LinkedIn
is a powerful social network to connect with industry professionals, especially for B2B. People use LinkedIn to connect with coworkers and industry peers, get business advice, and even find new jobs. It’s a great place for businesses to make relevant LinkedIn users aware of their brand. However, just like
Facebook
and
Twitter
, there are several common mistakes that companies make on LinkedIn.
Here are 9 LinkedIn for business strategies to avoid , as well as how to remedy them.
1. Don’t Answer Questions
The “Answers” section of LinkedIn, where people go to ask their business-related questions, is a place where businesses establish themselves as industry experts and even find new customers. These questions are categorized by industry; anything from finance & accounting to marketing & sales. Avoiding answering questions because you’re too shy or don’t want to invest the time is such a missed opportunity. Take a few minutes each day to look at the new questions in your industry, and see if there’s one you can provide a helpful answer to.
2. Be Overly Self-Promotional when Answering Questions
If you were in a bind and reached out to a community of peers for help, would you want the only response to be “Give me your money”? Of course not. You’d hope for honest and valuable guidance. The “Answers” section of LinkedIn is a fantastic place to find potential customers who have publicly revealed that they have a problem your service/product would solve. Instead of proclaiming that they should hire or buy from you to reach a solution, offer useful advice and let them know to contact you directly if they have more questions. This way, you’ll be building a relationship that will gain their trust, and then they’ll be more likely to turn into a customer.
3. Don’t Join or Participate in Groups
If you haven’t joined any relevant groups on LinkedIn, you’re missing out on a few things. First, being in a group lets you share links with that group, so you can share links to your own blog or site (in a very non-spammy fashion, of course). Second, you can find out the latest industry news, because other professionals post helpful links to groups constantly. Also, they’re a great place to find industry peers to connect with, whether to find new customers or even find fellow industry bloggers who could potentially link to you.
4. Leave Your Profile Blank
Since you’ll be answering Questions and joining Groups with your personal account, you should make sure your own profile is complete so that you can gain people’s trust and establish authority. If people can’t learn anything about you in your profile, they won’t want to connect with you. Describe your role at your current and previous companies, and provide links to your website and any relevant profiles (i.e. Twitter).
5. Leave Your Company Page Blank
Your company page has the potential to gain LinkedIn followers who will see your blog posts, company profile updates, and job openings appear in their LinkedIn newsfeed. But if your company description isn’t filled in, it might prevent people from following you, or even from finding you in the first place. Make sure you optimize your company page by including relevant keywords and links to your website.
6. Don’t Optimize Your Profile for SEO
Optimizing your LinkedIn profile for SEO takes only a few minutes, so it would be a shame to miss out on such easy link juice. By adding custom anchor text to the website links on your profile, the links will pass higher-quality SEO authority. To optimize these links:
- Click “edit” next to the website link
- In the Choose dropdown, click “Other”
- Enter the name of your website
- Enter the URL
7. Don’t Promote Your LinkedIn Page on Your Website
Keeping your company’s LinkedIn profile page a secret from your website visitors isn’t a good idea, since these are the people most likely to actually follow you. Add a LinkedIn icon to your website to increase awareness of your presence on LinkedIn. Make it easy for your visitors to find out how to connect with you in social media.
8. Ignore Connection Invitations
Once you provide value in Answers and Groups, people will start inviting you to connect with them on LinkedIn. Don’t just ignore these invitations. Unlike Facebook, don’t feel like you need to personally know everyone that you connect with. LinkedIn automatically sorts your connections based on how you know them; whether through a current or previous job, or through a group, so don’t be concerned about having a network that’s too big to keep track of.
9. Don’t Post Status Updates
It might seem like overkill to post updates on Facebook, Twitter, AND LinkedIn. But it’s not. LinkedIn is a more professional social networking site than Facebook and Twitter, so it’s likely that you’ll have different followers here who will benefit from seeing your updates. It's ok to re-purpose content across all of the social channels, as long as you're not duplicating the content.
What would be your #10? Let me know in the comments below!
Diana Urban
is a User Experience Manager at HubSpot. You can follow her on Twitter
@dianaurban
.

Jean 10:06 AM on November 03, 2010
I was just talking to a few people yesterday at a lunch meeting about LinkedIn and how effective it is, but only when you use it to its potential. Groups are great, but only when you contribute to discussions. And people that setup an account but no details, or do follow up with newly made connections are losing out. Good article Diana!
Immobilier 10:09 AM on November 03, 2010
Ok, good articles, but I hate double-negative.
Don't "don't answer questions". So uneasy to read...
Thanks anyway, still useful.
Jay Hopper 10:14 AM on November 03, 2010
Agree. The double negative makes it a confusing read.
Charlie Scala 10:30 AM on November 03, 2010
I have a question about LinkedIn groups versus company pages. I own a small online marketing company and I working with a company that has a website and does some email marketing, but that's about it. Do you suggest I build a linked group and a linked in company page like Hubspot, just a company page, or just a group page?
Thanks Diana, I look forward to your response!
Olin Hyde 10:42 AM on November 03, 2010
Great list. Here's my suggestion for another bad use:
#10: Inviting connections without knowing them. This is a violation of LinkedIn's TOS. Worse, it pollutes LinkedIn connections by creating irrelevant connections.
ilya 10:49 AM on November 03, 2010
Guys - the double-negative stuff might be cute, but maybe do it for lists that require less thought?
I am literally not forward this because I don't want to confuse some novices.
Don't become the Christine O'Donnell of marketing, where people just roll their eyes...
Crystal Coleman 1:17 PM on November 03, 2010
Some great information here, but I have to agree with others - the double negative style is really hard to read. It stops me from sharing this post.
Kipp Bodnar 1:46 PM on November 03, 2010
Everyone,
Thanks for the feedback about double negatives. We will makes sure to avoid this style in future articles.
Thank you!
Kipp
Dave Hale 3:37 PM on November 03, 2010
Love it!!!
As a LinkedIn junkie, I profess these points to clients and students everyday. I obtain about 75% of my inbound marketing business through social media and a pretty good flow of site visitors come from LI.
I enjoy communicating with people much more through LI than Twitter and FB, better leads for us too.
I like the dbl negatives, Took me 2 reads to figure out what you were doing, but for me it cements the meaning more.
Thanks
Dave Hale
Charles Brodeur 5:56 PM on November 03, 2010
Here's my suggestion for a bad use:
#10 Post Status Updates more than once per day.
I quite often remove people who update their status too often. If you have something good to say then great. But if you just want to post and post and post then you're going to be deleted from a lot of network feeds.
Brady Lewis 7:10 PM on November 03, 2010
Great post. I especially like the SEO tip for changing the anchor text. That had never occurred to me for some reason!
P.S. The double-negatives didn't affect my thoughts on the post one way or the other.
Martin Kubler 5:24 AM on November 04, 2010
I'm with Charles when it comes to #10 and would further like to add "Don't share all your tweets on LinkedIn".
LinkedIn has an option to only share tweets tagged with the #li hashtag and people should use it. LI isn't Facebook and I don't want to see people updating their status 20+ time a day including updates concerning Australian politics, rugby, and cycling...
Like Charles, I have disconnected from people or hidden their newsfeeds because they update their status more times per day than I could cope with.
Debby 10:08 AM on November 04, 2010
I've learned a lot from joining & participating in groups. Good suggestion.
Let's keep the cheap shot political comments off this site. Thanks.
Tyrell Mara 10:49 AM on November 04, 2010
Thanks for the great article, your "do not's" are straight forward and easy to understand.
I also appreciate the comments on the importance of participating in groups and not simply joining alone... I think this gets overlooked quite often!
Thank you!
Tyrell Mara
Freddy J. Nager 12:45 PM on November 04, 2010
Essentially, you're saying the worst way to use LinkedIn is to not use it fully. What's next, an article that says the worst way to drive a car is to not drive it?
april jaffe 1:17 PM on November 04, 2010
Hi Everyone,
Here is another one to add to the list. Get people you have worked with to recommend you. This is a great way to show that you have helped other companies and shows your credibility.
stacy goade 2:48 PM on November 04, 2010
I appreciate all the business tools that hubspot makes avaiable to businesses. Along with the ebooks, videos, and these blogs, I am getting an education and benefit from real people using the resources. I find Hubspot to be one of the best sites I've come across, and I appreicate the comments from others.
Roland Bonay 7:05 PM on November 04, 2010
Despite what anyone thinks about the double negatives and the political cheap shots this post is going VIRAL! Too many people ignore the power of LinkedIn and I believe that this post/article will change many opinions as it has changed mine.
P.S. This is not an opinion--this is based on fact; many of my social network contacts are chiming in on this.
Gabriele Maidecchi 5:19 PM on November 05, 2010
I agree on all the line, also, about last point, I too believe it's important to make your status updates on LinkedIn a bit lively, or people will think you don't even use the service at all.
I laid down a social media strategy using channels like Twitter, Facebook and LinkedIn for my company, and I differentiated the kind of updates to post on all of them, limiting LinkedIn status updates to one per day, and strictly for business related blog posts I wrote on my corporate blog (in one of the 3 days a week there's new content there) or I found among the blogs I follow.
Window Cleaning Phoenix 10:07 PM on November 06, 2010
I am using social media for my business haven't seen a change yet but hopefully I will soon. I think it is effective.
Adam TheWealthySon 5:35 PM on November 07, 2010
I will have to say I didnt realize that so many people still used LinkedIn to even make a difference
Sheila @ Avaguide 9:12 PM on November 07, 2010
The last point you made is why I actually don't connect my personal twitter to my LinkedIn. I would be better to connect it to a business twitter account if you have one.
James Gentes 8:05 PM on November 09, 2010
Now that Linkedin has added 'products and services' to Company Pages, I'd say #10 is 'Don't list your products and services on your company page'.
Chris Bailey 8:53 AM on November 10, 2010
I'll offer a counterpoint to item #8: I will argue that if you don't really know the person who is asking for a connection, it's proper to not accept. Why? How many times have we been contacted by someone in our network asking for a connection to an individual we know. Yet, even if we don't know that individual how can we possibly offer a valuable connection? An overly large LinkedIn network where we don't know a majority of people in our circle is rather worthless.
matt cohen 10:21 AM on November 17, 2010
#10: Don't Confuse LinkedIn with Facebook. No one cares where you're eating lunch or that you got a haircut. Fun is cool...but keep it professional.
Jackie Barrie 11:53 AM on November 17, 2010
Endorsing a couple of the points made above:
1. I also once posted a list of 'what not to do' with your website - my readers were equally confused about the negative approach. I won't do it again!
2. I disagree with #8. LinkedIn tries hard to have some sort of quality control, where contacts are genuine connections (online or offline). However, if you click 'I don't know' someone, and that happens to them 5 times, they are banned as spammers (so it's best to click 'ignore'.
John Sullivan 2:01 PM on November 17, 2010
Thanks for the great article... I especially liked the SEO tips. Time to go back and update my LinkedIn profile.
Steven Pofcher 4:11 PM on November 17, 2010
Double negative is not an issue. It helps stress your point. Anyways, it is being picky.
#10: Do not ask anyone to LinkIn or for a recommendation without personalizing. Just using the LinedIn "boilerplate" text is very impersonal and lazy. Writing your own invite or request, shows that at least a little thought went into your message..
Helen Longfield 6:41 AM on November 18, 2010
I am new to Linked in, and even though it's written in the negative, the information contained is very helpful. And peoples comments have been valuable. Thank you every one who has contributed.
Craig Chandler 5:38 PM on November 18, 2010
Great advice, but where is the how to? i want to do some of these things but i am not sure how to find and then answer questions, any advice??
www.limt.edu.au
Diana Saunders 6:21 PM on November 18, 2010
Double negatives aside, all of the points you made were great especially for people just starting to use social media. Thanks!
Sarah Mitchell 4:25 PM on November 23, 2010
Hi Diana,
I agree with all your points except #8 concerning LinkedIn connections. I feel much more strongly about protecting the integrity of my network on LinkedIn than I do in Facebook. When I connect with someone on LinkedIn, it's a tacit endorsement of the person's professional qualifications. I blogged about it in detail in a post called 6 Reasons for Refusing LinkedIn Invitations:
ELizabeth 5:21 PM on November 23, 2010
Some good points. I need to revisit my Linked in account, refresh it & work it more effectively. Thanks
Heike Heemann 11:33 PM on November 23, 2010
Great list of reminders on what to do - though phrased in a rather quirky way.
I like the above-mentioned suggestions for #10, especially those of Olyn Hyde and Charles Brodeur.
Here is another suggestion for #10: Don't make your profile public and don't allow invitations or messages...
If your profile isn't public and/or people can't send you messages, #1-9 won't matter.
Annette Howard 9:14 AM on December 01, 2010
Great article! I think for people just starting out with LinkIn and people that "think" they've got it all figured out...these are good points that should be looked at! Thanks for sharing!
The Notes Guy In Seattle 1:01 PM on December 01, 2010
I like it. I think your tips go well with a post I recently made about how to effectively use LinkedIn as an individual Part 1: Secret Tips to Leverage Your Linkedin Network and Part 2: Real Life Success Stories Using LinkedIn
Israel 2:22 PM on December 02, 2010
Thanks for the tips. Simple and practical to the point. Certainly they help.
David Michael Fong 11:41 PM on December 02, 2010
I, too, was bothered by the double negative spin. I found myself having to reread stuff over again (in this case a bad thing). Almost stopped reading it altogether. Good points though.
Julia 5:14 AM on December 03, 2010
I thought this article was REALLY helpful, have posted a link to it on my blog and used it to some success already. THANKS!
PS Everybody has a different style of writing, so felt some of the double negative comments were a bit harsh!!