5 Don’ts on LinkedIn for Startup Founders
“Hi, Alina! I’m expanding my network and would like to have a 30-minute call with you.” Please, just don’t. We don’t know each other, and I have no idea why we need to talk! Here’s another scenario: a founder sends me a request, I check their profile and find either a bunch of irrelevant information or no updates at all. I really thought it was a basic rule to keep a LinkedIn profile tidy and straight to the point, but apparently, it’s not as obvious as I assumed.
So, if you’re an entrepreneur using LinkedIn for lead generation or as a networking tool with investors, reporters, or partners, this article is specifically for you. I’m connected to hundreds of tech entrepreneurs and receive dozens of connection requests every week. I’ve noticed mistakes that are easily avoidable. Here they are.
1. Don’t Over-Promote Your Product or Service
Why It’s a Mistake:
Turning every post into a billboard for your product? No, no, and once again, NO. Your followers didn’t sign up for a 24/7 infomercial. Trust me, I know that just as parents are always ready to talk endlessly about their kids, founders are equally eager to talk about their startups. But excessive self-promotion can be off-putting. LinkedIn is a professional network, and while it’s crucial to market your startup, there’s a fine line between healthy promotion and spammy behavior.
What to Do Instead:
Focus on providing value. Share insights, industry news, and thought leadership content that positions you and your startup as knowledgeable and engaged in your field. Use the 80/20 rule — 80% of your content should be informative and valuable, while 20% can be promotional. Think of yourself as that cool teacher from school who made learning fun. Share stories, industry scoops, or how-tos, find your own TOV, and don’t use your LinkedIn account as a press release page from your website.
2. Don’t Ignore Networking Etiquette
Why It’s a Mistake:
Just smashing that connect button without rhyme or reason? That’s like trying to make friends by throwing business cards at people. Networking on LinkedIn isn’t just about adding connections; it’s about building relationships. Ignoring networking etiquette, like sending invites and not introducing yourself, sending generic connection requests or not engaging with your connections, can not only lead to missed opportunities but also can create the wrong first impression.
What to Do Instead:
Personalize connection requests with a brief note on why you wish to connect. Engage with your network by commenting on posts, sharing relevant content, and endorsing skills. Remember, networking is a two-way street. Remember the person who commented on your post with something thoughtful? Who added a unique perspective to what you shared? That’s it, exactly. Quick tip on how to personalize your invite: (1) drop a note:
“Loved your article on AI ethics, let’s connect!” or “We’re both part of XXX community, will be nice to get connected!”
3. Don’t Underestimate Your Profile’s Power
Why It’s a Mistake:
Your LinkedIn profile is often the first impression you make. An unprofessional profile can harm your reputation and your startup’s credibility. An empty or outdated LinkedIn profile is like showing up to a job interview in pyjamas. Not cool.
What to Do Instead:
Ensure your profile is complete and up-to-date. Use a professional photo, craft a compelling summary, and highlight your experiences and achievements. Your profile should reflect your role as a founder and the vision of your startup. What are the founders you follow? I bet their profiles are like mini-resumes and billboards for their passion. Aim for that.
4. Don’t Neglect LinkedIn Analytics
Why It’s a Mistake:
Not utilizing LinkedIn’s analytics tools can leave you blind to the impact of your online presence. Understanding your audience and how they interact with your content is crucial for refining your strategy. You need to know what’s working and what’s not, so keep an eye on numbers, they can help your growth.
What to Do Instead:
Regularly review your LinkedIn analytics to understand which types of content resonate with your audience. Use these insights to tailor your content strategy and improve engagement. Dive into those analytics like a true influencer. Which posts got people talking? More of that, please!
5. Don’t Share Inappropriate Content
Why It’s a Mistake:
Sharing content that’s irrelevant, controversial, or unprofessional can quickly tarnish your reputation and that of your startup. Remember, everything you share is a reflection of your business. Posting memes about your late-night coding sessions might be amusing, but it’s unlikely to impress investors. Before you post, ask yourself, “Would I want my ideal investor or client to see this?” Aim to keep it relevant and professional. Observe how industry leaders do it — they inject personality into their posts while maintaining top-notch professionalism.
What to Do Instead:
Be thoughtful about the content you share. Make sure it’s pertinent to your industry and resonates with your audience. Include calls to action and engage in meaningful conversations. However, be prepared for potentially controversial topics. In such cases, decide whether to express your views, even if unpopular, or to steer clear of being too outspoken. Regardless, always aim to keep a professional tone in all your communications. Of course, once you achieve significant results, you might earn some leeway to be more unconventional. Hi there, Elon!
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