LinkedIn for B2B: Social Selling Best Practices

If you work in B2B sales, chances are that you’re familiar with the LinkedIn networking platform. LinkedIn is considered a professional platform for creating connections, engaging in conversations, and gaining insights from experts in the B2B sector. It serves as an avenue to expand one’s network and stay updated.

LinkedIn has completely transformed how we network and even introduced a selling technique called social selling. This approach has become the tactic for successful sales professionals across various B2B industries.

Before we delve into the specifics, it’s important to understand what it entails, the elements that contribute to social selling, and some recommended approaches that can yield positive results.

Social Selling

Social selling involves leveraging platforms like LinkedIn to establish connections with prospects. Through this approach, sales representatives connect with customers and actively listen to their needs and preferences.

In order to do this, it’s important to keep track of your prospects’ social media activities, such as their posts, likes, and interests, that are readily available on their profiles. This allows you to identify which aspects of your proposal are likely to resonate with them.

By offering praise or making remarks toward your prospects, you can build rapport. Show that your goals align with theirs. When it comes to B2B sales creating content tailored for your target audience is crucial. This automatically instills confidence in your clients that you are an expert in the field. Since building relationships relies on establishing trust, this approach proves effective in generating leads.

Key Success Factors for Social Selling

LinkedIn has identified four pillars that must always be considered as the foundation of a B2B social selling strategy.

These pillars encompass the following;

Social Selling Best Practices

Build a Professional Reputation

In the business-to-business (B2B) landscape, customers have become more selective. People mostly choose to collaborate with vendors, businesses, and services that they perceive as trustworthy. Consequently, sales representatives face challenges in establishing relationships with these customers.

Developing a brand is crucial in overcoming this challenge. It showcases your engagement in your industry. Establishes you as an authority in your field. It signifies that you understand their challenges and pain points. By building a brand on LinkedIn within your industry, you can expect increased inquiries from potential prospects. Additionally, you may notice a response rate.

Engaging In Industry Insights

Engagement allows you to establish relationships with prospects and position yourself as an expert. Take advantage of news updates and comments to share content and nurture your brand. Adding your own perspective to your posts and articles is a good idea if you are comfortable with it. Staying on top of industry news is crucial to developing your prospects. This will help you initiate conversations and demonstrate your knowledge.

Building Relationships

Establishing trust and sharing your perspective is important when dealing with leads. It is crucial to maintain integrity in your posts, offers, comments, or remarks because people can easily detect dishonesty. If you are open and honest about your capabilities and limitations, you will be able to offer information and tackle issues effectively. The key to nurturing relationships is to build conversations, therefore, focus first on understanding the prospects’ needs and then on selling.

Understanding the Algorithm

The LinkedIn algorithm prioritizes content in the feed that aligns with users’ interests or content they are likely to engage with. To ensure your posts appear in your prospect’s feeds, create content tailored to your prospect’s interest. By doing it, you can establish a connection right from the beginning. Moreover, comments on your posts are more important than reactions because they increase visibility.

Additionally, consider these factors;

  • Posting regularly during user activity (work hours)
  • Observe when your audience is most active and tailor your posting schedule accordingly.
  • Give shoutouts and acknowledgments. Name-dropping posts tend to get engagement.
  • Incorporate. Phrases that your audience might be searching for or already using.
  • Use hashtags in your post
  • Consider sharing videos or images

5 Tips for Using LinkedIn to Boost B2B Sales

If you have optimized your LinkedIn profile and want to get started with social selling. Here are five tips for using LinkedIn to boost B2B Sales using the social selling technique.

Social Selling Best Practices

Keep an Eye on Relevant Conversations

The best way to understand your prospects’ needs, challenges, and pain points is to listen to them actively. You can tailor your messages or offerings by understanding the target audience’s needs. The task of monitoring social media conversations is challenging; therefore, make it a daily task in your calendar to keep an eye on what your current and potential customers are saying.

Additionally, you can monitor conversations about your brand and company. The purpose of tracking conversations is to help identify any problems customers may be experiencing. You can address these problems internally and create targeted messaging that addresses any concerns arising from them.

Participate in LinkedIn Groups 

A LinkedIn group is a space where professionals with similar interests can meet, whether it is related to a particular product, industry, or company. As a member of these groups, you will be able to network with peers in your field, identify leads, and acquire new skills. The only thing to keep in mind is not to overcrowd these communities with advertisements or sales pitches. Instead, share content that connects with your audience. Furthermore, you might discover resources that can be extremely helpful. By taking part in these groups, you’ll not just witness an amount of interaction. Also, build genuine connections.

Sharing Success Stories

One way to inspire confidence in your employer or company’s products and services is by sharing success stories. However, it’s important to consider that not all posts and claims may resonate with your B2B leads. Your potential clients could be more skeptical than easily convinced.

A useful approach is to utilize case studies and testimonials as evidence to reinforce your company’s message. By presenting the success stories of your existing customers through written case studies, videos, photos, or other examples, you can effectively showcase the value and credibility of your solution.

Establishing Yourself as a Professional

Another aspect of a LinkedIn selling strategy is establishing yourself as a professional. In addition to creating content and engaging with people in your field, actively engaging with LinkedIn posts or publishing articles on LinkedIn pulse can also help build trust and position you as an authority. 

You can take the time to check what prospects are sharing and respond to address their problems or offers a perspective on their ideas.

If you notice that a strong relationship is developing on LinkedIn, you can directly reach out to those prospects who have shown interest or engagement in your content. This proactive approach can foster connections. Potentially lead to business opportunities.

However, another effective approach is acting as a guide by sharing insights that demonstrate your understanding of their challenges and issues.

Elevate the Relationship to a Level

Once you have established a connection with your prospects on LinkedIn, it might be worth considering how to transform these “virtual” connections into real-life ones. Although social media serves as a means to connections, it is crucial to bear in mind that the ultimate objective revolves around transforming these acquaintances into devoted patrons.

After establishing two-way communication, you can suggest a phone call or meeting over coffee. You may also consider extending invitations, for face-to-face gatherings or virtual seminars. Once you have gained your prospect’s trust and showcased your ability to provide value by helping them achieve their goals and address their pain points, they will be more inclined to connect with you outside the platform.

When it comes to relationships, data privacy is an important factor to consider so that your interactions, messages, and connections remain private and protected. This is where VPN comes in. Whether you’re reaching out to potential clients, sharing insights, or showcasing your expertise, integrating a VPN into your LinkedIn strategy empowers you to navigate the B2B landscape with confidence. Additionally, knowing how to use a VPN protects your online endeavors from various threats.

Tools for Assessing Social Selling Success

Your success metrics may need to be reassessed when you implement a strategy. It is equally important to convey and quantify their value, not just participate in these activities. There are ways to assess how effective your social selling is on LinkedIn using these tools:

Social Marketing Index

LinkedIn Social Selling Index (SSI) is considered a tool for measuring social selling performance. It encourages participation. It helps set social selling goals. Moreover, studies have shown that sales professionals with high SSI scores tend to achieve 45 percent sales opportunities compared to their peers who don’t engage in social selling activities.


If you’re looking for an analytics tool for measuring LinkedIn, consider using Shield. It provides a cost alternative to LinkedIn Sales Navigator. You can measure the impact of your content by analyzing metrics like reactions, comments, and shares using Shield. It helps in:

  • Understanding your audience
  • Analyzing network growth and statistical data
  • Identifying the times for posting content


If you need a tool that not only collects data, but also serves as a scheduling tool, consider Inlytics. With this solution, you’ll be able to utilize a user interface that simplifies the process of organizing data. The major difference is its ability to help you pre-plan and schedule your social media posts.

You will be able to engage in selling more effectively with the help of Inlytics. The creation of content can be done at your convenience. You need to make sure that it gets published on your channel. You’ll be able to build relationships with prospects more effectively on LinkedIn.

Final Thoughts

As most professionals are on Linkedin, knowing it is essential to boost your B2B sales. Using social selling strategies can be an effective way to get to know your prospects. Developing a relationship with your prospect and helping them somehow are both important aspects of gaining their trust. This article aimed to explore social selling, key factors to consider in social selling, and tips to boost your B2B sales.

Vito Vishnepolsky
Vito Vishnepolsky
CEO and Founder at Martal Group