Combine the two by starting with defining what you want to be known for. Start with 3-5 topics, and ensure 2 of them are aligned to your sense of purpose, these can be more personal to you, things you are passionate about and show the human side to your social selling strategy. The others aligned to your professional side, aligned to your companies value proposition.Once these things are defined it will make it so much easier to create content consistently, amplifying your online presence everywhere you want to, not just LinkedIn.

I believe in constant navigation between both. To keep up with the right momentum dedication and consistency would be two important strikers. No one’s perfect here, whether it’s nurturing leads or posting content, self belief and consistency would be the key driver here. Meaningful engagement would be one more critical striker to balance between the two. Whether having a conversation or posting content, what I would focus would be a blend of authenticity with value. This way audience could see what I’m expert at.

Set Priorities & Goals: I break down my social selling goals (ex: generating leads, nurturing relationships) and allocate specific times for these. This ensures my efforts are aligned with outcomes, not just online activity for the sake of it. Time Block Your Day: I schedule dedicated chunks of time for key activities—prospecting, engaging with content, and posting. This prevents social media from becoming an all-day time sink. For example, 30 minutes in the morning for LinkedIn interactions, another block in the afternoon for outreach.

I set clear goals, use a content calendar, and leverage automation tools. I focus on authentic engagement and regularly review my performance to adjust strategies. This balance helps manage social selling and maintain my online presence effectively.

Make your social selling activities and online presence work hand in hand. Your presence is built by consistently showing up in the right spaces through social selling. Integrate it into your storytelling process—share content that highlights your expertise and adds value to your audience. By doing this, you build trust and confidence, making your presence stronger while driving your social selling efforts at the same time.