Social selling isn’t a trend. It’s the new way of doing business. Here’s how to do it correctly.
Let’s be honest – most of us have a love-hate relationship with LinkedIn. We know we should be more active on it, but it’s easy to let it slide between client work, meetings and everything else on our plates.
And hey, while we’re being totally honest, all those LinkedIn humble brag posts? Not exactly sweetening the deal.
This brings us to something interesting we’ve noticed for a long time: the colleagues who close the most deals aren’t necessarily the ones posting about their latest sales awards or the big account they just landed.
They’re the ones who’ve figured out how to make LinkedIn work for them by making it work for other people. They do that through small, consistent actions that build relationships over time.
And that can be the competitive advantage you use, too. Let us tell you how.
The Death of Salesman – The Birth of Social Selling
You already know the sales game has changed for good. But let’s add some context on just how much has changed, particularly for B2B:
Gartner predicts that by the end of this year, 80% of B2B sales interactions between suppliers and buyers will occur through digital channels. More importantly, 33% of all buyers want a seller-free sales experience. This figure jumps to 44% among millennials.
The message is clear – people are tired of being constantly pitched. They really want someone who understands their specific pain points and solves them.
If you can’t do that, someone who can is probably making a LinkedIn connect request with that prospect right now.
What Is Social Selling? It’s Not Who You Know – It’s Who You Can Help
You’ve probably heard the term “social selling” in marketing meetings. But what does the term actually mean?
Let’s start with what it’s not: It’s not simply sending a LinkedIn request to pitch your new product.
Think of social selling as a new kind of soft selling. It’s not happening on the golf course or over a steak dinner. Instead, it takes place online.
Social selling is the practice of using social media to find, connect with and engage sales prospects. The goal isn’t more cold calls. Instead, it’s about building trust, adding value and creating authentic relationships.
And when it comes to B2B sales, nothing beats LinkedIn as the place to do it.
Most LinkedIn Profiles Fail to Generate Business – Here’s Why
Most professionals understand that LinkedIn is important. They’ve uploaded headshots, written strong headlines and listed their accomplishments. But many profiles sit idle. They don’t generate any real business.
Think of LinkedIn as a piece of home gym equipment. Now that you have it, you find it only works if you use it consistently.
Success on LinkedIn isn’t just about having a great profile – it’s about showing up and bringing something of value with you. The professionals who see results are the ones who engage with their network, add value to conversations and focus on solving problems as the route to selling products.
Sounds great, but now we’re back where we started: Who has the time? You do. By following this framework.
The LinkedIn Habit Framework: Daily, Weekly, Monthly
Small, consistent actions are the best way to improve your LinkedIn presence. Break the job down into daily, weekly and monthly habits to make it easier.
Here’s your new routine:
10 Minutes Daily
These quick check-ins keep you visible and build momentum. The LinkedIn algorithm also favors users who engage consistently.
Goals:
- Connect with five (5) new relevant professionals in your industry or target market
- Like five (5) posts from influential connections to stay visible
- Share one (1) post with industry insights or company updates
- Leave one (1) thoughtful comment to engage in conversations
Pro tip: Set a routine. Try doing this over your morning coffee or during a break in your day.
30 Minutes Weekly
Your opportunity to deepen connections and share more substantial insights, helping maintain relationships while strategically expanding your network. Your weekly session lets you develop more meaningful interactions that showcase your expertise.
Goals:
- Follow five (5) new relevant industry groups or influencers to expand your knowledge sources
- Leave five (5) comments on influential connections’ posts that add meaningful value to conversations
- Post one (1) poll or question to drive engagement with your network
- Write one (1) recommendation for a colleague to strengthen professional relationships
Pro tip: Schedule this as a recurring calendar event – treat it as seriously as a client meeting.
60 Minutes Monthly
This is your strategy session. A monthly check-in allows you to create in-depth content, track your progress and fine-tune your LinkedIn approach.
Goals:
- Congratulate five (5) connections on their achievements (promotions, anniversaries, etc.)
- Join five (5) group discussions in your industry
- Connect with one (1) person who viewed your profile to explore opportunities
- Write one (1) LinkedIn article or substantial post to build thought leadership
Did you know that 75% of decision-makers say thought leadership content has led them to discover and consider new companies, per PR Daily?
Pro tip: Start each monthly session by reviewing your LinkedIn analytics. What’s working? What’s not? Use those insights to adjust your approach.
Make Consistency Your Competitive Advantage
The real power of this framework is consistency.
While competitors post only when they need something, your daily, weekly and monthly LinkedIn habits will help you build lasting relationships.
Think of it like compound interest for your professional network. Small interactions add up, positioning you as a trusted advisor over time.
Your LinkedIn success isn’t about a perfect profile – it’s making sure you’re doing what you can to make it seen as much as possible with useful insights.
And we know the perfect place to make a new connection: https://www.linkedin.com/company/access-marketing-company
