Best of LinkedIn: Social Selling CW 35/ 36

The last two weeks on LinkedIn were less about hacks and more about disciplined execution. Creators and sellers doubled down on presence, trust, and relevance, while demystifying formats, timing, and the algorithm. Employee advocacy surfaced as a scale lever when built inclusively, with enablement and measurement shifting from vanity activity to pipeline impact.

Date

September 10, 2025

Social Selling

Thomas Allgeyer

Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read

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Strategy and Mindset

Presence replaces message-pushing, with consistent visibility outperforming sporadic, transactional outreach
Sellers position themselves as problem solvers, aiming to become investable rather than merely visible
Trust-building and psychology emerge as prerequisites for conversion, reducing friction in later conversations
Public problem solving creates credibility and expands referral opportunities at scale
Consistency and credibility compound into measurable results more reliably than campaign-style bursts

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Content Formats and Creative

Text-only posts regained effectiveness, but engagement depth and conversion remained context-dependent
Video brought storytelling depth, while images helped anchor attention in high-noise feeds
Strong opening hooks increased retention, with storytelling driving qualified interaction
Mixing formats by objective proved more reliable than prioritizing any single creative type
Personal framing of corporate content translated information into relatable and engaging value

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Distribution and Algorithm

Depth and topical relevance proved more important than sheer posting frequency
Golden-hour tactics lost importance compared to maintaining a steady posting cadence
Mobile-first structuring with short, scannable content lifted dwell time and saves
Links in comments remained pragmatic, but engagement quality outweighed technical placement
Relevance signals and content density drove algorithmic amplification over quick-fix hacks

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Engagement and Pipeline Activation

Soft, contextual messages opened dialogues more effectively than hard asks
Engaging within buyer ecosystems and networks increased conversion versus cold targeting
CTAs tailored to buying stage replaced one-size-fits-all messaging
Signals from engagement provided better triggers for outreach than activity volume
Follow-up discipline shifted towards pipeline-building rather than chasing vanity interaction

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Employee Advocacy and Scale

Broad-based advocacy outperformed selective approaches by amplifying diverse employee voices
Training and enablement assets lowered activation barriers and encouraged consistent use
Employee storytelling outperformed corporate brand messaging in credibility and resonance
Simple mechanics like leaderboards and competitions drove higher internal activity
Multi-functional advocacy created cross-departmental reach beyond marketing-driven campaigns

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Enablement and Measurement

Measurement shifted from follower counts to pipeline-linked business impact
Signals were operationalized into outreach triggers and content adjustments
AI tools enhanced workflow speed but did not replace judgment or narrative quality
Weekly reviews of topics, formats, and cadence created tighter feedback loops
Playbooks evolved towards adaptive frameworks informed by real engagement data

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Profile and Positioning

Clear ICP definition in profiles increased credibility and reduced cognitive overload
Headlines and About sections worked best when outcome-focused and evidence-backed
Social proof and case-led positioning lowered barriers to initial engagement
Public problem-solving aligned positioning with market pulls rather than self-promotion
Profiles that tightly matched activity with audience expectations created stronger conversion paths

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