Social Selling on LinkedIn: Build Pipeline Through Content

Why LinkedIn Is Your #1 Sales Channel

LinkedIn has 900M+ members, and 80% of B2B leads come from LinkedIn. Yet most sales reps use it as a glorified resume. This guide turns your LinkedIn into a pipeline machine.

Step 1: Profile Optimization

Your profile is your landing page. Optimize every element:

Step 2: Content Strategy (The 4-1-1 Rule)

For every 6 posts:

• 4 Value posts — teach something useful
• 1 Personal post — share a story or lesson
• 1 Promotional post — mention your product/solution

Content Calendar Template

Step 3: Engagement Strategy

Spend 30 minutes daily:

• 10 min: Comment on prospects' posts (add value, not "great post!")
• 10 min: Engage with industry content
• 10 min: Respond to comments on your posts

Step 4: Connection-to-Conversation Workflow

1. View their profile (they get notified)
2. Engage with 2-3 of their posts over a week
3. Send connection request with personalized note
4. After they accept: Send a value message (NOT a pitch)
5. Continue engaging for 1-2 weeks
6. Transition to conversation about their challenges

Average time from connection to meeting: 2-3 weeks

Measuring Social Selling ROI

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From the LeadFinder Sales Team — use our Chrome extension to capture LinkedIn contacts directly into your CRM.