What do you do if your executives are struggling to generate leads and drive revenue through social selling?

Evaluate the current realities of your executive's social selling skill set to understand where they stand and then look at the history of mentoring, coaching, and training provided to them. If there are gaps, then engage in group & 1-on-1 discussions to customize & personalize the mentoring, coaching, and training content to build new realities of the social selling skills of your executives so that all of you can achieve your mutually agreed sales goals. Including profile optimization, content creation/ curation, brand advocacy, social listening, messaging personalization, & participation in the conversation along with tools, AI & technology in your mentoring, coaching, and training will surely help you level up the social selling skills

The best social media skills start with good social skills. Most executives are adept at socializing and networking in-person, but they need help adapting their skills to digital platforms. This makes sense of course because for too long people have been taught to use social media platforms like billboards and megaphones. Start with Why. Why would people want to hear what you have to say? The How and the What will follow.

Some excellent point made here, but things to keep in mind - Strategy is critical! It’s an essential part of the Why. But your strategy should extend beyond merely a social media strategy – it should be a complete digital transformation strategy. Objectives are essential – but do you have the right ones? Hint: Despite what everyone else tells you, it’s not about vanity metrics. You DO NOT want your content to go viral. Audience-centric content is key! Hint: That’s not “Hey! Wanna buy my stuff?” Finally, find a cadence that works for you. Random acts of social will not drive the desired result.

When it comes to content, the term “social selling” is really a misnomer. Unfortunately too many people hear the term and think it means using social media platforms to sell. Directly. I teach my Marketing students the difference between direct response and brand awareness in advertising. I then go on to explain how that extends to personal branding too. Again, audience-centric content is key! Hint: That’s not “Hey! Wanna buy my stuff?” What does that look like? Curate industry content and share it. Add the TL;DR and tell me why I should (or should not) bother reading it. Or add commentary with your own thoughts and opinions. As you gain confidence, create your own content that adds to the conversation – not interrupts it with an ad.

Content is the cornerstone of social selling, acting as the voice of your expertise and values. By sharing insights, industry developments, and solutions, executives don’t just broadcast their knowledge; they open doors to meaningful dialogue with their audience. It’s about going beyond generic content to tailor messages that resonate on a personal level, addressing prospects' unique challenges and interests. This personalised approach amplifies engagement and positions executives as indispensable resources in their field. Remember, impactful content isn’t just seen; it’s felt and acted upon. I love that LinkedIn is now prioritising original, relevant and engaging content over content where people are just trying to hack the algorithm!

Some excellent point made here. It’s not about vanity metrics. It’s about lead generation metrics and conversion rates. I’ll reiterate: You DO NOT want your content to go viral. Viral posts do not generate leads. Viral posts do not convert. In order to go viral your content must be so general that it does not specifically resonate with your ideal target audience. That’s not building a brand known for what you want to be known for.

"Authentic engagement is at the heart of successful social selling." So many people think that social media provides a captive audience of people to spam. What they fail to recognise is that most people do not like to be spammed (or sold to). As Brian Solis once said "social media is about psychology not technology" and when when SEs focus less on the number of messages, dials and emails and more on the authentic interactions they usually begin to see success.

Most executives are adept at socializing and networking in-person; this is a great starting point. Listening, responding, and participating in relevant conversations comes naturally. The key is to do this intentionally. It’s important to do this regularly. And when you contribute to a conversation, make it meaningful. You do not have to hijack the conversation to add meaning, but just liking or adding a simple agreeing comment is generally not worthwhile. How would you act at a networking event or an industry conference? Do that!

I couldn't agree more. The essence of social selling lies not in the quantity of interactions but in their quality and authenticity. Encouraging executives to engage genuinely, by actively listening and contributing to conversations with insight, goes far beyond traditional sales tactics. It's about showing the human side behind the professional fa?ade, which fosters trust and builds lasting relationships. Authenticity in engagement is what transforms connections into partnerships and conversations into opportunities. Stay true to yourself, your core values, your integrity and this will shine through.

Think of your profile as a landing page. Your headline is the hook in your story. Your profile picture and banner image on your profile helps support your hook to get visitors to take a look at your featured content and about section. Your about section should tell a story of how you help your ideal customer profile solve a big problem they are facing.

You never know what will be your “hook” that attracts your next connection, so use accurate descriptors and keep your profile and experience sections up-to-date with any additional skills and experience.

An optimised profile is the linchpin of social selling. Think of it as your digital storefront. Just as a compelling shop window entices people inside, a stellar profile draws in the right connections. It's about striking the perfect balance between professionalism and approachability, letting your accomplishments and unique value shine through. This establishes your credibility and clearly communicates how you can address your audience's specific needs. Crafting such a profile isn't merely about visibility; it's about creating meaningful engagements and building trust.