Overview
In this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Lorenzo Johnson, Director of Revenue Management and Partner at Socially In, a leading US social media agency. As a LinkedIn Learning instructor and B2B social selling expert, Lorenzo explains what’s changed on LinkedIn heading into 2026: from the rise of video and carousel posts to algorithm shifts, authentic engagement and practical applications of AI. Learn how to optimize your profile, build real relationships, and avoid the common pitfalls that hold most salespeople and brands back on LinkedIn today.
About the guest
Lorenzo Johnson is director of Revenue Management and partner at Socially In. He is a B2B social selling strategist, LinkedIn Learning instructor, and content creator for Madcraft. Lorenzo has helped thousands of professionals and organizations increase sales on LinkedIn through practical, authentic and modern tactics.
Actionable insights
- Video and carousel posts are the best way to stand out from the flood of average AI-generated content on LinkedIn in 2026.
- Social search merges with traditional search: hashtags, long messages and engagement are important for discoverability on and off LinkedIn.
- Your Social Selling Index (SSI) score is based on four pillars: building your brand, finding the right people, gaining insights, and building trusted relationships.
- LinkedIn’s algorithm penalizes massive outreach, low-quality networking, and superficial engagement: focus on quality over quantity.
- Use all profile features (professional mode, microsites, newsletters) to get more algorithmic ‘love’.
- Social selling is a long game: expect more than 300 days from first connection to closed deal, if you do it right.
- Automation and AI can help with research, outreach and follow-up, but don’t detract from real engagement. Be careful with scraping and gray hat tools.
- Measure success by impressions, views, and engagement rates, not just meetings booked or sales closed.
- Quality engagement, DMs, and real conversations trump cold outreach every time.
Great Moments (with timestamps)
- 01:11 – LinkedIn’s 2026 landscape
Always Engine Optimization (AEO), search integration and the new content game. - 02:52 – How to beat the AI Flood
Why video, carousels and real insights win over ‘wanted’ content. - 04:40 – The four pillars of LinkedIn success
SSI explained: brand, audience, insights and trusted relationships. - 08:06 – Tools and features for a strong profile
Why professional mode and new features are important for reach. - 10:16 – Relationship building, not just outreach
Why true engagement is the only way to win at social selling. - 12:57 – Where AI and automation help (and hurt)
Tools for scale versus risk of bans and finding the gray hat balance. - 19:22 – Which metrics are most important
How to track what really works in your social selling strategy.
Insights
“If you approach LinkedIn for quick wins, you’re playing the wrong game: social selling is about building long-term relationships.”
“Use every feature LinkedIn offers: profiles that use newsletters, video and professional mode are algorithmically prioritized.”
“The best reach is rooted in value: personalized video, insightful responses and real conversations – not mass DMs.”
“Quality impressions and engagement are leading indicators of future sales – don’t just measure meetings or bookings.”
Lorenzo Johnson, Social Selling
#pillars #social #selling