I do not consider myself a LinkedIn Expert, but I am a slave to consumers viewpoints. From what I am seeing, and being told, there are a lot of marketers making a lot of mistakes with what they post content on LinkedIn.
Actually the mistakes I am seeing being made on LinkedIn breakdown into four Catagories:
- Lack of understanding the need for quality
- Not taking a logical approach to marketing
- Lackadaisical professional image
- Assuming what is being offered is needed or wanted
Not Understanding the need for Quality
There seems to be a large number of marketers who obviously lack the understanding of the need for quality on LinkedIn. Quality appearance, quality videos, quality content and quality graphics. Unlike other social networks, LinkedIn holds it to offering a standard of professionalism. And as is in all cases of business, professionalism is defined as higher standards in the way one does business. Meaning, the way you appear to do business is the way consumers assume you do business. If you look professional, it is assumed you are professional.
So, why do business people not take the content they post on LinkedIn seriously? Is it due to there not being anyone telling them how poor content makes them look? Or is it taken for granted that if a celebrity posts crap on LinkedIn that is the highest standard to meet on LinkedIn?
I’ll take the lack of understanding the need for quality everything is based on too many people being told by self-proclaimed LinkedIn experts that “Anything goes on LinkedIn.”
Not taking a logical approach to marketing
Producing a podcast instead of a video podcast defies a basic approach to logical marketing. Video podcasting, done professionally, produces far more results than just a regular podcast. Where is the logic in investing in podcasting on LinkedIn when LinkedIn is a visual format.
Posting an extreme political opinion on LinkedIn defies common sense. Yet, there are hundreds of people, just in my network on LinkedIn, who consistently post poorly produced video podcasts and political rants. How is that logical marketing? It is not and can’t be.
Taking a Lackadaisical professional image
I figure there are millions of business people who either didn’t get the memo or did not read the memo that casual dress down attire is over for business executives. It is a mistake to think consumers do not care what a business owner looks like or how they carry themselves on LinkedIn.
Consumers go to LinkedIn to research a business before they make initial contact. I do this and I know you do this. If not then you probably one who finds themselves in a lot of messed up business deals.
Staying consistent in your image and showing a professional side to your image is very important on LinkedIn.
Assuming what is being offered is needed or wanted
How many spam messages have you received this past year on LinkedIn? If you only got one that is too many.
Assuming what you offer or have to sell is wanted by EVERYONE is bordering on insanity. Yet, the same LinkedIn experts who stand up in front of the chamber of commerce to say anything goes on LinkedIn are saying it is ok to SPAM people on LinkedIn. I have been in the room several times over the past ten years listening to LinkedIn gurus tell everyone that sending your ideas out in a Message to all of your LinkedIn contacts is an acceptable LinkedIn marketing strategy. Wrong..it is spamming.
Feeling what you have to offer is something everyone needs..or wants..is a huge mistake. Thee is nothing wrong with introducing yourself to others, but giving them an entire infomercial is a MISTAKE.
There are a lot of people who are making mistakes on LinkedIn and unfortunately, many of them are getting kicked off LinkedIn for making those mistakes. Before you do anything on LinkedIn please get help from someone on LinkedIn who speaks your language and who have been on LinkedIn for many years. Don’t fall for the LinkedIn certification badges.
There are some good LinkedIn advisors and counselors. And there are many good LinkedIn instructors on LinkedIn. Just check them out so you can avoid the mistake of getting bad advice.
Let me know how I can help.
