How Marketing and Sales Leaders Win with LinkedIn™ Social Selling
How Heads of Marketing Use Social Media
Heads of marketing recognize the power of social media as a valuable tool for achieving a variety of marketing objectives2. They understand that social media is more than just a platform for reposting blog content; it’s a dynamic tool that can be used to drive business growth2. For example, 68% of consumers say their primary reason for following brands on social media is to stay informed about new products or services2. Moreover, nearly half (46%) of consumers follow brands to have access to exclusive deals or promotions2.
Social media marketing has a 100% higher lead-to-close rate than outbound marketing.
It’s crucial for marketing leaders to educate executives about the strategic value of social media and move beyond the perception of it as just an awareness tool2. By demonstrating how social media can contribute to lead generation, sales, and customer engagement, marketing leaders can secure buy-in from the C-suite and ensure that social media is integrated into the overall business strategy.
Furthermore, the increasing budgets allocated to social media underscore its growing importance in overall business strategies4. As many as 80% of business leaders predict that their company’s social media budget will increase over the next three years4. This investment in social media will further empower marketing leaders to leverage the platform for achieving their goals.
Goals and Objectives
- Increase brand awareness: Social media provides a platform to reach a wider audience and increase brand visibility. For instance, brands with over 10,000 followers on Twitter receive an average of 2.1 times more website traffic than those with fewer followers5.
- Improve community engagement: Engaging with followers, responding to comments, and participating in discussions helps build a loyal community around the brand. Companies that respond to customer inquiries on social media within an hour see a 70% increase in customer satisfaction5.
- Drive traffic to the company website: Sharing links to website content and landing pages can drive valuable traffic and generate leads5.
- Generate leads: Social media can be used to capture leads through various methods, such as contests, gated content, and lead generation forms. Companies that use social media marketing generate an average of 61% more leads than those who don’t5.
- Increase conversion rates and sales: Promoting products and services on social media can directly lead to increased sales. Reports suggest that organizations engaged in social media selling experience a 61% increase in revenue compared to those who don’t5.
- Improve social media customer care: Responding to customer inquiries and complaints on social media can improve customer satisfaction and build brand loyalty. Focusing on customer service is one of the best social media marketing goals for ensuring a positive customer experience5.
- Enhance public relations: Social media provides an avenue for engaging with the public and building relationships with key influencers8.
- Conduct research and development: Monitoring social media conversations can provide valuable insights into customer preferences and industry trends8. For example, marketers can use AI-powered tools for behavioral segmentation, predictive analytics, and sentiment analysis to gain a deeper understanding of their audience and the market4.
Moreover, CEOs who actively engage on social media can elevate leadership within the organization and build trust with buyers9.
82% of buyers trust companies that have active CEOs on social media, while 81% of employees believe CEOs who engage on social media are better leaders9.
This highlights the importance of leadership involvement in social media for building a strong brand presence and fostering trust with customers.
How Heads of Sales Use Social Media
Heads of sales are increasingly recognizing the value of social media in the sales process. They understand that buyers are increasingly turning to social media to research solutions and connect with potential vendors10. In fact, 75% of B2B buyers use social media to make buying decisions11. This shift towards online networking underscores the importance of social media for building relationships with potential customers10.
Goals and Objectives
- Grow their professional networks: Connecting with potential clients, partners, and industry peers on social media can expand their reach and influence12.
- Generate leads: Social media provides an opportunity to identify and connect with potential leads and nurture them through the sales funnel13.
- Build credibility as thought leaders: Sharing insightful content and participating in industry conversations can position sales leaders as trusted advisors10.
- Gain insights into audience preferences: Monitoring social media conversations can provide valuable insights into the needs and challenges of potential customers10.
- Improve sales performance: Studies have shown that social selling leaders are more likely to reach their quotas.
LinkedIn™ found that social selling leaders are 51% more likely to reach their quota12.
Social Selling on LinkedIn™ for Heads of Marketing and Sales
LinkedIn™, with its focus on professional networking, has become a particularly important platform for social selling14. Both heads of marketing and sales leverage LinkedIn™ to achieve specific goals. Social selling on LinkedIn™ is most effective when it’s part of a broader social media strategy that aligns with overall company messaging14. This coordinated approach ensures consistency in brand messaging and maximizes the impact of social selling efforts.
Goals and Objectives
- Establish thought leadership: Sharing insightful content and engaging in industry discussions can help establish credibility and build a strong personal brand15.
- Generate leads and drive sales: Connecting with potential customers, nurturing relationships, and sharing valuable content can lead to new business opportunities14.
- Improve brand awareness and reputation: Active participation on LinkedIn™ can increase brand visibility and enhance the company’s reputation14.
- Conduct market research: LinkedIn™ provides a platform for gathering insights into customer needs, industry trends, and competitor activities14.
- Recruit top talent: LinkedIn™ is a valuable tool for identifying and connecting with potential candidates for open positions16.
Best Practices for Social Selling on LinkedIn™
| Best Practice | Description |
|---|---|
| Optimize your LinkedIn™ profile | Create a professional and comprehensive profile that showcases your expertise and achievements. Include a high-quality photo, a compelling headline, and a detailed summary17. |
| Connect with the right people | Focus on building a network of relevant connections, including potential customers, partners, and industry influencers17. |
| Share and engage with relevant content | Regularly post valuable content that resonates with your target audience and actively engage in conversations. Follow the 80-20 rule, where 80% of your activity focuses on interacting with your network and 20% on sharing your own content17. |
| Build relationships | Focus on building genuine relationships with your connections by engaging in meaningful interactions and providing value17. |
| Leverage LinkedIn™’s tools and features | Utilize LinkedIn™’s tools, such as Sales Navigator, to enhance your social selling efforts14. |
| Utilize video | Incorporate video into your social selling strategy. Create short, conversational videos that provide value to your audience and personalize your outreach19. |
Challenges and Risks of Social Selling on LinkedIn™
- Building a strong network: It takes time and effort to build a network of relevant connections on LinkedIn™. While a large network is beneficial, the quality of your network is more important than the quantity. Focus on connecting with your ideal clients, partners, colleagues, and industry peers20.
- Creating engaging content: Consistently creating high-quality content that resonates with the target audience can be challenging. It’s important to understand the LinkedIn™ algorithm and create content that encourages engagement21.
- Maintaining a consistent presence: It requires dedication to maintain an active presence on LinkedIn™ and engage with connections regularly. Responding to comments and messages promptly is crucial for building relationships and maintaining a positive reputation22.
- Measuring results: It can be difficult to track the direct impact of social selling efforts on business outcomes. It’s important to establish clear metrics and track your progress to measure the effectiveness of your social selling activities23.
- Avoiding spam and aggressive selling tactics: It’s important to avoid being overly promotional or pushy, as this can damage credibility and alienate potential customers. Sending too many connection requests or direct messages can also lead to account restrictions16.
Case Studies
- Performance marketing agency: A performance marketing agency in the USA used LinkedIn™ to connect with top managers of medium and large companies. They achieved success by sending short, personalized messages, sharing posts with success stories, and conducting polls in relevant groups24.
- Logistics company: A logistics company in Turkey used LinkedIn™ to connect with directors of large marketplaces and local stores. They achieved success by using an informal tone of voice and networking through commenting on performance marketing influencers’ posts24.
B2B Social Media is her to stay in 2025
Social media, and LinkedIn™ in particular, has become an essential tool for heads of marketing and sales. These leaders utilize social media to achieve a variety of goals, from increasing brand awareness and generating leads to building relationships and establishing thought leadership. Social selling on LinkedIn™, when implemented strategically and consistently, can be a powerful driver of business growth.
Heads of marketing and sales should prioritize optimizing their LinkedIn™ profiles, connecting with the right people, sharing valuable content, and engaging in meaningful interactions. By following best practices and avoiding common pitfalls, they can effectively leverage social selling to achieve their business objectives.
However, it’s important to acknowledge the challenges and risks associated with social selling. Building a strong network, creating engaging content, maintaining a consistent presence, measuring results, and avoiding spammy tactics all require dedicated effort and a strategic approach. By understanding these challenges and implementing appropriate strategies, heads of marketing and sales can maximize the benefits of social selling on LinkedIn™ and achieve sustainable success.
