Best of LinkedIn: Social Selling CW 51 - 02

00:00:00: Brought to you by Thomas Allgaier and Frennis, this edition highlights key LinkedIn posts on social selling in weeks, fifty one to two.

00:00:07: Frennis supports enterprises with enablement and insights, providing data driven sales intelligence, flexible support, team augmentation and data quality improvements, so social engagement turns into measurable pipeline.

00:00:20: Welcome back to the deep dive.

00:00:22: We've just come through the turn of the year, that quiet period across weeks, fifty-one and two.

00:00:28: Right, when everyone finally has a moment to think.

00:00:30: Exactly.

00:00:30: And that's when a lot of strategic thinking happens.

00:00:33: We've looked at hundreds of posts from that time and there's one really dominant theme.

00:00:37: Social selling, it's... It's not a side hustle anymore.

00:00:41: It's the new operating system for predictable B to B revenue.

00:00:45: That's a perfect way to put it.

00:00:46: And, you know, our mission today is really to give you the ultimate shortcut on this.

00:00:49: We're trying to move beyond just tracking activity, like posts and comments, and into real measurable impact.

00:00:56: So we're talking strategy.

00:00:58: Total strategy.

00:00:59: We're gonna cover this huge shift from, say, relying on the corporate brand to investing in human visibility.

00:01:06: Everything from employee advocacy to, you know, the nitty-gritty of outreach execution.

00:01:11: Okay,

00:01:11: let's start with what was, I mean, by far the loudest message on LinkedIn.

00:01:16: the rise of employee advocacy, EA.

00:01:18: It really feels like it's being positioned as the new primary B to B distribution channel.

00:01:23: The consensus from people like Matthew Henry and Angelina Tagos is that LinkedIn is now prioritizing people over logos.

00:01:30: It is.

00:01:31: Relying on your company page is just, it's a fast track to being ignored.

00:01:34: And this isn't just a feeling, right?

00:01:36: There's data behind this.

00:01:37: Oh, the data is overwhelming.

00:01:39: We saw Ibrahim K. citing figures that employee content gets up to eight times more engagement than the exact same post from a brand's official page.

00:01:46: Eight times.

00:01:47: Eight times.

00:01:48: And Lee Denzmer put that number even higher at a staggering five hundred and sixty-one percent more engagement.

00:01:54: That

00:01:54: kind of lift, I mean that has to change how a CMO thinks about their entire distribution strategy.

00:01:59: It has to, yeah, and translates directly to ROI.

00:02:02: There was this fantastic case study from Anna Bertoldini.

00:02:05: She showed that Consistent employee advocacy generated over seventy thousand dollars in earned media value,

00:02:12: EMV.

00:02:12: In one year, so earned media value?

00:02:15: That's basically the dollar value of the organic exposure you got for free, right?

00:02:18: Exactly.

00:02:19: Seventy grand of pure momentum without a single dollar spent on ads.

00:02:23: When you can do that with your existing team, you completely change your cost of acquisition.

00:02:27: And

00:02:28: that momentum seems to be strongest right at the top, with executives.

00:02:31: Absolutely.

00:02:32: The power of executive presence.

00:02:34: Jody Leon shared this amazing data point.

00:02:36: Their CEO's personal posts outperformed their paid ad campaign.

00:02:40: Even with fewer followers.

00:02:42: Even with fifty percent fewer followers than the company page.

00:02:45: It just speaks to the human element.

00:02:47: Rafael Swartz pointed out that trust is shifting.

00:02:50: You know, we trust individuals more than we trust institutions now.

00:02:53: A CEO's post just feels more authentic.

00:02:55: It humanizes the whole brand.

00:02:57: Right.

00:02:57: And it scales.

00:02:59: Now Ratcliffe got over seventeen million views by convincing seventy percent of his team to just start posting.

00:03:06: That's a massive distribution network right there.

00:03:08: But

00:03:08: there's a right way and a wrong way to do this, I imagine.

00:03:11: A

00:03:11: huge distinction.

00:03:12: Matthew Henry was very clear that the old way, you know, just asking employees to like and share corporate posts or use some copy-paste template.

00:03:21: That's dead.

00:03:22: The algorithm sees right through

00:03:23: it.

00:03:23: The algorithm, the audience, everyone.

00:03:25: Robert Keita actually listed why most of these programs fail.

00:03:29: It's fear of losing control, treating people like billboards, or just failing to invest in their growth.

00:03:34: If you treat people like robots, you get robotic results.

00:03:38: Makes sense.

00:03:39: Which brings us to incentives.

00:03:41: And Yvonne Botang made a great point.

00:03:43: Ditch the cash.

00:03:44: Cash incentives just lead to low quality, I have to do this kinds of posts.

00:03:48: So what's the alternative?

00:03:49: Frame

00:03:50: it as career growth, offer real training, give them recognition, help them build their own professional brand that benefits them, not just the company, that's the alignment.

00:03:59: That's

00:03:59: the sustainable model, yeah.

00:04:01: And we even saw some fun ideas for recognition.

00:04:04: Javier Sanabria mentioned creating custom bobbleheads of executives.

00:04:08: Bobbleheads.

00:04:09: You're kidding.

00:04:10: Not

00:04:10: at all.

00:04:11: A custom bobblehead of their CEO in a Notre Dame jersey.

00:04:15: They gave them to employees who drove consistent, high-quality engagement.

00:04:20: I love that.

00:04:20: It's tangible.

00:04:21: It's cultural.

00:04:22: It's not just a transaction.

00:04:24: I do wonder if that works everywhere,

00:04:25: though.

00:04:25: Well, the principle does.

00:04:26: Find something personal that fits your culture.

00:04:28: Agreed.

00:04:29: Okay, so let's move from the company view to the individual.

00:04:32: If people are stepping forward, that means personal branding is no longer a nice-to-have.

00:04:37: It's a strategic asset.

00:04:38: It's mandatory.

00:04:40: Victoria Jujusco said, strategic visibility isn't an accident.

00:04:43: It's built.

00:04:44: And Melissa Glick, she hit on a great point about the future in this age of AI slop.

00:04:50: Huh, I like that.

00:04:51: AI slop.

00:04:52: Right, all that generic content.

00:04:54: The founders who are willing to show up as, you know, imperfect humans will just crush the polished corporate brands.

00:04:59: Authenticity is the great differentiator.

00:05:02: But that doesn't mean it's easy.

00:05:03: Not at all.

00:05:04: Beterges Flodute was really fern on this.

00:05:06: A personal brand is a digital asset.

00:05:08: It's an investment that takes six to twelve months of consistent work, no overnight hacks.

00:05:13: And AI is not going to be that hack.

00:05:15: Definitely not.

00:05:16: For anyone ready to start, Victor Rieges-Jesco advised asking yourself seven key questions, focusing on your objective as a visibility, trust.

00:05:27: growth and defining your keywords.

00:05:30: What do you want to be known for?

00:05:31: It's about being intentional.

00:05:33: Sam G. Winsbury had a great filter for this.

00:05:35: Focus on high authority, low-ish effort activities.

00:05:39: Like what?

00:05:39: Things like podcast appearances, writing deep dive case studies, or creating really focused, opinionated LinkedIn content.

00:05:46: Things that build credibility fast.

00:05:48: So once you're active, your profile becomes everything.

00:05:50: It's your landing page.

00:05:51: Mitcha Collins and Shoaib Ahmed both said profile optimization is key to converting that traffic into actual clients.

00:05:57: And they gave a really clear formula.

00:05:59: Optimize your headline, I help X do Y through Z. And for the about section, use the PAS framework.

00:06:04: The classic.

00:06:05: pain agitates solution.

00:06:07: Exactly.

00:06:07: It's a copywriting staple for a reason.

00:06:09: You state the pain, you agitated a bit to show you get the stakes, and then you position yourself as the solution.

00:06:15: And Shoei Bahmed's reminder is perfect.

00:06:18: Your profile has to answer three questions in ten seconds.

00:06:21: What do you do?

00:06:22: Who for and why you?

00:06:23: Ten seconds or they're gone.

00:06:24: It's

00:06:24: ruthless.

00:06:25: Okay.

00:06:26: Let's shift from the branding philosophy to the actual system.

00:06:30: This is where you go from random wins to predictable results.

00:06:34: Jan Ben-Musher said most teams treat social selling like a lottery.

00:06:39: Yeah, just post some things, bring some DMs and hope for the best.

00:06:42: That's not a system.

00:06:43: And

00:06:43: Chris Taylor was so blunt about it, he said, don't confuse activity posting, commenting with actual progress.

00:06:49: Yeah.

00:06:50: If it's not leading to a measurable outcome, you're just spinning your wheels.

00:06:53: So what does a real system look like?

00:06:55: Yonvan Musher broke it down into four layers.

00:06:58: What's

00:06:58: layer one?

00:06:58: Foundational.

00:06:59: Build authority through consistent, valuable content.

00:07:03: You can't skip it.

00:07:04: Layer two is priority based targeting.

00:07:07: You focus on high intent leads first.

00:07:10: For example, people who view your profile have a twelve times higher response rate.

00:07:15: They should be your top priority.

00:07:16: So you're engaging based on their behavior.

00:07:19: I like that.

00:07:20: Exactly.

00:07:21: Then layer three is personalized outreach, genuinely personalized.

00:07:25: And finally, layer four is consistent follow-up.

00:07:28: that always adds value.

00:07:30: No more just checking in.

00:07:32: Let's drill down on that outreach execution piece.

00:07:35: The details matter so much.

00:07:37: Christian Kraus, who sent twenty-five DMs every day in twenty-twenty-five.

00:07:41: Wow,

00:07:41: that's commitment.

00:07:42: It is.

00:07:43: He confirmed that video DMs get the absolute highest response rates.

00:07:47: Period.

00:07:48: Video just cuts through the noise.

00:07:49: It has that human energy signature we were talking about.

00:07:51: Yeah.

00:07:52: Samantha McKenna also gave a masterclass on this, the whole show me you know me effort.

00:07:56: Right.

00:07:56: She talked about monitoring industry blogs to find an insight that won a nearly six-figure deal.

00:08:01: That's

00:08:01: the work.

00:08:02: And she had a great tip on language, too.

00:08:04: When reaching out to a CXO, Don't ask for fifteen minutes.

00:08:07: Ask if they're up for a quick chat about something super specific.

00:08:10: It feels like less of a commitment.

00:08:11: That's smart.

00:08:12: And Stacey Wong reminds us not to forget our existing network.

00:08:16: Warm intros from your first degree connections convert five to ten times higher than cold outreach.

00:08:21: Start with who you know, but even when you connect, there are rules.

00:08:26: Let's leave it at.

00:08:27: said it perfectly.

00:08:28: A connection acceptance is not an invitation to pitch.

00:08:31: You haven't earned that right yet.

00:08:33: Not at all.

00:08:33: And if Sarah Catlett listed all the big don'ts, the instant pitch, the just checking in, the long DMSA, they all get deleted.

00:08:41: So what's the alternative?

00:08:42: Jasmine allergies calls it permission-based selling.

00:08:45: Ask for permission first.

00:08:46: Get that initial yes before you launch into your value prop.

00:08:49: Okay, that makes sense.

00:08:50: Let's talk about the content itself.

00:08:51: The big shift is from volume to high signal value.

00:08:56: Antonio Bates said, content fails if it explains a solution beautifully but misses the specific thing the buyer is worried about right now.

00:09:04: It has to feel like you're reading their mind.

00:09:06: And with AI about to flood everything, Beatrice Ledude says the bar for quality is getting way higher.

00:09:12: She had four requirements for winning content, right?

00:09:14: Yeah.

00:09:15: First, it has to have signal.

00:09:17: The unique insight AI can't just generate.

00:09:20: Second, depth and context.

00:09:22: Third, it has to be relatable, not just impressive.

00:09:25: And fourth, it needs the author's unique energy signature.

00:09:28: That human element again.

00:09:30: It's

00:09:31: everything.

00:09:32: Ashita Verma dropped that home.

00:09:34: Storytelling isn't optional anymore.

00:09:36: Facts inform, but they don't convert.

00:09:38: Stories do.

00:09:39: And Orillian Scangulari is predicting videos coming back, but not the slick, quick TikTok style cuts.

00:09:46: He thinks LinkedIn will favor more authentic, unpolished, slightly longer videos that actually start a conversation.

00:09:52: Okay, so we've got the people, the process, the content.

00:09:54: The last piece is the platform itself, the algorithm.

00:09:57: What's it rewarding now?

00:09:58: Jesse Chan predicts a big shift away from simple likes and towards dwell time.

00:10:02: How long people are actually spending on your post?

00:10:04: On the post and crucially in the comments.

00:10:07: The quality of the conversation in the comments is becoming like a second feed.

00:10:11: It's all about fostering real discussion.

00:10:13: That's

00:10:13: a good thing for B to B. It rewards depth.

00:10:15: And what about the role of AI in all this?

00:10:17: Well, Luke Willett and Lara Costa both said the same thing.

00:10:21: AI is a great thinking partner.

00:10:23: an amazing tool for ideas or drafting.

00:10:25: But it is not a replacement for human insight.

00:10:28: The winners will be the people who write using AI, not the ones who let AI write for them.

00:10:33: Exactly.

00:10:33: You lose that energy signature otherwise.

00:10:36: And all this focus on process is creating a need for accountability.

00:10:39: Michael Kursan highlighted how tools like First Touch are now enabling native LinkedIn orchestration right inside HubSpot.

00:10:46: That's a game changer.

00:10:47: It's huge.

00:10:48: It means you can finally track social selling actions and attribute them directly in your CRM.

00:10:53: It kills the black box of social selling.

00:10:56: Finally, we can prove the ROI.

00:10:58: So, big picture.

00:10:59: The ultimate takeaway from Taz Burways and Noem Nisan seems to be.

00:11:04: Focus on your story.

00:11:05: Yes.

00:11:06: The platform is rented land.

00:11:07: Algorithms will change, features will change, but your consistent brand narrative, your reputation, that's what lasts.

00:11:14: And Noam Nisan had a pretty urgent warning on that note.

00:11:17: A very timely warning.

00:11:19: He said the window for easy organic growth is closing fast.

00:11:22: The time to build your authority and grab your foothold is, well, it's right now.

00:11:26: If you enjoyed this episode, new episodes drop every two weeks.

00:11:29: Also check out our other editions on account-based marketing, field marketing, channel marketing, MarTech, go-to-market, and AI and B to B marketing.

00:11:38: You know, if there's one single thread that connects all of this, it's that as automation gets easier, the human connection becomes the only real differentiator.

00:11:47: I think Carson Vihetti said it best.

00:11:49: You can't out-certify AI, but you can definitely out-human it.

00:11:53: judgment, connection.

00:11:54: That's the new currency.

00:11:55: So the question for you is, will you invest in those human skills?

00:11:59: The listening, the judgment, the intentional connection that as Morgan J. Ingram and Carson V. Hedy encourage, no algorithm can replicate.

00:12:06: Thank you for diving deep with us.

00:12:07: We'll see you next time.