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Basic LinkedIn Mistakes Made By Companies




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by Mary-Rose Hoja in EPE, LinkedIn

Do you ever wonder if you’re making the most of your company’s LinkedIn presence?

8-figure B2B businesses and their teams often find themselves making one or more basic mistakes with their LinkedIn marketing. These mistakes have the potential of not only reducing your profitability, but also the impact you see from your investment of time, energy, and resources.

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In our world, the goal of using LinkedIn is to support lead generation while building a cost-effective sales pipeline.

When we go in and do, for example, a digital pilot project on the LinkedIn platform, we’re wanting to see consistent posting of content that converts and the implementation of LinkedIn best practices.

Every time, we see that this leads to the steady growth of the company’s presence on LinkedIn, and a systematic approach helps to increase brand awareness and build levels of trust with your target audience.

Consistency with your LinkedIn presence is incredibly vital in building trust with your followers and for establishing yourself as a thought leader within your industry. It is important to remember that a direct ROI from organic social media can be difficult to ascertain, but a well-established social media presence is key in this increasingly digital environment.

Potential clients will spend time doing research online for companies, and a lack of a social media presence is incredibly detrimental  – especially when your competitors are taking their online presence seriously.

With that in mind, let’s take a look at some of the most common mistakes we see.

Mistake #1: Not Using a Variety of Content

Posts on social media platforms need to be educational, entertaining, or engaging. Even if LinkedIn is a bit more businesslike and professional, using a variety of content posts is a great way to attract your audience.

One thing you want to be sure to do is incorporate video, as a large portion of your audience won’t stop to read your posts. They want to see visual, moving media, and video has a way of drawing people in that is difficult to accomplish with a written post. 

Video has the capacity to be incredibly converting, even in the first few seconds, and has the benefit of helping your audience get to know you in a much more authentic way.

We also commonly see companies lacking in engaging content. Using more candid photos and information about the day-to-day life within your company can be very compelling to your target market. 

Interesting content can also include pieces such as:

  • Interviews with influencers, experts, and peers who your targets would be interested in hearing from, 
  • Informative posts from your own staff,
  • Topical posts (such as factors to consider when engaging your services), and
  • How to strengthen the power of the executive levels that you are targeting.

Along with video, you can make use of infographics, article links, text-only posts, and posts with interesting images. Make sure to test out different types of content and see how your audience responds.

Mistake #2: Not Tracking Metrics 

If you’re making a concerted effort to consistently post, you’ll see a growing number of impressions – which is the number of times your post comes through a LinkedIn user’s newsfeed. You’ll also likely see a jump in the number of views of your company page. 

Post engagements such as likes, loves, and shares might not necessarily be useful, as in our experiences at the higher levels – such as board members and VIPs – people are much less likely to interact in this way.  

In this particular demographic, there might be little correlation between post engagements and sales. In light of this, it’s extremely important that you’re keeping a close eye on behaviour flows and tracking what happens as a result of your posts on LinkedIn. 

Mistake #3: Lack of Consistent Posting

We often see fantastic growth during a pilot while internal processes are being maximized and the company has posts going up five days a week, but if there is internal resistance to moving in this direction, it is easy to fall back into previous habits. 

It’s important to ensure that you’re monitoring the LinkedIn page and your personal profiles daily.  You’ll want to respond to every comment on company posts and to make note of who is sharing your content. 

Creating a schedule for interacting with other accounts on LinkedIn is also extremely helpful, as you can build excellent community with your followers.  

While on LinkedIn, make sure to use that time to look for posts that can be shared to your LinkedIn company page. The idea that you don’t have to create all of your content from scratch is a huge “aha” for many 8-figure B2B businesses.

Take a look at the assets your company already has and see how they can be repurposed to build your LinkedIn presence. You might have pieces such as videos or articles that were created years ago that are still capable of driving sales, and they can be used in a multitude of creative ways. 

Mistake #4: Accepting a Lack of Team Buy-in

In terms of your social media presence, this can be seen a few different ways.

You need commitment from your team for following up and tracking sales that come as a result of your posts. This a cultural issue, and no matter how many spreadsheets or strategies you have, you need to see that shift in your culture or any marketing plan you have will be jeopardized. It simply won’t be implemented.

This shift in company culture is also the key to maintaining consistency and engagement, which is what will really help your LinkedIn presence to grow. 

Companies need to have reasonable expectations of their people internally who are involved in the implementation of their LinkedIn strategy. If people are resisting, are not really interested, or don’t have this piece as a clearly stated expectation in their job description, it is easy for the ball to get dropped. 

Growing your presence can end up being a one-off initiative that is not implemented over the long term, and can end up being a waste of time. 

Overall, creating a reasonable, sustainable, intentional strategy to grow your company’s LinkedIn presence will be key in seeing success on the platform. 

I do hope that you’ve found these tips to be helpful, and I’d love to hear how implementing them impacts your business.

Mary-Rose Hoja here where my team and I help eight-figure B2B businesses, build cost effective sales pipelines. Send us a private message or email to find out more insights, tips and how we can help you.