Social selling on LinkedIn: Why this method is revolutionizing prospecting

What is social selling on LinkedIn?

Definition of social selling

Social selling involves using social media to build relationships with prospects.

Creating a strong presence through content, engaging with other creators, and exchanging private messages with your prospects allows you to build trust-based connections.

Why does it work?

Prospects prefer interacting with experts and people who understand their problems.

It enables a less direct approach, aligning with buyers’ behavior, as they often research before making a decision.

All the steps of the LinkedIn Game align with social selling, and it’s this method we teach on this blog.

The key actions of social selling on LinkedIn

• Create an optimized and professional profile.
• Share relevant content.
• Engage regularly with prospects.

Why is LinkedIn the ideal platform for social selling?

A professional network suited for social selling

With over 950 million users, LinkedIn is the ideal social network for generating B2B leads.

Most people on LinkedIn are aware that they may be prospected or approached for a commercial action.

Powerful features for prospecting

• Advanced search: Identify prospects by industry, job title, or location.
• Sales Navigator: A premium tool to refine searches and track prospects.

An environment favorable to engagement

Interaction features (likes, comments, shares) make it easier to develop authentic relationships with your prospects.

Each social network has its own characteristics for communication. LinkedIn’s unique feature is the ability to connect with almost anyone on the planet.

The advantages of social selling on LinkedIn

Less intrusive prospecting

Unlike cold calls, social selling enables a personalized approach based on much less intrusive interactions.

Additionally, LinkedIn often provides more information about your prospects, allowing you to tailor your messaging accordingly.

A better return on investment (ROI)

Companies that adopt social selling see, on average, shorter sales cycles and higher conversion rates.

Breakcold reports that 14% of B2B marketers have observed shorter sales cycles thanks to social selling. Social Selling Statistics for 2025 (30 Stats).

Strengthening your credibility

By sharing relevant content and actively participating in discussions, you build your personal brand and become a recognized authority in your field.

You’ll be “top of mind” for your audience on your topic, meaning they’ll think of you first in your niche. When the need arises, they’re more likely to reach out to you.

How to get started with social selling on LinkedIn

Optimize your LinkedIn profile

• Update your profile photo, cover image, and headline.
• Write a summary that focuses on your solutions rather than just your experience.

You can find a more detailed guide on optimizing your LinkedIn profile here: Optimizing Your LinkedIn Profile to Generate Leads.

Identify your prospects

Use tools like Sales Navigator to perform highly targeted searches and find prospects.

You can also leverage intent-based prospecting, meaning you look for public indications of interest from prospects related to your niche, such as likes or comments on posts about specific topics.

Engage with your audience

• Comment on your prospects’ posts.
• Share content addressing the challenges they face.
• Send personalized messages to start a conversation.

Mistakes to avoid in social selling on LinkedIn

Sending generic messages

Always personalize your messages so they don’t feel automated or overly direct.

Ignoring the importance of building relationships

Social selling is built on authentic relationships. Don’t focus solely on making an immediate sale. Think long-term, as this person could either buy from you, talk about your offering, interact with your content—or, ideally, all three 😊.

Neglecting follow-ups

A prospect who doesn’t respond immediately may become interested later. Some say, “The money is in the follow-up,” so remember to follow up on conversations regularly.

Conclusion

Social selling on LinkedIn is transforming traditional prospecting by enabling more genuine connections.

By optimizing your profile, engaging with users, and avoiding common prospecting mistakes, you can turn LinkedIn into a machine for generating qualified leads.