LinkedIn is a hugely valuable platform for B2B marketing, with over 80% of social media leads coming from the professional networking site according to a recent Sprout Social survey.
It has almost 740 million members and around 55 million registered companies use it, so you’d be missing a trick not to use LinkedIn for marketing.
But as with all things marketing, you need to get your strategy right. And the first thing to learn is what not to do. Here are some of the top mistakes marketers make on LinkedIn, so you can note these down as pitfalls to avoid…
Overmarketing
Otherwise known as spamming or overpromotion, this is one of the golden rules of social media marketing – don’t overdo it.
Promoting your service or products on LinkedIn is fine, but avoid the hard sales pitch and keep an eye on the amount you’re posting. Remember that social media platforms work best when they stimulate conversation and engagement, so try to talk to your target audience rather than at them.
Focus on building relationships, rather than scoring quick wins. Your LinkedIn content needs to serve the interests and needs of your audience, not just your sales agenda.
And just because someone has accepted you as a connection, it doesn’t mean they agree to unsolicited, irrelevant messages. Be a considerate member of the LinkedIn community, or you could harm your brand’s reputation.
Inactivity
Just as bad as overmarketing is radio silence. Your brand needs to maintain an active presence on LinkedIn – posting status updates and high-quality content, making connections and keeping up with the latest news and insights. If you hardly ever post, you’ll be missing out on lucrative opportunities and could lose touch with your target audience.
Generic approaches
If you’re targeting potential leads directly on LinkedIn, make sure you personalise your communications. Otherwise you risk falling into the spammer category we discussed above. Take the time to tailor your messaging to the recipient, making sure your offer is relevant and highlighting what’s in it for them.
Not making use of your best ambassadors
Who’s the best sponsor or ambassador for your brand? Your employees! Many marketers neglect to include the voices and input of current employers, which means missing out on potentially valuable assets. Your team can help you to build trust, creditability and authority, and show a human side to your business that customers can really connect with.
No strategy
Some marketers create a brand profile on LinkedIn and just start posting – without the hint of a strategy or a target in sight. This is not only ineffective, but it can also be a real time drain. You need to know who you’re targeting, how best to appeal to them and how well your content is hitting the mark (or not). Crucially, you need measurable goals in order to prove ROI, which will always be important when justifying marketing budgets.
Need content marketing help for LinkedIn or other social platforms? Consult our experts here at Nextgen Marketing by emailing hello@nextgen-marketing.co.uk or calling 020 8064 0221, or take a look at our previous content marketing projects for an idea of what we do.
