The Duct Tape Marketing Podcast

Episode: 4 Pillars for Social Selling
Host: John Jantsch
Guest: Lorenzo Johnson, Director of Revenue Management & Partner at SociallyIn
Date: November 13, 2025

Overview

This episode centers on leveraging LinkedIn for effective social selling in 2026, with expert insights from Lorenzo Johnson. Lorenzo shares actionable strategies grounded in LinkedIn’s Social Selling Index (SSI), updates on content trends, authentic engagement methods, as well as tool recommendations for smarter outreach. The conversation brings clarity to the evolving landscape of LinkedIn, with a focus on long-term relationship building and maximizing visibility without sacrificing trust or authenticity.

Key Discussion Points and Insights

1. State of LinkedIn Heading into 2026

[01:22-03:08]

• LinkedIn is merging social with search: Content is now being indexed for Google and other search engines, expanding reach beyond the platform. Using hashtags and long-form content can improve discoverability.
• Flood of AI-generated content: The prevalence of generic posts has made it easier for high-quality, original content—especially video—to stand out again.

Notable Quote

“Content is starting to be indexed when you start to get into search inquiries… avenues that used to be very separated and segregated are really starting to kind of work together now.”
– Lorenzo Johnson [01:40]

2. Standing Out in the AI Age

[03:08-04:23]

• Video and Carousel Posts: These keep users engaged longer and are less likely to be automated, helping content feel genuine and personal.
• AI vs. Authenticity: Even videos can be AI-generated, but authentic, unscripted presence is an advantage.

Memorable Moment

“Video by far is the best way to not only posit yourself as that thought leader, but really separate yourself from a lot of the newsletter style type posts…”
– Lorenzo Johnson [03:18]

3. The 4 Pillars of LinkedIn’s Social Selling Blueprint

[04:56-08:08]

Lorenzo breaks down LinkedIn’s framework for a strong SSI score:

1. Building Your Professional Brand:

   • Publish value-based, resourceful content to draw people back to your profile.

2. Finding the Right People:

   • Mass-connecting or using automation can lower impressions. Quality over quantity matters; LinkedIn prefers a focused, engaged audience.

3. Engaging with Insights:

   • Comment thoughtfully, share others’ content with meaningful captions, and keep users engaged on-platform.

4. Building Trusted Relationships:

   • True engagement means DMs, endorsements, and interacting meaningfully—not just broadcasting content.

Notable Quote

“LinkedIn isn’t like... 'Hey John, Lorenzo, I want you guys to have a hundred thousand people that are kind of all over the place.' LinkedIn would rather you have 1,000 people that are locked in, they come to your platform for insights.”
– Lorenzo Johnson [06:00]

4. Understanding and Improving Your SSI Score

[08:08-08:56]

• SSI Tool: Visit LinkedIn’s SSI page (searchable via LinkedIn.com/sscore) to see a breakdown of your performance in each pillar.

5. Profile Optimization Tips

[08:56-10:24]

• Activate Professional Mode: Unlocks features like newsletters, microsite landing pages (for decks, videos, case studies), and advanced analytics.
• Utilizing All Available Features: The more features you use, the more the algorithm favors you.

Notable Tip

“Professional dashboard activation is key right now.”
– Lorenzo Johnson [10:16]

6. The Slow, Value-First Nature of Social Selling

[11:01-13:37]

• Long Buying Cycle: Real deals from social selling typically take ~320 days from campaign start to close.
• Value-Driven Content is Essential: Focus on being useful and present for the long haul, not quick wins.
• Avoid Automation Spam: Mass outreach doesn’t yield genuine relationships or good business.

Notable Quote

“If you go into LinkedIn saying that I need business over the next six months, you’re completely playing the wrong game.”
– Lorenzo Johnson [12:01]

Host Reflection

“It's obvious when somebody's just doing cold outreach...you’re a piece of meat at that point.”
– John Jantsch [13:37]

7. Smart Tools for LinkedIn Outreach (with Caution)

[14:22-19:39]

• Apollo: Integrates LinkedIn with your CRM (like HubSpot), scrapes emails & numbers, helps track interested leads.
• Weasley: Enables customized video outreach, referencing specific user profile elements for personalization.
• PhantomBuster: Integration (less risky than scraping) for extracting data; has never caused issues for their team.

Caution:

• Black, Grey, and White Hat Tools:
  • Black = strictly forbidden (risk ban)
  • Grey = limited, permitted within parameters (e.g., 100 connection requests/week)
  • White = native integrations/approved methods
• Don’t abuse automation: Stay within LinkedIn’s limits to avoid penalties.

Notable Quote

“Unfortunately LinkedIn is always going to kind of always keep you in that gray area because again, at the end of the day they don't want people to come in and use a bunch of automation that ruins the experience, which is what's happened...over the past 18 months.”
– Lorenzo Johnson [17:31]

8. Measuring Success Beyond Vanity Metrics

[19:39-20:44]

• Focus on Views and Impressions: Early signals of content reaching your audience; conversion takes time.
• Optimize for What Works: Analyze posts with higher engagement and replicate their format.

Notable Quote

“If I can get this in as many eyes as possible... the conversion stuff will happen as time starts to go on and as you’re doing things appropriately.”
– Lorenzo Johnson [19:59]

9. Connecting with Lorenzo and SociallyIn

[20:44-21:19]

• Connect with Lorenzo on LinkedIn for further insights and case studies.
• Visit www.sociallyin.com for agency info and success stories.

Timestamps for Important Segments

• 01:22 – LinkedIn’s shift toward integrated search and indexed content
• 03:18 – How to make content stand out (video, carousels)
• 04:56 – The four pillars of LinkedIn social selling
• 08:08 – Checking your LinkedIn SSI score
• 09:12 – Profile optimization tips (Professional Mode)
• 12:01 – Social selling is a long-term game
• 14:22 – Tools for smarter, more personal outreach
• 17:31 – Automation, scraping, and staying within LinkedIn’s rules
• 19:59 – Key LinkedIn success metrics

Memorable Moments and Quotes

• “Content is starting to be indexed... avenues that used to be very separated and segregated are really starting to kind of work together now.” [01:40]
• “Video by far is the best way to not only posit yourself as that thought leader, but really separate yourself...” [03:18]
• “LinkedIn would rather you have 1,000 people that are locked in, they come to your platform for insights...” [06:00]
• “If you go into LinkedIn saying that I need business over the next six months, you’re completely playing the wrong game.” [12:01]

Tone and Style

Throughout the episode, the conversation is practical, candid, slightly humorous, and focused on long-term strategic thinking versus hacks or shortcuts. Both John and Lorenzo emphasize authenticity and meaningful connections over transactional approaches—delivered in a relatable, down-to-earth style.

Summary

This episode offers a practical blueprint for LinkedIn social selling in 2026, with a focus on authenticity, value-driven engagement, and ruthlessly optimizing for quality over quantity. From technical tips (SSI, profile settings) and content strategy (video, long-form posts) to nuanced outreach tools (Apollo, Weasley, PhantomBuster), listeners are equipped to build real relationships and measure what matters for long-term business growth—while steering clear of the pitfalls of automation and hollow networking.