linkedin-social-selling

# LinkedIn Social Selling

Build a coherent path from a specific buyer problem to a useful conversation.
Treat profile, content, network, messages, offer, and funnel as one learning
system rather than independent growth hacks.

## Workflow

1. Define the requested result: audit, positioning brief, profile plan,
   outreach sequence, content system, funnel specification, experiment plan,
   or end-to-end acquisition strategy.
2. Establish the commercial evidence. Read [Positioning and offer](references/positioning-and-offer.md)
   unless the target buyer, problem, proof, first-step offer, and larger offer
   are already explicit. Mark assumptions; never invent customer language,
   testimonials, metrics, or case-study outcomes.
3. Map the current path:

   ```text
   target buyer -> profile or content -> relationship signal -> conversation
                -> useful next step -> qualified meeting -> opportunity
   ```

   Identify the weakest transition instead of prescribing activity everywhere.
4. Load only the matching route:
   - [Inbound profile](references/inbound-profile.md) for profile positioning,
     trust, proof, Featured content, and calls to action.
   - [Network and conversations](references/network-and-conversations.md) for
     prospect discovery, connection routines, welcome messages, outreach,
     follow-up, qualification, and meeting transitions.
   - [Content system](references/content-system.md) for themes, idea capture,
     formats, AI-assisted drafting, production, distribution, and review.
   - [Lead magnet and funnel](references/lead-magnet-and-funnel.md) for opt-in
     assets, landing and delivery paths, booking, CRM handoff, and conversion
     experiments.
5. Produce the smallest useful artifact. Preserve the user's natural voice and
   language. Separate strategy, copy, implementation, assumptions, and tests so
   each can be reviewed independently.
6. Define a baseline, one bottleneck hypothesis, one change, a decision window,
   and the downstream metric that decides whether to keep the change.

## Operating Rules

- Read accepted ADRs and existing brand or editorial guidance before defining
  audience relationship, form of address, voice, tone, vocabulary, or claims.
  When the work establishes or changes a durable cross-channel communication
  direction, use `decision-records` to preserve the rationale and channel
  exceptions instead of creating a LinkedIn-specific memory file.
- Start with real customer evidence. Use interviews, sales notes, case studies,
  offers, objections, content responses, and pipeline data before persona
  stereotypes or generic best practices.
- Prefer a specific human buyer in a recognizable situation over a broad
  industry label or an abstract company avatar.
- Treat trust as cumulative. Align the promise and proof across headline,
  profile, content, messages, lead magnet, landing page, and meeting.
- Optimize for qualified conversations and commercial learning, not impressions,
  follower count, connection volume, or meetings without fit.
- Keep outreach human, relevant, and low-volume enough to personalize and
  answer well. Do not recommend scraping, deceptive personalization, unsolicited
  mass automation, engagement pods, or behavior that evades platform limits.
- Do not disguise a pitch as research, a survey, a compliment, or a personal
  message. Make intent proportionate to the relationship and allow a clean no.
- Treat cadence numbers, character limits, image dimensions, search filters,
  profile fields, algorithm claims, API capabilities, and platform policies as
  volatile. Verify current official LinkedIn guidance before making them a
  requirement.
- Distinguish source-derived practice from a guaranteed platform effect. Frame
  tactics as hypotheses to test with the user's audience and sales cycle.
- Respect privacy, consent, advertising, and direct-marketing rules. Minimize
  collected data and define retention, access, and handoff before adding forms,
  pixels, enrichment, or automation.

## Default Deliverable

For an end-to-end request, return:

1. Commercial evidence and missing facts
2. Target buyer, problem, promise, proof, and first-step offer
3. Profile and content role in the acquisition path
4. Network and conversation motions with copy examples
5. Lead-magnet or booking path only when justified
6. Weekly operating rhythm and ownership
7. Funnel-stage scorecard
8. First three prioritized experiments with stop or keep criteria

## Related Skills

- Use `decision-records` to record or supersede durable positioning, audience,
  voice, tone, terminology, evidence, and cross-channel communication choices.
- Use `linkedin-posts` for a post-only brief, idea list, draft, or content
  calendar after this skill has established audience, role, and commercial
  intent.
- Use `consultant-profile` when the primary artifact is a consultant CV,
  project history, biography, or cross-channel consultant profile.
- Use `effective-web` to design, implement, or test landing pages, forms,
  analytics delivery, accessibility, performance, and responsive behavior.
- Use `product-management` when the target user, customer problem, product
  promise, evidence, scope, or release decision is not yet stable enough to
  support positioning and channel work.
- Use `web-legal-compliance` before implementing tracking, consent, lead forms,
  email capture, testimonials, endorsements, or multi-jurisdiction campaigns.
- Use `locale-typography` for locale-specific visible prose after the message is
  approved.