If you’ve spent even a few minutes on LinkedIn, you’ve seen it.
The lifeless B2B posts look like they were copy-pasted from an internal memo or dragged straight out of a PowerPoint deck. They’re overly formal, visually uninspired, and about as engaging as reading the back of a cereal box.
And yet, these companies genuinely believe this will generate leads, build brand awareness, and spark engagement. Spoiler alert: it doesn’t.
Why? Because they’ve confused “professional” with “boring.” No one scrolling on LinkedIn has the time or patience to be bored. Let’s break down the most common mistakes I see and, more importantly, how to fix them.
The Common Flops in B2B LinkedIn Marketing
1. Walls of Text with No Hook
These posts are so polished they slide right past your brain without leaving a trace. Most of them are a dense wall of text, utterly devoid of personality or any reason for someone to stop scrolling.
- Why It Fails: LinkedIn is full of busy professionals. If your post doesn’t hook them in two seconds, it’s gone.
- How to Fix It: Start with something bold, a question, a striking statistic, or even a hot take. Compare these two:
- “Our new software solution streamlines project management.”
- “Did you know 43% of small businesses struggle with project management? Here’s how we’re solving that.”
See the difference?
2. Generic Stock Photos
We’ve all seen them: smiling teams shaking hands, blurry conference rooms, laptops on desks. These images scream, “We didn’t even try.”
- Why It Fails: They lack authenticity and don’t connect emotionally with your audience.
- How to Fix It: Use visuals that stand out. Better yet, use visuals that are bold, unique, and aligned with your brand. My go-to? Retro neon themes, animated astronauts, and visuals that actually grab attention. No one’s scrolling past an astronaut planting a neon flag that says, “Your Move.”
3. Overly Formal Tone
This one’s my favorite AI-generated copy, and it’s so stiff and robotic you can practically hear the gears grinding. Many marketers think they need to sound formal to appear credible.
- Why It Fails: People connect with people, not faceless corporations.
- How to Fix It: Be Human. Write like you’re talking to someone at a coffee shop, not reading from a teleprompter. A dash of humor or storytelling never hurt anyone.
4. Posting Without a Clear Call-to-Action (CTA)
You’ve read the post, but now what? Many B2B posts leave their audience hanging without a clear next step.
- Why It Fails: Even if someone loves your post, they won’t engage if they don’t know how.
- How to Fix It: Tell them what to do. Whether it’s “Read more,” “Watch the demo,” or “Drop your thoughts in the comments,” give your audience a reason to act.
5. Ignoring the Power of Video
Here’s the thing: video content works. However, too many B2B marketers avoid it because they think it’s too informal or complicated.
- Why It Fails: Video is proven to generate higher engagement than text or images alone.
- How to Fix It: Start simple. Break down your blog posts into short, engaging videos. Use eye-catching animations, quick cuts, and clear voiceovers to grab attention. An animated astronaut or a glowing neon grid doesn’t hurt, either.
The Aaron Belford Approach to LinkedIn Marketing
This isn’t rocket science (unless you’re using my animated astronauts). Fixing your B2B LinkedIn content is straightforward, but it requires time, effort, and consistency. Here’s how I approach it:
1. Think Big, Then Simplify
Stop overcomplicating. Big ideas need precise, concise delivery. Break them down into digestible pieces that resonate at a glance.
2. Use Eye-Catching Visuals
Forget generic. Use bold, dynamic visuals, retro neon grids, video game vibes, or futuristic animations. Make people stop scrolling and take notice.
3. Create Stories, Not Just Posts
Don’t just share information; tell a story. Whether it’s a customer win, a behind-the-scenes moment, or a bold vision for the future, stories stick.
4. Prioritize Engagement
Good content sparks conversations. Always include a CTA and encourage comments, shares, or clicks.
What Does Better LinkedIn Marketing Look Like?
Here’s a real-world example:
- Before:
“Our new product streamlines HR workflows. Learn more at [link].” - After:
“Is your HR team drowning in paperwork? 70% of HR leaders say manual processes slow them down. Meet [Product Name]: the tool designed to save you time, money, and frustration. Watch how it works in 2 minutes: [link].”
Which one would you click?
Make LinkedIn Work for You
Most B2B brands are stuck in a cycle of boring, ineffective content. But it doesn’t have to be that way. By focusing on bold visuals, a conversational tone, and clear CTAs, you can transform your LinkedIn presence into a powerful marketing tool.
Need help? Let’s chat. Together, we’ll create content that doesn’t just look good. It works.
