When LinkedIn Marketing Meets AI: Guideline on Strategies and Prompts
At ModumUp agency, we help clients build their experts' personal brands on social media and conduct online networking. Since the advent of AI tools, we have started testing them to achieve greater efficiency in our marketing campaigns and Social Selling. In over a year and a half, we've developed our strategies for working with AI, which we'll share in this how-to guide. This article will be helpful for those involved in LinkedIn marketing and anyone related to copywriting or B2B sales. Plus, we've got detailed prompts and examples of AI-generated content ready to roll!
The Human Touch: Social Selling in B2B Networking
We describe our core competencies as "Social Selling": the strategic development of social media profiles to attract potential clients, partners, or employees. Unlike traditional company pages, our approach focuses on highlighting the expertise and personality of individual professionals. Particularly effective for B2B companies, social selling capitalizes on the preference for personal connections over corporate entities in networking. It's basic psychology: people are always trusted more than abstract brands.
We broke down the social selling process into several key stages:
  • 1
    Elaborating positioning
    We determine the client's target audience, create a personal brand strategy, and develop a content plan for posts
  • 2
    Designing profile
    We customize the visual identity and fill out the About sections to emphasize the client's expertise and appeal to their target audience
  • 3
    Building a personal brand through content
    We write personalized posts on behalf of our clients, sharing their expertise
  • 4
    Connecting and networking
    We identify and connect with a target audience on social media platforms such as LinkedIn, Twitter, and Facebook. Engagement then begins, ranging from liking and commenting on posts to participating in industry-related discussions
  • 5
    Converting contacts into lead
    By initiating one-on-one conversations, we guide prospects toward the ultimate goal, whether it involves B2B sales or other forms of partnership
Below, we'll explain how we use artificial intelligence in the above stages and share helpful links and prompts. As an example, we will refer to ModumUp founder Olga Bondareva's personal LinkedIn page.
Implementing AI to Social Selling Strategy: Step-by-Step
Overcoming the fear of the blank page — marketers, copywriters, and designers worldwide are most grateful to AI for this. We at ModumUp are no exception!

While AI-generated content may not always be flawless — especially with tools like Chat GPT — it offers a valuable starting point. Even if the initial output isn't perfect, it provides a foundation to refine and enhance.

Well, let's check all the Social Selling steps one by one.
Step 1: Elaborating Positioning
Social media positioning forms the foundation upon which you build your online presence. You must decide whether you aim to establish yourself as an expert in a particular field, a visionary with innovative ideas, or perhaps as an entrepreneur or product manager. Of course, you must make the final decision yourself, but AI can help you with the exact wording.

We don't rely on LinkedIn's built-in AI tools for this, as they typically offer short and somewhat generic options.

However, the well-known ChatGPT, when provided with detailed prompts, can craft compelling positioning statements that resonate with the target audience.
Here is an example of such a prompt and its output:
  • Prompt: Create a positioning strategy for Olga Bondareva’s personal brand,
    Olga is the founder of ModumUp, a company specializing in B2B Social Selling. She assists B2B companies in developing personal brands for their key employees, aiming to generate leads, attract potential partners, or enhance their HR brand.

    Previously, Olga worked at Microsoft, where she was responsible for social media in the Central and Eastern Europe region. Olga is also interested in AI. She has a family, including her husband, daughter and two cats. They recently moved to Austin, Texas.
And here is what we get:
Generated social media positioning options from ChatGPT
To diversify the generation, you can enhance the prompt and have ChatGPT take on the role of a relevant pro.
  • Prompt: Imagine, you’re Jack Trout, a positioning expert. Create a positioning strategy for Olga Bondareva’s personal brand,
    Olga is the founder of ModumUp, a company specializing in B2B Social Selling. She assists B2B companies in developing personal brands for their key employees, aiming to generate leads, attract potential partners, or enhance their HR brand.

    Previously, Olga worked at Microsoft, where she was responsible for social media in the Central and Eastern Europe region. Olga is also interested in AI. She has a family, including her husband, daughter and two cats. They recently moved to Austin, Texas.
The result:
Taking on the role of a marketing expert, ChatGPT provided a more comprehensive positioning, including not only Olga's personal characteristics but also her target audience, USP, and brand pillars.
You can utilize custom settings to enhance and refine the result beyond the standard "ChatGPT" language. For instance, you can input details about your education, professional background, hobbies, and preferred communication style and choose between a formal or informal tone. It is also worth requesting ChatGPT write in a conversational style. This approach will make the texts more readable, natural, and easily understood.
Custom instructions create a more personalized tone of voice.
If you are bored with ChatGPT, you can use Claude.AI to write texts: it aims to produce more human-like language than other chatbots.
Step 2: Designing LinkedIn Profile
With paid and free tools, you can design a business-style layout, generate headlines for your profile, and complete the About section.

For example, you no longer require a professional photo shoot to create a compelling profile picture. We've streamlined this process with Midjourney and InsightFaceSwap, a separate bot you can install on your Discord from the picsi.ai website. Add the InsightFaceSwap bot to your Discord server and upload your portrait using the /saveid command. Then, generate business photos using Midjourney, and replace the face on the selected picture with yours using InsightFaceSwap. Here is the link with detailed video instructions.
Creating a business style photo in a few clicks
To craft a standout profile headline, we utilize either ChatGPT or Claude.AI. Don't expect immediate results. Requesting at least 20 variants and selecting the best one through team discussion is always better.
Here is an example of a detailed prompt:
  • Create 20 options for a short Linked headline based on this structure:
    Position at Company - short description or keywords, regalia, ex-previous company. Optimize them for LinkedIn search.

    Information about me: I'm the Founder of ModumUp Social Selling Platform. Previously at Microsoft I worked on social media, social selling, and employee advocacy projects. also passionate about Al.
Below there are some generated headline examples:
When generating headers with AI, it's always best to request multiple options
Of course, the key part of your profile is the About section, which tells the story of your experience, skills, and what you offer. So, you should approach it with maximum responsibility! The more details you load into the prompt, the better.
This is how we compose this task for AI tools:
  • Create a solid 'About' (summary) section for my LinkedIn profile in the first person. Keep it short and conversational, using simple words. Follow this structure:

    1. Briefly share 'What I do' and 'Who I am.'
    2. Include some personal details to build trust.
    3. Provide contact information.

    Avoid using words like "Hello," "Expert," "Thought leader," "Influencer" or "Passionate" in your answer.

    This should align with my positioning strategy.
This way, we get a thorough and detailed description of your experience and competencies, written in natural language and without over-advertising:
Why do we ask to avoid certain terms in a prompt? Neural networks are very fond of using loud words that lack specificity. Their abundance reveals the generated nature of the text and, most importantly, distracts the reader from the essence.

And yes: it is always better to assign such prompts to several services at once and choose the best result.
Step 3: Building a Personal Brand Through Content
Writing posts is the most obvious task users worldwide entrust to artificial intelligence. However, when moving on to AI content generation, it's important to know what you're doing. While AI can effectively generate content ideas, you should clearly understand your positioning strategy. Engaging and relevant content comes from the mix of AI generation and your expertise.

ChatGPT is excellent for helping with content plans.
For instance, this prompt works great
  • Generate ideas for LinkedIn posts based on my positioning
It is also possible to enhance the task by using this prompt
  • Imagine you're a LinkedIn influencer in the field of Al. Suggest non-standard content topics or angles that LinkedIn influencers rarely discuss
Here is a handy prompt for Peplexity.AI:
  • I've created a LinkedIn post, help me enrich it with some fresh data and statistics
Not all ideas generated by ChatGPT will be feasible, but you'll definitely have some to choose from
Once we've compiled ideas for content, we move on to the most important part: creating it. We never delegate writing posts entirely to AI because doing so risks losing authenticity. Sharing personal stories is crucial rather than solely relying on theoretical content. Your unique experiences, even if seemingly ordinary, always add core value.

The simplest way to leverage AI for content creation is by transcribing your voice recordings. You can generate LinkedIn posts or other content by providing a raw transcript to AI tools like ChatGPT or Claude.AI. This is how we at ModumUp create posts directly from interviewing clients. While the initial text may lack detail, we can enrich it with additional facts from reputable sources. For more viral content, chatbots can suggest humor and memes, which tend to generate a lot of engagement.

This is an example of post-generation from a transcript (we are using Claud.AI for a more natural style):
Chatbots are able to extract the main points from the transcribing and structure the message
Another excellent tool for writing expert posts is Perplexity.AI, which simplifies fact-checking: this chatbot supports any talking points with links to the sources. For instance, it allows us to find recent statistics and data to base our posts on without spending excessive time searching. However, the uniqueness of texts generated by Perplexity.AI is only sometimes consistently high, so refining the original material is necessary.
Here is a handy prompt for Peplexity.AI:
  • I've created a LinkedIn post, help me enrich it with some fresh data and statistics
And here we go:
After getting some facts from Perplexity, you can switch to Claude.AI with the next prompt:
  • Enrich the post with the following data: [Copy Paste from Perplexity]
Look how organic and intense the text turns out to be:
Claude.AI is explicitly designed to produce natural texts
To generate text from videos, we find tools like VoxScript helpful. We simply provide a YouTube link, and it generates a transcript that can be used to create various types of content.

But what if you don't have a voice or video recording option and you need to generate posts right away? Another way to use AI tools is to create content based on someone else's posts: it could be your colleagues, acquaintances, or influencers. You'll likely get their attention and appreciation by mentioning and crediting authors. Plus, you can respectfully disagree with their viewpoints, leading to interesting discussions.
You can compose the prompt:
  • Create a short LinkedIn post in a summary format based on the post below. Start by referring to this post and by mentioning that you recently read it.

    Disagree with the author and provide some arguments. Make it conversational