Why social selling matters for your business

Why social selling matters for your business

Reading Time: 4 minutes

The sales landscape has changed, and social selling—using social media to connect, engage, build trust, and drive sales—has become an essential strategy for brands aiming to succeed. Among the many platforms available, LinkedIn stands out as the ultimate tool for social selling, providing access to a professional network of over 900 million users worldwide. Unlike other social media channels, LinkedIn is purpose-built for business, making it the ideal space to connect with decision-makers, establish thought leadership, and nurture relationships that drive sales.

In this post, we’ll explore why social selling on LinkedIn matters, highlight the platform’s Social Selling Index (SSI) as a critical tool for success, and share actionable steps to help your team thrive in today’s competitive sales environment.

Social selling – a strategy for every industry

Social selling isn’t just for traditional sales teams – it’s a versatile strategy for professionals across industries. From service-based businesses like recruitment agencies to consumer-facing brands such as luxury cars, LinkedIn enables businesses to foster authentic connections, establish credibility, and convert leads into loyal customers.

By integrating social selling into your LinkedIn strategy, you can:

Build trust:
People buy from people they trust. Social selling helps you position your team as experts and advisors.

Expand your reach:
Employees can amplify your brand message, extending your visibility far beyond traditional marketing efforts.

Reduce costs:
As advertising costs soar, social selling offers a cost-effective alternative that generates significant ROI.

Consider these compelling LinkedIn statistics:
78% of social sellers outperform those who don’t use social media;
Social selling leaders create 45% more opportunities than their peers;
And, are 51% more likely to meet their quotas;

Whether you’re selling to customers in the corporate world or engaging individual consumers, mastering social selling is critical for staying competitive and relevant.

LinkedIn’s Social Selling Index (SSI)

LinkedIn’s Social Selling Index (SSI) has become an essential metric for anyone serious about connecting with prospects and closing deals online. What was once a tool exclusive to LinkedIn’s paid users is now available to everyone, and it’s changing the game for sales professionals, marketers, and business leaders alike.

The LinkedIn SSI score provides a clear, measurable way to assess your social selling efforts. Scored on a scale of 0 to 100, it evaluates how well you’re using LinkedIn to connect, engage, and build relationships. This powerful tool tracks your progress in four key areas:

– Establishing a professional brand: Is your LinkedIn profile polished and authoritative?
– Finding the right people: Are you effectively identifying and connecting with prospects?
– Engaging with insights: Are you sharing valuable, conversation-starting content?
– Building relationships: Are you nurturing genuine connections with your network?

Your SSI score serves as a compass, showing where you excel and where there’s room for improvement. It’s not just about looking good on paper – it’s about driving real-world results. 

Why your SSI score matters

LinkedIn data reveals a direct correlation between high SSI scores and sales success:

– Professionals with higher SSI scores are six times more likely to exceed their sales targets.
– A strong SSI enhances your visibility, credibility, and ability to close deals.
– It’s also integrated into tools like LinkedIn’s Sales Navigator, making it a critical performance indicator for those using the platform for prospecting.

Even if you’re not in a traditional sales role, improving your SSI score can position you as a thought leader in your industry, attract new opportunities, and strengthen your professional reputation.

How to check your SSI score

Curious about your SSI score? Checking it is quick and easy:

1. Log into LinkedIn or Sales Navigator.
2. Visit the LinkedIn SSI page – https://www.linkedin.com/sales/ssi
3. View your score, compare it to industry peers, and track your progress over time.

Your SSI dashboard breaks down how you rank within your industry and network, offering actionable insights to help you improve.

What Makes a Good SSI Score? Aiming for an SSI score of 75 or higher is a solid benchmark, according to LinkedIn. This level positions you as a thought leader and sets you apart from competitors. But even if your current score is far from this target, don’t worry – consistent effort can lead to significant improvements.

How to boost your social selling index score

Improving your SSI score doesn’t necessarily require a complete strategy overhaul. Instead, focus on these four strategic actions:

1. Polish your profile
Ensure your LinkedIn profile includes a professional photo, compelling headline, and detailed work history. Your profile should reflect your expertise and make it clear why you’re worth connecting with.

2. Grow your network
Proactively connect with industry peers, prospects, and influencers. Regularly engage with their content – comment, share, and start conversations. Building a relevant and active network is key to boosting your SSI.

3. Share valuable content
Position yourself as a resource by sharing industry news, thought leadership, and original insights. Authenticity matters – don’t just share; add your own perspective to spark meaningful conversations.

4. Engage consistently
Stay connected with your audience by maintaining regular communication. Whether it’s following up with prospects or commenting on their posts, consistent engagement builds relationships and improves your SSI score.

Advocacy meets social selling – a winning combination

Social selling becomes even more powerful when paired with employee advocacy. While LinkedIn’s paid advertising tools can be effective, they’re costly and often lack the authenticity that drives true engagement. Advocacy allows businesses to leverage their employees’ networks to amplify their brand message organically.

Content shared by employees reaches 561% further than branded posts, and reduces reliance on costly ads, saving significant resources while maintaining visibility.

The bottom line – why social selling matters for your business

Social selling on LinkedIn shouldn’t just be a ‘nice to have’ – it’s a necessity for businesses that want to thrive in today’s competitive market. By integrating social selling into your strategy and leveraging tools like our on-demand platform Fetch, your business can:

– Build trust and credibility with prospects.
– Reduce dependency on costly ads while driving better results.
– Empower teams to connect authentically with others and close more deals.

Your team’s SSI score is more than a number; it’s a reflection of their ability to succeed in the digital sales era.

And finally…

Fetch makes it easy to elevate your social selling efforts. Our on-demand platform gives teams instant access to curated, high-quality posts tailored to their audience, along with detailed analytics to track progress and measure ROI. By empowering employees to build stronger connections, increase visibility, and drive measurable sales results, Fetch transforms how your team engages on social media. Contact us today to learn more.