4 Pillars for Social Selling

Overview

On this episode of the Duct Tape Advertising and marketing Podcast, John Jantsch interviews Lorenzo Johnson, Director of Income Administration and associate at Socially In, a number one US-based social media company. As a LinkedIn Studying teacher and professional in B2B social promoting, Lorenzo unpacks what’s modified on LinkedIn heading into 2026: from the rise of video and carousel posts to algorithm shifts, genuine engagement, and sensible makes use of of AI. Uncover the best way to optimize your profile, construct actual relationships, and keep away from the widespread pitfalls that maintain most sellers and types again on LinkedIn at this time.

Concerning the Visitor

Lorenzo Johnson is the Director of Income Administration and a associate at Socially In. He’s a B2B social promoting strategist, LinkedIn Studying teacher, and content material creator for Madcraft. Lorenzo has helped hundreds of pros and organizations drive income on LinkedIn by sensible, genuine, and trendy ways.

Actionable Insights

• Video and carousel posts are one of the best ways to face out from the flood of common AI-generated content material on LinkedIn in 2026.
• Social search is merging with conventional search—hashtags, long-form posts, and engagement matter for discoverability on and off LinkedIn.
• Your Social Promoting Index (SSI) rating is constructed on 4 pillars: constructing your model, discovering the fitting folks, participating with insights, and constructing trusted relationships.
• LinkedIn’s algorithm penalizes mass outreach, low-quality networks, and shallow engagement—concentrate on high quality over amount.
• Use all profile options (skilled mode, microsites, newsletters) to get extra algorithmic “love.”
• Social promoting is an extended sport: anticipate 300+ days from first connection to closed deal in case you’re doing it proper.
• Automation and AI can assist with analysis, outreach, and follow-up, however don’t shortcut actual engagement—watch out with scraping and grey hat instruments.
• Measure success by impressions, views, and engagement price—not simply conferences booked or gross sales closed.
• High quality engagement, DMs, and actual dialog trump chilly outreach each time.

Nice Moments (with Timestamps)

• 01:11 – LinkedIn’s 2026 Panorama
  At all times Engine Optimization (AEO), search integration, and the brand new content material sport.
• 02:52 – Tips on how to Beat the AI Flood
  Why video, carousels, and true insights win over “prompted” content material.
• 04:40 – The 4 Pillars of LinkedIn Success
  SSI defined: model, viewers, insights, and trusted relationships.
• 08:06 – Instruments & Options for a Sturdy Profile
  Why skilled mode and new options matter for attain.
• 10:16 – Relationship Constructing, Not Simply Outreach
  Why actual engagement is the one solution to win in social promoting.
• 12:57 – The place AI and Automation Assist (and Harm)
  Instruments for scale vs. the danger of bans, and discovering the “grey hat” steadiness.
• 19:22 – What Metrics Matter Most
  Tips on how to monitor what’s actually working in your social promoting technique.

Insights

“For those who method LinkedIn for fast wins, you’re taking part in the unsuitable sport—social promoting is about long-term relationship constructing.”

“Use each characteristic LinkedIn affords—profiles that leverage newsletters, video, {and professional} mode get algorithmic precedence.”

“The most effective outreach is rooted in worth: customized video, insightful feedback, and actual dialog—not mass DMs.”

“High quality impressions and engagement are main indicators of future gross sales—don’t simply measure conferences or bookings.”