Why Your LinkedIn Strategy is Failing (And How to Fix It)

Marketing is not just about posting content—it is about positioning, engagement, and business impact. Yet, even some of the biggest brands fail on LinkedIn because they lack a strategic approach.

I have analyzed numerous financial services LinkedIn accounts, scrutinizing posts and tracking their engagement. I have also organically grown significant accounts, substantially boosting engagement—without paid ads or shortcuts.

This is not about what I think works. I know what works because I have researched it, tested it, and continue to track the data.

Some companies spend weeks crafting a single post, passing it through designers, copywriters, marketing managers, PR teams, and legal approvals—only to receive minimal engagement. Others treat LinkedIn like Facebook, sharing vacation photos, family updates, or casual videos.

Here are some of the most common and damaging mistakes:

1. Not Knowing Who We Are Talking To

Some companies boast thousands, even millions of followers on LinkedIn—yet their posts barely receive any engagement.

Why? Because they do not have a clear audience strategy.

The Mistake

Many professionals and brands post content without clearly defining who they are speaking to. They assume their content is relevant to everyone when, in reality, it resonates with no one.

• Who is the intended audience for the content?C-suite executives? Industry professionals? Potential clients? Partners?

• Are companies communicating in a way that resonates with their audience, or are they just pushing out corporate jargon that no one cares about?

Without a clear understanding of the audience, content is destined to fail.

The Fix

• Define your target audience before creating content.

• Speak their language, not just corporate-speak.

• Ensure your content answers a question, provides insight, or adds value to your audience’s professional journey.

2. Not Capitalizing on Regional Audience Differences

Many companies assume they can post identical corporate content across all their regional LinkedIn accounts without considering how different audiences engage.

The Mistake

Companies fail to recognize and leverage regional differences in engagement and relationship-building.

For example, in Latin America (LATAM), financial services relationships operate differently.

• Personal connections drive business. Trust, in-person interactions, and relationship-building are non-negotiable.

• Clients expect warmth and accessibility. A strong financial services brand in LATAM is not just about technical expertise—it’s about human connection.

• A brand is not just what it says—it’s how it makes people feel. Clients want to engage with people, not just institutions.

In contrast, North American and European audiences might engage better with data-driven insights, thought leadership, and technical analysis.

The Fix

• Adapt content strategies to match audience preferences (and native languages) in each region.

• Use storytelling and warmth in LATAM, while focusing on data-driven insights in North America and Europe.

• Test different formats and adjust based on engagement results.

Companies that understand and capitalize on these differences can double down on what works—leading to stronger engagement, deeper relationships, and a more impactful brand presence.

3. Posting Forgettable, Ineffective Content

The Mistake

One of the biggest misallocations of marketing resources I see from companies is the reliance on static, uninspiring content:

• Tiny fonts that are unreadable on mobile devices.

• Poor color contrasts, such as white text on light backgrounds.

• Long, corporate-speak captions that fail to say anything meaningful.

Companies invest significant time and budget into these static posts—only for them to be ignored.

The Fix

• Use video. No excuses. AI tools exist—use a voiceover, music, and motion to enhance engagement.

• Show, don’t just tell. A high-impact 15-second video will always outperform a static post with a long caption.

• If a static post must be used, ensure:The font is readable.The design is high-quality and professional.The message is concise and compelling.

4. Treating LinkedIn Like Facebook

The Mistake

Many professionals and brands misuse LinkedIn by posting content that does not belong in a professional setting.

This includes:

• Vacation photos and swimsuit pictures. LinkedIn is not the place to showcase beachside getaways.

• Singing in the car or casual “feel-good” videos. These do not position professionals as serious industry leaders.

• Family milestones. Sharing a personal moment is fine if it’s relevant to a professional journey—otherwise, it belongs on Facebook.

• Internal company meetings and training sessions. These are meant for employees, not the public. Posting them on LinkedIn serves no purpose for an external audience. If the goal is employer branding or talent acquisition, there are more strategic ways to showcase company culture and attract top candidates.

Even more sensitive posts, such as announcements of a passing, should be handled carefully. LinkedIn is not the right channel for every loss in the company. If the deceased was a CEO, founder, or chairman whose impact shaped the organization, then a professional announcement may be appropriate. However, posting about every associate, manager, or executive is neither necessary nor the right platform.

I have seen posts with hashtags like #WeWillMissYou, written as if addressing the deceased directly—as though they might read it. Not only does this feel misplaced on a professional platform, but it can also come across as tone-deaf or even unintentionally awkward. A LinkedIn post is not a memorial wall. If a company wishes to acknowledge a passing, it should be brief, professional, and respectful—without hashtags or personal addresses.

The Fix

• Keep LinkedIn professional. If content does not add value to the industry, clients, or thought leadership, reconsider posting it.

• Be authentic without being personal. Personality can be shown without oversharing.

• Think about how senior executives engage. The most respected professionals are not posting vacation selfies—they are sharing insights, shaping industry conversations, and strengthening their brand.

A LinkedIn presence should reflect an executive-level brand.

Final Thoughts: The Right Strategy Changes Everything

A strong LinkedIn presence is not about posting for the sake of posting—it’s about positioning, credibility, and engagement. The difference between content that gets ignored and content that builds influence comes down to understanding the audience, choosing the right format, and staying relevant to the platform.

I have worked on organically growing LinkedIn accounts and significantly increasing engagement. My insights are based on research, experience, and results.

I share these observations because too many financial companies waste resources on ineffective LinkedIn strategies—when the right approach can completely change the outcome.

What do you think? Have you seen examples of companies making these mistakes? Share your thoughts.