With over 4.95 billion active users on social media, promoting on social media is extra related than ever. Gross sales leaders with a forward-thinking strategy should incorporate these practices into their gross sales forces; in any other case, they threat falling behind extra proactive opponents.

people discuss selling on social media

To boost your social promoting endeavors, I’ve compiled an intensive information overlaying every part from the basics of social promoting to extra superior topics, reminiscent of assessing its effectiveness and figuring out essentially the most helpful social promoting instruments.

Whether or not you’re trying to provoke social promoting by means of your gross sales crew or independently, this complete information serves as your all-in-one useful resource.

Download 37 Tips for Social Selling on LinkedIn

Desk of Contents

What’s social promoting?

Social selling is a gross sales technique that makes use of social media platforms to attach, interact, and construct relationships with potential clients. In contrast to conventional gross sales approaches that always contain chilly calls and direct pitches, social promoting focuses on leveraging social media networks to know and work together with prospects in a extra personalised and genuine approach.

At the moment, 56% of salespeople use social media to seek out potential prospects. By commenting on, liking, and sharing prospects’ and clients’ posts on networks like Twitter, LinkedIn, Fb, Instagram, and TikTok, salespeople create natural relationships with consumers over shared pursuits.

Nonetheless, social promoting isn’t for reps searching for fast wins or a silver bullet. To succeed, salespeople should put within the hours and energy to have interaction with their goal consumers and construct credibility.

The Artwork of Social Promoting

Information exhibits that those that put essentially the most effort into social promoting reap the largest rewards. For instance, 76% of top-performing sales reps “at all times” analysis their prospects earlier than reaching out.

Our State of Sales Report 2024 exhibits that 75% of salespeople use Fb to seek out leads, adopted by Instagram, Linkedin, and YouTube. The important thing to success right here is to develop your community and construct a popularity in your chosen social media platforms.

However what does this appear like in apply at an organization? The telecommunications large Teleus adopted social promoting practices and LinkedIn’s Gross sales Navigator.

Teleus found that Gross sales Navigator influenced 82% of the company’s Q3 and Q4 2021 closed won revenue. These offers had been 209% bigger than these not influenced by Gross sales Navigator.

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As social promoting is at all times in flux, you must at all times keep up with the most recent trends. By doing so, you’ll not solely maintain your abilities sharp and know the place your greatest prospects are in the intervening time but additionally anticipate the place they may shift subsequent.

Social Promoting Greatest Practices

Social promoting generally is a profitable useful resource to generate extra leads and improve your income.

Nonetheless, there are a number of steps reps can take to degree up their social promoting abilities. Listed below are 11 greatest practices to think about.

1. Optimize your social media profiles.

Optimize your social media profiles earlier than starting your social promoting initiative. Prospects are much less prone to reply in case your profile is outdated or lacks important info.

We’ll be explaining find out how to do it a bit later.

Fast stats: In line with our inner analysis, 45% of salespeople discover their leads on social media and 33% assume that social media channels provide the best high quality leads.

2. Be part of LinkedIn teams and different related boards.

Be part of related teams and boards on LinkedIn and different websites to remain up to date on {industry} developments.

Use helpful info to contribute to a dialogue, as unsolicited, sales-y feedback will annoy group members, simply as a chilly name or e mail would. Advance the dialog in a significant approach, or simply sit again and observe.

Fast stats: For 32% of the gross sales execs collaborating in our survey, LinkedIn is the simplest social media platform for researching new prospects.

Joe Zappa, founder and CEO of Sharp Pen Media, believes that you must comply with and interact with influencers in your {industry}. By “influencers,” he refers to people with a large and engaged viewers who submit thought-provoking native content material and touch upon points you want to focus on.

When Zappa first joined social media, he tried to touch upon posts by prospects, {industry} leaders, and CEOs.

“I imagine this strategy can undermine your social advertising technique as a result of most prospects and {industry} leaders don’t submit steadily,” he says upon reflection. “Quite the opposite, every part they submit is a hyperlink or self-promotion. That is content material you possibly can’t genuinely interact with, and there’s little hope that they’ll ultimately discover you.”

Zappa additionally notes that you just threat coming off as in case you’re promoting one thing — “each to the individual whose submit you’re commenting on and to 3rd events interacting with the submit.”

3. Arrange social listening alerts.

Use Google alerts or a social listening software (HubSpot clients can use the Social Media Management Software) to arrange social listening alerts. These are notifications that inform you when your prospects or clients expertise a set off occasion or submit a potential gross sales opening.

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For instance, say a prospect mentions they’ve an issue that you would be able to tackle. A social listening alert may also help you shortly be a part of the dialog with useful content material or perception.

Equally, if a possible purchaser’s firm hires a brand new CEO or expands its enterprise, touch upon the set off occasion as quickly as potential to get on their radar.

4. Share content material to construct your credibility.

Share authentic, industry-specific content material to construct credibility and engagement on social media.

Have you ever learn any attention-grabbing articles associated to your prospects’ {industry}? Share them! Did you see a thought-provoking research that may very well be conversation starter? Share it!

Don’t overlook to ask folks to have interaction within the feedback to begin conversations.

Fast stats: 31% of gross sales execs assume that social media content material resonates most with prospects. In the meantime, 32% are positive that social media content material provides the best ROI for B2B companies.

5. Take note of the feedback part.

In the event you see high-engagement posts in your feed, browse the feedback part and be a part of the dialog. By studying the feedback your prospects are leaving, you possibly can higher perceive their standpoint and preferences.

Additionally, you will get an thought of what sort of content material your prospects take pleasure in and interact with. This may also help you determine what sort of content material to share.

For instance, somebody may go away a remark in your current product launch submit asking, “Is that this function obtainable for Gentle accounts?”

You may reply, “All trial accounts have entry to this function for 14 days, and Enterprise and Professional accounts have limitless entry, too.”

When you don’t want to have interaction with each submit you see, commenting generally is a highly effective software, in keeping with Alexander Low, Managing Director at DCM Insights.

In the event you present up each day on social media right here with intention and interact with folks by liking or commenting on their posts, you’re creating micro-moments of affect,” says Low.

In the event you identical to/react to a submit, solely the creator will get notified. Nonetheless, if you touch upon a submit, each one that has favored, reacted to, commented on, or reposted will get a notification that you’ve got commented.

“That is how one can community round numerous folks directly. Deal with the outcomes you need to obtain, flip engagement into connections, after which take conversations offline; which you then need to nurture into alternative,” says Low.

6. Share success tales.

Testimonials are a helpful type of social proof. Research exhibits that over 92% of B2B consumers say they’re extra prone to make a shopping for choice after studying a reliable evaluation.

Sharing success tales out of your different clients helps construct your credibility with potential consumers. If a prospect resonates with a testimonial you share on their feed, they is perhaps extra inclined to make use of your answer.

Fast stats: 16% of gross sales professionals assume that leveraging social proof is the primary technique for promoting to new clients.

“In the event you do a terrific job fixing for the shopper, they’ll at all times be eager to supply suggestions — and the extra you remedy for them, the extra optimistic that suggestions might be. It’s a terrific behavior to get suggestions after a gross sales course of and even higher to have that suggestions displayed within the type of a LinkedIn advice,” says Marlon De Assis-Fernandez, a senior gross sales supervisor at HubSpot.

7. Be aware of buyer help alternatives.

Extra consumers are interacting with companies on social media and messaging platforms. Keep watch over what consumers and customers are saying about your organization in these areas — particularly if a buyer is dissatisfied.

Staying alert to social media chatter about your organization can provide your buyer help crew a heads-up about an issue. You’ll even be extra ready to speak to prospects who could have seen disgruntled buyer content material.

For instance, in case you see a touch upon social media the place a buyer expresses dissatisfaction along with your firm’s providing, pay attention to the problem.

If your organization’s advertising or help groups haven’t but responded, make them conscious of the remark to allow them to tackle it, and observe the language they use for the decision.

Fast stats: 22% of B2C gross sales execs assume that utilizing social media DMs (Direct Messaging) to supply buyer help/reply questions is an efficient gross sales technique.

8. Be constant.

Spending all day on social media might not be one of the best use of your time, however you must purpose for constant posting and engagement.

HubSpot’s personal Dan Tyre recommends gross sales reps submit at the least weekly on LinkedIn with particular person follow-ups for prospects who interact along with your content material.

“The hot button is to have three or 4 interactions inside 10-12 days, which exhibits skilled persistence with out overwhelming your prospect,” Tyre says.

9. Observe engagement.

Social media engagement metrics embrace likes, feedback, shares, and excessive engagement. This knowledge signifies {that a} piece of content material really resonates along with your viewers. Study from what works greatest so you possibly can proceed to share essentially the most related content material along with your viewers.

For instance, in case you discover that content material about B2B gross sales instruments will get essentially the most likes, feedback, or shares, that’s indication that the subject particularly resonates along with your viewers. You possibly can then focus on the subject extra typically.

10. Subscribe to blogs.

How will you identify what to speak about along with your prospects on social media? By studying related articles and understanding potential clients’ issues.

Try what content material your consumers are sharing, and subscribe to these blogs. Then, share the articles you assume can be notably attention-grabbing to your consumers on LinkedIn or your most popular social profile.

Fast stats: 12% of gross sales execs use weblog posts as a part of their gross sales enablement content material, and 28% of the survey members get their leads from weblog posts.

11. Search referrals.

Request referrals from mutual connections to realize heat introductions to particular stakeholders and potential leads.

Fast stats: 33% of gross sales professionals assume that the best high quality leads come from referrals from present clients.

12. Know when to maneuver your conversations off social media.

If you wish to land the sale, you’ll ultimately must take the social media connections you make offline. After making a stable reference to a prospect on social media, provide to hop on a name to proceed the dialog.

This can can help you be taught extra in regards to the prospect’s pain points or scenario, which may also help you achieve the readability it’s essential to land the sale.

Tyre says that if interactions with a prospect that matches his vertical market and excellent buyer profile transfer in a optimistic path, he’ll hunt down the contact’s e mail tackle to arrange a name. They’ll then proceed the dialog off social media.

13. Non-compulsory tip: Subscribe to LinkedIn Gross sales Navigator.

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LinkedIn Gross sales Navigator is a premium service priced at $99.99 per month, with a reduction for annual subscriptions. The software helps gross sales reps determine new leads primarily based on their location, {industry}, firm measurement, and different attributes it’s essential to construct a prospect listing.

Need extra? Watch this webinar as social promoting specialists Olga Bondareva, Ekaterina Altbregina, Sofia Lopatkina, and Assylkhan Shaidollayev share their greatest practices and profitable case research:

You may also take heed to Guillaume Moubeche’s technique for turning LinkedIn right into a heavy lead machine:

14. Non-compulsory tip: Weblog.

Gross sales reps don’t need to weblog for efficient social promoting, however it may be a helpful strategy to appeal to certified prospects. You possibly can construct affect in your {industry} and supply worth to your viewers with authentic perception and thought management.

Running a blog pays dividends on your lead-generation efforts. Companies that weblog at the least 16 occasions a month see 350% more traffic than people who don’t.

To craft a submit that captures your prospects’ consideration, take into account the next suggestions:

  • Choose a subject that resonates along with your viewers’s pursuits.
  • Create compelling titles to seize consideration.
  • Keep away from making your submit excessively sales-oriented.
  • Infuse your perspective and insights into the content material.
  • Share your posts throughout your social profiles, together with Twitter and LinkedIn, and make use of related hashtags to boost discoverability.

Optimizing Social Profiles for Social Promoting

On the earth of social promoting, your social media account must be greater than a digital resume. Your profiles ought to actively make it easier to domesticate a popularity along with your consumers as a trusted advisor who brings recent insights to their enterprise.

Your profiles must replicate this new goal. See methods you possibly can optimize your social presence beneath.


Twitter profiles don’t have a lot actual property, so it’s straightforward to offer yours a makeover. Comply with these steps to take action:

  • Use an expert image on your profile photograph.
  • Use a positioning assertion in your bio that features a mini-insight.
  • Hyperlink to your organization’s Twitter account (Instance: Gross sales Rep @firm).
  • Checklist your LinkedIn profile.
  • Embrace related hashtags that your consumers comply with.


If sellers contact them, 42% of buyers within the U.S. and Canada analysis these sellers by taking a look at their LinkedIn profiles. That being stated, optimizing your LinkedIn profile is a particularly helpful train.

Listed below are seven suggestions to make sure your LinkedIn profile is optimized for social promoting:

  1. Have a present, hi-res image.
  2. Don’t simply use your job title. Craft a compelling headline that goes past your job title. For instance, take into account answering two questions in your headline: Who do you assist, and the way do you assist them?
  3. Write a 3X3 abstract — three paragraphs with three or fewer sentences every. Reiterate your worth proposition within the first, present some social proof of the way you assist shoppers obtain ends in the second, and conclude with a quick call-to-action explaining why and the way a purchaser ought to join with you.
  4. Put up visible content material that provides worth to your potential consumers.
  5. Within the expertise part, emphasize the way you enabled clients to enhance their enterprise — not what number of occasions or by how a lot you exceeded quota.
  6. Search suggestions from glad clients to bolster your credibility.
  7. Be part of teams related to your consumers.

To view a visible template illustrating what an optimized LinkedIn profile for social promoting appears like, click on on the picture beneath.

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The best way to Have interaction With Your Consumers on Social Networks

Social promoting is all about engagement. However keep in mind that your interactions must be considerate, related, and personalised.

Social engagement is available in 4 major varieties: sharing, liking, commenting, and connecting.


Share content material that pursuits your goal consumers. The extra related, thrilling content material you possibly can share, the higher.

You possibly can hyperlink to your organization’s content material and what Jill Rowley calls “OPC” — different folks’s content material. Switching up your sources will nix the notion that you just’re self-serving.

Jill Konrath, keynote speaker and gross sales skilled, shares useful content material together with her target market on each her LinkedIn and Twitter pages day by day. Konrath makes use of her skilled information to share tangible recommendation and attract a captive viewers.

Sharing content material is significant as extra customers make shopping for selections on-line. In actual fact, 30% of buyers report studying greater than 5 items of content material earlier than making a purchase order.


If you don’t have time for a remark or don’t have something substantial so as to add, a like or favourite works simply as properly. Likes additionally work as a thanks when others share or retweet your content material.


A remark shouldn’t simply be a gross sales pitch or a hyperlink to your organization’s web site. As an alternative, it must be a considerate and thought-provoking response to an article. By commenting on energetic, energetic threads that hit the core pursuits of your target market, you possibly can drive engagement on your personal web site.

For instance, Lisa Dennis, president and founder at Knowledgence Associates, shares posts that her goal consumers would care about and provides considerate feedback to others’ content material.

Need to profit from your feedback? Try this guide on one of the best occasions to submit throughout completely different social media networks.


On Twitter, you possibly can comply with prospects to your coronary heart’s want. However on LinkedIn, try to be extra considered.

rule of thumb for LinkedIn is to not request to attach with somebody till you’ve had a significant interplay, both in individual or on-line. Then, you possibly can ship a customized invitation explaining why you’d wish to be of their community.

For instance, to request to attach, you possibly can reference a weblog submit the individual wrote or a chunk of content material they just lately shared to indicate that you just did your analysis.

Right here’s an instance of a powerful LinkedIn invitation:

“Hello Jaime, we share 25 connections right here, together with Michelle Lee, who launched me to Amy Chang, which landed me my present advisor place. A number of folks have talked about you as somebody I want to satisfy. I might love to attach.”

Working Social Promoting into Your Day

One of the vital vital perceived hurdles to adopting social promoting is that it takes an excessive amount of time to make gross sales. How can gross sales reps sustain with their consumers on LinkedIn and Twitter once they’re additionally attempting to, you realize, promote?

Like anything, creating a routine round social promoting will minimize down on the time dedication.

Ben Martin, Director at Automation Squared Ltd, recommends the following 12-step social selling process that may take as little as half-hour per day.

  1. Discover related content material to share.
  2. Share the related content material on social networks.
  3. Verify on who’s seen your LinkedIn profile.
  4. Work together with goal consumers who have a look at your profile and ship connection requests when acceptable.
  5. Monitor engagement along with your content material.
  6. Work together with those that interact along with your content material.
  7. Overview LinkedIn alerts.
  8. Set up goal consumers in a LinkedIn folder.
  9. Share content material with goal consumers.
  10. Overview any further set off occasion alerts.
  11. Reply to messages.
  12. Provoke new conversations.

Is social promoting creepy?

Many reps are hesitant to undertake social promoting as a result of they concern it is going to come off as “creepy” to consumers. In any case, no one likes the sensation that they’re being researched by folks they don’t know.

Salespeople generally fear that beginning a chilly e mail with “I seen on LinkedIn that you just…” or “I favored your tweet about…” may scare prospects away as a substitute of drawing them in.

In the event you’re nervous about turning off prospects when social promoting, listed below are some greatest practices for interacting on social media in a approach that doesn’t really feel creepy:

  • Ideally, concentrate on interacting with prospects who’ve demonstrated curiosity in your services or products by participating along with your content material, reminiscent of commenting on or sharing your posts. Messaging prospects who have not proven curiosity could be perceived as intrusive.
  • Personalize your messages. Usually, tailor-made messages are seen as much less intrusive in comparison with generic ones.
  • Don’t attain out to contacts on non-professional accounts, reminiscent of private Instagram or Fb pages. For gross sales representatives, LinkedIn supplies a extra appropriate platform for skilled and optimistic engagement with prospects.
  • Have interaction in “mild” social promoting interactions. Actions reminiscent of liking, favoriting, or retweeting are typically thought-about much less invasive than extra in-depth interactions, reminiscent of direct messaging or commenting.

Bear in mind, you need social media interactions to really feel pure and conversational for each you and the prospect.

Measuring Social Promoting Success

Measurement is arguably essentially the most difficult a part of a social promoting initiative as a result of the results aren’t linear. There’s no formulation but that correlates the variety of content material shares or likes with the variety of offers closed. However this doesn’t imply that you would be able to’t measure social promoting in any respect.

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The vast majority of the social promoting metrics obtainable at the moment assess a person’s aptitude, like with Buzzsumo. LinkedIn has created its personal software, the Social Selling Index, to assist these with Gross sales Navigator Premium accounts perceive their effectiveness on the platform.

Social Promoting Index

The Social Promoting Index (SSI) measures how efficient you’re at establishing your skilled model and presence on LinkedIn.

To entry it, you need to have a subscription to LinkedIn’s Gross sales Navigator Premium, the place you’ll achieve entry to a day by day up to date Social Promoting Dashboard (as proven beneath).

The Dashboard offers insights into your effectiveness in establishing your private model, reaching the appropriate folks, participating with insights, and constructing relationships. Your effectiveness is scored out of 100.

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Excessive-performing salespeople are 12% more likely to make use of social media to promote, and social sellers utilizing the index outsell friends who don’t use social media.

On a bigger scale, an organization may add a “social” supply of deal choices to their CRM software to see what number of clients are coming from social promoting.

Gross sales leaders who’d wish to conduct a research on how social promoting interprets into gross sales ought to first systematize the apply and prepare reps on social greatest practices. They’ll then measure what influence the brand new routine has on closed offers by evaluating future outcomes to historic numbers.

Social Promoting Instruments

Social promoting is simpler to implement when you might have the appropriate instruments for the job.

The product you select depends upon the precise wants of your group and the challenges your consumers face.

Among the hottest social promoting instruments obtainable at the moment embrace the next.


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Oktopost is a strong software program suite that permits entrepreneurs to construct B2B social promoting plans for his or her group. The platform additionally contains sturdy knowledge assortment and evaluation capabilities, permitting gross sales groups to trace ROI and derive insights from buyer engagement.

Oktopost additionally integrates with a number of of the most important CRMs, making it straightforward to deploy in your group.

Value: Pricing is offered upon request.

Pulsar Platform

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Pulsar Platform is an viewers intelligence and social listening platform. This software identifies developments and insights from the huge social media house.

Pulsar may also help gross sales groups form their messaging with real-time knowledge on social media developments and conversations. You may also determine influencers massive and small in social areas, serving to you maximize your gross sales efforts.

Value: Pricing is offered upon request.


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Vidyard helps you to add and share customized movies, which can provide your gross sales crew a crucial edge in social promoting. Video can easy away numerous friction factors, lowering the variety of steps it takes to deliver prospects by means of your gross sales pipeline.

Vidyard is simple to make use of and contains quite a few video templates that may assist your crew simply create professional-looking movies on demand.

Value: A free model is offered. Professional prices $19 a month yearly or $29 month-to-month. The Plus plan prices $89 per individual a month and begins at $708 yearly. The Marketing strategy’s pricing is offered upon request.


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Social promoting entails numerous shifting components, and Seismic helps you coordinate all of them. With Seismic, you possibly can monitor what items of content material you share in every channel and their metrics to research efficiency.

Seismic permits social sellers to optimize their content material supply throughout the customer’s journey, serving to them to shut extra gross sales.

Value: Pricing is offered upon request.

Getting Began With Social Promoting

Now that you just’re geared up with the fundamentals of social promoting, find out how to measure its effectiveness, and a few social promoting instruments, you’re able to get began with social gross sales.

You should definitely incorporate one of the best practices into your day by day routine and prepare your gross sales crew to do the identical.

Editor’s Observe: This submit was initially printed in November 2014 and has been up to date for accuracy and comprehensiveness.

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