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 Linkedin 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 Social Selling on LinkedIn and anyone related to copywriting or B2B sales. Plus, we've got detailed prompts and examples of AI-generated content ready to roll!

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.

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.

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.

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.

And here is what we get:

To diversify the generation, you can enhance the prompt and have ChatGPT take on the role of a relevant pro.

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.

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.

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.

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.

Below there are some generated headline examples:

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 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.

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.

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):

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.

And here we go:

Look how organic and intense the text turns out to be:

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.

Communicating with the target audience is the most crucial stage of Social Selling. However, jumping straight into personal messages might not be comfortable for some. Instead, we recommend beginning with non-binding activities like commenting. By the way, engaging with other people's posts doesn't just help you make connections but also boosts your profile's visibility. Liking and commenting often leads to more people interacting with your own content.

Sometimes, AI-generated comments can be easily identified, but their style is improving rapidly. Claude.AI has a remarkably human-like result. By focusing on just one idea from a post, AI-generated comments can sound more authentic, mirroring how real people engage with content.

However, comments alone will not suffice. After all, personal messages remain the most effective means of communication. For the initial LinkedIn message, it's best to focus on building a connection rather than making a direct pitch. For example, you might mention your admiration for the person's work, share your background, and suggest a virtual coffee chat to discuss potential collaborations. This approach will more likely resonate with the recipient and lead to meaningful conversations.

Using AI, you can streamline this process by generating personalized networking messages. For instance, you can provide the AI with the person's profile headline and some relevant information about yourself. Additionally, you can share with an AI with posts from the person's LinkedIn to add a personalized touch to your message. This shows that you've taken the time to research and personalize your approach rather than just sending out generic pitches.

The result:

Why do we ask a chatbot to avoid phrases like "I hope" or "I came across" in these messages? Because such clichés are often seen as typical signs of someone trying too hard to fit in. By removing them, you make your message more authentic and genuine.

Let's take a look at some examples generated by AI. While both ChatGPT and Claud.AI provided messages, they differed in their approaches.

And then comes the time to send a direct offer to your contact. We've gotten used to relying on the CPCheetah tool to assemble selling points. This plugin for ChatGPT allows you to extract key information from a website and use it to write a value proposition, ICP description, data providers, buyer persona, LinkedIn and email messages, and more. It's pretty handy!

But a good offer is not only about text, but also about researching your target audience beforehand. Another helpful tool that we use is Clay, which lets you import all your LinkedIn, Facebook, email, and calendar contacts, so you always have the latest info right at your fingertips. Using AI, it can classify or score company representatives.

And so we have a better understanding of our potential leads:

Another tool that helps us get closer to our target audience is the Psychological AI extension for Chrome. This plugin conducts a linguistic analysis of the selected page, including the LinkedIn profile. Based on this analysis, Psychological AI reveals the key interests and characteristics of the selected person. And then - it helps generate personal messages that are optimized for a specific personality!

And another helpful Chrome extension is Crystal, which makes suggestions for communications based on page analysis.

There is more than a one-size-fits-all answer about the secret behind high engagement rates and successful conversion. It's always a combination of various factors, including posting consistently, engaging with your audience, and creating compelling content that resonates with them.

Ultimately, Social Selling is about building genuine connections and providing value to your audience. Yes, some tactics boost engagement, such as commenting groups or engaging with specific networks. However, focusing on authenticity and forming meaningful bonds within your LinkedIn community is key. And AI is just one more tool designed to make necessary routines faster and more efficient. Plus, it's always on standby to brainstorm some fresh ideas!

Want to explore further? Check out our presentation, Social Selling on LinkedIn with AI, for more prompts. If you prefer video content, watch Olga Bondareva's webinar on the same topic on YouTube.