My Business Toolchest

I was the President of a manufacturing and distributing business for over 20 years. In that time I received so many requests to connect with people on LinkedIn. I was very careful managing who I did and did not connect to. Here are my reasons why.

Don't Let Your Customers Find Your Suppliers

I was selling private-labelled products. If I connected with my customers, and I connected with my suppliers, they would both be able to see each other. I did not want my suppliers to steal my customers, and I did not want my customers to try to go around me and go direct to my suppliers. For that reason, I had VERY LIMITED LinkedIn contacts.

Managing a LinkedIn account for your business requires a thoughtful and strategic approach, as LinkedIn is a unique platform tailored specifically for professionals and business networking. Here are some key do's and don'ts:

Do's

Complete and Update Your Profile

Ensure that your business’s LinkedIn profile is comprehensive, with up-to-date information about your company, products, services, and team. A complete profile adds credibility and professionalism.

Use Professional Imagery

Your profile picture and banner should be high-quality, professional, and reflective of your brand. This helps in creating a strong first impression.

Engage Actively

Regularly post updates, articles, and insights relevant to your industry. Engage with your audience by responding to comments and participating in discussions.

Leverage LinkedIn’s Networking Tools

Use LinkedIn to connect with industry professionals, potential clients, and partners. Join and participate in relevant groups.

Showcase Your Expertise

Share insights, white papers, case studies, and success stories. This positions your company as a thought leader in your field.

Utilize LinkedIn Analytics

Regularly check your analytics to understand your audience better and to tailor your content strategy accordingly.

Promote Your Company Culture

Share updates about your team, company events, and achievements. This humanizes your brand and can attract potential employees.

Don'ts

Avoid Overpromotion

Constantly promoting your products or services can be off-putting. Balance your content between educational, informative, and promotional.

Don’t Ignore Your Audience

Failing to respond to messages and comments can create a negative impression. Engage with your audience to build relationships.

Don’t Be Inconsistent

Inconsistent posting can make your brand seem unreliable. Stick to a regular content schedule.

Avoid Controversial Topics

Stay away from polarizing topics unless they are directly relevant to your industry and brand values.

Don’t Spam Connection Requests

Avoid sending mass connection requests or generic messages. Personalize your approach.

Avoid Poor Quality Content

Low-quality posts, articles with numerous typos, or irrelevant content can harm your brand's image.

Don’t Neglect LinkedIn Etiquette

LinkedIn is a professional platform, so maintain a professional tone and etiquette in all interactions.

LinkedIn is a powerful tool for building brand awareness, establishing thought leadership, and generating business leads. However, it requires a strategic and respectful approach that aligns with the professional nature of the platform.