Skill Lab Recap: Building a LinkedIn Presence That Actually Works, with Natasha Walstra
LinkedIn has changed. What once functioned as a digital résumé is now more like an always-on conference room where the right conversations can lead to visibility, credibility, and new business. In our most recent Skill Lab, we were joined by LinkedIn strategist Natasha Walstra, who walked us through how to build a modern LinkedIn strategy that feels natural, sustainable, and effective.
This session was designed to help business owners, consultants, and service providers get past the fluff and into the strategy. Natasha shared her journey from sales development representative (SDR) to personal brand expert and broke down what actually works on LinkedIn today.
Whether you’re just getting started or you’ve been posting for years and are wondering where the ROI is, this recap covers everything we learned.
Natasha’s Story: From Cold Calls to Relationship-Driven Sales
Natasha began her career in sales by making 100 cold calls a day with a mirror taped to her desk to remind her to smile. As an introvert, that approach felt completely misaligned with how she wanted to work. She was driven to succeed but hated the spray-and-pray tactics that were standard at the time.
During a bartending shift, she spoke to a customer who suggested she explore LinkedIn as a way to build relationships. That conversation shifted everything. Natasha began using LinkedIn to connect intentionally, share valuable content, and warm up leads before calling them. It worked.
Later, while working for a 3D printing company, she started sharing content about her clients and their work. She was not promoting herself directly. She simply shared stories that created credibility and trust. The ripple effects inside her company were huge. She became known as the face of the brand on LinkedIn and was soon asked to teach others how to do the same.
Her success led her to Forbes Books, where she worked with authors and entrepreneurs on building their thought leadership. It became clear that without a strong digital presence, even the most powerful books or services would go unnoticed. That realization sparked the business she runs today.
Your Profile Is Not a Résumé. It’s a Landing Page.
One of the biggest takeaways from this session was Natasha’s advice to stop thinking of LinkedIn as a static profile and start thinking of it as a personal landing page. Every part of your profile should help your ideal client understand what you do, who you help, and how to take the next step.
Here’s what to optimize first:
1. Banner
This is your visual billboard. You have about seven seconds to capture someone’s attention. Make it clear and compelling. State who you help and what you help them do.
2. Headline
Your job title is not enough. Use the headline space to communicate what you actually do in simple terms. This is what shows up in search results, comment sections, and connection requests.
3. About Section
This section should speak directly to your ideal client. Describe the transformation you offer. Show them what changes after working with you. Add credibility elements if needed, but avoid writing it like a traditional bio.
4. Featured Section
Use this space to showcase your most important links. Include a clear call to action such as “Book a Discovery Call” or “Join My Newsletter.” Natasha advised leaving the description blank when adding a link to avoid pop-up friction and to keep it simple.
5. Company Page Connection
If you run your own business, make sure your company is linked properly on your profile and has a logo. Even small visual details help build trust and signal professionalism.
Natasha also recommended that, instead of creating an entirely separate content strategy for your company page, you can post from your personal profile and have the company page repost your content. That structure works better, especially for small teams or solo business owners.
The Two Essentials: Content and Conversations
Natasha explained that LinkedIn success requires two key actions: posting original content and having intentional conversations. You need both.
Posting original content
This means content that you have created yourself, not something you shared or reposted. This might include a story from your business, a lesson learned from a client engagement, or your take on a current trend. These posts build your authority and keep you visible to your network.
Having conversations
Every time someone views your profile, it’s a potential opportunity. Natasha encouraged everyone to reach out to those people and say hello. Most people will not message first, but many are open to connecting if you take the first step. She also reminded us that warm leads—people you already know—are often overlooked. Reaching out to past clients, colleagues, or partners can be just as powerful.
Key Questions and Real-Time Coaching
During the live session, attendees asked important questions and received thoughtful guidance:
What if I’m posting, but not seeing ROI?
Make sure your content communicates what you offer and how people can work with you. If you want to get speaking gigs or corporate consulting work, you need to talk about that clearly and consistently.
How do I reach new industries or audiences?
Start showing up with content that is relevant to those spaces. Share your experience, tag people in that world, and make it obvious that you are available for that kind of work.
Is Premium or Sales Navigator worth it?
If you are serious about growing your network and visibility, Natasha recommends LinkedIn Premium. It allows you to see who views your profile and access more filtering options. For those doing consistent outreach or targeting specific audiences, Sales Navigator can help you build and manage lead lists more effectively.
How much time should I spend on LinkedIn each week?
Natasha shared that she spends around 45 minutes in the morning and another 15 to 20 minutes throughout the day. The key is quality, not quantity. A few focused actions each day—commenting, posting, messaging—are better than hours of passive scrolling.
What You Can Do Right Now
If you want to see results from LinkedIn, Natasha shared a few practical things you can do immediately:
Refresh your headline and banner to reflect your current work and ideal client
Add a call-to-action link to your Featured section (without a description to avoid the pop-up)
Start a conversation with someone who recently viewed your profile
Comment on three to five posts each day with thoughtful input
Post one piece of original content this week that tells a real story or offers genuine value
Content Types That Work Today
People want real, not polished. Natasha emphasized that the most effective content today is rooted in firsthand experience. Share how you helped a client solve a problem, a lesson you learned, or something specific that only someone with your background could speak to. Content that feels human, honest, and grounded will always stand out more than generic tips or recycled advice.
She also reminded us that commenting on others’ posts can be just as valuable as posting your own content. Comments are now counted in impressions, and they allow you to be visible in other people’s networks. Treat comments as mini-posts. Be thoughtful, specific, and relevant.
Final Takeaway: Focus on Relationships, Not Just Reach
LinkedIn’s algorithm changes constantly, and organic reach is not what it used to be. Natasha reminded everyone that metrics like views and impressions matter less than the actual relationships you’re building. A post with 200 views that results in two conversations is far more valuable than a post with 10,000 views and no follow-up.
You don’t need a massive audience. You need the right people to see your content. When you show up consistently, speak directly to your clients, and invite connection, your LinkedIn presence will start doing the work for you.
We are grateful to Natasha for bringing her full self and sharing practical, real-world strategies with the community. If you’re not already following her, make sure to connect and explore her content. And if you want help building a stronger LinkedIn presence, Natasha offers strategy sessions to help you get there.
Whether you are just starting out or ready to level up, this Skill Lab gave us the mindset, tools, and confidence to use LinkedIn more intentionally.
📍 Hosted by Athena Advisory Collective | Learn more: https://athenaac.com
🔗 Connect with Natasha: https://www.linkedin.com/in/ndwalstra/
📬 Get invited to future Skill Labs: 👇🏻👇🏻👇🏻
