How to Use LinkedIn for Social Selling
LinkedIn is a great resource for professionals of all sorts, but sellers are only scratching the surface when it comes to utilizing its full potential.
Using LinkedIn to your advantage as a seller involves more than simply connecting with colleagues, acquaintances, and potential prospects. It’s more intricate than just shooting out messages in the same way you’d use email.
What can you, as a seller, do to truly use LinkedIn as a sales resource?
1. Share content
The easiest (and completely free!) way of developing your sales persona through LinkedIn involves sharing content.
You’re most likely connected to current clients, new prospects, and even old clients who haven’t renewed. Perhaps you have a few pending invitations to connect hanging out there as well. That’s a great start, but it’s not the full picture.
Don’t be fooled, “social selling” isn’t about bombarding people with InMail at the hopes of getting noticed or a response. Engaging with your network by sharing content is the name of the game when it comes to social selling. It’s about creating relationships, establishing trust, and being viewed as a credible resource.
Providing value to your current clients and the new potential ones is how you can accelerate your sales, while maintaining your reputation for not being an overbearing presence.
The benefits of sharing useful, timely, and informative content on LinkedIn allows you to be seen more often on your connections’ news feeds. It’s a great way to stay top of mind without having to worry about pestering them with constant phone calls or emails.
By sharing the right content, that helps inform your industry, you subtly demonstrate your value and your company’s. It can help differentiate your offering from the competition and put you in a better position.
If the connections in your network engage with the items you share it can more authentically spark a conversation that could lead to a sale. Also, make sure to reciprocate. If they’re sharing content, consider interacting with it by commenting, sharing or “liking” it. This shows you are interested in them and provides natural start for further discussion.
Try to test when the best time to share content is - it can vary widely based on your network. Perhaps they are much more active on LinkedIn during the weekend so that’s when you should aim to post something new or maybe the peak time for interactions is on a Tuesday afternoon. By varying when you share items, you’ll be able to develop a feel for what works best.
Limit the amount of items you share to ensure the content is truly quality and you’re not smothering everyone’s news feed with constant updates. This can range anywhere from once daily to about 3 times a week.
Content sharing on LinkedIn is an incredible way to organically connect with and provide value to your prospects and clients.
LinkedIn is a great tool to do research on your prospects and clients. Do you have a meeting coming up? Check out your contact’s personal and company LinkedIn pages!
They will see you’ve viewed their profile which will only serve to keep you top-of-mind, as well as, indicate your interest in what they’re up to.
There is an abundance of information available about all of us on the internet, which means there is absolutely no excuse to come to a meeting unprepared. Staying on top of what’s new with your contact, in addition to any changes happening in their company should be one of your main goals when perusing LinkedIn.
In addition to keeping updated on what’s going on with your current connections, look at the “people also viewed” and “in common” sections on the right hand side of your contact’s profile. You may find other people you know or have worked with that you aren’t connected with yet.
Sellers should aim to use the limitless potential of sharing content and doing research on LinkedIn to their advantage. Becoming an effective social seller requires you to devote focused time and energy into making the most of what this social network has to offer.
How are you using LinkedIn to build relationships?