Chelena Peart is committed to helping women entrepreneurs increase their visibility and attract clients through LinkedIn.
With nearly two decades in IT contracting before pivoting to online marketing, she knows firsthand what it takes to reinvent yourself and establish authority in the digital space.
As the founder of The Vault Virtual Agency, Chelena specialises in helping women over 40 leverage LinkedIn as a powerful lead-generation tool.
In this interview, she shares her journey from IT to LinkedIn strategy, the challenges women entrepreneurs face in making their expertise visible, and the key strategies for turning connections into real business opportunities.
If you’ve ever struggled with positioning yourself on LinkedIn or converting engagement into clients, Chelena’s insights will provide the clarity and confidence you need to stand out.
“Stop waiting for permission to be seen. You have a unique value to offer, and there are people out there waiting for your expertise.”
Can you share a bit about your background and what led you to specialise in LinkedIn strategy and online business consulting?
I’ve always been someone who rises to the challenge. Whether I completed my degree with a baby on my hip or worked as an IT contractor for 18 years, I’ve always known that I was meant to create something of my own.
The turning point came in 2023 when my contract unexpectedly ended, giving me the push I needed to start my own business. I pivoted into online marketing strategy, focusing on LinkedIn, and helping other women like me transition from corporate roles into entrepreneurship with confidence.
The more I worked with women entrepreneurs, the more I saw how impactful LinkedIn could be in building a scalable business, and that’s when I knew I had found my calling by guiding women to own their expertise online and attract clients through LinkedIn.
What inspired you to focus on helping women over 40 build their visibility and attract clients through LinkedIn?
My own struggles and triumphs were the catalyst. After spending years in the corporate world, I found it difficult to break through the noise of the digital space.
Many women, especially those over 40, have a wealth of experience but struggle to make their expertise visible. I wanted to show them that with the right strategy, they could leverage LinkedIn as a powerful tool to scale their businesses and attract clients without feeling overwhelmed.
I focus on simple, actionable steps to help women step into their visibility with confidence, create authentic connections, and build businesses they love.
Many entrepreneurs struggle to get real results from LinkedIn. In your experience, what are some of the biggest challenges they face, and how can they overcome them?
A common challenge I see is not knowing how to optimise their profiles to convert leads. Many entrepreneurs have incomplete or generic profiles, which fail to communicate their value.
The key to overcoming this is a strategic LinkedIn profile overhaul. It’s all about positioning yourself clearly and showcasing your authority. Once your profile is aligned with your target audience’s needs, the next challenge is consistency.
LinkedIn isn’t a platform for quick fixes; it requires regular, authentic engagement and content that resonates. By being consistent, showing up regularly with valuable content, and building relationships, entrepreneurs can turn LinkedIn into a lead-generation machine.
You talk about transforming LinkedIn profiles into lead-generation tools. What are some key elements of a strong profile that help attract the right opportunities?
When optimising a LinkedIn profile for lead generation, some sections often go underutilised but can be highly effective in guiding prospects along their buyer’s journey.
The Featured Content section, for instance, isn’t just for showcasing your posts; it’s an ideal space to offer a lead magnet or a link to book a free consultation.
By placing valuable resources here, you can get your prospects’ contact information and start nurturing the relationship right from the start. It’s all about using this section strategically to engage potential clients with a clear call to action that moves them closer to conversion.
Beyond having a strong profile, what are some effective strategies for turning LinkedIn connections into real business leads and clients?
It’s about nurturing relationships. After making a connection, start building trust by engaging in meaningful conversations, commenting on posts, offering insights, and sharing valuable content.
LinkedIn is not a marketplace for quick sales but rather a platform for relationship-building. Once trust is established, move the conversation to private messages. Rather than pitching immediately, focus on asking questions and offering help, and only then can you pivot to discussing how your service can meet their needs.
This method, along with creating compelling lead magnets or hosting LinkedIn Live events, turns casual connections into warm leads.
You also run a community for women entrepreneurs looking to improve their LinkedIn presence. How has building a community helped your clients grow their businesses?
The power of the community lies in accountability, collaboration over competition, and implementation support. In my community, women don’t just connect; we hold each other accountable, share resources, and support one another’s growth.
Many members offer similar services, but rather than competing, they collaborate, co-work, and even pass on opportunities they can’t personally serve.
The community also provides a lot of practical support like co-working calls, profile audits, and personalised feedback to help members implement the strategies they learn. This creates a high level of momentum and makes business growth feel achievable rather than overwhelming.
“It’s all about positioning yourself clearly and showcasing your authority. Once your profile is aligned with your target audience’s needs, the next challenge is consistency.”
Social media can feel overwhelming, especially for business owners trying to stay visible online. What advice do you have for managing LinkedIn effectively without it becoming a time drain?
Start small and be strategic. It’s easy to get caught up in the need to post constantly, but consistency beats volume. Set aside 15–30 minutes a day to engage meaningfully, commenting on relevant posts, sharing insights, and posting thoughtfully.
Also, batch-create your content so you’re not scrambling every day. By creating a system and sticking to it, LinkedIn won’t feel like a time drain but rather a strategic, repeatable process that supports your business growth.
What are some of the best ways to build trust and credibility on LinkedIn, particularly for those new to the platform?
Authenticity is key. Share your journey, warts and all. People want to connect with you, not just your business. Post valuable content that showcases your expertise and insights, and don’t be afraid to share your challenges along the way.
When people see that you’re not just selling but offering value, trust naturally builds. Additionally, engage regularly, comment on others’ posts, offer meaningful insights, and share your own content consistently. Being visible in a helpful way will position you as a trusted expert.
How important is personal branding when it comes to LinkedIn success, and what are some practical steps professionals can take to build their own brand?
Personal branding is crucial for LinkedIn success. It’s about standing out, communicating your expertise clearly, and building a reputation for delivering value.
To build your brand, start by optimising your profile, ensuring it reflects your unique value proposition. Then, consistently show up in the feed with content that resonates with your audience.
Don’t just share your product or service; share stories, insights, and lessons that showcase your knowledge. Over time, this positions you as an authority in your field.
Many entrepreneurs hesitate to put themselves out there on LinkedIn. What’s one piece of advice you’d give to those who feel unsure about showing up online?
Stop waiting for permission to be seen. You have a unique value to offer, and there are people out there waiting for your expertise. Focus on the impact you can make rather than on fear of judgment.
Start by sharing small pieces of valuable tips, insights, or personal stories, and gradually build your confidence. Remember, LinkedIn is not just about promoting yourself, it’s about starting conversations and helping others.
Looking ahead, what’s next for you and The Vault Virtual Agency? Are there any exciting projects or developments in the works?
I’m thrilled to be working on my upcoming book, which will capture my journey and the systems I’ve developed to help women entrepreneurs leverage LinkedIn for sustainable business growth.
This book is set to be released this year and will provide actionable insights and mindset shifts for women looking to build their personal brands and attract high-value clients on LinkedIn.
Alongside that, I’m continuing to grow the LinkedIn Leadflow Accelerator. This programme is all about helping women generate leads and build the systems they need to nurture relationships off the platform, moving from connection to conversation and ultimately conversion.
I want to equip women with the tools they need to build sustainable businesses, and this programme is a key part of that journey.
