Social selling on LinkedIn: powering up your profile

by: Jen Kelly
Content Director

You’re looking for B2B sales leads so you head over to LinkedIn. You know it’s a great place to find and connect with prospects, but are you missing a trick when it comes to harnessing the full potential of social selling?

From making a few tweaks to your profile to sharing compelling thought-leadership content, the marketing you do on LinkedIn could help attract the customers you’re looking for and make that vital difference to your bottom line.

What is ‘social selling’?

With changes in our working habits during the pandemic setting new records for engagement, social media is a powerful tool for B2B sellers to find, connect with, understand and nurture sales prospects. According to LinkedIn, 62% of B2B customers respond to salespeople who connect by sharing content and insights that are relevant to the buyer, and 50% of buyers turn to LinkedIn as a resource when making B2B purchasing decisions.

LinkedIn measures your marketing efforts and provides you with a Social Selling Index, a score out of 100 that ranks your profile on four elements:

  • Establishing your professional brand
  • Finding the right people
  • Engaging with insights
  • Building relationships

Let’s look at a few ways you can boost your rating.

Be visible, be active

It might sounds obvious but the first step to getting noticed is to make sure professionals in your industry can find you.

There are a few simple steps you can take to optimise your account, like ensuring your profile is visible in search engines, updating your contact information and showcasing your skillset. A good profile picture and cover image will also look more appealing to potential leads and increase views.

Remaining active on the platform is also key to keeping those leads warm as well as nurturing existing customers in your network. The LinkedIn algorithm:

  • Prioritises content from users whom you have engaged with in the past and who post consistently
  • Prioritises content from users who get large amounts of engagement, even if you don’t tend to like or comment on their posts
  • Favours lengthy comments over a high volume of reactions
  • Does not prioritise content from business pages, so personal profiles are the way to go
  • Prefers native content such as text posts, images with text, and videos with text

Think of it as building your own personal brand – this is your opportunity to connect and engage with a captive B2B audience.

Pulse articles

Pulse articles are stories published directly on LinkedIn which allow you to share relevant, insightful content with your audience. It’s a space where you can talk about your skills and expertise, share your industry insights and give potential and existing customers information that adds value.

Whatever you choose to write about, your story should be relatable, conversational and helpful. It’s important to clearly identify the purpose of your article and who your audience is, then plan out the structure over around five to seven paragraphs to make sure – like all good stories – that it has a beginning, middle and end.

Read Something Big Account Director Katie’s recent Pulse article about content marketing

Videos and rich media content

Posting video status updates is a great way to not only engage your audience – earning around three timesthe engagement of text posts ­– but also drive them to your other content.

If you already have a YouTube channel you can embed your video content and share it on LinkedIn, but if you’re looking to maximise engagement, ‘native’ videos uploaded to LinkedIn or created on the platform will automatically play in-feed.

The same marketing rules as written content apply – your videos need to deliver your message in a relatable, authentic way in order to engage your audience. Whether or not you have the budget for high-value video production, don’t underestimate the power of user-generated content to tell your story.

Sweat your assets

If you’ve gone to the trouble of creating great marketing content, social media is the perfect place to amplify your hard work. Promote it in your status updates and keep evergreen content in your pocket ready to re-share if the moment arises. This is a great way to save time and get more eyes on content that people in your network might not have seen before.

Need support building your professional brand? We can help optimise your content by creating engaging videos, writing thought leadership Pulse articles or optimising your brand identity to help you out-talk your competitors. Get in touch: