6 Critical Mistakes Entrepreneurs Make On LinkedIn And How To Fix Them

This article was originally published via my Forbes column. If you are interested in the intersection of education and entrepreneurship, please follow my work here, or stop by column. I usually write three articles per month and look forward to hearing your feedback and stories regarding these interesting topics.

Did you know? Right now, there are over 600 million members on LinkedIn across the globe, and those numbers grow daily.

Now is the time to take advantage of growing your brand and business before LinkedIn becomes significantly crowded with global content creators.

My History With LinkedIn

My history with LinkedIn goes back almost seven years ago, when I became quite active on the platform. In 2012, LinkedIn shared my career story on their blog and via Slideshare. In 2016, I was honored when the company featured my work with other leading names in the education space. This past year, LinkedIn named me the #1 Top Voice in Education.

I am forever grateful, and have a lot to share given my experiences working with entrepreneurs on LinkedIn's platform.

I’ve been beta testing with their team on and off for years. I’ve helped them with feedback in such areas as mobile, publishing, LinkedIn Learning and more.

Having this long experience with the company has provided me with unique insights for entrepreneurs who want to grow on LinkedIn, tips for building your personal brand, scaling your business, and positioning yourself as a thought-leader in your niche.

Every week, many entrepreneurs approach me here on LinkedIn. Whether you're an education entrepreneur or if you're starting a business in another field, here are the top six critical mistakes I tend to see, along with best practices for small business owners who begin using the platform.

Problems And Answers

Approach: Most entrepreneurs tend to approach me with their product or service before they introduce themselves. Quite often, right after I accept an invitation, an entrepreneur will send me an entire business plan with pictures, a pitch deck full of information, and loaded questions. Most entrepreneurs ask for my time and feedback on their product or service.

And, all of these types of behaviors tend to occur before they even say hello.

Instead, as an entrepreneur, you should leave a personal note when you want to connect with someone. Start your relationship off on the right foot by creating a mutually beneficial relationship. Don't send over an entire business portfolio with pictures, a link to a calendar meeting, or a request to meet for coffee.

Take time to build your new relationship. Don't ask before you give.

Your Third-Person Summary: Unless you're somebody super famous, there is no need to write your summary in the third-person. It is best to write your bio in the first-person. Writing in the first person shows you are approachable and personal. Also, when you write from a narrative standpoint, you can tell a story while keeping your ego in check, which can help you to remain grounded and humble. For this part of your summary, focus on who you are, what you do, and those you support. Add a little bit of personal information, and include your top skills via keywords so people can find you.

Don't be afraid to add a little humor to your bio either; we could all use more laughter these days.

Give It Time: LinkedIn is a long-term investment. I see new users who come on the platform daily, and when they don't receive immediate gratification or instant feedback, they give up and leave. Rather than giving up, create a long-term editorial plan.

For example, try to post at least three times a week. Test different content deliverables such as text posts (which work great now), videos, and articles along with personal commentary.

Choose pieces that your audience will find valuable.

Keep in mind, you are there to stand out as a giver. People can see who you are through your actions, and how you behave on the platform. When you use LinkedIn the right way, you are building trust, solid relationships, and you may soon find other members reaching out to your for business.

You can become a notable thought-leader by posting consistently and staying within your niche.

Keep in mind that the platform is not only about you, but rather what you can do for your potential new clients, investors, or employees.

Remain focused with your content, don't divert too much, and when the time comes, someone will remember you are the go-to person when he/she needs a product or service you provide.

Offer best tips for your niche, share how-to posts, and ask your audience questions to garner engagement.

Engage: When you share content on LinkedIn, make sure to come back and engage with members who left comments on your post. Save the URL so you can check it every day. Don't post information, walk away, and leave your readers. This behavior is similar to ghosting, and it can send a message to your potential audience that you're not interested in them or their thoughts. When this happens, they will not be interested in you or your product because this behavior can make people feel neglected.

People buy from those they can trust. Word of mouth is still critical. Trust takes time. It's okay to slow down.

Consistently engage with your audience, and watch your following, thought-leadership, leads and business grow.

Not Too Personal: Since video rolled out, I've seen many entrepreneurs becoming too personal on the platform. Yes, we are human, but choose your personal stories carefully because you never know who is watching your videos or reading your content. Also, don't forget that LinkedIn is a business platform-it is not Facebook or Twitter. Tell a story that will engage and grow your personal brand, but don't overshare. Remember, your potential investors, clients, and employees are watching you too. LinkedIn is the platform for thought-leadership, industry news and professional announcements.

Include Your Team: LinkedIn now has Showcase Pages, which you can spin off directly from your regular business page. I have yet to see many small startups or entrepreneurs using LinkedIn Showcase Pages. Showcase pages can provide you with the opportunity to let your employees talk for you. They can speak about your company culture, share exciting wins, and demonstrate why your small business is the place to be for professional growth. Let your employees do the talking for you, and you may be surprised to see how many investors, new clients, and potential new talent can find you.

For more interesting reads about LinkedIn and how all entrepreneurs can use it the right way, please follow me on Twitter or stop by my profile to connect.

And, please remember to leave a note with your invitation!

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About me: I am honored to be named with other educators as a LinkedIn Top Voice.

I'm a certified elementary, English and ESL teacher with an M.Ed. in Curriculum and Instruction. I've taught various grade levels, and I opened and launched the first graduate advising center for National Louis University.

Today, I cover education and entrepreneurship for Forbes, and I'm the Executive Editor at 51Talk. I helped 51Talk (based out of China) launch in the States.

51Talk is an online learning platform where students from China work online learning English in a live platform setting with American teachers.

Through my education network, I've helped various companies source ESL teachers, have provided curriculum feedback, and brought vast awareness to their companies. I also manage ghostwriters and run all editorial pieces.

Please reach out if I can help you.