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More LinkedIn Mistakes Made By Companies




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by Mary-Rose Hoja in EPE, LinkedIn

Last week we took the opportunity to look at the main mistakes we see companies making with their LinkedIn Pages.  While executing well on the LinkedIn company page is crucial, it’s often overlooked that a lot of people initially visit a company’s page through a person within the company who has their own LinkedIn profile.

With that in mind, here are three things employees can do on their own LinkedIn profiles that will assist in pushing forward the company’s overall presence.

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Mistake #1: Not tweaking a personal profile to a sufficient level to really drive people through to the LinkedIn company page or to the website.

As you’re thinking about growing your Linkedin presence, remember that there really are two parts to your LinkedIn life. The first is your personal profile, which is the more passive part of your presence. It is basically a CV that people can download and email to others.

It can feel a bit overwhelming at times, but at a bare minimum, there are some daily and weekly activities that you should be undertaking. 

Don’t hesitate to ask for recommendations on your personal profile or your company page. A lot of people like to look at recommendations, as what someone else says about you is far more compelling and converting than what you say about yourself.

Once they’ve had a chance to see your recommendations, visitors are much more likely to stick around and take time looking through your other content.

The other part of your LinkedIn life is the active part, and that is the content you are sharing – be it videos, text posts, infographics, or articles.

This is a really important part of the equation, as a lot of people don’t even look at your profile. Rather, they’ll look at what you like, comment, and post, so it’s important to focus your energies here once you have a good enough personal profile.

Give thought to the content that you’re posting on your personal profile, ensuring that it aligns with your current workplace and goals.

A great place to source content is from your company page. If they have posts or articles that are interesting and compelling, feel free to share those to your personal profile.  This helps to build a stronger picture of you, while also helping to drive traffic.

Make sure that you have at least a couple of pieces of content on your profile that are relevant to your company. 

If your company has a lead magnet, white paper, or free gift, sharing that content is also extremely helpful.

One key here is that I’m not suggesting every single employee in a company needs to spend an enormous amount of time on this, but employees that are tasked with maintaining the LinkedIn company page and involved in sales activities should have this on their radar.

It’s incredibly important to maintain a system that multiple people can reference for the implementation of your LinkedIn strategy.  You need a way to track the daily and weekly tasks, as well as who is responsible for them.

If all of the activity – and knowledge about the activity – is stuck with one person, you’ll really find yourself in a bind if that person gets sick or goes on holiday. 

Mistake #2: Not presenting the right image on your profile.

For example, photos should really reflect who your ideal client would want to have sitting opposite the table from them. What does your ideal client want to see? What do they want to wear? Do they want to see someone who is very corporate, or more casual and laid back?

Gone are the days where we have to keep everything hugely formal for a LinkedIn presence. Even for the company page, even if you have a very corporate image, being overly reserved is a mistake. People want to see openness and get to know you as people.  

This doesn’t mean livestreaming your very deep personal and private life, but sharing little bits of candid content. Social media really comes into its own when you’re able to use it to grow your like, know, and trust factor.

On your personal profile, writing about yourself in the third person is questionable. Fewer and fewer people do it, and often when you write about yourself in the third person it really puts a barrier between you and your prospects.

Do some testing and look at things in a case-by-case basis, but make an intentional decision if you want to be active and personal or more distant and set apart. 

As you’re making these decisions, it’s important to be checking in on the metrics achieved by your work. I often see companies only counting clicks without looking at the human behaviour flow and calls to action.

No matter what, LinkedIn activity is simply to get people into your sales pipeline and to do some nurturing, but it’s not where the deep sales are done.

Mistake #3 – Not taking ownership of your connection information. 

It’s so incredibly important to remember that you don’t own your LinkedIn profile. At any time, your entire account could be deleted. If all of your activity is stuck there and all of your contact information for followers is there, you could potentially lose access to all of that information.

With that in mind, it’s so important that, as quickly as possible, you move towards getting a person’s email address through white papers or lead magnets. If going this route, remember that you also need to build in an email nurturing system for those that are added to your list. 

Take the time to think through how you’d like to nurture more people from viewing and engaging with your content, engaging directly with you, getting their email address, and beginning to nurture them through email marketing. Once you have this system in place, you can develop a constant flow of new people entering your funnel, and you can start moving them towards the sale. 

I hope you’ve found all of these tips helpful, and I can’t wait for you to start integrating some of these ideas into your own LinkedIn marketing.

Mary-Rose Hoja here where my team and I help eight-figure B2B businesses build cost effective sales pipelines. Please let me know in the comment section what your biggest struggles are with LinkedIn!