How often do you use LinkedIn Updates? Most people I have asked say seldom or never. And the reason is that they don’t have a clue why it should matter.

Here’s the deal: Every time you issue a LinkedIn Update, all your contacts will see it in on their LinkedIn homepages. It’s a way to stay in front of prospects and clients. But you have to be smart and focus on what matters to them. Seriously, don’t pitch your products, sell your services or use any form of hyperbole. If you overtly sell to people, you will only alienate them — and squander an opportunity to build your credibility.

The best thing you can do is to share helpful information. If you read an interesting article, mention it and provide a link so that others can read it, too. In fact, you should always be on the lookout for content you can share with others. For example, you can let people know about upcoming events, webinars and other happenings that may be of interest to them.

You can also leverage LinkedIn Updates to pique curiosity. For example, you might write “Check out how XYZ Company cut their time to market by 14 percent.” Then link to a case study on your website. And you can be human. Share with people what you’re up to from a business point of view. You might say “Excited to be starting a new project with Big Deal Systems” or “Heading to NYC to meet with large tech firm about upcoming product launch.”

When you use LinkedIn Updates this way, you will not only will increase your visibility but also demonstrate that you’re a credible resource worth seeking out.

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Jill Konrath is the author of SNAP Selling and Selling to Big Companies. If you’re struggling to set up meetings, click here to get a free Prospecting Tool Kit.