LinkedIn campaigns are structured approaches to starting and nurturing trust-based sales conversations. Instead of randomly posting, reacting, or sending connection requests, a campaign gives you a clear objective, a defined audience, and a repeatable process. Whether the goal is referrals, event-driven engagement, account-based targeting, or content-led conversations, a campaign turns activity into strategy. It allows you to move from reactive networking to intentional prospecting.

A LinkedIn campaign also creates context. When you reach out without context, you compete with every other unsolicited message in someone’s inbox. When outreach is tied to a referral, a poll, an event, a case study, or a shared challenge, the conversation begins with relevance. Campaigns provide a reason to connect. They align your outreach with how prospects naturally engage on the platform, increasing response rates and lowering resistance.

Most importantly, campaigns protect your time. LinkedIn offers ...

Navigating the LinkedIn algorithm often feels like chasing a moving target. However, understanding the underlying mechanics allows you to transition from "guessing" to "growing." Based on the latest research and real-world application within the Making Sales Social Program, success on the platform isn't about gaming the system, it’s about fostering genuine professional density.

The New Metrics of Attention: Dwell Time and Meaningful Comments

The days of "like-and-run" are over. The primary signal the algorithm now monitors is dwell time, the literal seconds a user spends with your post open. This shift explains why native documents, such as uploaded PDFs or carousels, consistently outperform single-image posts. They require the user to click through pages, signaling to LinkedIn that the content is high-value.

Furthermore, comments now outweigh reactions by a significant margin. A single insightful comment can trigger a wider distribution than dozens of generic likes. To capitalize o...

For years, many organizations viewed their LinkedIn company page as a digital placeholder, a necessary spot to park a logo so employees could link to it on their profiles. It was often a "broadcast-only" channel where content was posted with little expectation of engagement.

However, LinkedIn is currently executing a major shift. Company pages are being redesigned as centers for competitive intelligence and trust-based selling. Whether you are using a free page or investing in a premium subscription, the platform now offers tools to track competitors, identify visitors, and move beyond the old "post and pray" mindset.

The Shift from Broadcasting to "Trust Platforms"
Algorithm experts, including Richard van der Blom, have noted that while organic reach for traditional "broadcasting" is declining, the value of company pages as trust platforms is rising.

A trust platform does more than push white papers; it:

• Amplifies employee voices: Using the company page to spotlight the expertise...

In a digital landscape crowded with automated "blasts" and shallow networking, the most effective way to do business remains the most human way: trust. While many see AI as a tool for speed, its true power lies in helping you scale your unique insights without losing your soul.

Starting trust-based conversations requires an intentional shift toward creating a safe, empathetic environment. When you lead with curiosity and transparency, you build a foundation for productive relationships that traditional "salesy" tactics simply cannot achieve.

The Framework: 7 Pillars of Trust in Sales
To move away from "engineered empathy" and toward genuine connection, sales professionals should align their LinkedIn and AI strategies with these seven core principles:

1. Reliability: Consistency is Key
Reliability isn't just about showing up; it’s about the accuracy and impact of what you share. Your audience should know that when they click on your content, they will receive value without a hidden pit...

The "flywheel effect" in social selling is a strategic approach where consistent, intentional actions build upon one another to create unstoppable momentum. Rather than viewing a LinkedIn post as a one-off event, successful sellers treat it as a component of a larger engine designed to capture and retain buyer interest. By focusing on resonance, proactive engagement, and community building, you can move from shouting into the void to leading a thriving professional network.

1. Create Content That Resonates and Sparks Curiosity
To get the flywheel moving, your content must serve as a "scroll-stopper". In a noisy feed filled with ads and irrelevant updates, your audience needs to immediately recognize that a post is for them based on its title or industry.

Effective social selling content should achieve five goals:

Resonate: Address specific buyer challenges so they feel seen.

Create Curiosity: Give them a reason to click "See more".

Teach: Provide a new perspective that differentiat...

In the world of social selling, there is a common frustration: you spend hours crafting a post only to be met with silence, or perhaps a handful of "pity likes" from the same three colleagues . The hard truth is that building content does not guarantee an audience. To get consistent engagement, you must move beyond the "post and pray" mentality and adopt a proactive, human-centered strategy . 

Getting engagement takes work. It requires a shift from broadcasting to inviting.  By following these five steps, you can ensure your content reaches the right people at the right time in their buying journey . 

1. Content Alignment: Solve, Don't Sell

 The first mistake many professionals make is sharing content they want people to know, like case studies or product features, rather than content the audience actually wants to consume . 

To fix this, identify the challenges your prospects face and the internal questions they are asking long before they are ready for a solution . If you talk ab...

As we enter 2026, the key to social selling success is integrating LinkedIn into your existing daily workflow rather than treating it as a "mental add-on" .  By blocking time on your calendar and being intentional with your actions, you can turn the platform into a sustainable engine for relationship building and sales conversations .

1. Re-anchor Your Profile Around Value

Your profile is the foundation of your professional brand . At the start of the year, ensure your headline clearly communicates your value proposition in 220 characters or less . Your "About" section should speak directly to who you serve, the problems you solve, and the results clients can expect .  Review this quarterly to ensure it aligns with your evolving goals .

2. Warm Up Your Existing Network

Before chasing new leads, focus on your first-degree connections . Visit three to five profiles daily to appear in their "Who’s Viewed Your Profile" notifications . If they have posted within the last two weeks, like...

Many organizations invest heavily in Sales Navigator licenses only to see them sit idle or be used inefficiently.  The mistake is often treating a tool or a single training session as a complete solution.  To drive real behavior change and ROI, companies must follow a structured eight-stage rollout that prioritizes strategy and preparation before tools are even opened.

1. Establish Goals and KPIs

Before rolling out any program, align social selling activities with existing sales goals.  While most leaders track calls and appointments, few bridge the gap to social activities.  Identify which LinkedIn or Sales Navigator behaviors drive your specific monthly or quarterly targets and ensure these are measured directly within your CRM.

2. Strategic Buyer Mapping

Buyer mapping is more than just identifying a target; it is about territory management and account-based sales.  Teams must understand how to map both accounts and the 6–8 decision-makers typically involved in complex deals.  Th...

Many professionals treat LinkedIn as a digital cold-calling machine, focusing on high-volume "lead gen" that often alienates potential clients. To succeed in the modern sales environment, you must shift your mindset toward social proximity.  This means identifying existing connections, shared experiences, or mutual communities that turn a cold touch into a warm entry point. 

Warming Up the Event Industry

For speakers and trainers, the most effective path to a decision-maker is not through a generic pitch to an event planner, but through the fellow speaker connection.  By reaching out to individuals who spoke at a target conference in previous years, you can ask for a favor: a brief conversation about their experience.  This builds rapport with a peer who is often willing to provide a warm introduction to the person who booked them, significantly increasing your chances of securing the deal. 

Leveraging Benchmark Studies for Sponsors

When seeking podcast or event sponsors, avoid the...