You're here because you've heard the term "social selling" buzzing around, and you want to grow your business faster without burning $10,000’s on ads.
I’ve used social selling to build 3 different million dollar businesses with very little capital, in very little time.
In this blog post I’m going to give you insights and behind the scenes secrets on how we built Desk Nibbles from $0 to $280k a month in revenue in 3 years and then how we did it again to get Hoppier.com from $0 to $1M+ in annual revenue in just 2 years.
We will help you redefine how you think about sales, connecting, and ultimately, get more customers like the best social sellers.
Social selling isn't about quick hacks or magic buttons. It's about changing the way you think about sales and playing the long game.
At its heart, social selling is the art of leveraging social media platforms (like LinkedIn) to connect with prospects, build rapport, establish credibility, and ultimately, close deals. But here's the crucial distinction: it's not just about cold-calling, sharing content, or messaging potential customers on LinkedIn. Think of it as strategic, value-driven engagement that positions you as a trusted advisor long before a sales conversation even begins.
Imagine walking into a networking event. You don't immediately thrust your business card into someone's hand and launch into a sales pitch, do you? No. You listen, you engage, you find common ground, you offer insights, and you build a relationship. Social selling brings that same human approach online. It's about being present, being helpful, and being authentic where your customers are already spending their time.
A good rule of thumb is to try to give more than you receive. Ask yourself “what can I do to help this person?”.
Gary Vaynerchuk (B2C and B2B)
Adam Robinson (B2B)
Selena Gomez (B2C)
Justin Welsh (B2B)
Chiara Ferragni (B2C)
Alix Earle (B2C)
The "social" in social selling isn't just about the platforms; it's about the very nature of human interaction. Today, buyers are savvier, more informed, and more skeptical than ever before. They don't want to be sold to by sales reps; they want to be educated, understood, and advised by experts.
Consider this: before making a significant purchase, most people now do extensive online research. They read reviews, compare features, and seek recommendations from their social networks. Your prospects are already on social media, discussing challenges, seeking solutions, and forming opinions. Asking "what can I do to help this person?" allows you to be an active, valuable participant in those conversations, not an interruptive advertiser.
It's about moving away from the transactional and towards the relational. It's about transforming strangers into acquaintances, acquaintances into trusted connections, and trusted connections into loyal customers.
Another case study - My good friend Christopher Gimmer (Co-Founder of Snappa and Goodmetrics) has generated millions through his businesses and always talks about playing the long game. He is a master at this. He understands that 99% of people don’t have the patience to play the long game and doing so brings outsized returns (probably also the reason he goes to the gym everyday and has an 8 pack).
To truly grasp social selling, it's essential to understand how it contrasts with traditional sales methodologies. Think of it as moving from hunting to farming, or from a monologue to a dialogue.
The shift is profound. Traditional sales and digital marketing often feel like a one-way street, with the salesperson pushing information. Social selling is a two-way street. You need to listen more than you speak, and offer genuine help rather than just a sales pitch.
Social selling acknowledges that today's buyer is empowered and wants to make informed decisions on their own terms, with your guidance, not your pressure.
Pro-tip: God gave us two ears and one mouth for a reason ;)
This is the 10x LinkedIn growth loop I’ve been using for years to create $1,000,000’s in leads for Hoppier.com and PostBeam.ai. This growth loop continuously connects you with people in your ICP and by creating content with Postbeam you make sure to build credibility and stay top of mind.
Here is my step by step process:
If you still think social selling is just a trend, think again. The benefits are not only real but also directly measurable and impactful. This isn't just about feeling good; it's about crushing your forecasts.
It is easier than ever to create a business, trust is the most valuable currency. Traditional sales often struggled to establish trust quickly because the interaction was inherently adversarial: one person trying to sell, the other trying to resist. Social selling strategies flip this.
By consistently sharing valuable insights, engaging thoughtfully in discussions, and demonstrating expertise, you build a reputation as a knowledgeable, helpful individual. People connect with people, not logos. When you actively participate in conversations, offer solutions to common challenges, and showcase your understanding of your industry, you become a trusted resource.
It’s impossible to have 100 authentic conversations a day. So the key to doing this at scale is by creating content. The content you create will live forever and build credibility. Create videos and write blog posts.
Understand where your audience creates content (or the gaps where they want to consume content) and share the content in those places. Social platforms like LinkedIn, YouTube, TikTok, Instagram, Reddit, etc are so powerful and starving for content creators.
When you create content you build credibility and credibility means that when you eventually suggest your product or service, it comes from a place of genuine advice, not just a sales quota. You're no longer just a salesperson; you're a trusted advisor.
Traditional networking events are valuable, but they are limited by geography and time. Social media platforms, however, offer an opportunity to expand your professional network far beyond your immediate vicinity.
This is why I recommended setting up a 10x Growth Loop to auto connect with new prospects every day using social selling tools like Postbeam, Phantombuster, Heyreach, Dripify, Reply, etc. You will connect with potential customers in your sleep and provide them with value.
Each new, meaningful connection isn't just a number; it's a potential doorway to new opportunities, new insights, and new conversations. If connecting is automated you just need to use social media to engage and add value.
Your network will also naturally grow over time like a flywheel: Your content will get shared, your insights gain traction, and your personal brand becomes more visible to an ever-widening audience, an audience that might contain your next big client.
Definition: LinkedIn Social Selling Index (SSI) - A benchmark score invented by LinkedIn from 0-100 that indicates how well a LinkedIn member establish a professional brand, find the right prospects, engage with key insights, and build relationships on LinkedIn. It allowed LinkedIn users to compare their efforts to competitors and others in their network.
Imagine knowing exactly who is struggling with the problem your product solves. Social listening makes this possible. Prospects are often discussing their challenges openly on social media. Just check Reddit, X, or LinkedIn for yourself. They're asking for recommendations, sharing frustrations, and seeking advice.
Tools like 6sense and Clay make it possible to easily monitor who is looking for solutions like yours by collecting millions of data points like “digital breadcrumbs”. You don’t have to guess anymore; you have precision.
As you connect with these people and build your network you should remember to play the long game. Many of these people don’t trust you yet to buy from you or… they may not even have the budget or… they could even be locked into a long term contract.
By nurturing the relationship they will think of you when they are in ‘buy mode’, I’ve seen it 100’s of times — “Oh yeah, our contract is up in January. Who is that guy that makes it easy to send employee rewards again?”.
Nurture these leads by providing relevant content, answering questions, and offering helpful perspectives, slowly guiding them through their decision making process.
One of the most frustrating aspects of traditional sales is the often lengthy and arduous sales cycle, largely due to the initial trust-building phase. Social selling dramatically compresses this.
When you've already established credibility and rapport through consistent social engagement and content creation, the initial barriers to trust are significantly reduced. Your prospects already know who you are, what you stand for, and that you're an expert in your field. You become almost a celebrity who they have a para-social relationship with.
Prospects look forward to talking to you. Compared to the freshly graduated sales rep at your competitor who is cold DM’ing them who knows nothing about the industry.
You're not trying to convince them of your legitimacy; you're moving straight into discussing their specific needs and how you can help. This pre-existing relationship and understanding can shave weeks, even months, off a typical sales cycle.
Ultimately, all these benefits converge into one critical outcome: increased sales opportunities and revenue. When you build trust, expand your network of potential buyers, generate higher quality leads, and shorten sales cycles, your sales metrics inevitably improve.
Sales teams that embrace social selling often report higher win rates, larger deal sizes, and more consistent quota attainment. It's not magic; it's a logical consequence of a more efficient, more human, and more buyer-centric approach to sales. In a competitive market, social selling provides a distinct advantage, positioning you and your organization as modern, forward-thinking, and deeply attuned to customer needs.
Now that we understand the "why," let's unpack the "how.". Think of these as the sturdy foundations upon which your social selling success will rest. Neglect any one, and the whole structure becomes shaky.
This is where it all begins. Before you can effectively connect or sell, you must establish who you are and what you represent in the digital space. Your social profiles (especially on platforms like LinkedIn) are no longer just online resumes; they are your personal storefront, your digital billboard, and your professional portfolio rolled into one.
Your professional brand isn't just about looking good; it's about signalling your value and expertise before you even say a word. It pre-sells you as a trustworthy and knowledgeable individual.
This pillar emphasizes quality over quantity. Social selling isn't about connecting with everyone; it's about connecting with the right people – those who fit your ideal customer profile and are most likely to benefit from your offerings.
This precision ensures your efforts are focused, leading to more meaningful interactions and a higher conversion rate down the line.
This is perhaps the most critical distinction of social selling. Your primary role on social media, especially in the early stages, is not to sell. It is to educate, inform, and help. Think of yourself as a helpful guide or a trusted expert.
By consistently providing value, you build authority and goodwill. People will naturally gravitate towards those who genuinely try to help them, and when they are ready to buy, you will be the first person they think of.
Social selling is not about the quick sale; it's about building enduring relationships that can lead to multiple sales over time, referrals, and even brand advocacy. This requires patience, consistency, and genuine interest.
Relationships and brand awareness are built over time, through consistent positive interactions. Nurture them, and they will become the bedrock of your sales success.
Social selling isn't confined to a single platform. Different social media channels offer unique advantages and cater to different audiences and engagement styles. Understanding which platforms are most relevant to your target market is crucial. Ask yourself “where do my customers hangout?” and “what content do they consume already?”.
For anyone in B2B sales, LinkedIn is not just a tool; it's the primary battlefield for social selling. It's where professionals connect, share industry insights, and discuss business challenges.
Your LinkedIn profile is your professional brand's home base, and your activity here directly impacts your credibility and visibility within your target market.
Protip - tools like Postbeam help you make the most of LinkedIn!
X is a dynamic platform known for its real-time conversations, breaking news, and quick insights. It's particularly powerful for engaging in current industry trends and connecting with thought leaders.
While LinkedIn is about establishing long-term professional relationships, X excels at rapid engagement and staying up to date on industry news (and of course memes).
Protip - tools like SuperX help you make the most of X!
While often associated with B2C, Facebook and Instagram can also play a role in B2B social selling, particularly for building more personal connections or reaching specific demographics. In fact, some of the fastest growing companies like Lemlist and Braze famously used Facebook groups to build successful social selling strategies that still work today.
The key here is understanding where your specific audience spends their personal time and how you can engage authentically without being intrusive.
Don't limit yourself. Depending on your industry and target audience, other platforms might be incredibly valuable.
The choice of platform should always be driven by where your ideal customer spends their time, not just where you feel comfortable.
Ready to put these concepts into action? Copy these questions below into a document and answer them to build your own social selling strategy.
You can't sell effectively if you don't know who you're selling to. This isn't just about demographics; it's about psychographics.
The more precise you are, the more effective your social selling efforts will be. Create detailed buyer personas and keep refining them.
Go back to the first pillar. Ensure your LinkedIn profile (and other relevant professional profiles) are polished.
Remember, your profile is your billboard. Make it count.
You can't just lurk; you need to contribute. Consistency is key here. I started posting more consistently and creating high quality content. In the last year I drove 300,000+ impressions. Imagine 3x the Michigan Wolverines stadium watching you do something... Mind blowing.
Be a resource, not a relentless advertiser.
This is where the "social" truly comes alive. Don't just broadcast; participate.
Be genuine. Your goal is to start conversations, not just to collect connections.
Social media is a powerful discovery and relationship-building tool, but it's rarely where the deal is ultimately closed.
The move offline should feel like a natural progression of a valuable conversation, not an abrupt sales attempt.
Social selling isn't a "set it and forget it" strategy. You need to track what's working and what isn't. One thing to note is that direct attribution is really really hard. You need to trust the process and remember you are playing the long game.
Continuously learn, iterate, and refine your approach to maximize your social selling impact.
As with any powerful strategy, there are common missteps that can derail your social selling efforts. Be aware of these traps and steer clear.
This is the fastest way to alienate your audience. If every post is a product pitch, every connection request leads to a demo offer, and every interaction feels transactional, you'll be ignored.
Tobi Lutke, the Founder and CEO of Shopify talks about the trust battery. Some social interactions suck energy from the battery and some social interactions will add to the battery. It’s important to make sure you are charging the battery more (offering value) than sucking energy from it (pushing to sell something).
Remember, the goal is to attract and advise, not to aggressively sell. Social media users are on these platforms for connection and information, not to be bombarded by ads disguised as interactions.
You can't post once a month and expect results. Social selling requires consistent effort built into your companies greater marketing strategy and sales process. Building a personal brand, establishing trust, and nurturing relationships takes time and regular engagement. Irregular activity makes you forgettable and suggests a lack of commitment. Develop a realistic schedule for content sharing and engagement, and stick to it.
Don't just post into the void. Pay attention to which posts get engagement, which connections lead to conversations, and which strategies fall flat. If your connection requests aren't being accepted, perhaps your message needs refining (or sometimes better to have no message at all). If your content isn't getting traction, maybe you're not addressing your audience's true pain points. Social selling is an ongoing experiment; use the data to guide your adjustments.
The biggest pitfall is impatience. Social selling is a long-term strategy centered on building relationships. Don't ghost your connections after an initial interaction if they don't immediately convert. Continue to provide value, stay top-of-mind, and nurture those connections. Many of your biggest wins will come from relationships cultivated over weeks or months, not days. The trust you build today could lead to a referral or a big lead making purchasing decisions tomorrow.
If you've made it this far, you should now have a crystal-clear understanding of what social selling is, the benefits of social selling, and how to start implementing it. This isn't just another sales tactic; it's a fundamental shift in how successful sales professionals operate in the 21st century.
The old ways of sales are diminishing in effectiveness. Buyers are empowered, informed, and demand authenticity. Social selling meets them where they are, on their terms, by offering genuine value, building trust, and fostering real human connections.
Embrace this new era. Build your brand, provide value, and connect authentically. The future of your company or sales career depends on it. Go forth and become the trusted advisor your prospects are looking for!
