{"id":10881,"date":"2025-07-08T12:17:24","date_gmt":"2025-07-08T11:17:24","guid":{"rendered":"https:\/\/www.leadforensics.com\/?p=10881"},"modified":"2025-09-08T16:18:43","modified_gmt":"2025-09-08T15:18:43","slug":"how-to-master-social-selling","status":"publish","type":"post","link":"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/","title":{"rendered":"How to Master Social Selling"},"content":{"rendered":"<p>For B2B sales leaders, the implications of<a href=\"https:\/\/www.leadforensics.com\/blog\/the-secrets-of-social-selling\/\"> social selling<\/a> are big: reps are no longer just closing deals on calls or in meetings, they\u2019re building influence, generating pipeline, and earning trust. Whether on LinkedIn, TikTok, or other social media platforms, this kind of\u00a0 engagement often happens before a prospect even speaks to a sales rep.<\/p>\n<p>But how should you approach social selling? We asked a panel of seasoned pros and content creators to share their advice in <a href=\"https:\/\/www.leadforensics.com\/webinars\/mastering-the-art-of-social-selling\/\">a webinar on mastering the art of social selling<\/a>, and we&#8217;ve summarized the key points below.<\/p>\n<h2>Social Selling is Not Social Pitching<\/h2>\n<p>Let\u2019s get one thing straight: social selling is not just selling on social media.<\/p>\n<p>As several panelists agreed, the \u201cselling\u201d part often comes last. Social selling is about building a presence, creating value, and forming human connections.<\/p>\n<p>Chris Van Praag, Content Creator at Vidyard, put it best:<\/p>\n<blockquote><p>\u201cThink of LinkedIn like a networking dinner \u2014 not a pitch event. You\u2019re not selling at the table. You\u2019re building trust.\u201d<\/p><\/blockquote>\n<p>Sales leaders should coach their teams to lead with curiosity and conversation, not CTAs. The sale will follow when the relationship is there.<\/p>\n<h2>Your Brand Is Now a Daily Practice<\/h2>\n<p>William Holden, co-founder of Vidu, described LinkedIn as a kind of \u201cprofessional diary\u201d; it&#8217;s something he contributes to daily or every other day.<\/p>\n<p>For him, it\u2019s a way to:<\/p>\n<ul>\n<li>Build credibility in his space<\/li>\n<li>Stay top of mind with customers and prospects<\/li>\n<li>Amplify the impact of everything else he\u2019s doing<\/li>\n<\/ul>\n<p>This kind of consistency matters. Sales leaders often think of social presence as a \u201ccampaign\u201d or side activity, but the top-performing reps are making it part of their weekly rhythm.<\/p>\n<p>Action tip: Encourage reps to treat social selling like going to the gym; results come from reps over time, not one post.<\/p>\n<h2>Authenticity is the New Currency<\/h2>\n<p>Every speaker circled back to one universal truth: authenticity wins. Cookie-cutter content doesn\u2019t work. People want to hear from other people, not from \u201csalespeople.\u201d<\/p>\n<blockquote><p>\u201cThe biggest uplift I see is when I\u2019m raw, human, and even vulnerable. When I ask for advice or offer real value, people remember that,&#8221; explained William.<\/p><\/blockquote>\n<p>Sales leaders should empower reps to be themselves online. That might mean giving them guardrails, but not scripts. After all, a corporate voice is the fastest way to be ignored.<\/p>\n<h2>Create Space for Sellers to Succeed (or Fail) on Social<\/h2>\n<p>Many sales orgs talk about social selling, but few actually reward or support it.<\/p>\n<p>Will made a bold suggestion: what if reps were incentivized not just by quota, but also by quality social activity?<\/p>\n<p>He argued that:<\/p>\n<ul>\n<li>Some reps are naturally good at this and need space to thrive<\/li>\n<li>Managers often discourage it because it\u2019s not \u201con target\u201d<\/li>\n<li>The ROI may take months \u2014 but it\u2019s real and compounding<\/li>\n<\/ul>\n<p>Chris countered that social selling must remain voluntary, or else you risk diluting authenticity.<\/p>\n<p>The takeaway? Leaders should:<\/p>\n<ul>\n<li>Offer training and support for reps who want to build a presence<\/li>\n<li>Avoid penalizing reps who invest time in social brand-building<\/li>\n<li>Celebrate quality contributions the same way you would a great discovery call<\/li>\n<\/ul>\n<h2>Not All Platforms Are Equal, And That\u2019s OK<\/h2>\n<p>While TikTok, X, and Instagram are all options, LinkedIn remains the core platform for B2B sellers. Tyler Witt, Senior Sales Manager at Lead Forensics, emphasized that reps should start with the platform they\u2019re most comfortable on, as long as their audience is there.<\/p>\n<p>Tom Alaimo, Growth Account Executive at Gong, agreed:<\/p>\n<blockquote><p>\u201cIf your buyer is a VP of Sales, they\u2019re probably not on TikTok. But they are on LinkedIn. That\u2019s where you should be.\u201d<\/p><\/blockquote>\n<p>Sales leaders don\u2019t need their entire team to master six platforms. Instead, help each rep identify where their <a href=\"https:\/\/www.leadforensics.com\/blog\/marketing\/icp-how-to-define-use-ideal-customer-profiles\/\">ICP<\/a> lives, and go deep there.<\/p>\n<h2>Measure What Matters, and Let Go of the Rest<\/h2>\n<p>When asked how they measure success, panelists focused less on leads and more on momentum:<\/p>\n<ul>\n<li>Follower growth<\/li>\n<li>Content engagement<\/li>\n<li>Conversations started<\/li>\n<li>Referrals or intros generated<\/li>\n<\/ul>\n<blockquote><p>As Tyler put it:\u00a0\u201cHelp enough people get what they want, and you\u2019ll get what you want.\u201d<\/p><\/blockquote>\n<p>Social selling isn\u2019t always immediately measurable. It\u2019s a top-of-funnel, trust-building activity. Don\u2019t abandon it just because it doesn\u2019t convert in 30 days; think in quarters, not weeks.<\/p>\n<h2>Help Reps Get Started (Even If They\u2019re Nervous)<\/h2>\n<p>For many reps, the hardest part of social selling is starting. What should I post? What if I look stupid? What if no one likes it?<\/p>\n<p>Tyler offered a helpful starting point:<\/p>\n<blockquote><p>\u201cTreat LinkedIn like a gratitude journal. Post about a deal you won, or lost, and what it meant to you.\u201d<\/p><\/blockquote>\n<p>This helps reps:<\/p>\n<ul>\n<li>Build confidence through personal stories<\/li>\n<li>Relate to peers and prospects more easily<\/li>\n<li>Discover their own voice over time<\/li>\n<\/ul>\n<p>A rep\u2019s first post won\u2019t go viral, and that\u2019s okay. Consistency and sincerity matter more than polish.<\/p>\n<h2>Play the Long Game<\/h2>\n<p>Tom wrapped up the session with a critical reminder:<\/p>\n<blockquote><p>\u201cYour LinkedIn profile is your digital reputation. It\u2019s what people see when they\u2019re deciding whether to hire you, buy from you, or work with you.\u201d<\/p><\/blockquote>\n<p>These days, social selling is no longer optional; it\u2019s table stakes for modern B2B sales teams. Leaders who embrace it, invest in it, and model it will attract more leads, win more trust, and retain better talent.<\/p>\n<h2>How To Get Started With Social Selling<\/h2>\n<p>You&#8217;re only three steps away:<\/p>\n<ol>\n<li>Audit your team\u2019s LinkedIn profiles and ask yourself: are they buyer-friendly?<\/li>\n<li>Run a training session or bring in an expert to help reps find their voice.<\/li>\n<li>Celebrate meaningful posts and online engagement the same way you would a great sales call.<\/li>\n<\/ol>\n<h2>Make Sure You Measure Impact<\/h2>\n<p>Don&#8217;t forget to track which companies are visiting your website, and see which businesses have become leads following engagement on LinkedIn.<\/p>\n<p>Website identification software like Lead Forensics will show you the companies that are already engaging with you, so your reps can prioritize these warm leads. <a href=\"https:\/\/leadforensics-23462658.hs-sites.com\/book-a-demo-0-offer?__hstc=175426365.42495a2a07a13e4b033964b85023bf16.1751628510700.1751628510700.1751632998941.2&amp;__hssc=175426365.14.1751632998941&amp;__hsfp=465778053&amp;_gl=1*ndioys*_ga*MTQ3MzU5OTQwLjE3NTE2Mjg1MTE.*_ga_M827Q9YV22*czE3NTE2MzI5NzUkbzIkZzEkdDE3NTE2Mzg4MjAkajU0JGwwJGgw\"><strong>Book your free trial and demo now.<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social selling isn\u2019t new, but the way it\u2019s being used today is radically different from even five years ago. Find out how the experts use social selling to find more leads. <\/p>\n","protected":false},"author":25,"featured_media":10882,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[],"post_authors":[80],"class_list":["post-10881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Master Social Selling - Lead Forensics<\/title>\n<meta name=\"description\" content=\"Social selling isn\u2019t new, but the way it\u2019s being used today is radically different from even five years ago. 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See how the experts do it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/\" \/>\n<meta property=\"og:site_name\" content=\"Lead Forensics\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/leadforensics\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-08T11:17:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-08T15:18:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/07\/Lead-Generation-Metrics-Measurements-for-Success-21.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Nineham\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@LeadForensics\" \/>\n<meta name=\"twitter:site\" content=\"@LeadForensics\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Nineham\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/\"},\"author\":{\"name\":\"Laura Nineham\",\"@id\":\"https:\/\/www.leadforensics.com\/#\/schema\/person\/52286433d276a843bf22dd0a93854fc3\"},\"headline\":\"How to Master Social Selling\",\"datePublished\":\"2025-07-08T11:17:24+00:00\",\"dateModified\":\"2025-09-08T15:18:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/\"},\"wordCount\":1016,\"publisher\":{\"@id\":\"https:\/\/www.leadforensics.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/07\/Lead-Generation-Metrics-Measurements-for-Success-21.jpg\",\"articleSection\":[\"Sales\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/\",\"url\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/\",\"name\":\"How to Master Social Selling - Lead Forensics\",\"isPartOf\":{\"@id\":\"https:\/\/www.leadforensics.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.leadforensics.com\/blog\/sales\/how-to-master-social-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/07\/Lead-Generation-Metrics-Measurements-for-Success-21.jpg\",\"datePublished\":\"2025-07-08T11:17:24+00:00\",\"dateModified\":\"2025-09-08T15:18:43+00:00\",\"description\":\"Social selling isn\u2019t new, but the way it\u2019s being used today is radically different from even five years ago. 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