Definition
Using social platforms, mainly LinkedIn in B2B, to build relationships with prospects by sharing useful content and engaging with theirs before and alongside direct outreach.
Social selling makes cold outreach warmer: if a prospect has already seen your posts or traded comments with you, your message arrives from a familiar name rather than as a stranger's pitch. It's slower to build than pure outreach, but it compounds, and it's where a founder's personal brand directly supports pipeline.
Where this comes from
See the service: Personal Branding