Sales in the Context of Social Media

HubSpot’s 7 Best Blogposts about Social Selling

A curated anthology of HubSpot's top blog posts on social selling. Learn how to effectively connect and sell in in the evolving world of social media-driven commerce.

Dec 2023

Commerce and Conversation: Social Selling

When Social Media seamlessly intertwines with every aspect of our lives, the realm of sales and marketing is undergoing a profound transformation, too.

And so of course we get sold to every second we spend on Social Media and the art of sales has transcended traditional boundaries.

Social selling is about leveraging social media platforms to connect, engage, and sell to prospects.

leveraging social not merely as tools of connection but as potent instruments of commerce and engagement. I mean TikTok Shops and LinkedIn InMail are basically the same, but one is for B2C and one for B2B. Social Selling blends traditional salesmanship with the dynamic world of social media with tweets, posts, and likes, crafting a novel narrative in the world of business and communication.

So, let’s start talking about social selling by looking at what HubSpot has to say about it. With their inbound methodology I fell that they must provide articles, insights and strategies of how businesses engage with customers and prospects successfully on social today. The result is this anthology. A curation with the intent to inform and to inspire. To provide you with a kaleidoscope of perspectives, tools, and strategies.

Why Social Selling?

Why focus on social selling? In a landscape where over 4.8 billion people are active on social media, ignoring this channel is a missed opportunity for B2B as well as B2C and B2B2C.

The advent of platforms like Facebook, LinkedIn, Instagram, and TikTok has revolutionized the way businesses interact with potential customers. These platforms are not just social networking sites; they are marketplaces, brand-building arenas, and customer service hubs rolled into one.

Social selling is not a mere sales tactic, but a holistic approach to building lasting relationships in the digital age.

Social selling represents a shift from the impersonal and often interruptive tactics of yesteryear to a more nuanced, relationship-driven approach. It’s a method that respects the modern buyer’s desire for connections that are genuine, information that is relevant, and interactions that are unobtrusive yet impactful.

This anthology is a compass for navigating these digital sales interactions on social.

In an environment where traditional sales methods meet the digital age's intricacies, social selling emerges as a bridge between human-centric interaction and the digital world.

Each article in this anthology provides a unique perspective on using these platforms effectively, understanding consumer behavior, and crafting strategies that resonate with a digitally-savvy audience.

This anthology is designed to offer a comprehensive view of social selling - a blend of theory, practice, and data-driven insights. As you navigate through these articles, you will gain a multifaceted understanding of how to effectively engage in social selling across various platforms, understand the nuances of digital customer engagement, and adapt to the rapidly evolving digital marketplace.

The intent is for this collection to not only inform but also empower you to skillfully navigate the complex yet rewarding world of social selling.

1. "7 Key Social Selling Tips, According to Experts"

Jay Fuchs’ article serves as our foundational cornerstone for social selling. It lays out essential strategies that form the bedrock of social selling. From leveraging information on social media to diversifying platforms and building credibility, Fuchs succinctly presents tips backed by expert insights. This article sets the stage for our journey, highlighting the need-to-have skills in the social selling arena.

"7 Key Social Selling Tips, According to Experts" harmonizes with the more advanced strategies discussed later, offering you with a starting point from which to dive deeper into the nuanced world of social selling.

2. "The Social Selling Sales Playbook"

Emma Brudner’s piece is a deep dive into the tactical aspects of social selling. Offering a comprehensive guide that spans from the basics to advanced methodologies, this article is an indispensable resource. It discusses engagement techniques, the importance of measuring success, and tools that aid in social selling.

"The Social Selling Sales Playbook" builds upon the foundational tips provided by Fuchs, offering a more detailed strategy that readers can implement in their social selling efforts.

3. "Social Selling on LinkedIn: The Ultimate Guide"

Aja Frost’s article zooms in on LinkedIn, for many of us a pivotal platform in social selling. It provides detailed tactics and strategies specifically tailored for LinkedIn, from optimizing profiles for sales to engaging effectively with buyers. This guide is crucial for anyone looking to harness the full potential of LinkedIn in their social selling strategy.

The focus on LinkedIn serves as a perfect complement to Brudner’s broader strategies, offering platform-specific guidance that enriches the overall understanding of social selling.

4. "The 4 Best Social Selling Conversation Starters"

Caroline Forsey’s contribution addresses the art of initiating and sustaining conversations in social selling. By providing practical examples and techniques for engagement, this article is a treasure trove of ideas for those looking to enhance their interactive skills on social media platforms.

"The 4 Best Social Selling Conversation Starters (& 15 Post Ideas)" dovetails with the strategies outlined in previous pieces, adding depth to our understanding of how to engage effectively with potential clients in the digital realm.

5. "8 Social Selling Mistakes Your Team Should Avoid"

Tristen Taylor’s contribution offers a necessary counterbalance to our understanding of social selling. By illuminating common pitfalls, this article acts as a cautionary guide, ensuring readers are well-equipped to navigate the potential challenges of social selling. From avoiding promotional overtures to optimizing social media profiles, Taylor’s insights are invaluable.

The focus on what not to do of "8 Social Selling Mistakes Your Team Should Avoid" complements the proactive strategies discussed by Fuchs, Brudner and others, creating a balanced view of social selling practices.

6. "50 Social Selling Statistics You Need to Know in 2023"

Lestraundra Alfred’s piece provides a data-driven perspective on the impact and evolution of social selling. This compilation of statistics underscores the significance and effectiveness of social selling, supporting the practical advice offered in other articles with empirical evidence.

Alfred’s statistical insights offer a foundational understanding that bolsters the strategies and tips discussed in the anthology, grounding them in real-world effectiveness and trends.

7. "The Best Social Selling Channels to Use in 2023"

Flori Needle’s article explores the most effective channels for social selling in the current year. This piece not only highlights popular platforms but also discusses the unique features and consumer perspectives associated with each, aiding readers in making informed choices about where to focus their social selling efforts.

The exploration of various platforms adds breadth, complementing the detailed strategies provided for specific platforms like LinkedIn and broadening our understanding of the social media landscape in social selling.


The significance of social selling lies in the fact that the lines between social interaction and commercial exchange blur. In this digital age, where over half of the world's population is plugged into social networks, understanding and mastering social selling is not just beneficial; it's imperative for survival and success.

Social media has had a transformational impact on sales processes.

Social has given way to strategies that value relationship-building and personal engagement over generic marketing and hard selling.

In conclusion, this anthology provides you with a mosaic of insights, strategies, and perspectives that collectively offer a panoramic view of social selling. It's a bridge connecting the traditional sales mindset with the digital zeitgeist, a guide for those eager to navigate the ever-evolving landscape of social commerce. As you “turn these pages”, prepare to embark on a journey through the fascinating world of social selling, equipped with the knowledge and understanding to harness its power effectively.

What differentiates social selling from traditional selling methods?

Social selling differs from traditional selling in its approach and medium. While traditional selling often relies on direct methods like cold-calling or face-to-face meetings, social selling leverages social media platforms to engage with potential customers.

It focuses on building relationships, understanding customer needs through social interactions, and providing value through content and engagement, rather than direct selling.

Can social selling strategies be effective across all social media platforms?

The effectiveness of social selling strategies can vary across different social media platforms. Each platform has its unique audience, culture, and engagement style.

For instance, LinkedIn is more effective for B2B selling due to its professional network, while platforms like Instagram and TikTok may be better suited for B2C selling due to their visual and interactive nature. Tailoring strategies to fit the specific context of each platform is key.

How do you measure the success of social selling initiatives?

Success in social selling can be measured through various metrics such as lead generation, conversion rates, engagement rates (likes, comments, shares), growth in followers or connections, and the quality of interactions with prospects. Tracking these metrics over time can provide insights into the effectiveness of social selling strategies. But do not rely solely on vanity metrics!

Is social selling suitable for all types of businesses and industries?

Social selling can be adapted to most businesses and industries but may require different approaches depending on the target audience and industry norms. B2B industries often find success on LinkedIn, while consumer-focused businesses might thrive on platforms like Instagram or Facebook. Understanding where your audience spends their time online is crucial.

How time-consuming is social selling compared to traditional selling methods?

Social selling can be both time-saving and time-consuming, depending on the approach. It allows salespeople to reach a broader audience more quickly than traditional methods. However, building relationships and creating engaging content on social media requires time and consistent effort. Effective social selling is about balancing outreach with meaningful engagement.

How do you ensure authenticity in social selling without sounding overly promotional?

Authenticity in social selling comes from genuine interactions and providing value to the audience. This can be achieved by sharing insightful content, responding to comments and messages thoughtfully, and engaging in conversations relevant to your industry. Avoiding a constant sales pitch and focusing on solving problems or addressing needs helps maintain authenticity.

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