LinkedIn is a great platform for connecting and networking with others. In fact, there are over 690 million users and over 30 million companies represented on LinkedIn. It has also become one of the most popular business-to-business marketing tools. Whether you are already using LinkedIn to promote your business or are just getting started, here are some common marketing mistakes that you should try to avoid:
Inconsistency. One of the key things you should do for your company is to actively post on LinkedIn. People need to consistently see status updates, articles and other types of interaction from you and your company so that they are constantly reminded that you exist. Make sure that you are engaging with them on a regular basis.
Impersonal Connection Requests. LinkedIn makes it very easy to connect with others via that big blue Connect button and connection suggestions. The problem is that those connection requests all have the generic “I’d like to add you to my professional network on LinkedIn” message, which usually can be translated as “I haven’t really taken the time to read your profile but want to expand my network and you were a great suggestion”. Instead, take the time to personalize your connection message by understanding who they are, what they do, who their clients are and how your products or services can be of use to them.
Spamming Your Connections. This is my biggest pet peeve: immediately after connecting with someone you send them a long sales pitch for your latest and greatest product or service. For me, this shows that you have no interest in building a relationship and are only worried about making your next sale to anyone who takes the bait. Building a relationship is important – especially on LinkedIn. Take the time to get to know your connections, ask questions and learn more about their needs and how you can help.
Adding Connections to Your Email List. This goes hand in hand with spamming your connections and is definitely a red flag when it comes to building relationships on LinkedIn. We all get way too many emails on a daily basis and most of us are careful about the companies that we sign up to receive information from. By automatically adding your LinkedIn connections to your email list and blasting them with unwanted information just shows that you are not interested in them at all – plus it violates new email privacy laws that prohibit adding people to your list without their consent.
Always Selling. Constantly bombarding your audience with sales-y posts is definitely one way to turn off any prospective clients, no matter what social media platform you are using, and LinkedIn is no different. Make sure that you approach your content from your audience’s perspective and post information that they will find interesting and relevant. The idea is to help them get to know you as an expert (and a person) and not just as someone who is constantly pitching their products or services to them.
By avoiding these 5 marketing mistakes on LinkedIn, you’ll be well on your way to developing strong relationships with your connections that, in the long run, can build your business – and theirs. Wearable Imaging is always ready to help you develop the ideal marketing strategy for your business. Give us a call at 949-888-7837 or email us at sales@wearableimaging.com to set up a complimentary strategy session.
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