How to Leverage LinkedIn for Social Selling with Brynne Tillman, Ep #50

How to Leverage LinkedIn for Social Selling with Brynne Tillman, Ep #50

Mark Raffan

How do you nail your LinkedIn profile? What content should you create for LinkedIn? What should your social selling strategy look like? These are just a few of the questions that the amazing Brynne Tillman covers in this episode of Content Callout. If you’re ready to step up your social selling game on LinkedIn, don’t miss this episode!

Outline of This Episode

  • [2:30] Rapidfire tactics + strategies
  • [4:11] LinkedIn Social Selling philosophy
  • [13:13] How to nail your LinkedIn profile
  • [2:47] Content you can create on LinkedIn
  • [28:02] Leveraging your connection’s connections
  • [35:57] How to connect with Brynne Tillman

What most people are doing wrong on LinkedIn

Where do most people go wrong? Brynne points out that the worst thing that a business development person can do is connect and pitch. People are getting 30+ of these awful pitches a week. She understands that people are desperate to do business and that the way people have traditionally done things isn’t an option right now because of COVID. But you can’t throw stuff at the wall and hope someone will raise their hand.

Secondly, people are also connecting and forgetting. People have thousands of connections and have no idea who they’re connected to. This is a major failing of nearly everyone on LinkedIn. It’s not even that people don’t want to leverage LinkedIn but that they don’t know what it’s capable of. Brynne notes that people that use LinkedIn daily are likely only using 10% of it.

LinkedIn social selling philosophy

Bus dev professionals could have a full pipeline every single day just by using LinkedIn. Brynne wants to be clear that even though it’s called “social selling,” you’re not selling on LinkedIn. You sell in the relationship. The only thing that’s changed is the way you get to that relationship. You come in through social quite differently than meeting at a meeting or having lunch together. But you have to recognize that there’s a human being on the other side of your message. You have to treat your network just as you would if they were on the other side of the table.

Brynne emphasizes that you have to get in the right mindset about LinkedIn. You are not entitled to a conversation because someone is a connection. It is your responsibility to earn the right to get that conversation. How do you do that? Through mastering the Ask/Offer ratio (inspired by “Gap Selling” by Keenan).

The Ask/Offer Ratio

What is the ask/offer ratio? You’re asking someone to consume your stuff (read your profile, watch a video, read your message, etc.). It is an investment of their time, which is valuable to them. When you interact, they’ll walk away with one of three responses:

  • Bait and switch: you send a nice connection and pitch at the end. Or you offer misleading content as a lead magnet. You don’t want to be that.
  • Neutral: Your profile and content are just boring. Neutral doesn’t get you business.
  • Compelling: This is where you want to live. A little compelling is someone liking or commenting on a post. They’re compelled to engage. Maybe they’ll accept a connection request or a phone call.

When you can get that philosophy down, you begin to earn the right to have a conversation. It could be as simple as finding a piece of content that you share with someone and asking them a question about it. Doing this creates curiosity, teaches them something new, and gets them thinking differently. You nailed the opportunity and earned the right to a conversation. If they took 5 minutes to read the blog post or watch a video, they should be compelled to engage—like, comment, ask to connect, or ask a question, etc.

How do you nail your LinkedIn Profile? Listen to hear Brynne’s formula for success!

How to create content for LinkedIn

You should spend more time recording videos more than any other content. Brynne notes that if you’re not ready to get on camera, just start having conversations on a zoom call. You only need 90 seconds to make a piece of content. You’ll likely find 3–4 pieces of content you can pull from a 30-minute conversation.

Why are you so comfortable having in-person conversations but not comfortable recording yourself? Because when you’re talking to someone, you don’t see yourself. You’re not walking around holding a mirror at a networking meeting, right? So stop looking at yourself when you’re recording. When you’re hyper-aware and overly focused on yourself, you’re not communicating well either. Get over it. Then you’ll be in a natural conversation that will be fabulous.

What are some other easy ways to create content? Listen to the whole episode to learn more from Brynne Tillman!

Resources & People Mentioned

Connect with Brynne Tillman

Connect With the Content Callout Team

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Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.