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Social selling power: 

3 top tips for small businesses

5 September 2025
Reading time: 4 minutes

78% of businesses using social selling outperform those that don't, and LinkedIn is a key platform.

Social selling isn't about immediate sales, it's about using social media to connect, engage, and nurture professional relationships over time. Ready to elevate your social selling? Here are 3 top tips on using LinkedIn to boost your small business.

1. Put the work into your profile

Your professional LinkedIn profile can work hard for you. It can be used to showcase your brand and engage the right audience for your content, whatever you decide to post. Be sure to:

Look the business

  • Use a professional looking photo or group shot, not a selfie – first impressions matter.
  • Add a background photo with a branded banner or approved image, with your company logo.

Write with your prospective connections in mind

  • Use keywords in your description and ‘About’ section to ensure potential prospects can find you.
  • Only share relevant work experience or projects, you don’t need to list everything.

Be credible and authentic

  • Add credibility with recommendations from customers and colleagues.
  • Be yourself and stick to your areas of expertise and experience - don’t use jargon or exaggeration in your profile.

2. Identify who you want to connect with

There’s no merit to putting good content in front of the wrong audience: the businesses and people you connect with matter. 63% of executives use social media for purchasing research, and it’s up to you to build a rapport with those who want what you’re offering. Keep reaching out:

Search up the right connections

  • Consider a sales intelligence engine like LinkedIn Sales Navigator, Zoom Info, or Sales OS. You may have to pay, but the time you save and insights gleaned could be well worth it.
  • Alternatively, create your prospect list manually using the LinkedIn search facility. Add contacts to your list and follow them to bring their posts into your daily stream. 

Craft responses carefully

  • When someone you follow posts, engage with a meaningful comment rather than the generic ‘great post’ etc. Start a conversation and add personal insights.
  • Keep your responses concise and informative with no more than 2-4 well-crafted sentences and always read the post and existing comments thoroughly before responding.

Connect every day, with a personal touch

  • If you create a conversation, send a personalised message asking to connect – not an empty request. Address them by name and reference the post to reinforce your interest.
  • Try to engage with 3 different users daily, and never make a sales pitch unless it’s via a private message when your prospect is interested – always seek to encourage a meaningful, authentic interaction.

3. Create thoughtful content that adds value

Your LinkedIn posts need to stand out, and 55% of consumers prefer buying from those who share resonating stories. In fact, storytelling can make your content 22 times more memorable. And with only 1% of LinkedIn users actively posting, simply showing up gives you a competitive edge. Here are some dos and don’ts:

Do:

  • Create content your prospects will find relevant and helpful. This could be in the form of questions, insights and top tips.
  • Craft stories that have a beginning and an end. The beginning could be a problem, the end a solution. Make it a journey that matters to your audience.
  • Share your personal experiences and guidance (otherwise known as thought leadership).
  • Share statistics and reports that are relevant to your industry – be sure to state the source and add your take on it.

Don’t:

  • Use images or video that don’t relate to the content you’re sharing, or are low res. Add both context and quality.
  • Swear, rant, or hard sell. LinkedIn is a professional place.
  • Post anything too long. Make every word count, so it’s punchy and digestible.

If you follow these tips and keep your LinkedIn content fresh and engaging, over time you’ll find yourself converting your connections into customers or clients for your small business.

Looking to connect your small business better? 

Take a look at our Small business solutions page.

Footnotes

  1. 78% of businesses that use social selling outperform those that don’t: LinkedIn
  2. 63% of Executives use social media to research purchases: LinkedIn
  3. LinkedIn Sales Navigator
  4. Zoom Info
  5. Sales OS
  6. 55% of B2B buyers are more likely to buy when engaged by a story: B2B Rocket
  7. Content that tells a story is 22 times more likely to be remembered: Stanford’s Women’s Leadership
  8. Only 1% of LinkedIn users actually post: LinkedIn.