

• Focus on their needs: Share insights and solutions that address their industry challenges.
• Position yourself as a thought leader: Post content that showcases your expertise and understanding of their business.
• Engage meaningfully: Comment on their posts with thoughtful insights, not just generic praise.

The goal is to establish yourself as a trusted resource, not just another vendor. Over time, this builds credibility and opens doors for deeper conversations.

Conclusion: Relationships Over Transactions

In the MSP space, success isn’t just about closing deals—it’s about building lasting relationships. By starting with value, offering help, and consistently engaging with your network, you’ll create a foundation of trust that pays dividends in the long run.

So, the next time you connect with someone on LinkedIn, ask yourself: How can I help them? It’s a simple shift in mindset, but it can make all the difference.