Today, traditional sales methods often seem outdated and ineffective. People don’t want to be pressured or interrupted, they prefer meaningful interactions and helpful advice. That’s where social selling comes in as a game-changer.
Social selling uses social media to build real connections with potential customers. Instead of cold calls or dominating sales tactics, it’s about connecting with people, sharing useful content, and having meaningful conversations.
In this blog, we’ll explain what social selling the Inbound way is all about and how it can help your business grow. Whether you’re new to digital marketing or just exploring this modern approach, we’ll share simple, practical tips to help you get started. Let’s jump in!
Why is Social Selling Important?
Imagine you’re scrolling through your favorite social media app and come across a brand that shares useful tips, answers your questions, and understands your needs. You’d probably feel more connected to that brand, right? That’s the power of social selling.
Social selling works because it meets people where they already spend their time i.e. on social media. With over 63% of the world’s population using these platforms, businesses can connect with their audience in a way that feels natural and engaging.
Unlike cold calls or generic emails, social selling is about building real relationships. When brands understand what people care about and provide solutions to their problems, it’s easier to turn followers into loyal customers.
It’s also budget-friendly. Instead of spending huge amounts on traditional ads, businesses can share helpful content, interact with potential customers, and build trust—without spending a fortune. 
And it works. According to LinkedIn, businesses that focus on social selling are 51% more likely to meet their sales goals, and 78% outperform those who don’t use it. So, businesses using social selling often perform better. They can find customers faster, close sales quicker, and even get ahead of their competition.
Differentiating Inbound and Outbound Selling Approaches
When it comes to sales, one big question is: who starts the conversation?
Buyer or seller?
This is where inbound and outbound sales differ.
Inbound selling happens when the customer takes the first step. For example, they might read a blog post, attend a webinar, or download an ebook. These customers are often already interested and looking for solutions, which makes them easier to engage.
It’s like a friend coming to you for advice, they already trust you and are open to your help.
On the other hand, outbound selling starts with the salesperson reaching out to potential customers. This could mean making cold calls, sending emails, or running ads to grab attention. Think of it like knocking on someone’s door to introduce yourself, they might not know who you are yet, so you need to work harder to build a connection.
Here’s a simple comparison to help you understand:
| Inbound sales | Outbound sales |
| The customer takes the first step. Uses helpful content to attract. Leads are already warm and curious. Cost-effective and scalable. | The salesperson makes the first move. Relies on direct outreach. Leads are cold and need more nurturing. Great for targeting specific, high-value customers. |
Both approaches are good, they just work differently. Inbound selling is great for attracting curious customers who already want to learn more, while outbound selling is perfect for reaching people who might not yet know they need your product or service. When used together, inbound and outbound selling can create a powerful strategy to grow your business.
How Does Social Selling Work?
Here’s how it works, step by step:
1. Create valuable content
81% of marketers view content as a core business strategy. So, the first step in social selling is creating content that your audience will find valuable. This could be blog posts, videos, infographics, or even helpful tips related to your industry. The goal is to share information that solves problems or answers questions your audience might have.
If you sell fitness equipment, you might share workout tips, product demos, or customer success stories. The more helpful your content is, the more trust you’ll build with your audience.
2. Share content on social media
Once you’ve created great content, it’s time to share it on social media platforms like LinkedIn, Twitter, TikTok, Facebook, and Instagram. Each platform has its own vibe, so you’ll want to adjust how you post.
LinkedIn is a more professional space, so you might post detailed articles or case studies. On Instagram, short, visually appealing posts or stories work best.
Sharing your content consistently helps keep your brand in front of potential customers and shows that you’re an expert in your field.
3. Engage in conversations
But it’s not enough just to post content—you also need to engage with people. Respond to comments, start conversations, and be active on your feed. This shows that you care about your audience and are willing to listen and help. If someone comments on your post asking a question, reply with a thoughtful answer or offer more resources. The more you engage, the more you’ll build trust and credibility.
4. Build a personal brand
Building your brand is key to social selling. This means having a complete and professional profile that highlights your expertise. Whether it’s on LinkedIn or Twitter, make sure your profile clearly explains who you are, what you do, and how you help others. Share your thoughts and experiences in a way that resonates with your audience.
5. Be consistent
Social selling is a long-term strategy. It’s not about making a quick sale—it’s about building lasting relationships. Post regularly, engage often, and always deliver value. The more consistently you provide useful content and have conversations with your audience, the more likely they are to trust you and become customers in the future.
6. Measure your results
Finally, it’s important to track how well your social selling efforts are working. Are people engaging with your posts? Are you getting more followers or inquiries? Keep track of what’s working and make adjustments as needed. Over time, this will help you improve your strategy and see better results.
What is the Social Selling Index?
The Social Selling Index (SSI) is a score that shows how well you’re doing with social selling, especially on LinkedIn. It helps sales professionals track their progress and performance on the platform. The SSI score ranges from 0 to 100, with a higher score meaning you’re doing a better job of building your brand and connecting with the right people.
What Does the SSI Measure?
Your SSI score is based on four key activities you do on LinkedIn:
1. Create a professional brand
This is about how well you present yourself online. Your profile, your posts, and how you share content all help to build your credibility and show that you’re an expert in your field. The more professional and engaging your profile is the higher your score.
2. Build strong relationships
Engagement is crucial. It’s not just about connecting with people—it’s about starting and maintaining conversations. When you actively comment, respond, and engage with others, you build stronger relationships, which can help grow your network and increase your SSI score.
3. Find the right people
Targeting the right audience. If you’re connecting with the people who are most likely to benefit from what you offer, your SSI score will reflect that. This means searching for prospects who match your ideal customer profile and making sure your connections are relevant to your business.
4. Engage with insights
Sharing and commenting on valuable content is a great way to engage with your network. By sharing insights, articles, and posts related to your industry, you show that you’re an active, informed participant. Engaging with the right content can help boost your SSI.
Why does the SSI matter?
Your SSI score isn’t just a number, it’s a great way to see how effective your social selling efforts are. A higher score means you’re building a stronger personal brand, connecting with more relevant people, and having meaningful interactions with them.
Shopify recommends aiming for a score of 75 or higher to be considered a leader in social selling.
In fact, salespeople with high SSI scores create 45% more opportunities than those with lower scores. So, if you’re serious about social selling, paying attention to your SSI can help you set goals, improve your performance, and ultimately, boost your sales.
Where can you find your SSI?
If you’re using LinkedIn, you can find your SSI score by visiting LinkedIn’s Social Selling Index page i.e. https://www.linkedin.com/sales/ssi. It’s a great tool for tracking how well you’re doing and identifying areas where you can improve.
Inbound Social Selling Examples for SMBs
Here are some examples that show how businesses and individuals successfully use inbound social selling:
1. Sharing helpful content
A great example of inbound social selling is creating and sharing content that educates or entertains your audience.
Take Dollar Shave Club, for instance. They mix humor and practical advice in their social media posts. One of their posts shared beard styling tips based on face shapes.
This type of content not only engages their audience but also gently nudges them to consider their products when they’re ready to buy.
2. Using customer stories
Joel Gray, a healthcare executive, creatively uses customer reviews. He highlights them in his LinkedIn articles to show his credibility and expertise. By sharing real feedback from happy customers, he demonstrates the value of his work without directly asking for sales.
Similarly, Neil Patel, a well-known marketing expert, uses his Facebook page to share tips on improving websites. He answers questions in the comments and links to his blog for more details. This creates a sense of trust and makes his followers more open to his paid services later.
3. Engage with your audience
Social selling is also about being interactive. For example, career coach Rosie uses Instagram to post tips on handling job interviews and negotiating salaries. In some posts, she asks her followers to comment on a specific word to get free resources like a video or guide. This approach encourages interaction and builds a pool of engaged prospects.
On LinkedIn, Chris Walker shares insightful videos and participates in conversations in the comments. This not only boosts his visibility but also positions him as a thought leader, making his audience more likely to trust and follow his advice.
4. Telling personal stories
Sharing personal experiences can also be a powerful way to connect with your audience. For instance, Adrian, a coach, started an Instagram series where he talks about challenges he has overcome in his life. By being open and relatable, Adrian humanizes his brand and builds trust with his followers.
5. Highlighting product benefits naturally
Maik Kannenberg, an Enterprise Sales Director, uses LinkedIn to talk about how his product, EveryoneSocial, helps big-name clients. He shares positive impacts without directly selling. By showcasing value and offering to help, he attracts potential customers without being pushy.
What are the Best Social Networks for Social Selling?
Social selling works best when you choose the right social networks to connect with your audience. The platform you choose depends on your business type, industry, and where your customers spend the most time.
Let’s look at some popular social networks and tools that work great for social selling, especially when done the inbound way:
1. LinkedIn: The professional network
LinkedIn is a go-to platform for building relationships with decision-makers and professionals. It’s perfect for businesses targeting other businesses (B2B). You can connect with industry experts, share helpful insights, and join professional groups to start meaningful conversations.
Example: Many salespeople use LinkedIn’s advanced search filters to find prospects based on job titles, industries, or locations. They then engage with posts or send personalized connection requests to build trust.
2. Facebook: The community builder
Facebook is ideal for businesses that cater to a wide audience, including local businesses or consumer brands. You can interact with niche communities through Facebook Groups, where people ask questions or share their interests. Businesses can position themselves as helpful resources by answering questions and sharing tips.
A local bakery might join a community group to share recipes, engage with locals, and promote their latest offerings.
3. Instagram: The visual storyteller
Instagram is a highly visual platform that appeals to younger audiences. It’s perfect for showcasing products and creating emotional connections. Use eye-catching images, videos, and Stories to highlight products, share behind-the-scenes moments, or promote limited-time offers.
A small boutique can use Instagram’s Shoppable Posts to tag products in photos, making it easy for customers to buy directly from the platform.
4. X (formerly Twitter): The real-time connector
X (formerly Twitter) is excellent for quick interactions, real-time updates, and staying informed about trends. By using hashtags and engaging in trending discussions, businesses can connect with potential customers who are already talking about relevant topics.
A tech company might use X to share updates on the latest gadgets, join industry conversations, and answer questions from followers.
5. TikTok: The creative platform
TikTok is growing rapidly as a hub for short, engaging videos. It’s a fun way to show off your brand’s personality and connect with a younger audience. Businesses can create entertaining videos or collaborate with influencers to showcase their products.
A fitness coach could post quick workout videos and invite followers to join challenges, creating a sense of community.
6. Pinterest: The idea board
Pinterest is great for businesses offering products or services that fit into people’s hobbies, interests, or plans. You can create boards that inspire your audience, like “home office ideas” or “wedding planning tips,” while linking back to your website or store.
A furniture store could share pins featuring room setups and include links to purchase items in the pictures.
Best Tools to Assist Your Social Selling Strategy
Using the right tools can make social selling much easier and more effective. These tools can help you find potential customers, understand their needs, and build strong relationships. Let’s explore some of the best options to get started:
- LinkedIn Sales Navigator: This tool is perfect for finding and connecting with potential buyers on LinkedIn. It helps you search for the right people, send them personalized messages, and keep track of your interactions.
- Sprout Social: Sprout Social is like a central hub for managing your social media. You can schedule posts, reply to messages, monitor mentions, and track how well your social media efforts are performing, all in one place.
- Crystal: Crystal helps you understand the personality of people you’re reaching out to by analyzing their social media profiles. This means you can write messages that feel more personal and are more likely to get a response.
- Leadfeeder: Leadfeeder shows you who is visiting your website and what they’re looking at. This can help you identify people who are interested in your product so you can reach out to them at the right time.
- Nimble: Nimble gathers information about your contacts from different social networks and creates a detailed profile. It helps you keep track of conversations, interests, and activities, so you always know what to say and when.
- Awario: Awario is a tool for “listening” to what people are saying about your brand or industry online. It helps you find conversations where you can offer helpful advice or solutions, which is a great way to build relationships.
Tips for Inbound Social Selling
If you’re just starting, here are some simple tips to guide you:
- Listen First: Think of social selling as a conversation, not a lecture. Instead of immediately talking about your product or service, take time to listen to what people are saying online. Use tools or hashtags to find discussions about your industry or related topics.
- Be Authentic: People can tell when you’re being fake or just trying to sell something. Instead, focus on being real and offering genuine value. Share helpful advice, answer questions, or give suggestions without expecting anything in return.
- Focus on Relationships, Not Sales: Instead of trying to sell right away, focus on getting to know your audience. Engage with their content by liking, commenting, or sharing their posts. Show that you’re interested in them as people, not just as potential customers.
- Be Consistent: Social selling isn’t a one-time effort. It takes time to build relationships and trust. Make it a habit to check in regularly, share content, and respond to comments or messages.
- Add Value to Every Interaction: Before you post, comment, or send a message, ask yourself: “Am I adding value?” Whether it’s sharing a useful tip, offering encouragement, or pointing someone to a resource, always aim to help.
By following these tips, you’ll not only grow your network but also build stronger, lasting connections.
Social Selling Examples
Here are some great examples of how companies use social selling effectively:
Nike
Nike is a great example of social selling done right. Rather than focusing directly on selling their products, they focus on inspiring athletes and fitness enthusiasts. Their Instagram is filled with high-energy posts showing athletes in action, encouraging followers to push themselves. Nike uses hashtags like #JustDoIt to build a sense of community around the brand.
On Twitter, Nike doesn’t just post promotional content. They actively engage with followers by responding to concerns and addressing customer service issues. This combination of inspiration, community-building, and customer engagement creates a strong online presence that drives sales without constantly pushing products.
Nike builds a relationship with its audience by inspiring them and engaging in real conversations, rather than just selling.
Wayfair
Wayfair is a home décor company that uses Instagram to show off beautiful furniture and interior design ideas. They don’t just post pretty pictures; they give followers helpful tips on how to decorate their homes and link to products so followers can easily make a purchase if they like what they see.
They also make shopping easy by including an ‘in this photo’ feature, which links directly to product pages, creating a seamless buying experience. Wayfair has grown its business significantly by creating an inspiring space for its audience, and by integrating helpful content with shopping options.
Wayfair’s yearly revenue increased from $600 million in 2012 to over $12 billion in 2023. The brand also has nearly two million Instagram followers.
Wayfair mixes inspiration with convenience. They show off their products in a way that adds value, making it easy for people to shop when they’re ready.
Starbucks
Starbucks is a master at building relationships with its audience. On Instagram, they post beautiful pictures of their drinks, making followers feel connected to the brand. On Twitter, they engage in conversations with their followers, answering questions and keeping things personal.
This approach makes people feel heard, and they’re more likely to become loyal customers.
Starbucks also uses Facebook and LinkedIn to provide information about store locations and job opportunities, expanding its reach and connecting with a variety of audiences. With millions of followers across platforms, Starbucks uses social media not just to promote coffee but to create a welcoming community.
Starbucks has more than 35,000 stores around the world, bringing in over $26 billion in total revenue. The brand is popular on social media, with over 17 million Instagram followers, 10 million X/Twitter followers, and 35 million Facebook likes.
Starbucks engages with followers in a friendly, personal way, which builds trust and loyalty.
Dollar Shave Club
Dollar Shave Club is known for using humor in its social selling strategy. On social media, they share funny memes and helpful content, like tips on how to choose the best beard style for different face shapes. It’s not about pushing their razors directly but rather giving people content they find useful and engaging.
This playful yet helpful approach makes people feel more comfortable with the brand, leading them to make purchases when they feel ready. It’s an example of how social selling can be both entertaining and effective.
Dollar Shave Club connects with people through humor and helpful tips, creating a friendly atmosphere that encourages sales when the time is right.
Neil Patel
Neil Patel is a digital marketing expert who uses social media to offer helpful advice rather than direct sales. On his Facebook page, he shares tips on improving website performance and creating content. When people comment with questions, he responds directly, even including links to his blog posts for more in-depth information.
Neil doesn’t try to sell anything upfront. Instead, he provides value first, which makes his followers more likely to trust him and buy from him when they need services or advice.
Neil builds trust by focusing on helping his audience before asking for anything in return, making his followers more likely to convert into customers.
These brands show that social selling isn’t about pushing products aggressively. Instead, it’s about building connections, offering value, and authentically engaging with your audience.
Whether you’re inspiring people like Nike, offering useful tips like Dollar Shave Club, or simply having a conversation like Neil Patel, the key is to be genuine and patient. Over time, these relationships can lead to increased trust and sales, all without the hard sell.
Why Does Selling on Social Media Work?
Here’s why social selling is so effective:
It meets prospects where they are
Everyone is online these days, whether it’s scrolling through Instagram, checking LinkedIn, or reading tweets. Social media gives businesses the chance to connect with potential customers right in their everyday environment. Instead of cold-calling or bombarding people with ads, social selling lets you build connections where they’re already engaged.
By using features like Facebook’s targeted ads or LinkedIn’s advanced search, you can make sure your content reaches the people who are most likely to be interested in what you offer. You’re not just talking to anyone—you’re talking to the right people, making it easier to build relationships and trust.
Think about how Nike uses Instagram. They don’t just sell products; they post inspiring content that draws people in, building a connection with their audience before they even think about buying shoes.
It focuses on helping, not selling
Let’s be real—no one likes being sold to directly. Social selling works because it focuses on helping people first. Instead of pushing your product, you’re offering valuable information, answering questions, and showing that you care about solving your audience’s problems.
For example, content creators like Neil Patel on Facebook don’t just talk about their services—they share useful tips and engage with followers. This makes people more likely to trust them and want to do business with them in the future.
When you position yourself as a helpful guide or expert in your field, people see you as an influencer—not just a salesperson. They’re more likely to buy from you because they trust you.
It builds trust and credibility
One of the biggest benefits of social selling is that it helps build trust. People want to buy from brands they trust, and sharing genuine, helpful content is a great way to earn that trust. Social selling often includes user-generated content (UGC), where happy customers share their experiences, making the brand more relatable and credible.
For example, Starbucks regularly shares customer stories and responds to tweets. This builds a sense of community and trust. When people see that others are enjoying your product, they’re more likely to try it themselves.
Trust is everything in social selling. When you provide value and show your real side—whether through honest posts, customer stories, or helpful tips—you encourage your audience to believe in you.
It increases your reach
Social media is everywhere. It’s not just for businesses—everyone uses it, from your friends to top content creators. This means social selling can help you reach millions of people, much more than traditional marketing methods ever could. Big brands like Nike and smaller creators like Ali Abdaal reach huge audiences online, which helps them grow their businesses faster.
With the right strategy, social selling helps you get noticed by a huge number of people who might not have discovered you otherwise. It’s a way to reach people far beyond your local area, with minimal costs involved.
It’s cost-effective
Traditional sales and marketing can be expensive—ads, events, and promotions all come with a price. Social selling, on the other hand, is much cheaper. It’s about creating organic content that attracts people to you. According to studies, content marketing costs 62% less than traditional methods but brings in three times as many leads.
Social selling relies on authentic content and customer advocacy, which are less expensive than ads or paid promotions. When you build real relationships, it doesn’t cost much, but it can lead to great returns.
It improves engagement and customer experience
People aren’t just looking for ads—they want real engagement. Social selling is about creating conversations, sharing valuable content, and interacting with followers in ways that feel personal. This improves the customer experience because you’re giving people what they want: meaningful interactions and relevant information.
When you engage with your audience regularly and provide content they enjoy or find useful, it makes them more likely to stick around and buy from you when the time comes.
In summary
Social selling works because it’s all about building real relationships. Instead of pushing products in people’s faces, you meet them where they are, offer valuable insights, and engage with them authentically.
By focusing on helping and building trust, social selling allows you to connect with more people at a lower cost while improving your brand’s credibility and visibility. Whether you’re a big brand or a small business, social selling is a powerful way to make lasting connections and drive sales.
Frequently Asked Questions
How effective is social selling?
78% of social sellers do better than those who don’t use social media in their sales approach. Top social sellers create 45% more opportunities than those with lower social selling scores. Plus, prospects who see brand messages on LinkedIn are six times more likely to make a purchase.
What is inbound social selling?
Inbound social selling means connecting with potential customers, interacting with them, and answering their questions smoothly. It’s about using your social network to find the right people and build trust-based relationships.
What is the inbound selling method?
Inbound selling is a modern approach where sales reps focus on personalizing their pitches and understanding where each lead is in their buying journey. Instead of trying to close every lead, they act as trusted advisors to help customers make the right decision.
