Although using Linkedin for marketing is a fantastic way for business owners to grow their network, generate traffic and leads and build a solid reputation in their industry, there are many Linkedin marketing mistakes to avoid if you want to experience real results.
The first Linkedin marketing mistake to avoid which is probably among the most costly ones is not optimizing your Linkedin account. On Linkedin, your profile has a profile strength, from beginner, to intermediate to “all star”.
The second Linkedin marketing mistake to avoid is not managing your Linkedin presence daily. You should login every day and publish an update, accept and send Linkedin connection requests, engage with other people to nurture relationships, respond to personal messages (also known as inmail), and keep an eye on your Linkedin advertising if you are running any paid campaigns.
The third mistake to avoid when using Linkedin for marketing is incongruence. In other words, publishing content that is irrelevant to your audience and that doesn’t add value to them.
The fourth mistake to avoid when using Linkedin for marketing is over-promoting. When you use Linkedin mainly as a platform to promote your business and service instead of using it to strengthen relationships and network, you can quickly lose the respect of your audience. Instead, follow the 80-20 rule where 80% of your updates provide value and interesting insights for your audience and 20% of your posts promote your business.
The fifth mistake to avoid when using Linkedin for marketing is being too informal. Unlike other social networks like Instagram and Facebook which are more informal, as people use them to connect with friends and family, Linkedin is a professional social network. In other words, people go on Linkedin to perform work and business related tasks. This is why it’s important when using Linkedin for business to not come across as too informal.
The sixth mistake to avoid when using Linkedin for business marketing is not humanizing your brand. In other words, not giving an opportunity to your audience to get to know you professionally as well as personally. This is why it’s important to also share updates, news and pictures of you, your clients and your team to humanize your brand.
The seventh mistake to avoid when using Linkedin for business marketing is not leveraging all the Linkedin tools available. Tools include Linkedin Premium, which is the paid version of Linkedin which allows you for a monthly fee, to do things free accounts can’t. For example, with a Premium account, you can send inmail messages (which are private messages on Linkedin) to people you are not connected to. Other tools include Linkedin advertising which allows you to market your business to anyone on Linkedin regardless of your Linkedin advertising budget as it’s a self-serve advertising platform.
The eighth mistake to avoid when using Linkedin for business marketing is not asking for recommendations. Linkedin allows you to display people’s recommendations, which is the equivalent of testimonials. The more recommendations you have the more social proof you have and the easier it will be to generate leads and referrals.
The ninth mistake to avoid when using Linkedin for business is not putting together and executing a well thought a Linkedin marketing strategy. Most people join Linkedin without a clear end goal and specific timeframe to achieve it. This is why when joining Linkedin, have clear goals in mind and put together a Linkedin marketing strategy that outlines the steps you need to take to achieve your goal.
The tenth mistake to avoid when using Linkedin for business is not tracking your efforts. When you don’t track your efforts you won’t know where to double your efforts and where to cut the cord. For every goal you set you should have key performance indicators so you can track how close or how far you are from completing your target.
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