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The top 5 LinkedIn Digital Marketing Mistakes You may be Making and How to Fix Them

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Most people have profiles on Facebook, Twitter and Instagram to showcase their child’s graduation, connect with old friends, or to share what they cooked for dinner last night. However, social media, and specifically LinkedIn, can serve a much larger purpose in helping you achieve your personal professional goals, or increasing the reach of your business.

LinkedIn is a professional networking site that allows you to connect with other professionals in your field, share your resume, and promote your business or organization.

If used correctly, LinkedIn can also be a powerful marketing tool for your company. As with any digital marketing tools, there are many ways to optimize your engagement. In turn, there are also ways many digital marketing teams can hurt their company brand when not properly utilizing social media platforms.

Here are the top 5 LinkedIn Digital Marketing mistakes you may be making, and more importantly, how to fix them:

1: Lacking a defined marketing strategy

Possibly the biggest marketing mistake you can make, is lacking a well-defined strategy. The same applies when utilizing LinkedIn to promote your business. If your goal for creating a company LinkedIn page is to increase engagement, promote your business, and gain new customers, posting at random will not give you those results.

How to fix it: First, identify what your goals are for your LinkedIn page. This could be anything from increasing company outreach, or connecting with new audiences. Once you have identified your company’s unique goals, create a strategy that aligns with those goals. Outlining your strategy allows you to figure out what posts are receiving the most engagement, and adjust the posts that aren’t performing as well.

2: Over Sharing or Under Sharing Content

The key to increasing your engagement and growing followers on any social media platform is consistency. The same applies for LinkedIn. All social media platforms have different recommended posting limits. For LinkedIn, you should try and be active on your company page at least once a day. This doesn’t mean you need to curate a unique post each day, but at some point you should be logging onto your account and interacting with your followers.

How to fix it: Creating a monthly posting calendar can help you spread out your LinkedIn posts throughout the week. Start by scheduling three posts a week. You can always add more content as it comes up. Creating a content calendar creates consistency and also helps you plan out posts ahead of time, so you aren’t missing prime opportunities for engagement.

3: Over-using buzz words

A buzzword is a word or phrase that has little meaning but is popular during a certain time or within a certain industry. We often use buzzwords without even noticing. While it’s not bad to use these words from time-to-time, over-using them can make your profile seem cliché. While these buzzwords may seem descriptive and engaging, they actually come across as meaningless and empty.

Here are 10 buzzwords you should avoid using on your LinkedIn page:

1: Specialized                                                                  6: Focused
2: Leadership                                                                  7: Expert
3: Passionate                                                                  8: Certified
4: Strategic                                                                     9: Creative
5: Experienced                                                               10: Excellent

How to fix it: Instead of using a buzzword to explain yourself or your business, try telling a personal story that demonstrates that unique attribute. For example, instead of saying you’re an experienced leader, you could say, “I successfully managed and led a team of twenty individuals to promote a collaborative work environment.”

4: Not showcasing your corporate culture

The ultimate goal of any business is to sell your products or service. However, try and avoid too much self-promotion on your LinkedIn page. While you want to highlight your services, you also want to highlight your company culture and showcase the people behind it.

How to Fix It: Instead of focusing on selling, create content that your followers will find useful. Also, try to showcase what goes on behind the scenes. This could be a member of your team completing a new project or an interesting thing that happened around the office. These posts help humanize your profile, and will lead to much more engagement than canned posts intended to make a sale.

5: Not tracking your results               

 What is the point of crafting a digital marketing strategy if you aren’t monitoring and evaluating how that strategy is performing? One of the biggest mistakes a digital marketer can make is creating a strategy and letting it run without monitoring it. You should be constantly evaluating your strategy to determine what’s working, and change what isn’t.

How to fix it: LinkedIn allows you to view the engagement on everything you post. It will show you the amount of likes, comments, and shares you have received, as well as the number of clicks you received on a particular post. In addition, LinkedIn has its own analytics software that provides in-depth insight into how your business profile is performing.  This data can help you determine what posts are attracting engagement, and what kind of posts people may not be as interested in. This information can help you tailor your initial strategy to get the most out of your LinkedIn page.

We’re lucky we live in a time where we have so many outlets to advertise and promote our business. However, failure to research these different platforms to determine their best practices can cause your business more harm than good.

If you’re wondering what social media platforms would suit your company best, or need help creating a content calendar, give Robert Sharp and Associates a call at 605-341-5226. Our team of digital marketing strategists can help you craft a one-of-a-kind strategy to suit the unique needs of your company.

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