The 5 Mistakes To Avoid When You Post On LinkedIn
LinkedIn is a royal acquisition channel. You have every reason to use it to run a content strategy. But beware. There are certain pitfalls. Here are 5 mistakes to avoid when you post on LinkedIn.
Talking too much about yourself
Yes, when we publish, we want to talk about ourselves.
“Look, I’m at the XXX show”
“I released this article”
“The team does an afterwork”
“Look who joined our team”
All of this content doesn’t really add value to your audience… And yet I still see a LOT of that kind of content on LinkedIn.
It is good practice to consider that 10-15% of your maximum content should talk about you. For the rest, you have to tackle more fascinating subjects than your life. Besides, you will note that the content which talks about you often get fewer comments and likes. And therefore fewer views (See “how the LinkedIn algorithm works“).
However, it can be interesting to talk about you when it is organized in the form of storytelling and the objective is to use your case to tackle a more global subject.
Adding external links
It is a beginner’s mistake and should be avoided at all costs. In order to monetize them, the LinkedIn algorithm wants to keep its users on its platform. However, adding a link to another site encourages users to leave the platform and not to come back to it. LinkedIn, therefore, devalues these publications by giving them much less reach.
So prefer to add the link as a comment, indicating in your post that the link is in a comment (a very common practice).
Not responding to comments
There are many reasons to post on LinkedIn. But at one point or another, the objective is always to create an interaction with the audience.
Someone in your audience who writes a comment on one of your posts is an important act of engagement. He takes the time to answer you.
So you have to do the same. It is a unique opportunity to start a conversation, to create an interaction.
Bonus: creating a conversation on a comment brings back the user who initially wrote the comment to reply to you (remember to identify him so that he’ll be notified when you will reply). Which is very well seen by the LinkedIn algorithm and will allow you to get a lot more views.
Not having an optimized LinkedIn profile
When you bet on a content strategy on LinkedIn you have to optimize your profile. It is your showcase, even before your business site. The first thing your audience will see after the post itself.
It would be a shame to miss an opportunity to convert someone who is interested in your content because your profile is not clear or not optimized.
Your profile defines your credibility. It is the “halo effect” in marketing. A brain shortcut that involves assessing one’s skills on what you get out at first. You can make the best post in the world, if you look like a puppet on your LinkedIn profile, you won’t transform.
Tagging half of your network to comment on your post
Nothing more annoying. Seriously! I am tagged several times a day by people I do not know to comment on their profile. (FYI, I always delete them from my network if it is not relevant).
Avoid this approach at all costs. If the person is really concerned by the post yes. Otherwise no. You give a bad image.
And when I say “identified in the post”, that also applies to comments.
Bonus: using your enterprise page
LinkedIn is a professional social network that favors the personal brand over the corporate brand. In other words, business pages have no scope for publication and retain very little engagement and interaction.
If you choose to post on LinkedIn, you must do so on your behalf. Highlight your expertise. Or use the account of the person representing the activity if necessary.
Forget the enterprise pages. It will take 10 times more time and effort to achieve the same results.
If you have questions about good or bad practices, contact me on LinkedIn. I will try to answer you, as best as I can. 😊