Using social media to facilitate sales can get tricky, especially when you’re transitioning from traditional selling to using LinkedIn to find lead-generating conversations. While your primary goal on social media is promoting your business, there’s a high chance your audience will ignore you if you are not promoting thought leadership and your personal brand as well.
We mentioned in our blog before that people are constantly being advertised to on social media. Between corporate channels sharing ads and salespeople sending out direct messages, there is no way a buyer can log into their social accounts without being sold something. Unsurprisingly, people are starting to get selective with the content they pay attention to and try to avoid accounts dedicated to only selling and advertising. Trust me, you don’t want to be one of the people purposely being ignored!
Instead of hunting for sales, posting on social media should be used to create lasting relationships. Pivoting your strategy toward building relationships allows you to access the benefits of social media campaigning while creating thought leadership and driving those lead-generating conversations.
Let’s have a closer look at why building these lasting relationships is so critical for B2B social media interactions. We’ll also share some tips on creating these relationships later in the article.
Why prioritize relationships?
Prioritizing relationship building on social media is essential for B2B sellers who aim to grow their network and establish meaningful connections. According to LinkedIn, buyers are five times more likely to engage with sales professionals who provide new insights. By fostering strong relationships, you not only grow your own audience but also increase the visibility of your posts across the networks of your connections, further expanding your reach and enhancing your thought leadership.
Furthermore, people tend to buy from individuals and brands they trust. In fact, 84% of B2B decision-makers begin the purchasing process with a referral (Edelman), and 92% of buyers are more likely to purchase if the seller is seen as a thought leader (LinkedIn). Building relationships allows you to nurture this trust, driving higher sales and fostering long-term customer loyalty. The result? A pipeline of returning customers who advocate for your brand and contribute to sustainable growth.
The beauty of relationship-building lies in its reciprocal benefits. While you’re sharing insights and providing value to your network, you’re also learning from your connections. Their expertise and knowledge can inspire fresh ideas, keep you informed about industry trends, and even provide insights into their products or services. In short, forging genuine, reciprocal connections on social media allows you to grow personally and professionally while boosting brand visibility and sales.
How to build relationships on social media
Building strong relationships on social media requires thoughtful habits that go beyond self-promotion. Here are a few key strategies to keep in mind:
- Focus less on promotional content
People connect with other people., not advertisements. Constantly promoting your services or products on social media can make your approach seem insincere and transactional. Instead of centering your posts solely around advertising and sales, shift your focus to sharing valuable, informative, and engaging content related to your industry. According to LinkedIn, 62% of buyers respond to salespeople who share relevant insights and industry knowledge. By showcasing your expertise and passion, you’ll naturally attract potential clients who value your insights and seek your services independently.
This doesn’t mean eliminating promotional content entirely. Educational promotional pieces, such as product case studies, reviews, and Q&As, can be highly effective—74% of B2B buyers cite educational content as a key driver in their purchase decisions (Demand Gen Report). The key is balance: personalize your content and infuse it with your own voice and authenticity. When your posts reflect your personality, they become more engaging and relatable, helping to build genuine connections with like-minded individuals. In turn, this makes your promotional content feel less sales-driven and more valuable, compelling your audience to trust you and engage with your offerings. - Interact with your feed and connections.
One of the most effective ways to build relationships on social media is by consistently interacting with your feed and engaging with your connections. Your social media feed is a constant stream of content curated based on the posts you engage with. Engaging with this content not only boosts your presence on the platform but also helps the algorithm fine-tune itself to present more relevant content, allowing you to discover individuals and posts that align with your target audience and business goals.
There are several ways to engage with others, including likes and comments. A simple “like” lets both the algorithm and the original poster know that you enjoyed the content, increasing the likelihood of seeing similar posts in the future. Comments, on the other hand, offer a more meaningful form of interaction. By commenting, you can ask questions, offer insights, or compliment the poster—this helps you engage with the original content creator and their audience, further expanding your network.
In addition to liking and commenting, following and sharing are excellent ways to deepen relationships on social media. Following a user signals your continued interest in their content and increases the likelihood of seeing their future posts. Sharing posts, whether directly to your feed or through features like stories, enhances visibility for both the original poster and yourself. Sharing someone’s content positions you as a thought leader within your network while demonstrating that you value the original creator’s insights. Shares are compelling, as they help extend content reach to new audiences, creating a ripple effect of engagement and visibility. - Be consistent.
Just like building any other habit, consistency is king. You can’t just withhold promotional content for a week, then spam it or mass interact with your feed once and never look at posts again. In fact, businesses that post consistently on social media generate seven times more interactions than those who post sporadically, according to Sprout Social. You gain the community you want by consistently interacting with the one you have.
A cool thing about social media is that people are willing to help you. If users see you paying attention to their posts and profile, they’ll likely reciprocate by engaging with your profile. In turn, if someone engages with your post or profile, reciprocating is a great way to show that you’re appreciative and open to further communication. Research by Buffer shows that brands that respond to at least 25% of their mentions get 21% more engagement, reinforcing the power of active participation in your community.
However, it’s also important to show some moderation. Spam liking and commenting tend to do more harm than good. A survey by HubSpot found that 57% of users unfollow brands on social media due to over-promotion. So engaging with every post on someone’s profile in one go is never a good idea. Instead, engage with the ones you come across naturally or their most recent post if you’re reciprocating engagement. - Find your rhythm.
Consistency doesn’t mean you have to be online every hour of the day, but it does mean setting a schedule that works for you. Studies show that businesses that engage on social media for just 6 hours per week see nearly a 50% increase in leads. Whether interacting with posts for 10 minutes every morning or checking in a few times a week, having a rhythm allows you to stay connected without burning out. Social media success isn’t about quick wins; it’s about building genuine, long-lasting relationships.
Remember, your interactions should be meaningful. Leaving generic comments like ‘Great post!’ over and over can come across as disingenuous, whereas taking the time to add thoughtful insights or ask questions makes your engagement stand out. This kind of interaction builds trust and encourages deeper connections with your community. Meaningful engagement is key, as 64% of consumers expect brands to connect with them beyond promotional content, according to Edelman.
Conclusion
Shifting from a sales-driven social media strategy to one that prioritizes building relationships requires a change in mindset, but the rewards are worth it. By focusing on genuine interactions, you’ll cultivate a loyal, engaged audience that supports your goals and offers valuable insights and collaboration opportunities. Social media is more than a sales platform—it’s a place to form connections and grow alongside your community.
Have you formed meaningful connections through social media? Looking for more tips to keep your strategy relationship-focused? Follow us on LinkedIn and leave us a comment below—we’d love to hear your thoughts and experiences!