Everyone knows that LinkedIn is the Facebook for professionals.
If you’re part of the B2B industry, LinkedIn is the best way to connect with the right people in the business world. But are you making the most out of your LinkedIn page? A single LinkedIn tool can tell you exactly how your page ranks against others, but users often overlook it.
Looking at your Social Selling LinkedIn Index Score
There’s no tool nearly as comprehensive as the Social Selling LinkedIn Index (SSI) when it comes to LinkedIn marketing.
What exactly is the LinkedIn SSI score, and do we actually need it? The short answer is yes, and the reason is pretty simple: Your LinkedIn score tells you how effective your branding is compared to other businesses in your industry. The score is set on a scale of 0 to 100.
When it comes to leveraging LinkedIn for social selling, maintaining a high Social Selling Index (SSI) score is crucial. The SSI score is a metric developed by LinkedIn that measures an individual’s effectiveness in establishing their professional brand, finding the right people, engaging with insights, and building relationships on the platform. Here are some key reasons why it is important to maintain a high SSI score:
- Establishes Credibility: A high SSI score reflects a strong professional brand on LinkedIn. By consistently sharing valuable content, engaging with others, and developing a robust network, you establish yourself as a credible industry expert. This credibility can help attract potential prospects and build trust with them.
- Increases Visibility: LinkedIn prioritizes users with high SSI scores, showcasing their profiles prominently in search results and recommendations. This increased visibility can lead to more profile views and connection requests from your target audience. By maintaining a high SSI score, you enhance your chances of being discovered by potential prospects or collaborators.
- Boosts Personal Branding: LinkedIn is a powerful platform for personal branding, and a high SSI score contributes to this process. A strong personal brand helps you stand out from the competition, establish your unique value proposition, and position yourself as an authority in your industry. It can also lead to more opportunities such as speaking engagements, partnerships, or job offers.
- Enhances Social Selling Effectiveness: Social selling is about building relationships and engaging with potential customers in a meaningful way. A high SSI score indicates that you are effectively finding and connecting with the right people, engaging with their content, and sharing valuable insights. This can lead to higher conversion rates and ultimately boost your sales effectiveness.
- Provides Actionable Insights: LinkedIn provides valuable insights and recommendations based on your SSI score. By regularly monitoring your score and its components, you can identify areas for improvement and adjust your social selling strategy accordingly. This data-driven approach allows you to optimize your efforts and achieve better results in reaching your target audience.
- Differentiates Yourself: In a competitive business landscape, maintaining a high SSI score sets you apart from others. It showcases your commitment to building strong relationships, delivering value, and staying active on LinkedIn. This differentiation can attract prospects who are looking for professionals who are proactive, engaged, and knowledgeable in their field.
If your strategy involves creating a presence in LinkedIn for lead generation, then you might need to start looking at your LinkedIn score and tweak your plans from there.
How does LinkedIn SSI work?
LinkedIn SSI score works by gauging how well you or your company performs in four key variables, also called the LinkedIn SSI pillars:
Each component contributes to your overall SSI score, and understanding how LinkedIn assesses these factors can help you improve your social selling effectiveness.
Pillar one: Establishing your professional brand (25% weight):
LinkedIn places a strong emphasis on building a professional brand that reflects your expertise and credibility. This component evaluates your profile completeness, the content you share, and the engagement your content receives. To improve your score in this area, consider the following:
- Complete your profile with relevant information, including a professional headline, summary, work experience, skills, and education.
- Add a high-quality profile photo that presents you in a professional manner.
- Showcase your accomplishments, strengths, and expertise by including multimedia files, such as presentations or videos.
- Share valuable content, such as industry insights, articles, or thought leadership pieces, and encourage engagement (likes, comments, shares) from your network.
Pillar two: Finding the right people (25% weight):
LinkedIn values your ability to identify and connect with the right individuals who align with your sales objectives. This component assesses your effectiveness in identifying prospects, targeting decision-makers, and expanding your network strategically. Here are some strategies to improve your score in this area:
- Leverage LinkedIn’s search features to find potential prospects based on specific criteria such as industry, job title, or location.
- Utilize advanced search filters and saved searches to stay updated on new prospects who meet your target criteria.
- Engage with LinkedIn Groups related to your industry or profession to connect with like-minded individuals and expand your network.
- Personalize your connection requests to demonstrate your genuine interest in connecting and provide a reason for the invitation.
Pillar three: Engaging with insights (25% weight):
Engagement with content is a critical aspect of social selling on LinkedIn. This component evaluates how effectively you engage with relevant content, stay current with industry trends, and contribute valuable insights. Consider the following strategies to improve your score in this area:
- Regularly review and engage with content shared by your connections, industry influencers, and relevant organizations.
- Share valuable comments that add to the conversation and showcase your expertise.
- Post original content, such as articles, status updates, or videos, that provides valuable insights or addresses common challenges in your industry.
- Keep up with industry news and trends by following relevant hashtags, companies, and influencers on LinkedIn.
Pillar four: Building relationships (25% weight):
Building meaningful relationships is at the core of successful social selling. This component assesses your ability to nurture relationships, maintain regular communication, and leverage your network for introductions. Follow these strategies to improve your score in this area:
- Stay engaged with your connections by regularly liking, commenting on, and sharing their content.
- Send personalized messages or act on relevant updates to initiate conversations or reconnect with dormant connections.
- Seek and provide recommendations for colleagues, partners, or clients to strengthen your relationships and increase your profile visibility.
- Utilize your network to seek introductions to prospects or key decision-makers, tapping into the power of warm introductions.
It’s important to note that the SSI score is not a static metric and may fluctuate based on your activities and engagement on LinkedIn. To continuously improve your SSI score:
- Allocate regular time for LinkedIn activities, such as posting content, engaging with others, and updating your profile.
- Use analytics and insights provided by LinkedIn to track the impact of your activities and adjust your strategies accordingly.
- Experiment with various content formats, such as articles, videos, or infographics, to gauge the engagement and response from your network.
- Stay updated on LinkedIn’s features and best practices by participating in training programs or webinars offered by LinkedIn or industry experts.
By focusing on these four components and consistently improving your performance in each area, you will be able to raise your SSI score and enhance your social selling effectiveness on LinkedIn. Remember to adapt your strategies based on your target audience, industry, and specific goals to make the most out of your social selling efforts.
How can I improve my LinkedIn score?
Here’s how to use each pillar to improve your SSI score.
1st Pillar: Create A Professional Brand
LinkedIn first takes a look at the basic setup of your page. Have you completed all the sections? Is your display photo and banner updated?
Before anything else, spend some time to curate your LinkedIn page – it’s the first thing visitors will see.
Remember: first impressions last!
2nd Pillar: Find the Right People
LinkedIn’s framework is focused on connecting with people in your industry. There are currently billions of users on the page.
To improve your LinkedIn SSI score, go ahead, and send invitations or start conversations. After all, business is all about networking.
3rd Pillar: Engage with Insights
The third pillar measures the value of your content through the engagement rates of your posts. This comes naturally with publishing meaningful posts.
According to LinkedIn, users should be able to discover and share valuable information to establish or cultivate relationships.
Circling back to the last pillar, don’t be afraid to reach out and share insights with another professional brand in the industry!
4th Pillar: Build Relationships
Doing all the three other pillars will help you culminate the fourth pillar: Build strong professional relationships.
The fourth pillar rates how efficient you are at growing your network and reaching out not only to prospects but to people who can introduce you to these prospects.
The maximum points you or your business can get per pillar is 25, and if you sum up all the pillars, the highest SSI score you can obtain is 100. The platform then crunches these numbers to calculate your SSI score. Thankfully, LinkedIn is fully transparent about the score you get for each pillar so that you can pinpoint your strengths and weaknesses.
Your social selling LinkedIn score is updated daily, which gives you plenty of opportunities to work on your numbers.
If you’re serious about growing your business and improving your SSI score, here are more ways:
1. Level up your profile
Make sure that your profile is updated and curated. Add as much value as you can to your profile.
2. Be active
You need to be active on the platform if you want to build meaningful relationships with other users.
3. Publish Content
Content matters. Generate valuable insights through your posts for better engagement rates and to establish your credibility.
4. Network effectively
Get in touch with people and start conversations. Who knows, your next client might be the person you’re about to send a connection invite to.
Closely monitoring your LinkedIn SSI Score will allow you to beef up your marketing strategies by letting you see how effective your branding is on the platform.
The best way to make the most out of it is by boosting through the key pillars: An effective brand, connecting with the right people, paying attention to insights, and building genuine relationships with fellow professionals.
Remember: Your score updates daily, so it pays to be consistent!