October 21st, 2013

Social Selling: A Few LinkedIn Best Practices

Social Selling

Social Selling: A Few LinkedIn Best Practices

Over the last few years, LinkedIn has rapidly evolved beyond a professional social networking site. Today, the LinkedIn network is becoming the hub of social selling. It allows members to leverage relationships with clients, participate in customized groups, and collaborate with your marketing team. Join us as Jim Brodo, Senior Vice President, Marketing, offers his executive tips for getting the most out of your LinkedIn membership and how to your social selling efforts.


About The Author: James A. Brodo

Jim Brodo is the former Senior Vice President of Marketing at Richardson. Jim brings over a decade experience to this position with Richardson, where he oversees all marketing and communications efforts for the organization including SEO, SEM, planning, public relations, advertising, lead nurturing, and brand strategy. Jim is currently focused on updating the corporate identity, especially through the use of organic SEO and SEM tactics. He spearheaded the implementation of professional social networking strategies, launch of the new website, updated messaging, and marketing materials. In addition, Jim is credited for creating a content marketing syndication strategy that focuses on adding value to clients and prospects. As the leader of the corporate marketing operations, Jim aims to strengthen Richardson’s brand as the top sales training company in the industry.

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James A. Brodo

3 Responses to “Social Selling: A Few LinkedIn Best Practices”

  1. October 25, 2013 at 3:37 am, Jeff Molander said:

    Bridging the gap between all that content marketing is publishing (blogs, videos, white papers) and “in the trenches sales work” is, indeed, the challenge Jim.

    Well said.

    However, in my work as a LinkedIn sales trainer I’m finding the challenge goes deeper on a tactical level.

    It’s not that sales folks & distributors don’t WANT to apply content assets to drive leads. The challenge is:

    1) Using lead management systems (eg HubSpot) to allow an individual rep/distributor to send prospects from a LinkedIn profile to a lead capture landing page SPECIFIC TO THEM (to ensure proper follow-up).

    2) Teaching sales reps / distributors how to publish onto their LinkedIn profile in ways that provoke curiosity in prospects who read headlines or watch video clips. I’m talking about where, when and how to structure calls-to-action and how to leverage what good copywriters have always known (use of “trigger words”)… to get prospects to take ACTION.

    What do you think?


    • James A. Brodo

      October 28, 2013 at 11:32 am, James A. Brodo said:

      Could not agree more. One of the issues I have with marketing automation, and to a certain degree automated social media tools, is that it is taking the personalization out of responding and nurturing. I am seeing too much of a focus on KPIs and data with not enough focus on leveraging tools to actually build relationships.


      • November 06, 2013 at 2:31 pm, Jeff Molander said:

        Hi, Jim.
        What we need are less marketers selling silly ideas to marketers, eh? 🙂

        Social media to a degree? Oh I think social media is a HUGE area of automation snake oil that strips the humanity out of the process—all while claiming it’s “adding to the humanity!”


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