If you use LinkedIn right, it can be a gift from God. You can build relationships with thousands of clients and even establish your brand—without emptying your bank account. Screw up, on the other hand, and you’ll embarrass yourself; you could tarnish your company’s reputation.

So how would you go about doing it right? You must learn from the mistakes of other owners—and what to do about it.

You’re too eager
It’s all about being subtle, going easy. If you promote yourself too much on your profile, you’re guaranteed to lose potential clients. Do not come off as a bragger.

Have your customers write rave reviews about your company on your profile. If enough people submit their own comments about you, it’ll expand your credibility. This shows that clients love you so much that they took the time to write something positive about your business.

Talking about yourself in a group message
Just because you know a lot of people, it doesn’t give you the right to consistently talk about your product/service. It feels fake, unreal. People will see right through it. Who wants to be labeled as a spammer?

Before contacting your clients, you must know the rule of it: go easy. In group messages, don’t raise questions that come off as sales pitches. Try to establish yourself as an expert by giving considerate, insightful observations.

Not highlighting your abilities
A lot of the times, people illustrate what they have to offer in their profile, lacking any detail of all the positive benefits. If you do this, you miss the opportunity to be unique from the rest.

Center on the problems your company solves. You must talk about results, and that’s what it’s all about.

You don’t use features
LinkedIn has features a lot of people don’t know about. They’re little things that can give you the one-up over your competition. It’s not just a referral network; it’s so much more.

You must understand what LinkedIn has to offer—and utilize it. Before a meeting with a client, brush up on their LinkedIn profile to get the gist of their background and interests. This type of information is used to establish connections that you wouldn’t be aware of.

You joined too many groups
By joining a group discussion, you bring in a lot of attention. But, if you join countless groups you’ll spread yourself too thin.

Focus on 5 groups that will most likely give you an introduction to possible clients or potential partners.

Inviting random people
If you do this, you’ll probably end up on a spammer’s list. Then, when you really want to invite some people, you’ll have to know their real email address.

It’s not worth it. Invite people you actually know. And be careful if you’re inviting a bunch of people at the same time.