19 Dos and Don’ts of LinkedIn Marketing

I really want to go into more detail about what key elements you’ll want to have established for LinkedIn. It can be a great tool for connecting with decision makers, sharing your thoughts, and building relationships. The worst thing you can do is to not fully utilize all of the benefits LinkedIn has to offer. So let’s get started.

–  First you’ll really want to make a good impression when someone visits your profile. Start with a good profile photo. For some reason there are a lot of users that try to skip this part. This is definitely a huge don’t. Not having a clear photo, or are using a group photo it’s going to make it difficult for potential clients to identify you. Be sure not to use a photo from 20 years ago or just go without a photo altogether. Upload a recent photo.

– While we’re on the subject of photos, remember not to use a non-professional photo as your LinkedIn cover background image.  LinkedIn is a professional social network, so you’ll want to choose a photo that reflects your personal brand and how you want to be viewed by other professionals. Also, if you chose, you can upload an image to serve as your cover photo, this gives you a way to brighten up your profile or promote your business.

 Having referrals listed on your profile builds trust and authority with your visitors. Do ask clients or colleagues to leave you a brief review that you can post.

–  Not updating your current jobs is a no-go. Update your job history so that there isn’t any confusing information about where you are for those viewing your profile. You don’t want to come across a misleading to a future prospect, so take a few minutes to update the dates of your former employment.

–  Ladies this is especially for you. Not updating your name in the name section once you are married. You may not think this makes a difference, but you’ll want to be completely precise in case your dream employer or client tries to find you. Don’t leave any room for doubt or hesitation to work with you.

–  Not writing a headline for your profile. Your LinkedIn headline is one of the most important sections of your profile because it gets pulled front and center into some browsers as well as into LinkedIn’s searches. You only get 120 characters to describe yourself, so use this space wisely.

–  Creating multiple profiles. Having multiple profiles, makes it challenging for those searching for you. If you have left a company or have for whatever reason you still have multiple accounts, try to merge profiles or delete them altogether.

–  Making it difficult for people to learn more about you by having an incomplete profile. You must create a profile that is fully representative who you are and what you have to offer. This is how you build your professional brand and bring in business leads/referrals. By not taking advantage of this, you are doing yourself a disservice.

–  Not updating your profile with your accomplishments or sharing with your network. Adding this information can help with brand-building activities and further establish you as an industry expert.

–  Using a generic summary for your bio section. LinkedIn gives you 2,000 characters to explain to your visitors what it is you do, your history and what your interest. Include keywords in the bio to ensure that your profile is found using LinkedIn algorithm. Organize the summary, include bullet points, short paragraphs and use concise sentences.

–  Writing your name in formal terms is weird.  Calling yourself “Mrs.” instead of “Katy” – you will just make you look extremely outdated. Don’t do it.

–  Not including your contact information on your profile. I have seen people lose business and speaking engagements and other great opportunities because they didn’t include their email or phone number on their LinkedIn profile. C’mon – this is basic stuff!

–  Not sending a personalize request. When request someone to join your network, say “hello” and tell them how you met or something you discussed.

–  Don’t blindly accept connection requests from strangers. Because you don’t know what their intentions are. Unless you know for sure that this person can bring you value it’s best to not accept people you don’t know.

–  Sending too many LinkedIn requests to strangers can be an instant turnoff. In fact if you send to many rejected request you risk being penalized. If you decide to do this, create a personal note and be sure they are in a similar

–  Spamming new contacts with too much information too early. It’s okay to say “hello” or “glad to connect”, but don’t overdo it.

–  Not regularly check your LinkedIn inbox. Always check your inbox. I personally check mine at least once per week. If you can’t remember to check your inbox, simply log into LinkedIn’s settings section to set your email notifications so that you are notified when a new person email.

–  Failing to include a meaningful summary or creating an odd summary by using bullets, all caps, one sentence, your firm description or anything else that is not the LinkedIn norm. Note, if you aren’t sure how to write a good summary, just look at some of your competitors’ or colleagues’ profiles for inspiration, or the LinkedIn tips article that I linked above.

–  Coming across too aggressively in your LinkedIn can hurt your chances of creating future business or gaining clients. Just like any other platform you’ll want to build relationships before pitching your services.

Just remember to be your best self. LinkedIn is a professional representation of you and your accomplishments. This platform is great for B2B marketing, finding the right connections, and being found for a dream opportunity. Don’t miss your chance to put your best foot forward because of these costly mistakes.


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