LinkedIn is the ultimate platform for mastering the art (and science) of social selling. Nothing else comes close for speaking directly to other professionals in your industry while they’re in a business mindset.

But – there are a lot of other people doing it. Or at least trying to. So how do you stand out from the crowd? Read on, and we’ll walk you through a step-by-step process of finding and connecting with potential buyers, turning them into loyal customers and boosting sales opportunities.

According to LinkedIn, 78% of businesses that use social selling outperform those that don’t.

CBC blog link: B2B content marketing that makes waves

Social selling leaders get better at sales

Data source: LinkedIn

1) Your profile = your brand. Optimize it to win

Your LinkedIn profile is your digital business card and it’s the first impression potential clients, employers, and business partners will have of you. Optimizing your LinkedIn profile is crucial in making a great first impression and standing out among the millions of users on the platform.

Here are some best practice tips:

Use a professional headshot
This should be a recent photo of yourself, taken by a professional photographer, in a setting that show’s you are serious about what you do

Write a strong headline
Your headline is the first thing that people see when they visit your profile, so it’s important to make it count. This should encapsulate your professional experience and should include keywords that are relevant to your industry

Create a compelling summary
Your summary is the next thing that people will see. It’s a great opportunity to showcase your experience and personality. Make sure to include your professional history, skills, and accomplishments – and make it interesting

Highlight your skills
LinkedIn allows you to list up to 50 skills on your profile, so make sure to include all the skills that are relevant to your industry and job. You can also ask your connections to endorse your skills, which will help to increase your visibility

Showcase your experience
Your experience section is where you can highlight current and past jobs, education, and training. Make sure to include the name of the company, your job title, and the dates of employment. Also, you can include a detailed description of your role and responsibilities, emphasising your achievements and impact

Include a call to action
Your LinkedIn profile should include a call to action, such as a link to your website or a request to connect. This will help to drive traffic to your website and increase your visibility

Keep it up-to-date
Your LinkedIn profile should be up-to-date and accurate, so make sure to regularly update your profile with new information, such as new job experiences, skills, or accomplishments

2) Build your tribe to connect and grow

The next step is to build your network. LinkedIn is a powerful professional networking tool that can help you connect with industry leaders, potential employers, and other professionals in your field. Building a strong personal network is crucial to advance your career and grow your business.

Here’s how:

Connect with who you know
The first step is to connect with people you already know. This includes friends, family, colleagues, and classmates. These connections will help you establish a foundation for your network and make it easier to connect with other people in the future

Participate in LinkedIn groups
Groups are a great way to build relationships and engage with potential buyers. Join those that are relevant to your industry and remember to participate. Make sure to add value to the group by providing helpful insights and links to resources

Follow and engage with others
This can include commenting on other people’s posts, sharing their content, and sending them a direct message. By engaging with other users, you can establish yourself as an expert in your field, enhance credibility, build trust, and develop relationships

Use Advanced Search and Sales Navigator
LinkedIn’s Advanced Search feature allows you to find potential buyers and influencers in your industry. Use this to find and connect with people who work at specific companies, have specific job titles, or have specific skills

LinkedIn Sales Navigator is a paid tool that can help you conduct social selling. It allows you to find and connect with potential buyers, track your interactions with them, and receive alerts when they change jobs or companies. Sales Navigator also contains an account mapping feature to visualise the depth and breadth of your connections within specific accounts

3) Content is king: be the go-to source

Sharing meaningful content LinkedIn is a great way to engage with potential buyers and build relationships. Make sure to add your own insights and comments to the content you share to start a conversation.

Here are some content examples for inspiration:

Industry news
Showcase your knowledge of current events in your industry to stay top-of-mind as a thought leader amongst peers and customers. Follow and reshare content from industry media sources, key opinion leaders, and leading brands to keep your network informed with the latest trends and insights in your industry

Branded content
By sharing content from your brand’s LinkedIn page, you can increase awareness and amplify reach in a personalised way. This results in developing even more trust and credibility and connects you to both your brand and your network. Examples include:

  • Thought leadership articles and industry insights
  • Educational and entertaining video content
  • Product announcements and market updates
  • Invitation to participate in upcoming events, such as webinars, exhibitions, etc.

CBC blog link: Learn how to leverage B2B content marketing

4) LinkedIn SSI Score Link | Know your score to measure success

Ready to quantify the impact of your social selling efforts? Meet the Social Selling Index (SSI) – LinkedIn’s tool to measure your success. The SSI is a good place to start as it analyses four key skills to determine the effectiveness of your social selling strategies:

1) Establishing a professional brand with a well-optimised profile
2) Finding the right prospects
3) Sharing relevant, useful content
4) Building and strengthening relationships

You instantly check your personal SSI score by clicking here. Each element is worth 1-25 points and a total score of 0-100 is achieved by summing up all four elements. Your SSI score is just the starting line, now it’s time to crush it!

Are you ready?

Get started to unlock the power of LinkedIn for sales success by building better relationships, understanding customer needs, and earning trust through social selling. It’s a simple process, but one that requires effort and consistency. Start now and watch your opportunities grow.

If you need more inspiration on social selling or specific training for your employees, our team can help. Our B2B marketing and social media professionals can help create the results you’re looking for.

Reach out to Ralph Krøyer at or +45 35 25 01 75 to get the conversation going.