How to Use Social Media to Generate Sales Leads

I was asked today a very simple question, How can I #prospect better on #LinkedIn? This simple question does not have a simple answer. So I did what I always do and made my list, went to #askSSL.ai and used my” Brynne Avatar” who is already trained in my voice, with my content, and my prohibitions oand spent about 20 minutes crafting and editing the following: ⸻ How to Prospect Better on LinkedIn Without Sounding Like a Sales Pitch Prospecting on LinkedIn isn’t about sending more messages. It’s about starting the right conversations with the right people in the right way. The professionals who succeed treat LinkedIn as a relationship platform, not a cold-calling tool. Here’s how to shift from pitch-based outreach to conversation-driven social selling. 1. Transform Your Profile from a resume to a Resource If you are in a revenue-driven role, your LinkedIn profile should not be a resume. It should speak directly to the challenges and goals of your ideal buyer. Lead to your solution by offering insight and value that not just shows how you help but actually helps, earning you the right to get the conversion. 2. Engage Before You Reach Out Engagement builds visibility and credibility. Thoughtful comments on the right posts open doors. The more value you bring in public conversations, the more permission you earn to move to private messaging. 3. Reconnect with Existing Relationships Take inventory of your network. Revisit clients, prospects, and referral partners. Share something relevant. Ask a thoughtful question. Start conversations around topics that are meaningful to them. 4. Map Paths to Referrals Use LinkedIn and Sales Navigator to find mutual connections. Ask for introductions. Warm referrals often outperform any cold outreach. Most professionals want to help. You just need to ask the right way. 5. Write Like You Speak Skip the templates and formal language. Your message should feel like it belongs in a real conversation. The goal is not to sell. The goal is to earn a response. Bonus: use the native voice messaging or video messaging in the LinkedIn app to humanize the connections even more. 6. Use AI to Prepare Smarter Tools like askSSL or ChatGPT can help you write better outreach messages, create personalized content, and research your prospects. Use AI to support strategy, not replace it. Prospecting on LinkedIn is about earning the right to a conversation. That can come through valuable content, a warm referral, or thoughtful engagement. The key is to start trust-based conversations that feel helpful, not salesy. When you make them matter, you matter. How do you prospect better on LinkedIn? #sslinsights

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!

This is how I became the #1 social seller at Microsoft, training sellers in 11 countries and presenting my $1B LinkedIn playbook to our CEO and SLT, and how you can become your company's top social seller. Social selling isn’t just about making connections; it’s about creating relationships that add value. Start by committing to a the process. Trust the system, adapt based on feedback, and watch your efforts compound. ⚖️ Play the probability game. This is what I call my Moneyball approach. I’ve reached out to hundreds of people within a single organization, connecting with key influencers and decision-makers alike. Some responded immediately, while others took months. The point? By increasing your outreach with thoughtful, tailored messages, you maximize your chances of success. ♻️ Consistency is everything. You don't water your garden once and expect it to grow. Every day, I carve out time for intentional LinkedIn engagement. Whether it’s sending connection requests, commenting on posts, or sharing curated content, these actions keep me visible and relevant. ✨ Leverage the tools at your disposal. Platforms like LinkedIn and Sales Navigator are treasure troves of actionable insights. A new C-suite hire? M&A activity? These are opportunities to act quickly and get ahead of competitors. I’ve built relationships simply by responding to updates within hours of seeing them. ☑️ Focus on adding extreme value. Social selling opens doors, but it’s what you do once inside that matters. I’ve used webinars, technical demos, and newsletters to provide value and stay top of mind. Create lasting relationships by consistently offering resources that solve problems or spark ideas. ⚜️ Understand your strengths and use them. I’m not your typical IT seller, and that’s okay. My superpower? Creating meaningful relationships. Once I’m in the door, I bring the brilliance of my team to deliver exceptional value. Identify your unique strength and leverage it to deliver value and wins to everyone you touch. ✨ Take massive action. My biggest win came from reaching out to over 500 people in a single company. This didn’t happen by luck—it happened because I executed a deliberate plan. ☑️ Be responsive and adaptable. When someone engages, drop what you’re doing and focus on the warm lead. Adapt your approach based on feedback and continually refine your process. Not every message will land, but every interaction is an opportunity to learn. Think about the relationships you’re missing right now. Who are the key players you need to engage? Create a plan to connect with them, whether through direct outreach or by leveraging influencers in their network. Execute with persistence and precision. Social selling has defined my brand and provided success beyond my wildest dreams. If I can achieve this, so can you. #SocialSelling #SalesLeadership #Microsoft #QualityOverQuantity #RelationshipBuilding #ValueCreation #SalesSuccess #LinkedIn #Persistence

If you’re only tracking leads, you’re leaving money on the table. The real gold? Buying signals. Here’s how I turn passive LinkedIn interactions into high-value conversations (without being salesy). 👇 In B2B sales, timing is everything. Decision-makers rarely buy the moment they stumble across your profile or post. They need nurturing. But here’s the trick: most leave digital breadcrumbs, subtle behaviors that show interest long before filling out a lead form. These buying signals can be game-changers. Here’s how to identify and act on them effectively. Bear with me. Start with spotting the signals that matter! Even casual engagement shows interest. Look at who’s liking industry-specific post - they’re likely facing challenges you can solve. If someone checks your profile, they’re curious. Send a quick, friendly message. Mention coffee - it’s a great icebreaker, and keep it natural! Regular commenters are already engaging. Deepen the connection with thoughtful replies: “That’s a great point, [Name]. Can you share more about your approach?” Make sure to tailor your content for your audience! Content preferences vary: • C-Level Executives: Thought leadership text posts work best. They read, don't engage. And buy when the time comes. • Practitioners: PDFs, infographics, and visual guides get saved and shared by your peers. They see you as a teacher and authority, and recommend you to decision-makers. • Screenshots: Results-based visuals resonate across all levels. • Stories: Everyone loves a relatable story! It’s the easiest way to build emotional connections.    But make sure you start conversations, NOT SALES PITCHES! DMs: “Hi [Name], I noticed you liked my post on [topic]. I have a resource on this. Let me know if you’d like me to share it.” Use comments to respond authentically: “Interesting take! I’ve seen this too, but here’s why I approached it differently…” These exchanges build trust. No way around it in B2B - you need to nurture, and for that, you need a framework! Keep your audience engaged with a structured approach: • If someone interacts with your content, follow up in 2-3 days with a helpful resource. Everyone appreciates a thoughtful touch. • Stay on their radar with consistent comments or likes. • Once there’s rapport, suggest a quick brainstorming call.    Start thinking beyond the core business. Sh*t is hard, right? Keep 20% of your posts outside your niche. Broaden your reach with diverse content while ensuring your core messages are seen by more people. And don't forget to measure what matters! • Profile visits from posts. • Conversations sparked by DMs. • Conversions from conversations to calls. Always look at the full picture - posts, comments, messages, visits, and self-reported attribution. Lava effect! People buy from those they trust. By focusing on buying signals and nurturing relationships, you’re building a foundation for long-term success. More in the PDF below! Save, share, and use it!

Reading ‘𝗛𝗲𝗹𝗹𝗼 [𝗙𝗶𝗿𝘀𝘁 𝗡𝗮𝗺𝗲], 𝗜 𝘀𝗲𝗲 𝘄𝗲 𝗯𝗼𝘁𝗵 𝗯𝗿𝗲𝗮𝘁𝗵𝗲 𝗼𝘅𝘆𝗴𝗲𝗻’ feels like walking into a party wearing a wet sock. 🧦💦 Let’s not do that, okay? 👌 Personalization is the MVP of social selling—and trust me, I’ve seen what happens when people skip it. Nothing kills a conversation faster than a cookie-cutter pitch slap. 🍪 But guess what’s just as important as personalization? 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 𝗮𝗻𝗱 𝘁𝗶𝗺𝗲𝗹𝗶𝗻𝗲𝘀𝘀. If you’re referencing something from two months ago that’s no longer relevant—or bringing up an event that already happened—your pitch can go stale before it even lands. 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗜 𝗸𝗲𝗲𝗽 𝗶𝘁 𝗿𝗲𝗮𝗹 (𝗮𝗻𝗱 𝗿𝗶𝗴𝗵𝘁 𝗼𝗻 𝘁𝗶𝗺𝗲), 𝘄𝗵𝗶𝗹𝗲 𝘀𝘁𝗶𝗹𝗹 𝘁𝘆𝗶𝗻𝗴 𝗶𝘁 𝗯𝗮𝗰𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗿𝗲𝗮𝘀𝗼𝗻 𝗜’𝗺 𝗿𝗲𝗮𝗰𝗵𝗶𝗻𝗴 𝗼��𝘁: 📖 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗿𝗲𝗮𝗱 𝘁𝗵𝗲𝗶𝗿 𝗽𝗿𝗼𝗳𝗶𝗹𝗲 If you notice they love CrossFit or just got promoted, mention it. Show genuine interest in what matters to them—but make sure it’s recent. Bringing up a marathon they ran three years ago might not have the same spark as congratulating them on a new role they started last week. Tie it back to how your solution or outreach can help them in this next chapter. 💡 𝗧𝘂𝗿𝗻 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 𝗶𝗻𝘁𝗼 𝗶𝗻𝘁𝗿𝗶𝗴𝘂𝗲 Instead of “Hey, saw you’re in marketing,” try: “Hey Taylor, I loved your LinkedIn post on brand voice—especially how you handled that coffee machine fiasco!” 𝗕𝗼𝗻𝘂𝘀: If they just published that post yesterday, you’re showing them you’re not only personalizing—but also paying attention in real time. Highlight how your offering relates to the topic they’re discussing or the challenge they overcame. ❤️ 𝗦𝘁𝗮𝘆 𝗵𝘂𝗺𝗮𝗻 (𝗯𝘂𝘁 𝗽𝘂𝗿𝗽𝗼𝘀𝗲𝗳𝘂𝗹) At the end of the day, it’s a conversation. Make it sound like one. Keep your outreach friendly, relevant, and timely—if you see they just shared something about an upcoming conference, wish them luck or ask if they’ll be on a panel. Show you’re up-to-date with their world. A bit of random chit chat can help break the ice—just make sure you eventually guide it toward the reason you reached out (e.g., “By the way, I’d love to discuss how our platform can streamline your process.”). If you approach someone like you already know a bit about them (and not in a creepy way), you’ll be leagues ahead of the “mass-blast” crowd. Tailor your message to what’s fresh in their life, and then smoothly pivot to how you can support or collaborate with them. That’s the difference between a conversation that fizzles and one that leads to “Sure, let’s book a meeting!” What’s the funniest personalized pitch you’ve ever received—or sent? - ♻️ Like + Repost if you found this helpful. Follow me, Evan Patterson, for more! P.S. I'm taking on new clients for fractional marketing support, leadership, and consulting. DM me!