Although social selling has been around as a practice for several years now, many businesses aren’t grasping its importance. And it’s no secret that sales reps are struggling with generating new leads. Long gone are the days when you could pick the phone and make a few cold calls to reach a few prospects and land a meeting or a demo. And even if you reach them, you know what happens? They don’t talk to you. Given these types of challenges, how do we stand out? How can we generate more leads? The answer is social media prospecting.
What is social media prospecting?
Social media prospecting is when sales people use social media to find and engage new prospects. A digital marketing agency firm will use your social media channels to provide value to prospects by responding to questions, replying to comments and by sharing out content throughout the entire process, from awareness to consideration, until a prospect is ready to buy.
While the old sales model used to be about cold calling, qualifying leads, the new way of B2B sales means using social media networks to reach new prospects, educate them on how your company can help them with your products or services.
How to start social media prospecting?
Social media prospecting is totally about building relationships. But before you start building relations and trust online, choosing the right network is essential to the success of winning quality leads and turning them into customers.
Choose the most relevant social network
It’s easy to get caught up in the web of social media, but the true winners are those who are active on the same social networks as their potential customers. This is the foundation to the success of social media prospecting. For instance, you have a fashion brand and want to excel on social media, so your desired platform to target will be Pinterest. And if you want to generate leads for your B2B business consider leveraging LinkedIn. If you are selling products that appeal to teenagers, you should use Instagram and Facebook.
Free does not mean free
Yes, it’s free to sign up for LinkedIn, Facebook and Twitter account, but you are going to have to make an investment to get the kind of professional leads you need. If you want to test the flow of water before making an investment, LinkedIn is the best place to start. LinkedIn opens a lot of doors for you once you start exploring the platform. Also with premium you get an access to InMail. This lets you contact prospects without a connection or an introduction. To add more, you can simply target a company in your niche and find out what is common and how you can set yourself apart.
Keep your business page up to date
Make sure your business page is up to date with the relevant information on business, contact information as well as the products and services you offer, whether you are targeting an audience on Facebook or LinkedIn.
Place a relevant call to action button on your page, depending on what action you want your interested audience to take- optimize this button accordingly. Some of the best CTA button you can have on your business page:
Deliver high value content consistently
Sharing valuable content with prospects is very important, content including blog posts, tips and tricks for your industry and customer testimonials- to provide value to them. Posting high-value content should be a priority in your social media prospecting strategy as content strategy will drive more organic traffic and grow your reach.
Last but not the least, Engaging is the key! Because social prospecting is a two way communication method so it is important to actively engage with your prospects.