For B2B gross sales leaders, the implications of social promoting are massive: reps are not simply closing offers on calls or in conferences, they’re constructing affect, producing pipeline, and incomes belief. Whether or not on LinkedIn, TikTok, or different social media platforms, this sort of engagement typically occurs earlier than a prospect even speaks to a gross sales rep.
However how must you method social promoting? We requested a panel of seasoned professionals and content material creators to share their recommendation in a webinar on mastering the artwork of social promoting, and we’ve summarized the important thing factors beneath.
Social Promoting is Not Social Pitching
Let’s get one factor straight: social promoting is not only promoting on social media.
As a number of panelists agreed, the “promoting” half typically comes final. Social promoting is about constructing a presence, creating worth, and forming human connections.
Chris Van Praag, Content material Creator at Vidyard, put it greatest:
“Consider LinkedIn like a networking dinner — not a pitch occasion. You’re not promoting on the desk. You’re constructing belief.”
Gross sales leaders ought to coach their groups to steer with curiosity and dialog, not CTAs. The sale will observe when the connection is there.
Your Model Is Now a Each day Apply
William Holden, co-founder of Vidu, described LinkedIn as a sort of “skilled diary”; it’s one thing he contributes to day by day or each different day.
For him, it’s a solution to:
- Construct credibility in his area
- Keep high of thoughts with clients and prospects
- Amplify the influence of all the things else he’s doing
This type of consistency issues. Gross sales leaders typically consider social presence as a “marketing campaign” or aspect exercise, however the top-performing reps are making it a part of their weekly rhythm.
Motion tip: Encourage reps to deal with social promoting like going to the fitness center; outcomes come from reps over time, not one submit.
Authenticity is the New Forex
Each speaker circled again to 1 common fact: authenticity wins. Cookie-cutter content material doesn’t work. Folks need to hear from different folks, not from “salespeople.”
“The largest uplift I see is after I’m uncooked, human, and even weak. After I ask for recommendation or provide actual worth, folks do not forget that,” defined William.
Gross sales leaders ought to empower reps to be themselves on-line. That may imply giving them guardrails, however not scripts. In spite of everything, a company voice is the quickest solution to be ignored.
Create House for Sellers to Succeed (or Fail) on Social
Many gross sales orgs discuss social promoting, however few truly reward or help it.
Will made a daring suggestion: what if reps had been incentivized not simply by quota, but additionally by high quality social exercise?
He argued that:
- Some reps are naturally good at this and want area to thrive
- Managers typically discourage it as a result of it’s not “on track”
- The ROI could take months — nevertheless it’s actual and compounding
Chris countered that social promoting should stay voluntary, or else you threat diluting authenticity.
The takeaway? Leaders ought to:
- Supply coaching and help for reps who need to construct a presence
- Keep away from penalizing reps who make investments time in social brand-building
- Rejoice high quality contributions the identical approach you’d an amazing discovery name
Not All Platforms Are Equal, And That’s OK
Whereas TikTok, X, and Instagram are all choices, LinkedIn stays the core platform for B2B sellers. Tyler Witt, Senior Gross sales Supervisor at Lead Forensics, emphasised that reps ought to begin with the platform they’re most snug on, so long as their viewers is there.
Tom Alaimo, Development Account Govt at Gong, agreed:
“In case your purchaser is a VP of Gross sales, they’re most likely not on TikTok. However they’re on LinkedIn. That’s the place you need to be.”
Gross sales leaders don’t want their complete workforce to grasp six platforms. As a substitute, assist every rep establish the place their ICP lives, and go deep there.
Measure What Issues, and Let Go of the Relaxation
When requested how they measure success, panelists centered much less on leads and extra on momentum:
- Follower development
- Content material engagement
- Conversations began
- Referrals or intros generated
As Tyler put it: “Assist sufficient folks get what they need, and also you’ll get what you need.”
Social promoting isn’t all the time instantly measurable. It’s a top-of-funnel, trust-building exercise. Don’t abandon it simply because it doesn’t convert in 30 days; suppose in quarters, not weeks.
Assist Reps Get Began (Even If They’re Nervous)
For a lot of reps, the toughest a part of social promoting is beginning. What ought to I submit? What if I look silly? What if nobody likes it?
Tyler supplied a useful place to begin:
“Deal with LinkedIn like a gratitude journal. Publish a few deal you gained, or misplaced, and what it meant to you.”
This helps reps:
- Construct confidence by way of private tales
- Relate to friends and prospects extra simply
- Uncover their very own voice over time
A rep’s first submit gained’t go viral, and that’s okay. Consistency and sincerity matter greater than polish.
Play the Lengthy Sport
Tom wrapped up the session with a important reminder:
“Your LinkedIn profile is your digital fame. It’s what folks see once they’re deciding whether or not to rent you, purchase from you, or work with you.”
Nowadays, social promoting is not optionally available; it’s desk stakes for contemporary B2B gross sales groups. Leaders who embrace it, put money into it, and mannequin it’s going to entice extra leads, win extra belief, and retain higher expertise.
How To Get Began With Social Promoting
You’re solely three steps away:
- Audit your workforce’s LinkedIn profiles and ask your self: are they buyer-friendly?
- Run a coaching session or herald an knowledgeable to assist reps discover their voice.
- Rejoice significant posts and on-line engagement the identical approach you’d an amazing gross sales name.
Make Certain You Measure Influence
Don’t overlook to trace which firms are visiting your web site, and see which companies have turn into leads following engagement on LinkedIn.
Web site identification software program like Lead Forensics will present you the businesses which are already participating with you, so your reps can prioritize these heat leads. E-book your free trial and demo now.
