Social Selling pyramid

Introduction

Are you tired of putting in effort on LinkedIn without seeing results? It's time to change direction. While everyone is busy chasing conversions and sending mass DMs, let me tell you a secret: that's not how a social network works. Here’s what you should do before you even think about DMing people.

The importance of a strategic approach in Social Selling

Many people make the mistake of jumping straight to direct and mass messaging on LinkedIn, hoping for quick conversions. However, this approach often falls flat because it lacks the necessary foundation of trust and credibility. Building relationships and establishing authority is key to achieving meaningful engagement and conversions in social selling. This is where the Social Selling Pyramid comes into play.

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The Social Selling Pyramid Explained

The Social Selling Pyramid is a structured approach that emphasizes building a solid foundation before reaching out directly to prospects. Here's a visual representation of the pyramid:

At the pyramid's base, we start with content creation, moving upwards to profile optimization, engaging through comments, making strategic connections, and finally, direct messaging. Each step builds upon the previous one, ensuring a solid and trustworthy presence on LinkedIn.

Step-by-Step Breakdown of the Social Selling Pyramid

1. Content Creation

Importance: Creating valuable content is crucial for generating reach, building familiarity, and establishing yourself as an expert in your industry.

Tips:

• Identify your audience’s pain points and create content that addresses these issues.
• Use various formats like articles, videos, and infographics to keep your content engaging.
• Consistently share insights, tips, and industry news to stay relevant.

Examples: Share case studies, success stories, and practical advice that showcase your expertise.

2. Profile Optimization

Importance: A well-crafted profile builds credibility and serves as a funnel for your desired call-to-action, such as follows or subscriptions.

Tips:

• Use a professional profile photo and a compelling headline.
• Write a detailed summary that highlights your experience and expertise.
• Gather recommendations from colleagues and clients to add credibility.

Examples: Before-and-after profile makeovers that highlight the impact of a well-optimized profile.

3. Engagement through Comments

Importance: Engaging with others’ content expands your reach, increases your credibility, and creates touchpoints with potential prospects.

Tips:

• Leave thoughtful, relevant comments on industry-related posts.
• Join and participate in relevant LinkedIn groups.
• Start discussions and share your insights on trending topics.

Examples: Real-life scenarios where meaningful comments led to valuable connections.

4. Strategic Connections

Importance: Sending connection requests to relevant individuals helps build relationships and expand your network.

Tips:

• Identify engagement triggers, such as mutual connections or shared interests.
• Personalize your connection requests with a brief message.
• Follow up with new connections to start building a relationship.

Examples: Success stories of strategic connections leading to business opportunities.

5. Direct Messaging

Importance: After building a solid foundation, you can initiate conversations to gauge interest in further engagement outside LinkedIn.

Tips:

• Personalize your messages and reference mutual connections or shared content.
• Offer value before asking for a meeting or call.
• Use a conversational tone and be genuine in your approach.

Examples: Scripts or templates for effective DMs that have led to successful conversions.

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Real-Life Application of the Social Selling Pyramid

Case Study: Actually, an example of my own. When selling sales consultancy in 2021, I ran outbound campaigns consisting of emails and cold calls. My campaigns were doing all right, but building trust in that initial campaign was difficult. Whenever I spoke with someone on the phone, I had to explain who I was, as they hadn’t heard of me before. This resulted in friction, more awkward conversations, and lower conversion rates (see my stats below). 

Then, at the end of ‘21, I started creating content around sales topics. I had several conversations with prospects who mentioned, ‘Hey, you’re that sales guy on LinkedIn. I saw a couple of your posts on my feed. I think you can really help us out with our outbound sales.’ This made the conversion from conversation to meeting booked so much easier, as shown in the significant 20% increase (36 to 58) in that statistic in the image below. 

Old campaign: 

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Metrics: The case study highlighted improvements in engagement rates, connection acceptance rates, and conversion rates, showcasing the effectiveness of a strategic approach.

Common Pitfalls to Avoid

While implementing the Social Selling Pyramid, avoid these common mistakes:

• Spamming: Sending mass, impersonal messages can damage your reputation.
• Lack of Personalization: Failing to personalize messages or connection requests can lead to low engagement.
• Ignoring Engagement Opportunities: Missing out on commenting or participating in discussions can limit your reach.

Solutions: Focus on personalization, build relationships, and actively engage with your network to avoid these pitfalls.

Conclusion

Building a solid foundation through content creation, profile optimization, and engagement is crucial for successful social selling on LinkedIn. Following the Social Selling Pyramid can create meaningful connections and achieve better conversions. Start implementing these steps today and see the difference in your results

Call-to-Action: Have you tried the Social Selling Pyramid approach? Share your experiences in the comments below or contact us to learn how we can help you optimize your LinkedIn strategy.