Social Media Sales Channels

Last week I spoke with an enterprise AE at F100 company who closed over $5M in 2023 (3x his quota). The surprising part? He generated 90% from Linkedin. Here’s what the enterprise social selling playbook looks like: 1. Community: Successful sales reps are constantly enhancing their community on Linkedin. They invite key prospects, customers and other stakeholders to their network. As an AE or Exec, it helps to stay in the same domain over time so you can engage with the same community but across different employers. The compounding effect of your network is exponential. 2. Content: Engage frequently with your community. Stay ahead of the curve and ensure your content reflects that. Not all content has to be original and unique. Most Linkedin users are looking to consume content that will help them be better at their job today. Share best practices, success stories and recommendations. If you stay in the same domain, the quality of your content will grow as you build trust within your community. 3. Signals: Get a good understanding of the triggers and signals that impact demand in your target segment. Use these signals to focus your attention on select individuals as they become active. 4. Offer Help: Be mindful of any request for assistance within your community. If you are going to stay in the same domain for long, expect your community to do the same. Offer to assist even if it does not directly help your business. Chances are these interactions will lead to deep relationships in the long run. 5. LinkedinOps: This is often an ignored part of social selling. For the same reason that Inbound leads perform so well (because they are warm), somebody that visited your profile also has a relatively high probability to respond in the first 24hr. It’s the job of LinkedinOps to run all active engagers through an ICP filter and then follow up on good fit candidates. 6. Outreach: I have seen some successful reps use personalization tools to find the right messaging or conversation opener for Linkedin outreach. It makes sense to do an outreach with the good-fit engaged audience within 24-48 hrs of the engagement. Don’t hesitate to ask for referrals. 7. Tracking: Track engagements and metrics. Score and rank your audience every week for good fit top engagers. Your top engagers are the ones who will likely take your call. Your LinkedinOps can help you with analytics. 8. Convert: Know when and how to move your conversation outside Linkedin. Linkedin is great for capturing demand signals or for generating trust. Look for the right moment to share a calendar link or an email to move the conversation to a different platform. TAKEAWAY: Your buyers are already on Linkedin. With a little discipline and LinkedinOps, you can close revenues while enhancing your brand and handling objections at scale. I've been helping GTM teams for 15+ years. Never before have they had access to such a powerful platform. Take advantage.

Most social sellers treat LinkedIn like an all you can eat buffet. They pick a few tactics. Skip the rest. Wonder why nothing converts. But you know what? Forget tips. Social selling is a system. Miss a step, and deals get delayed – or disappear. I've spent years refining this with our clients. 10 points. All connected. All non-negotiable. 𝗧𝗵𝗲 𝟭𝟬-𝗣𝗼𝗶𝗻𝘁 𝗦𝗼𝗰𝗶𝗮𝗹 𝗦𝗲𝗹𝗹𝗶𝗻𝗴 𝗖𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁 𝗳𝗼𝗿 𝟮𝟬𝟮𝟲: 𝟭) 𝗕𝘂𝗶𝗹𝗱 𝗳𝗼𝗿 𝗯𝘂𝘆𝗲𝗿𝘀, 𝗻𝗼𝘁 𝗯𝗿𝗼𝘄𝘀𝗲𝗿𝘀 Rewrite your profile around their problems, not your job history. 𝟮) 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲 = 𝗢𝘂𝘁𝗰𝗼𝗺𝗲 + 𝗜𝗖𝗣 If it doesn't say who you help and what you improve, it's wasted space. 𝟯) 𝗔𝗱𝗼𝗽𝘁 𝗮 𝟯+𝟭 𝗽𝗼𝘀𝘁𝗶𝗻𝗴 𝗿𝗵𝘆𝘁𝗵𝗺 Three teachable insights + one credibility moment every week. 𝟰) 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝗰𝗼𝗻𝘁𝗲𝘅𝘁 Add a single line of why now when sending a request. 𝟱) 𝗔𝗱𝗱 𝘃𝗮𝗹𝘂𝗲-𝗰𝗿𝘂𝗺𝗯𝘀 𝗶𝗻 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 Replace "Great post!" with one insight or one example buyers can use today. 𝟲) 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲 𝗯𝘆 𝗿𝗼𝗹𝗲, 𝗻𝗼𝘁 𝗻𝗮𝗺𝗲 Reference the pressure, priority, or metric their title owns. 𝟳) 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗽𝘂𝗹𝗹𝘀 𝗹𝗲𝗮𝗱𝘀 Write posts that make the right people think: "We should talk." 𝟴) 𝗞𝗲𝗲𝗽 𝗗𝗠𝘀 𝘁𝗼 𝟯 𝘀𝗲𝗻𝘁𝗲𝗻𝗰𝗲𝘀 Start with context, offer an insight, then ask a question. Nothing more. 𝟵) 𝗕𝗼𝗼𝗸 𝗺𝗶𝗰𝗿𝗼-𝗰𝗮𝗹𝗹𝘀, 𝗻𝗼𝘁 𝗺𝗲𝗲𝘁𝗶𝗻𝗴𝘀 Offer 10 minutes. Zero pressure. High acceptance. 𝟭𝟬) 𝗧𝗿𝗮𝗰𝗸 𝗶𝗻𝗽𝘂𝘁𝘀, 𝗻𝗼𝘁 𝗹𝗶𝗸𝗲𝘀 Weekly: 50 smart comments, 5 conversations opened, 3 micro-calls booked. This isn't just theory. This is the exact framework we use with clients who close deals on LinkedIn. Miss one, and the chain breaks. Nail all ten, and you build a pipeline that compounds. Save this post. Then audit yourself honestly. Which of these 10 are you skipping?

Paid social has long been viewed as a DTC marketing channel. But in reality, these channels are incredibly effective at driving omni-channel sales. Of course, this is less about the media channels themselves and more about human nature. A paid social ad will compel someone to convert wherever they want! In many cases, that will not be your dot com storefront even if that is your optimization goal. In nearly every single measurement study we have run, we find: - Paid social clearly drives online retail revenue (i.e. AMZN, WMT etc) - Paid social clearly drives offline retail revenue (owned B&M, WMT etc) As such, if you aren't accounting for these sales channels in your measurement, you're likely discounting media impact by at least 50%. The media platforms are getting wise to this and building tools to drive better omni-outcomes. We recently tested Meta's Omni-Bidding solution for a few retailers, and I was frankly stunned by the results. With this optimization (and using an offline conversion feed), Meta will go maximize OMNI revenue, not just dot com revenue. In all of our testing of Omni-bidding, incremental revenue increased by at least 30% vs. control groups. Furthermore, we saw a massive increase in attributed offline revenue suggesting the algorithm is optimizing towards new, bigger audiences. This played out in our reach efficiency - our cost to reach 1000 people was 43% lower for omni-optimized campaigns. If you understand the algorithm, this make sense - we're pursuing a wider set of outcomes, which gives us access to a wider audience, which lowers our overall costs. Win, win, win. If you don't have access to this optimization type, I strongly encourage using reach based optimization for omni-sales outcomes. You will just need advanced measurement solutions in place to effectively prove that media is driving results. New Engen

Can social media marketing for B2B actually bring clients? I worked as a social media manager for several years and believed that company social media pages were just informational channels. It was a huge mistake! Then I discovered the effectiveness of personal profiles and thought that only developing personal profiles made sense - company pages weren’t necessary. I still believe that personal profiles are central of B2B social media communication but now I can see a more holistic picture and implement a more systematic approach. ➡️ How does it work? ⭐️ Social media marketing in B2B is based on the account-based marketing approach. ABM treats each target company as a unique market, and ABM marketers create tailored marketing activities for each. This is especially relevant when working with enterprise-level companies. ⭐️ Personal profiles are the key channels (as I mentioned before 😀) Personal profiles help build deeper, trust-based relationships with target clients in B2B. At ModumUp, we assist clients in developing employee profiles at various levels - founders, top managers, department heads, and other team members. ⭐️ Social Selling: a comprehensive approach through personal profiles We use LinkedIn as the primary platform for Social Selling because it proves to be the most effective across many markets. Social Selling approach includes several steps: 0️⃣ Goal setting: define project goals and objectives 1️⃣ Target audience identification: find and connect with the right people on LinkedIn 2️⃣ Content creation: regular posts about case studies, experiences, and personal stories 3️⃣ Networking interactions: comments, likes, and skill endorsements help strengthen connections and build trust 4️⃣ Personal messaging: don’t just stick to public interactions; personal messages are the most effective way to arrange specific next steps ⭐️ LinkedIn Live: a warm interaction opportunity LinkedIn Live allows you to host broadcasts and webinars directly on LinkedIn. This format helps interact with your target clients on a deeper and warmer level. You can invite important prospects to your events personally. ⭐️ LinkedIn Ads: not a lead generation channel LinkedIn ads are very precise because users are categorized by company, position, industry, and other criteria. Within the ABM approach, you can run ads aimed at specific companies. In B2B, especially in the enterprise segment, ads are less about lead generation and more about keeping your brand in front of the target audience, so they remember you and respond better to personal messages. ⭐️ Measuring the effectiveness of social media marketing Account Engagement is the main metric in ABM. It reflects the depth of interaction with target clients. There are also specific metrics for Social Selling, livestreams, LinkedIn ads, and other approaches. It's essential to take a systematic approach to social media marketing. Wishing you success with social media marketing in B2B!

A CEO told me recently, “We invested in LinkedIn." "We bought Sales Navigator for the whole team.” So I asked, “Cool. What’s the strategy?” Silence. Here’s the uncomfortable truth most leaders don’t want to hear: Buying LinkedIn Sales Navigator without a real social selling system is like handing your team a Ferrari and never teaching them how to drive. They’ll sit in it. They’ll rev the engine. They might even look busy. But they’re not going anywhere. Right now, most companies are: • Letting sales reps “figure out LinkedIn” on their own • Treating profiles like resumes instead of revenue assets • Sending random connection requests with zero positioning • Posting content with no path to the pipeline And then wondering why nothing converts. Meanwhile, the companies that ARE winning? They’ve turned LinkedIn into a predictable revenue channel because they: • Build profiles that attract, not just inform • Target the right buyers with intention • Start conversations that actually lead somewhere • Nurture relationships instead of chasing transactions This isn’t about being more active. It’s about being intentional. Because the market has already shifted. Your buyers are researching you before you ever talk to them. They are forming opinions before your first call. They are choosing who feels credible before you even get a shot. If your team isn’t showing up the right way on LinkedIn… You are losing deals you don’t even know existed. This isn’t a “nice to have” skill anymore. It’s survival. Adapt your strategy, train your team, and treat LinkedIn like the revenue engine it is OR keep buying tools and hoping for a different result. Your competitors are hoping you choose the second option.

By the time you finishing reading this line, six beauty products will have sold on TikTok Shop in the UK. The platform now ranks as the UK’s fourth-largest beauty retailer, behind only Amazon, Boots UK and LOOKFANTASTIC.COM (NielsenIQ). What began as an entertainment platform has evolved into a commercial force redefining how brands launch, market and sell. The UK’s social commerce market is forecast to more than double to £15.7bn by 2028, to account for 11% of online sales according to Retail Economics. Beauty is the crown jewel of social commerce. Our research found that two in five UK social media users have purchased beauty products on social platforms such as TikTok – more than any other category. Its visual, demonstrative nature is perfectly matched to short-form video, where tutorials, transformations and real-world reviews drive discovery and conversion – driven by creators, community and authenticity. Boots UK was one of the first movers with TikTok for Business Video Shopping Ads to make premium beauty more accessible. This closed-loop approach placed shoppable content directly into users’ For You feeds. Now Estée Lauder, owner of Aveda, Bobbi Brown and Clinique, has committed to tripling new product launches on social platforms over the next years. It’s an important reminder of how traditional retailers can embrace new channels by investing, testing and adapting. The rise of social commerce doesn’t stop at beauty. Apparel, home, food and electricals are all fast-growing categories. Younger, affluent shoppers are leading this shift. And if brands want to capture the spend of this core demographic, they need to be where the eyeballs are. Great to discuss this with The Times’ Isabella Fish for their print feature – article linked below. https://lnkd.in/ejSgGAfy   ____________________________________ ⤴ Follow me for weekly retail, consumer and economic insights. ____________________________________

I keep having the same conversation with B2B marketing leaders. People from different companies, different stages, different industries. I like to ask: "What channels are working for you right now?" The answer is always the same. LinkedIn and IRL events. Over and over again. Why is LinkedIn so effective? Because every important person you're trying to reach is on this platform. The CEO, the CMO, the CTO. They're all here. And unlike email, when you send someone a message on LinkedIn, they get a notif immediately (I'm willing to bet most people don't turn notifs off) Also, many ambitious, high-performing people (who tend to be decision-makers) scroll LinkedIn in their free time. I've seen it myself. It's their version of Instagram. That's an insane distribution advantage if you're creating good content. Why are events working so well right now? Because face-to-face is unequivocally the best way to influence someone. Digital channels are getting more crowded every day with slop. But when you put the right people in a room (and your sales team has genuine magnetism), it can do wonders. (This is the whole premise of @Fibe) Build credibility online. Build relationships in person. Curious – for the B2B marketers reading this.. what channels are working for you?

Platforms like Instagram, Facebook, TikTok, and Pinterest are becoming 𝘰𝘯𝘦-𝘴𝘵𝘰𝘱 𝘰𝘯𝘭𝘪𝘯𝘦 𝘴𝘩𝘰𝘱𝘴 where discovery and checkout happen seamlessly. Online store owners, this post is for you! Social commerce is here and should be part of your marketing strategy. Here's how you sell your products directly on social media: 𝗖𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲 𝗶𝘀 𝗞𝗲𝘆: Consumers can discover, browse, and buy products without ever leaving the app. This frictionless experience boosts conversions! 𝗩𝗶𝘀𝘂𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹 𝗦𝗲𝗹𝗹𝘀: Social platforms are perfect for showcasing your products through eye-catching visuals, AR filters, and influencer partnerships. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳 = 𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲: Reviews, UGC, and live shopping events build trust and excitement, helping drive more sales. 𝗦𝗵𝗼𝗿𝘁𝗲𝗿 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆𝘀: Forget multiple clicks—customers are now purchasing directly from their feeds with "Shop Now" or "Buy" buttons. 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗠𝗲𝗲𝘁𝘀 𝗥𝗢𝗜: With features like Instagram Shops, TikTok Shopping, and Pinterest Buyable Pins, your social media efforts directly translate into revenue. 🚀 𝗣𝗿𝗼 𝗧𝗶𝗽: Optimize your product pages on social platforms with compelling visuals, keyword-rich descriptions, and seamless checkout options. What strategies have worked best for your brand? Let's discuss this in the comments! 👇 #SocialCommerce #EcommerceMarketing #DigitalTransformation #ShopSocially #FutureOfRetail Image Credit: 𝙎𝙝𝙤𝙥𝙞𝙛𝙮

Turn every rep’s profile into a lead-gen machine. You're sitting on free pipeline. Your sales team is already sitting on the most underutilized marketing channel you have: their LinkedIn profiles. Here’s the reality: Marketing builds your brand’s visibility. Sales reps amplify it when their profiles are optimized and active. When marketing drives the social presence and sales reps align their profiles, you create a one-two punch that accelerates trust, conversations, and pipeline. Imagine this: 🔥 Every rep’s headline clearly says who they help and how. 🔥 Their “About” section connects like a conversation, not a résumé. 🔥 They’re consistently posting insights, engaging with prospects, and sharing branded content. 🔥 They get direct inbound meetings booked from their profile. That’s not just branding. That’s scalable revenue enablement. 🚫 Don’t vs. ✅ Do 1. Headlines That Hook ❌ Just list your job title ✅ Say who you help and how (with keywords) 2. About Section ❌ Talk only about yourself ✅ Share your mission + write like you’re talking to your ideal client 3. Profile Photo & Banner ❌ Selfies, blank banners, confusing visuals ✅ Professional headshot + banner that reflects your brand 4. Connection Strategy ❌ Connect + pitch immediately ✅ Send personalized invites, engage your network consistently 5. Consistent Posting ❌ Post once, disappear for months ✅ Show up daily with insights + lessons 6. Comments ❌ “Great post 👍” and nothing more ✅ Add thoughtful takes + reply to every engagement 7. Smart Content Mix ❌ Only promotional content ✅ Rotate carousels, polls, videos, reflections, and teaching posts 8. DMs That Connect ❌ Copy-paste pitches ✅ Lead with value, build relationships before the ask 9. Featured Section ❌ Leave it blank ✅ Pin top offers, resources, or booking links 10. Skills & Endorsements ❌ List 30+ random skills ✅ Prioritize 3–5 niche skills, ask peers to endorse 11. Recommendations ❌ Skip this section or accept vague praise ✅ 2–4 specific, guided recommendations that build trust 12. Let Personality Shine ❌ Hide behind stiff corporate language ✅ Be real, relatable, and helpful—people connect with people ✨ Bonus tip: Connect your LinkedIn with HubSpot to push out your branded content across your sales team to add velocity of engagement, more visibility, and free traffic. The difference between a sales team that’s invisible on LinkedIn and one that shows up daily? 👉 More conversations. Faster trust. Bigger deals. Marketing can light the fire. Sales can fuel it. And LinkedIn is the stage where it all plays out. What’s one feature that you look for on a LinkedIn profile? ________ ♻️ Repost to help others + Follow Jennelle McGrath for more like this

No surprise, Social Media has evolved far beyond a brand awareness channel. Today, it is one of the most effective tools for driving traffic to physical stores, increasing brand recognition at shelf, and showing customers exactly what to look for once they walk into their favorite stores. Traditional media still plays an important role. Newspapers, mailers, print ads, billboards, retail media, and e-commerce placements all contribute to the overall strategy. Social media is not replacing those channels. It is becoming another powerful way to connect with the ideal customer and influence purchase behavior. Emerging industry leaders and modern CPG brands are leveraging social to directly support in-store execution. Take Gary Brecka and The Ultimate Human community. His audience trusts his recommendations, and that trust translated into a dedicated endcap featuring products his community approves. Influence turned into physical retail presence. Then there is Bloom Nutrition led by Greg LaVecchia & Mari Llewellyn in the CPG wellness and beverage space. They consistently showcase what customers can expect in-store. This includes packaging and shelf placement to off-shelf displays, they are educating shoppers before they even step into the store aisle. They remove friction, confusion and make the buying decision easier. This is where the shift is happening. Social content is becoming retail activation tactic and needs to be in the brand playbook. It is pre-shopping education. It is guiding customers on what to look for and where to find it quickly. When brands clearly show the display, the packaging, and the in-store execution, they increase store traffic, conversion at shelf, brand recall, and velocity. Even sharability to othes that are fans of the brand. The brands winning both in-store and online are treating social as a performance-driven retail tool, not just a branding platform. I see this continuing to be the best playbook for growth-focused brands. What have you seen in your feed? How has this affected your buying patterns and behaviors? Do you shop online or in-store more? Let me know in the comments. #SellingRetail #TheRetailDude #SocialSelling