At the time of this post publishing, LinkedIn® has more than 740 million users. That makes it the largest professional networking platform in the world and that is why I couldn’t be more excited to deliver these LinkedIn tips to help you book more sales meetings.
With so many active users, many B2B sales companies are beginning to recognize the potential that LinkedIn offers to reach their target customers. However, to achieve sales success and create more sales conversations with qualified buyers, many organizations still need to improve their techniques to leverage this platform.
With the right strategies and learning to leverage these tips for LinkedIn, your sellers can find, engage, and connect with prospects on this very powerful social network to grow their pipeline. Then, they can continue to nurture prospects to convert those online connections into offline sales conversations.
Keep reading to learn the top tips for LinkedIn profile that can help your team build more sales pipeline.
[click_to_tweet tweet=”Teach sellers how to leverage #social platforms such as LinkedIn to grow pipeline. With the right #SocialSelling activities, sellers will be able to create more #sales conversations. Learn 10 practical tips from @LinkedInExpert. #B2BSales” quote=”Teach sellers how to leverage #social platforms such as LinkedIn to grow pipeline. With the right #SocialSelling activities, sellers will be able to create more #sales conversations. Learn 10 practical tips from @LinkedInExpert. #B2BSales”]
10 Best LinkedIn Tips for Sales Success
Social selling is all about finding, engaging and connecting with your prospects through social media platforms. However, social selling is more than commenting on posts and sending messages to prospects. It requires you to implement a successful social selling strategy. The goal is to build relationships based on trust, so you can convert social engagements into sales conversations.
There is so much noise out there from trainers and consultants alike selling their LinkedIn training with advice, tips, and tricks that is frankly just is flat out wrong and bad for our sales community. With that in mind, we want you selling with LinkedIn successfully and these tips for a great LinkedIn profile will teach you to become a successful social seller on LinkedIn:
Tip #1: Update Your LinkedIn Profile from Resume to Resource
62% of buyers today look for an informative LinkedIn profile when deciding whether to work with a sales rep or not. This emphasizes the need to optimize your LinkedIn profile to turn it into a resource for buyers.
Your acts as a personal website. From your to your , it should include buyer-centric messaging that shows who you help, how you help, and who you’ve helped in the past.
In this short video, I show you how to update your LinkedIn headline to make it more relevant to your target buyer.
The more value the profile offers that addresses your target buyer’s pain points, the more likely it is that prospects will engage in a sales conversation.
[click_to_tweet tweet=”The LinkedIn profiles of your sellers act as their personal websites. It should include buyer-centric messaging and content that addresses the #buyer’s pain points. @LinkedInExpert #SMM #B2BSales #ModernSelling” quote=”The LinkedIn profiles of your sellers act as their personal websites. It should include buyer-centric messaging and content that addresses the #buyer’s pain points. @LinkedInExpert #SMM #B2BSales #ModernSelling”]
Tip #2: How to Make Your LinkedIn Stand Out
Needless to say, everything from your to your should look professional and represent your .
But beyond that, LinkedIn gives you the option to add rich media to your Adding the right type of content strengthens your credibility by sharing how you’ve helped previous clients. This content should highlight specific examples of how your company can solve prospect’s business pain points. .
Collaborate with marketing to identify the right types of content you should add, such as videos, blogs, case studies, testimonials, and client success stories. You should add this content to the LinkedIn Summary, Experience section, and Projects and Publications sections of your LinkedIn profile. Doing so will certainly make your LinkedIn profile stand out and it’s one of the long-lost LinkedIn profile tips that most sellers forget.
Check out this video on what and how to add media to the Featured section of your LinkedIn Profile.
Tip #3: Engage with New LinkedIn Connections
LinkedIn connections who are your target buying persona can be opportunities to develop a relationship with that potential client or may at some point be someone who could provide referrals or both. That’s why it’s important to engage with them through direct messages from the moment they become connections.
Having a pre-written Welcome Message template is vital in the social selling process. After all, as your activity increases, your profile views should increase and you should have more LinkedIn connection requests. An easily customizable template helps reps save precious time.
This is a perfect opportunity to follow the PVC Sales Methodology. Sellers should personalize the message, provide value, and end with a soft CTA, such as a question about the content or the biggest struggles in their role. This shows new connections that your sellers are considering their needs and concerns.
Tip #4: Build Out Solid Search Strings
The core of social selling is engaging with the right people, so finding them first is foundational. Once you’ve identified your ideal buyer, you have to develop targeted LinkedIn Boolean search strings to use when prospecting.
LinkedIn provides many types of searches and shows results based on keywords found on an individual’s profile (another reason why updating your profile is so important!). Therefore, sellers aren’t limited to using basic filters such as demographics, company, or location. One effective technique is using Boolean Search strings to show targeted results so you know they are the right audience.
[click_to_tweet tweet=”Finding ideal #buyers on LinkedIn is essential for building relationships with prospects. Develop search strings for #sales reps to use to find the right audience. #SalesProspecting #LinkedInTip @LinkedInExpert” quote=”Finding ideal #buyers on LinkedIn is essential for building relationships with prospects. Develop search strings for #sales reps to use to find the right audience. #SalesProspecting #LinkedInTip @LinkedInExpert”]
Tip #5: Prospect on LinkedIn
LinkedIn allows you to view shared connections you have with those in your network. All sellers need to do is add a 2nd-degree filter to their search string to quickly identify who in your network can possibly introduce you to the target prospect. Using this feature allows you to find opportunities to ask for a LinkedIn referral introduction by asking the mutual connections.
One LinkedIn prospecting technique to leverage is to socially surround prospects on LinkedIn. Social surrounding is a strategy to earn a referral to a target prospect by building relationships with the prospect’s colleagues or friends through LinkedIn. Then, sellers can ask for a referral introduction, which will have more impact because it comes from someone the prospect trusts.
LinkedIn Sales Navigator can help you pinpoint ideal prospects in ways no other solution can. Leveraging this tool can guide you in identifying who your clients and networking partners know.
From there, you can quickly ask for introductions to new prospects. Sales Navigator is a great tool, but one mistake many organizations make is that they don’t teach sellers how to properly use it, then they question if it’s truly worth the investment. That’s why Sales Navigator training is imperative to achieving success with the platform.
Producing and distributing the right content with social selling tools is crucial to your sales success because these types of tools can provide you with content to share through social accounts, as well as directly with prospects at specific stages of the buying process.
The problem is that, according to CSO Insights, 21.3% of the content sellers share is created by the sellers themselves. This is a time-consuming task that pulls them away from revenue-generating activities, such as building relationships, asking for referrals, and scheduling calls.
To properly develop a content for sales enablement strategy, you must coordinate with marketing and sales enablement leaders to identify the types of content sellers need to effectively target specific buyer personas at specific stages of the buying process.
[click_to_tweet tweet=”Producing and distributing the right content is crucial to #SocialSelling success. Coordinate with #marketing and #SalesEnablement leaders to identify the content sellers need. @LinkedInExpert #ContentForSales #Sales” quote=”Producing and distributing the right content is crucial to #SocialSelling success. Coordinate with #marketing and #SalesEnablement leaders to identify the content sellers need. @LinkedInExpert #ContentForSales #Sales”]
Tip #8: Use a Social Sharing Tool
As mentioned, a key element of social selling is regularly sharing content on social media. The key is to make that process as easy as possible so that sellers don’t spend too much time scheduling their social posts.
There are many sales prospecting tools available. Find one that offers the ability to easily schedule posts. Ideally, your company will create an employee advocacy program, which takes simple social sharing to the next level. An employee advocacy program allows sellers to easily find curated 3rd party and company content to post to their social accounts.
Tip #9: Invite Buyers to Connect on LinkedIn
Whether your reps meet prospects through social platforms, at networking events, or at conferences, they should ask to connect on LinkedIn.
After all, that is where sellers are sharing content, engaging on other posts, and connecting with prospects. These types of social selling ideas and activities build thought leadership and your personal brand. As your network continues to grow, you will increase your reach to find even more connections and prospects.
But to stand out from the crowd, you must personalize your connection requests. Here’s an easy way to do it:
Tip #10: Schedule Time for LinkedIn Activities
Ensure you schedule time in your calendars every single day to work on their LinkedIn activities, such as posting, commenting, and asking for referrals. Have them prioritize that time as if they were with a client with no distractions.
As little as ten minutes a day can help you achieve social selling success by building relationships and gaining new connections. This strategic sales cadence is important as it makes sharing content a part of every seller’s routine, ensuring they are consistently posting new content.
Consistency is key. When you write a LinkedIn post or status update every day, sharing valuable content for your target audience, you will build up an audience of followers. And as you get more engagement from your connections, the LinkedIn algorithm will increase the reach of your posts.
[click_to_tweet tweet=”10 minutes a day can help your sellers achieve #SocialSelling success. Don’t let their #prospecting time get interrupted – it’s the # 1 thing they can do to get in front of new #clients. @LinkedInExpert #SellingWithLinkedin #Success” quote=”10 minutes a day can help your sellers achieve #SocialSelling success. Don’t let their #prospecting time get interrupted – it’s the # 1 thing they can do to get in front of new #clients. @LinkedInExpert #SellingWithLinkedin #Success”]
How to Measure the Success of Your LinkedIn Prospecting Efforts?
When implementing a social selling strategy, it is essential that you understand the key metrics so that you can clearly define success. This will help secure executive buy-in and ensure that sellers and leadership understand how to measure success.
Some of the most important metrics that determine the success of a social selling program are:
- More Sales Conversations – practicing social selling as explained here results in more conversations with the right people.
- Higher Rates of Conversation to Opportunity – with an increase in social selling activities, reps should experience increased profile views, connections, and relationships with new prospects. By continuing to nurture these connections, they should convert more of them to opportunities.
- Growth in Pipeline – your team should see an increase in the number of leads and pipeline.
- Increase in Sales – the numbers trickle down starting with more sales conversations, more opportunities, more pipeline and therefore, sales should increase as a direct result of the social selling activities.
How to Post on LinkedIn
The modern buyer have completely changed the buying process. They perform more independent research, actively seeking information on how to address their pain points. Thus, content plays a powerful role in social selling. As mentioned earlier, it drives credibility, thought-leadership, and awareness of individual sellers and your business’ solutions.
However, the key is to understand what type of content to share, with whom, and when. Often, marketing produces top-of-the-funnel content designed to create brand awareness and drive traffic to the website. This type of content is useful for sellers to share sometimes. Additionally, sellers need access to much more targeted content specifically designed for a unique buyer persona at each stage of the buying process.
As a sales leader, you must determine what kind of information your target buyer needs and when. For example, a CFO will want to easily understand the cost, time, resources needed, and expected ROI of a particular solution. On the other hand, the Head of Product will be more interested in how a solution will improve the team’s efficiency and workflow. Consequently, they require unique pieces of content that address their individual concerns.
Another aspect to consider is when to use different types of content. For example, video messaging has proven to increase engagement on social platforms. Teach sellers how to incorporate a video for sales strategy so they understand what types of videos to record, the messaging to use, and when to share it.
To achieve sustained social selling success, sellers should experiment with sharing different types of content to see how your audience responds. Then, focus on the ones that perform the best.
[click_to_tweet tweet=”Consider different types of #content for each type of #buyer and for specific stages of their journey. To achieve sustained #SocialSelling success, experiment sharing different types and see how your audience responds. @LinkedInExpert #ContentForSales” quote=”Consider different types of #content for each type of #buyer and for specific stages of their journey. To achieve sustained #SocialSelling success, experiment sharing different types and see how your audience responds. @LinkedInExpert #ContentForSales”]
LinkedIn Tips to Creating and Finding Events
Viveka tells us LinkedIn Events will be accessible on both desktop and mobile applications. You’ll find them under Communities or in your saved hashtags located on the left-hand side of your LinkedIn homepage. When creating an event, you’ll be able to add a logo or image to it, as well as the following information:
- Name of the event
- Date and time
- Event hashtag
- A description of the event
- Ticketing URL
LinkedIn Event’s primary purpose is for in-person events, but as Viveka notes, it can also be used for webinars. Simply add the webinar URL to your description. When inviting people to your events, she recommends that you create your video, and then share the link in your posts and through messages as well. All of these drive traffic and increase visibility.
If you’re looking for an event, try searching #EventsonLinkedIn. As the program rolls out to more regions, you may also try searching location-based hashtags. For example, if I’m in St. Augustine, Florida, and the next closest city is Jacksonville, I’ll search #Jacksonville on LinkedIn.
Achieve Social Selling Success
The LinkedIn tips for salespeople outlined above can help sales reps maximize LinkedIn as a digital lead generation platform. Social selling activities, when properly executed, will increase sales opportunities and fill the pipeline.
Are your sellers effectively leveraging digital selling techniques on LinkedIn for sales prospecting and gaining referrals? We surveyed 862 sales reps to learn how sellers in a variety of industries are using digital selling. Learn how sellers are failing at digital selling and read advice from sales leaders on how to guide your sellers on effective digital selling. Download the State of Digital Selling with LinkedIn today!