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  • Writer's pictureLaia Sastre

SME business leverage with Nicki Osbaldiston (LinkedIn)

I came across Nicki's profile via my LinkedIn network. We connected, booked a virtual coffee and learnt more about each other. And how wonderful it was when we got to meet her in person at a networking event recently!


After several years living overseas, she's now back in New Zealand running a boutique marketing and strategy consultancy business, working with small to medium businesses and non-profit organisations who are looking to be more visible to their clients and innovative in their workflow. She also runs a few LinkedIn trainings. Please, meet Nicki!


Why LinkedIn, Nicki?

Rachell Allen
Nicki Osbaldiston

There’s over 9 million reasons why! LinkedIn has had an overhaul in the last few years and currently has over 9 million users. If you are a small business owner who is looking to reach your ideal clients, connect with collaborators and referrers, learn from thought leaders in your industry, attend workshops and live events as well as network then it’s a smart choice to optimise your own profile, spruce up your company page, create a strategy and get active on LinkedIn. And if you are wanting to work with a higher level client or tap into a new market, there’s a few strategies I can help with to organically make that happen too.


What does a day in your life look like?


I work remotely across a few timezones from my home office which has a stunning seaview. My day is often full of virtual client calls and my breaks are either a coffee on the deck, chat with my husband who works remotely too, or a dog walk on the beach.


While it sounds idyllic, it can be easy to get stuck in one spot, so I take my planning sessions to a cafe and attend in-person networking events and coffee catch ups in the city as much as I can.


Why did you start your own business?


A few years ago, our family moved back closer to family, we had lived overseas for several years overseas. The plan was for me to continue my existing global communications and marketing role with blocks of remote work in NZ coupled with blocks of time back in the US. In 2020, like everyone else I adjusted to full time remote work and when the novelty completely wore off I started to transfer my skills to helping local small businesses as well. A few clients became several, I loved how I was able to come alongside my clients and help them see real results so I reduced my salaried role and set up Osbaldiston Lane.


How do you think your area of expertise impacts the success of small businesses?


Every business has different visibility goals, sales funnels and target audiences so when I work individually with a client we work on their specific needs and goals to make their LinkedIn strategy work for them. We often discuss their broader sales and marketing approach to see if something needs more clarity before it hits their LinkedIn strategy plan.


What are the most common challenges your clients face?


My clients are very skilled at their work but have little time or creative capacity to focus on connecting with and marketing to clients. They often tell me that they don’t have time to be on social media all day! I get it, me neither! When I explain that LinkedIn can be used as a business development and networking tool then they start to realise it’s return on investment and want to learn how.


How do you support small business owners to overcome these challenges?


I work with business owners to leverage their LinkedIn efforts. I offer a customised coaching plan with supporting video tutorials that can be completed at their own pace. I also have a LinkedIn Visibility learning group with tips and strategies specifically for business owners, our regular connections helps with accountability for being consistent and exchanging ideas.


How do you think your expertise impacts the success of small businesses?


Every business has different visibility goals, sales funnels and target audiences so when I work individually with a client we work on their specific needs and goals to make their LinkedIn strategy work for them. We often discuss their broader sales and marketing approach to see if something needs more clarity before it hits their LinkedIn strategy plan.


What’s your point of difference in the current market?


My clients want to build professional relationships with their clients and those in their industry. They don’t just want to broadcast to an audience, they want to establish credibility and connect with clients rather than simply collect followers. I help my clients understand who and where their own clients are on LinkedIn. They come away with new skills, a clear strategy and a confidence boost and my ongoing support.


One thing that small business owners could do today to leverage their success in LinkedIn this year?


Imagine you are your ideal client and take a second look at your own profile. What quick changes can you make? Focus on the Headline (tagline under your name), Background banner, Keywords you use, About section and Your current Experience.


How can people connect with you?

Love you to connect with me on LinkedIn or visit OsbaldistonLane.com.






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