Winning Social Selling Strategy for LinkedIn™ in 2025

Social selling is a powerful tool for boosting your marketing strategy, especially on LinkedIn™. This platform thrives on business networking, making it the perfect place to grow sales and build your brand. Here are 10 proven strategies to master social selling on LinkedIn™. Whether you’re a pro or just starting out, these tips will set you up for success.

1. Optimize Your LinkedIn™ Profile

Your profile should impress and engage at a glance: Make you sure you create the right first impression!

1.1 Use a Professional Profile Picture

First impressions matter. Choose a high-quality photo that’s clear, professional, and industry-appropriate. A friendly yet confident look works best.

1.2 Write a Compelling Headline

Your headline should showcase your expertise and value. Go beyond your job title. For example: “Digital Marketing Strategist | Driving Growth with Data.” Keywords in your slogan are indexed by LinkedIn™ search.

1.3 Craft a Strong Summary

Tell your story in 3–4 short paragraphs. Highlight key skills, achievements, and what drives you. Be concise yet personable to engage your audience. Keep in mind that 90+ percent will not click “see more”. Make the first paragraph count.

1.4 Customize Your URL

Simplify and personalize your LinkedIn™ URL to make it professional and shareable. For example: LinkedIn™.com/in/YourName. This small detail boosts your credibility. While at it, also make sure that Google indexation and two-step verification are turned on.

1.5 Highlight Key Achievements

Use the Featured section to showcase awards, certifications, or standout projects. Visual proof of success builds trust with potential connections. Include at least one transcational element. (Calendly, Webinar, Newsletter …)

Real-Life Scenario: The Product Manager’s LinkedIn Makeover

A product manager, Sarah, is preparing to pitch herself for a leadership position at a top tech company. Her LinkedIn™ profile is outdated, and she knows it’s time for an overhaul. Here’s what she does:

Professional Profile Picture: Sarah books a session with a professional photographer. She chooses a neutral background, wears a business-casual outfit, and smiles confidently. The new photo conveys approachability and competence.
Compelling Headline: Instead of “Product Manager at TechCorp,” Sarah updates her headline to: “Driving Product Innovation | Expert in SaaS & Growth Strategies.” The keywords position her as a thought leader and improve her searchability.
Crafting a Strong Summary: In her summary, Sarah opens with a powerful sentence: “I thrive on turning customer needs into scalable product solutions.” She highlights her most impactful project—a 20% boost in user retention—and concludes with a friendly invitation to connect: “Let’s talk about building products users love.”
Customized URL: She changes her LinkedIn™ URL from a default string of numbers to linkedin.com/in/SarahBuildsTech. It’s clean, memorable, and reflects her personal brand.
Highlighting Key Achievements: Sarah adds her recent webinar presentation on SaaS trends to the Featured section, along with a downloadable guide she co-authored. She also includes a Calendly link for consultations, making it easy for potential recruiters or collaborators to schedule a call.

2. Build a Targeted Network

Strategic networking creates meaningful opportunities. Random connections will increase the follower counter and decrease your engagement rate.

2.1 Find Ideal Connections

Search for decision-makers, industry peers, and potential clients. Use LinkedIn™ filters to refine by role, location, or industry. Save your searches as bookmarks, add at least three new connections daily.

2.2 Personalize Connection Requests

Always send a short, tailored message with your request. Mention a shared interest or explain why you’re connecting. Make it personal and professional. Research your connection until you find a good hook – this time is spent very well.

2.3 Engage With Mutual Connections

Look at your existing network and engage with their connections who align with your goals. This creates warm introductions and expands your reach. LinkedIn™ Search has a dedicated “connections of” filter.

2.4 Host Virtual Events

Attend LinkedIn™-hosted or industry-specific livestreams & webinars and interact with participants. These events are excellent for meeting like-minded professionals. Not in the mood for hosting? Search for relevand 3rd party alerts. (I explained how to search for events in #Prolu Show #2.)

Real-Life Scenario: The Sales Director’s Networking Strategy

Mark, a sales director at a mid-sized logistics firm, wants to expand his network to connect with potential clients and industry leaders. Here’s how he builds a targeted network on LinkedIn™:

Finding Ideal Connections: Mark uses LinkedIn™ filters to search for supply chain managers and procurement officers in large retail companies. He saves his searches and adds three new connections daily, focusing on decision-makers who align with his goals.
Personalizing Connection Requests: Instead of sending generic invites, Mark personalizes each request. For instance, he messages a procurement officer with: “Hi [Name], I noticed your recent post about sustainable supply chains—something I’m passionate about too. Would love to connect and learn more about your approach!”
Engaging With Mutual Connections: Mark reviews his network for shared connections with target profiles. He engages with their posts and sends a note like, “I saw your comment on [Mutual Connection’s] post about industry trends—great insights! Let’s connect to share ideas.”
Hosting Virtual Events: Mark co-hosts a LinkedIn™ webinar on reducing logistics costs, inviting prospects and industry peers. He interacts with attendees during the event, following up with personalized messages to deepen connections.

3. Share Valuable Content

High-quality content drives engagement and builds authority. Still easier said than done, right?

3.1 Curate Relevant Articles

Stay informed and share useful information. Optimize your research setup and make sure that you have a steady, incoming stream of industry news. Add a brief insight or opinion to spark engagement. When you reference original sources, place the link(s) in the comment section. Avoid link previews in your post.

3.2 Create Original Content

Write posts, share case studies, or post videos. Consistency builds visibility, while value keeps your audience engaged. Repurposing 3rd party content will not do – come up with your own original expertise and give a recognizeable twist.

3.3 Use Storytelling in Posts

Share real-life experiences or case studies with clear lessons. Personal stories resonate and are more likely to be shared and remembered.

3.4 Mix different formats

Some say “video is the best”, some prefer slides. The truth is: LinkedIn™ reward publishers you use a variety of different formats.

Real-Life Scenario: The Content Strategist’s Sharing Plan

Sophia, a content strategist for a digital agency, wants to build her authority and drive engagement on LinkedIn™ by sharing valuable content. Here’s how she executes her strategy:

Curating Relevant Articles: Sophia sets up Google Alerts and subscribes to top marketing blogs. She shares a recent article on SEO trends, adding her insight: “This piece highlights the growing importance of AI in content creation—something our clients are increasingly asking about. What’s your take?”
Creating Original Content: Sophia writes a post titled “5 Copywriting Mistakes to Avoid,” pulling examples from her client work. She includes actionable tips and a friendly tone, which resonates with her audience.
Using Storytelling in Posts: Sophia shares a personal story about how a creative campaign she led helped a small business triple its online sales. She ends the post with a lesson: “Always start with the customer’s needs, not your product features.”
Mixing Different Formats: Sophia alternates between text posts, image carousels, and short videos. For her video, she records a quick tutorial on writing compelling headlines. The variety keeps her audience engaged and broadens her reach.

4. Engage With Your Network

Consistent engagement keeps you visible and memorable while it build your network.

4.1 Comment on Posts

Leave thoughtful comments on your connections’ updates. Show genuine interest and offer insights to deepen relationships. Treat every comment like a mini post and add value or inspiration whenever possible.

4.2 Send Direct Messages

Follow up with personalized messages. Start conversations around shared interests or offer help. Engagement leads to opportunity – and 1:1 interactions factor into who gets to see your next status update in their feed.

4.3 Endorse Skills

Endorse skills of your connections to strengthen relationships. It’s a simple yet powerful engagement tactic that reminds your connections of you – don’t do it for reciprocation.

4.4 Celebrate Milestones

Congratulate connections on promotions, work anniversaries, achievements or birthdays. A small gesture can spark conversations and foster goodwill. Go the extra mile and personalize.

Real-Life Scenario: The Consultant’s Engagement Routine

James, a management consultant, aims to stay visible and build stronger relationships with his LinkedIn™ network. Here’s how he engages effectively:

Commenting on Posts: James regularly comments on his connections’ updates. For a post about leadership strategies, he writes: “Great perspective, [Name]! I’ve found that empowering teams with clear goals also drives amazing results. Have you tried this approach?”
Sending Direct Messages: James messages a connection who shared a recent article: “Hi [Name], your post on hybrid work strategies was insightful. It aligns with what I’m hearing from clients. Would love to hear how you’re tackling remote team challenges!”
Endorsing Skills: James endorses the skills of his peers after collaborating on projects. For instance, he endorses a connection’s expertise in change management, leaving a thoughtful note: “Your ability to guide organizations through transformation is outstanding!”
Celebrating Milestones: James congratulates a connection on their promotion: “Congrats on the new role, [Name]! Excited to see how you’ll shape [Company’s] strategy moving forward.” He personalizes the message by referencing a shared project from their past work together.

5. Join LinkedIn™ Groups

Groups not an efficient way to increase your reach, but they are goldmines for niche networking.

5.1 Join Active Groups

Find groups relevant to your field. Look for those with regular posts, motivated admins and engaged members.

5.2 Participate in Discussions

Answer questions, share insights, and provide value. Build your credibility over time – never join a group and start spamming your ads.

5.3 Start Your Own Group

If you can’t find an active group in your niche, create one. Position yourself as a leader by fostering discussions and sharing resources. This is one of the easiest ways to generate incoming leads on LinkedIn™. (Group findability depends solely on the title.)

5.4 Promote Your Expertise

Offer free resources like templates or guides within groups. This establishes you as a go-to expert, attracts valuable connections and can help you build your email list.

Real-Life Scenario: The Marketing Manager’s Group Strategy

Emily, a marketing manager for an e-commerce company, uses LinkedIn™ groups to network and position herself as an industry expert. Here’s how she leverages groups effectively:

Joining Active Groups: Emily searches for groups related to digital marketing and e-commerce. She evaluates their activity levels and joins two highly engaged groups where members frequently discuss trends and share resources.
Participating in Discussions: In one group, a member asks about effective email marketing strategies. Emily responds with a detailed answer, sharing her experience and linking to a helpful resource in the comments.
Starting Her Own Group: Not finding a group focused on small e-commerce businesses, Emily creates one. She names it “E-Commerce Growth Strategies,” ensuring it’s easily searchable. She invites her network to join and shares insightful posts to kickstart discussions.
Promoting Her Expertise: Within her group, Emily shares a free checklist for optimizing product pages, encouraging members to download it. This establishes her authority and grows her email list with interested prospects.

6. Leverage LinkedIn™ Analytics

Data-driven decisions are the foundation of iteration and improvement.

6.1 Track Performance

Monitor engagement metrics to see what resonates. Likes, shares, and profile views / keywords can guide your next steps. Repurpose your best performing posts.

6.2 Adjust Strategies

Experiment with content types, timing, and formats. Adapt based on results to maximize impact. Start with unlearning every content matrix and framework you’ve ever heard about and begin finding out what truely works for your followers.

6.3 Monitor Competitors

Study the profiles and posts of competitors to identify gaps or trends you can leverage. Adapt their best practices to your unique style. Page Admins can do this via the build-in “Monitor competitors” feature. For personal accounts, a bookmarked people-based search is a great way to keep to date.

6.4 Assess Profile Visits

Pay attention to who views your profile. Reach out to relevant viewers to start a conversation and capitalize on their interest.

Real-Life Scenario: The Data Analyst’s Analytical Approach

Alex, a data analyst looking to grow his influence and refine his content strategy on LinkedIn™, uses analytics to guide his efforts. Here’s how he leverages the data:

Tracking Performance: Alex monitors engagement metrics for his posts using LinkedIn™ analytics. He notices that his data visualization tips receive the most likes and comments, so he plans to create more content on this topic.
Adjusting Strategies: Based on his data, Alex experiments with posting at different times and tries various content formats, including short infographics and polls. He fine-tunes his strategy until he sees consistent improvement in reach and engagement.
Monitoring Competitors: Alex studies the profiles of other data professionals to identify trending topics. He notices a competitor frequently discusses AI applications in analytics, so he starts sharing his own take on the subject, adding unique insights from his work.
Assessing Profile Visits: Alex reviews the profiles of those viewing his page. When he spots a recruiter from a top tech firm, he sends a message: “Hi [Name], I noticed you checked out my profile. I’d love to discuss how my analytics expertise could support your team.”

7. Establish Thought Leadership

Stand out as an expert by generously sharing your knowledge.

7.1 Publish a LinkedIn™ Newsletter

Write long-form content on key topics in your industry. Use LinkedIn™’s publishing platform to reach a wider audience.

7.2 Be approachable

How easy is it for complete beginners to contact you? Configure your profile to “open”, make it really easy to find and contact you on and off LinkedIn™.

7.3 Collaborate With Influencers

Partner with industry influencers for co-authored posts or events. Their audience exposure boosts your credibility.

7.4 Share Exclusive Insights

Provide unique perspectives or data from your work. Exclusive, actionable insights establish you as an authority. Constantly catering valuable content to your network is no small feat though.

Real-Life Scenario: The Industry Expert’s Thought Leadership

Rachel, an experienced supply chain consultant, wants to position herself as a thought leader in her industry. Here’s how she establishes her authority on LinkedIn™:

Publishing a LinkedIn™ Newsletter: Rachel launches a monthly newsletter titled “Supply Chain Insights.” Her first edition dives into the impact of AI on logistics, sharing actionable tips and real-world examples that resonate with her audience.
Being Approachable: Rachel updates her profile to an “Open to Connect” status and includes clear contact details in her summary. She also regularly responds to direct messages, making herself accessible to her network and potential collaborators.
Collaborating With Influencers: Rachel partners with a prominent industry blogger to co-write an article on sustainability in supply chains. The collaboration introduces her to a broader audience and enhances her credibility.
Sharing Exclusive Insights: Rachel posts a data-backed case study from one of her projects, highlighting how she helped a client reduce costs by 15%. Her audience appreciates the depth and practicality of her insights, boosting her engagement and credibility.

8. Use LinkedIn™ Sales Navigator

Streamline your prospecting efforts with advanced search capability and AI recommendations.

8.1 Target With Precision

Search for leads using advanced filters like industry or role. Either combine “function and seniority” or use a long list of job titles. Create a couple of focused prospect lists.

8.2 Engage strategically

Keep track of potential clients. Monitor updates and engage strategically to stay top-of-mind.

8.3 Use Smart Links

Share customized links that track engagement. They help you understand what content resonates and which prospects to prioritize. You can use them in 1:1 conversations, but also in the timelime. (I always use Smartlinks for my profile links on other social media like Instagram.)

8.4 Track Job Changes

Stay informed when your leads switch roles. Ideally, this creates two fresh opportunities for engagement and adapting your pitch.

Real-Life Scenario: The Account Executive’s Sales Navigator Strategy

David, an account executive in the tech industry, uses LinkedIn™ Sales Navigator to streamline his prospecting and increase his deal pipeline. Here’s how he optimizes the tool:

Targeting With Precision: David creates custom lead lists by filtering for IT directors in mid-sized companies within his region. He uses advanced filters like “company size” and “technologies used” to refine his results.
Engaging Strategically: David keeps track of his leads’ activities, such as posts or profile updates. When a lead shares a post about IT security challenges, David comments thoughtfully and follows up with a direct message referencing the topic.
Using Smart Links: David shares a Smart Link to a case study on his company’s solutions during a prospect conversation. He tracks the link’s engagement to see who viewed it and how much time they spent, prioritizing follow-ups with the most engaged leads.
Tracking Job Changes: When Sales Navigator alerts David that a lead has taken on a new role, he reaches out with a congratulatory message: “Congrats on the new position, [Name]! I’d love to discuss how our solutions can support your goals at [New Company].”

9. Craft Impactful (InMail) Messages

Make every message count with precision, personalization and empathy. Salesy messages are a terrible way to start a conversation.

9.1 Personalize Every Message

Reference shared connections or goals. Make it about them, not you. Convince your leads that you’re an excellent “listener”.

9.2 Highlight Value

Explain what you bring to the table. A clear, compelling message gets results. Case studys from the same industry are a powerfull argument.

9.3 Test Subject Lines

Experiment with subject lines to increase open rates. Keep them concise and intriguing, 20 characters max. Add “you / your” to make it about them.

9.4 Use a Call-to-Action

End with a clear next step, such as an invite for an invent or a question. A strong CTA increases the chances of a response.

Real-Life Scenario: The Startup Founder’s InMail Strategy

Lila, a startup founder, is reaching out to potential investors and partners on LinkedIn™. She crafts impactful InMail messages to stand out in crowded inboxes. Here’s how she approaches it:

Personalizing Every Message: Lila researches each recipient before sending a message. For an investor, she writes: “Hi [Name], I admire your recent investments in sustainable tech. Our startup focuses on eco-friendly AI solutions, and I’d love to discuss how we align with your portfolio.”
Highlighting Value: Lila includes a brief pitch in her message: “Our platform reduces energy consumption by 20% for data centers, addressing both environmental and cost concerns. I’d love to share our case studies with you.”
Testing Subject Lines: Lila experiments with concise subject lines, such as “Revolutionizing Green Tech – A Quick Chat?” and “Your Expertise + Our Vision = Big Impact.” She tracks open rates to determine what resonates best.
Using a Call-to-Action: Each message ends with a clear ask: “Would you be open to a 15-minute call next week? Here’s my calendar link: [Calendly link].” This makes it easy for the recipient to respond and schedule a meeting.

10. Follow Up Consistently

Persistence pays off in relationship building. Every successful social selling strategy is build on efficient, repeated routines.

10.1 Set Reminders

Use CRM tools or other systems to schedule follow-ups. Timely outreach shows professionalism.

10.2 Stay Engaged

Keep the conversation alive. Share updates, ask questions, and constantly nurture relationships.

10.3 Provide Value in Follow-Ups

Share relevant articles or tips when following up. This adds value to the conversation and keeps you on their radar.

10.4 Be quicker than your competitors

Give me one dollar for every missed business opportunity due to an unanswered direct message! Nothing is more real-time on social media then direct messaging. Treat your dm inbox like your email inbox. Zero unanswered, always!

Real-Life Scenario: The Customer Success Manager’s Follow-Up Routine

Anna, a customer success manager, focuses on consistent follow-ups to build lasting relationships with clients and potential leads. Here’s how she structures her follow-ups:

Setting Reminders: Anna uses her CRM to schedule follow-up reminders for every new client interaction. She sets a notification to check in two weeks after an initial call and adds notes to personalize each follow-up.
Staying Engaged: Anna keeps the conversation alive by sharing relevant updates, such as a new feature launch her clients might benefit from. She also asks open-ended questions like, “How are you finding the new analytics dashboard?”
Providing Value in Follow-Ups: When following up, Anna includes a link to a free guide on optimizing software usage or shares a tip tailored to her client’s needs. This makes her outreach more helpful and engaging.
Being Quicker Than Competitors: Anna treats her LinkedIn™ direct messages like her email inbox. She responds promptly to inquiries, ensuring no potential lead is left unanswered, often securing opportunities before competitors can respond.

Mastering social selling on LinkedIn™ is about building trust and credibility. Optimize your profile, connect with the right people, share value, engage authentically, and leverage analytics to fine-tune your approach. Social selling is about