In the Digital Publishing Report webinar on social selling Gesa Oldekamp, a LinkedIn trainer with over 30 years’ experience in the publishing and media industry, outlined practical approaches. Her focus is on helping companies and individuals develop effective LinkedIn strategies – from optimising their profiles to targeting customers.

A compelling profile is essential. This includes a professional photograph, a catchy slogan, a personalised header image and a clear description. Professional experience should not simply be listed, but supplemented with text that highlights your approach to work and your attitude.

The shift from the ‘Relations Graph’ to the ‘Interest Graph’ has transformed LinkedIn. The algorithm favours content with a thematic focus. Well-thought-out, topic-related comments can highlight your expertise and boost your visibility.

The advanced search function allows you to filter potential customers by criteria such as sector or role. Search results can be saved to simplify recurring searches.

Genuine relationships are crucial. Rather than promoting directly, you should ‘like’ and comment on posts by potential customers and send networking requests with a personal touch. Personalised messages foster trust and long-term relationships.

A LinkedIn Premium account offers unlimited connection requests and messages to non-contacts. Sales Navigator provides more precise search options, such as filtering by active users, to enable targeted outreach.

Artificial intelligence can help with profile checks or content planning. However, posts and comments should remain authentic and personalised to avoid giving the impression of spam.

Social selling offers publishers a strategic way to build customer relationships online. Clear positioning, regular engagement and the targeted use of LinkedIn tools are crucial for increasing reach and attracting new target audiences.