49% of internet users who make more than $75,000 annually use LinkedIn while only 26% of those in the $30,000 to $74,999 range use the platform. (Pew Research Center)
In a study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost three times or 277% higher than both Twitter (.69%) and Facebook (.77%). (HubSpot)
But just like in dating, you start clinging, acting too needing, or like a stalker – things won’t go so well for you.
Here is what to lookout for when focusing on LinkedIn as your lead generation tool.
10 biggest mistakes small businesses make with LinkedIn marketing
1) Pitching your service in the 1st message
There is nothing more sure to “destroy” the chance of connecting with your potential client like sending the first message and saying “Hey, you don’t know anything about me, we’ve never spoken, I have no clue what you might need help with in your life/career, but here is my stuff and call me”!
That does NOT work in social selling.
Even though you may have decided to use LinkedIn as a lead generation tool, keep in mind that it as a platform is for creating connections, starting communications and building relationships you otherwise would have never had an opportunity to foster without LinkedIn marketing strategies.
Use it wisely.
It works when done right.
2) Missing or non-working website link
LinkedIn gives you 3 places to put the link to your website.
Under your contact info on the right side at the top of your profile, on the left top side above school attended, plus you can include it in your bio.
When a visitor clicks on your company link they should be able to either get to the LinkdIn company profile page or directly to your website.
But, the more clicks they have have to make, the more of the visitors you will lose.
Make it easy for them, add the link to your site under your contact info.
Once opened they can see your email and very easily access the website.
3) Using LinkedIn for selling
LinkedIn is NOT a platform for selling, but it is used for lead generation.
LinkedIn is a platform to connect with other likeminded people who you can help or they can help you achieve certain goals.
I’m gong to burst a bubble for you: no sales happen on LinkedIn, so don’t hunt for one.
Connections happen on LinkedIn.
Sales is what happens once you successfully take the conversation offline.
4) Generic messages
I’m a perfect example of this one.
I have “real estate agent” listed in my experience section.
Yes, I have a license, and yes, I transact real estate businesses – SOMETIMES, for usually private purposes.
And if you just took 1 second of your time and looked at the biggest image on my profile, you would quickly conclude – real estate is NOT my primary focus and no, I do not need real estate leads or a new broker.
But without a fail, I get offers daily that do not pertain to me.
Here is what that tells me about the peeps who are sending those to me:
care about me
know what I do
have a clue what my struggles are…
nor if they can help me.
They just want to sell me their stuff.
Fun fact: I’m not the only one who feels this way.
If it sounds familiar to you, trust that your prospects could be thinking the same thing when they get messages like that.
No chance for a connection here or sale down the road, so your LinkedIn marketing strategies better focus on quality rather than quantity.
5) Pushing quantity vs quality in connections
Taking time to look at your prospects’ profiles is a far better investment in lead generation than you think.
If you don’t know what your audience does or how they do it, how can you decide if they a good client – for you?
Give it a minute, scroll through their profile, they activities, and you will very quickly be able to decipher,
As in everything else, t’s better to have 100 quality than 500 no-quality prospects.
6) Abandoning connection once you see they are not interested in buying
Once you connecting with someone, if they are not interested in what you have don’t necessarily disregard them forever.
They maybe have no need for what you have today, but maybe they will tomorrow, or maybe they will be speaking to someone tomorrow who they will be able to send your way or do an introduction for you.
If you choose quality connections, they will bring you results eventually.
Be patient, helpful, engaging.
That is what it means to build relationships.
Getting your audience to hear your message is tough in overcrowded market
If the answer is no, put the profile picture right now!
Don’t worry about “looking right” in the picture.
I mean yes, it has be decent, but I have a full conviction you know exactly what decent is.
And don’t let anything else stop you.
It’s much worse to lose all the exposure you could be getting on there than the picture not being taken at the right angle so you hate your smile.
People have to get to know you, like you and trust you to offer you a job or give you an order.
That cannot happen without your picture.
Help them buy from you.
8) Confusing or non-specific message about what you can do for someone
LinkedIn gives you an area to write a blurb about yourself and how you serve your clients.
Most people tend to spend the majority of time describing themselves and their concerns, desires, views, etc. overlooking that the prospects are very little interested in you – but they are very interested in what you can do for them.
Use the area to help them recognize themselves and the solutions you could provide for them to better their situation.
You can clear on that, you will start seeing engagement.
9) Weak or no strategy to approach and connect
Getting clients from LinkedIn is not a Facebook “mass liking” and it requires a well thought out strategy.
Take a minute to think and do research about what might be the best strategy for approaching LinkedIn members and how to get the most out of connecting. At the very least, start with this: respect, take an interest, be helpful, and don’t sell – yet.
Once you move the conversation offline, the consultive selling begins if appropriate.
Don’t forget to track your results and keep tweaking and improving.
10) Message without clear and obvious value proposition
One of the key elements on your profile is to have a USP – unique selling proposition.
Your title and then your profile is your first row of “LinkedIn virtual sales team”.
Based on what people see in those two areas they will decide if they are wanting to explore more about you or reach out.
Be specific and find a way to stand out.
Few seconds is all you have to make that first impression – like everything else in life anyway.
No, it’s not rocket science, though it does take a bit more time and forethought.
The results will be far more impressive if you have a strategy, plan your approach, and do it tactfully.
💥 Keep this post as a reference at your fingertips by printing and taping to your screen or sharing THIS ARTICLE to your Social Media profile and then hit save! Happy connecting!
When I'm not covered in flour baking fresh bread for my fam or enjoying relaxing yoga stretches, I help women who own small businesses uniquely position themselves so they become their client's obvious choice and easily get paid a premium for their services - even if they are strapped for time and have ZERO marketing skills.