Social selling represents the modern approach to prospecting and relationship building that leverages social media platforms to identify, connect with, and engage potential customers. This comprehensive course teaches strategic methodologies for using LinkedIn, Twitter, and other digital platforms to build professional networks, establish thought leadership, and generate qualified leads. Participants will learn to create compelling personal brands, share valuable content, and engage prospects through meaningful conversations rather than cold outreach. The curriculum covers both strategic framework and tactical execution, emphasizing measurable ROI and integration with traditional sales processes for maximum impact in today's digitally-connected business environment.
Social Selling: Using Digital Platforms for Prospecting
Sales and Marketing
October 25, 2025
Introduction
Objectives
Upon completion, participants will be able to:
- Develop comprehensive social selling strategies aligned with sales goals
- Optimize social media profiles for professional credibility and discoverability
- Use advanced search and listening tools to identify ideal prospects
- Create and share valuable content that attracts and engages target audiences
- Build meaningful relationships through social engagement and conversations
- Measure social selling performance and ROI
- Integrate social selling with traditional sales processes
- Navigate ethical considerations and compliance requirements
- Use social listening for market intelligence and opportunity identification
- Develop personal branding as industry thought leaders
Target Audience
- Sales Professionals and Account Executives
- Business Development Representatives
- Marketing Professionals Supporting Sales
- Entrepreneurs and Business Owners
- Recruiters and Talent Acquisition Specialists
- Consultants and Professional Services
- Sales Managers and Leaders
- Digital Marketing Professionals
Methodology
- Profile optimization workshops
- Content creation and sharing exercises
- Social listening and monitoring practice
- Connection strategy development
- ROI calculation exercises
- Case studies of social selling success
- Peer review of social media presence
Personal Impact
- Enhanced digital presence and personal branding
- Improved networking and relationship building skills
- Stronger content creation and communication abilities
- Increased confidence in digital engagement
- Better market intelligence and research capabilities
- Enhanced career opportunities in digital sales
Organizational Impact
- Increased lead generation and pipeline
- Higher conversion rates through warm introductions
- Reduced cost of customer acquisition
- Improved brand visibility and market presence
- Better competitive intelligence and market insights
- Stronger alignment between sales and marketing
Course Outline
Social Selling Foundations
Strategic Framework- Definition and principles of social selling
- Difference between social selling and social media marketing
- Business case and ROI of social selling
- Social selling maturity model
- Integration with traditional sales processes
- LinkedIn for professional social selling
- Twitter for real-time engagement
- Industry-specific platforms and communities
- Social media platform selection criteria
- Mobile optimization and tools
Personal Branding and Profile Optimization
Profile Development- Creating compelling personal profiles
- Professional headline and summary optimization
- Visual branding and consistency
- Credibility building through recommendations
- Skills endorsement and portfolio development
- Developing personal thought leadership
- Content curation and sharing strategy
- Engagement and community participation
- Consistency and frequency planning
- Measuring personal brand impact
Prospecting and Connection Strategies
Target Identification- Ideal customer profile development
- Advanced search and filtering techniques
- Company and industry targeting
- Decision-maker identification
- Competitive account monitoring
- Personalized connection strategies
- Warm introduction techniques
- Following vs. connecting decisions
- Group participation and engagement
- Event networking integration
Content Strategy and Engagement
Content Development- Content types that drive engagement
- Educational vs. promotional content balance
- Original content creation best practices
- Content curation and sharing
- Visual and multimedia content
- Commenting and discussion participation
- Direct messaging best practices
- Building relationships through value
- Moving conversations offline
- Social etiquette and professional standards
Social Listening and Intelligence
Listening Strategies- Social media monitoring tools
- Keyword and topic tracking
- Competitive intelligence gathering
- Industry trend identification
- Trigger event monitoring
- Buying signal recognition
- Company change and growth indicators
- Personal trigger events
- Referral and introduction opportunities
- Integration with CRM systems
Measurement and Optimization
Performance Metrics- Key social selling metrics and KPIs
- ROI calculation for social selling
- Social selling index and scoring
- Lead generation and conversion tracking
- Pipeline contribution measurement
- Testing and optimization approaches
- Tool and technology evaluation
- Skill development and training
- Program scaling and expansion
- Staying current with platform changes
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