LinkedIn – THE biggest professional network on the Interwebs.

It may not be the most “fun” and “playful” Social Network, but it is the most powerful for business.

Why?

Because LinkedIn is focused solely on building professional connections.

You don’t read about what someone had for lunch. You don’t (typically) see videos about cats.

It’s all business, all the time.

It’s your online resume. It’s your online Rolodex. Your company can showcase themselves through videos. There is SO much potential to this very useful site.

And yet, SO many people use it wrong (or don’t use it at all).

The #1 BIGGEST FAIL I see on LinkedIn? Connecting with everyone and anyone.

The power of LinkedIn comes from QUALITY connections – not quantity.

Here’s why:

1. One of the most useful aspects of LinkedIn is leveraging your first degree connections to connect you with your second degree connections.

What better way to turn a cold call into a warm introduction? Ask your first degree connection to introduce you. You can’t do this if you don’t know your first degree connection.
(Please note, I do connect with “friends” I haven’t met in real life, but have connected with online. I also will connect with people who add a personalized note to introduce themselves on LinkedIn but simply don’t accept anyone who sends a standardized LinkedIn greeting)

Typically, the reason a stranger wants to connect with you on LinkedIn isn’t because they want to buy from you – they want something. Either they want you to buy from them, or they want to make their online “Rolodex” look impressive by having a lot of connections. Neither option is going to get you new business.

2. Your marketing should always begin with connecting with your target audience.

Connecting with anyone and everyone is NOT a strategy.  Connecting with people you know can help you to connect with your ideal target audience (see point #1).Ideally you want to focus your attention on cultivating and nurturing leads from people who are going to buy from you.

Strangers who don’t know, like and trust you are not going to buy from you, nor are they going to refer business.

3. Your connections will have access to see who you are connected with.

Some of my clients have expressed their concern that people will approach (and poach) their clients. In my opinion, people buy from you because they know, like and trust you (but I’m not malicious enough to subscribe to poaching clients, so perhaps I’m a bit naive to the practice of stealing clients).Having my online identity stolen, and being afraid for my safety, I’ve also become very cautious and careful about my online connections. I’m much more careful about the people I connect with online.

4. Every person you connect with will appear in your LinkedIn “feed”.

You think it’s annoying to have irrelevant information pop up on your Facebook feed? Wait ’til you get tons of stranger updates on LinkedIn! It takes away from being able to comment and/or congratulate your quality connections.

So how do I handle those standardized “I’d like to add you to my professional network on LinkedIn.” requests?

I will often respond with “Can you refresh my memory as to how we know each other?”.

This way, it opens up an opportunity to get to know that person.

Sometimes we have mutual connections. Sometimes they are a high-powered person I’m thrilled has asked to connect with me.

The point is that I respond with a conversation (and often times, an invitation to have coffee together) so that I can continue to build my network of QUALITY connections.

Remember, a Roldex full of business cards from people you’ve never even had a conversation with is not worth the paper they are printed on.

The same thing applies to your virtual connections on LinkedIn.

People buy (or refer) from those they know, like and trust.

If you don’t know your connections, take the time to get to know them.

Posted in LinkedIn Tips and tagged , ,

About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, LinkedIn Top Voice, and Corporate Trainer with over 25 years of experience in digital marketing and LinkedIn profile writing. As the Principal of PUNCH!media and author of "CREATE. CONNECT. CONVERT," Leslie helps executives and professionals optimize their LinkedIn profiles, generate leads, and attract higher-paying clients. Recognized as a LinkedIn Top Voice—an exclusive honor from LinkedIn—Leslie is a trusted authority on LinkedIn profile optimization, AI-driven marketing strategies, and digital identity management. Her expertise has been featured on CBC Radio, where she was called a "Social Media Guru," and on CTV’s "The Social," where she shared strategies for managing digital identity. Leslie empowers professionals to leverage generative AI tools like ChatGPT to enhance marketing strategies, boost efficiency, and create impactful content that converts. She helps businesses understand how to use LinkedIn for lead generation and how AI can revolutionize their digital marketing efforts. Leslie has worked with top organizations like Investment Planning Counsel, Guardian Life Insurance Company of America, JLL, and Franklin Templeton, optimizing LinkedIn profiles and providing corporate training that delivers measurable results. Leslie is a former college professor and co-lead instructor for Ontario Tech University’s Social Media Marketing and Digital Management Certificate. Whether you need a LinkedIn profile writer, corporate trainer, or AI marketing specialist, Leslie Hughes can help you elevate your digital presence and transform your marketing strategy. Ready to take your LinkedIn profile and corporate training to the next level? Learn more at www.punchmedia.ca.