Let’s assume that you’re a B2B company and want more leads. You wonder, how can I to talk to the right people on social without being spammy? How can I build relationships online that lead to sales?
Today’s quick video is about B2B prospecting with social media.
This video is based on ideas from How to Use Social Media Lead Generation for Prospecting Success, by Garrett Smith. I will summarize 4 key points from the post and highlight one tip he provides under each.
Fav Quote on B2B Prospecting with Social
But first, my fav quote from the post.
“So make sure you’re being social, genuine, and conversational. You won’t get conversions by being an unidentifiable obscure business. But you can do so by personifying your values and services in transparent and authentic ways.”
4 Keys To B2B Prospecting
1. Research current prospects and clients in social media. Use the analytics these social platforms provide to learn the demographics and interests of your current communities overall. Note if and how they differ from platform to platform. Use this data to develop several buyer personas for the types of companies you really want. Develop a list of target individuals from those companies.
TIP – check Contact and About us pages for names of key principles to connect with on social too.
2. Observe the social media behavior of current clients and these target prospects. This is broadly called “social listening.” Note when specific target prospects individually are online, what they discuss and share there.
TIP – prospective companies that interact with their clients on social are more likely to be receptive to outreach on social.
3. Interact socially to get to know more about the business and its needs. “Conversions come from conversations that count” This is real B2B prospecting with social media.
TIP – offer feedback on blog or issues, re-share their content if it is in line with your values.
Don’t use automation or boilerplate. When you are ready to explore their interest in your products or services, personalize the pitch.
TIP – I knew of an email service provider that monitored the Twitter feed of its competitor. That company had experienced an uptick in problems. When a customer expressed frustration on Twitter, the email provider tweeted back something like “Frustrated with x? Why not try us for free for 30 days?” They personalized the pitch to a frustrated customer at the moment of frustration.
Bonus Point – Be active and publish relevant content socially. Relevant prospects can be attracted to you organically too.
TIP – showcase relationships you have with clients. Praise prospects publicly if have made valuable contribution to community.
As I wrote this post, I decided to take actions relevant to my business, which is a YouTube channel about social media lead generation. First, I listened to and commented upon another YouTuber’s video on a related topic. Next I also went to LinkedIn and searched for someone I was already connected to who was active on YouTube. I wrote a personal message to him, asking if he had a video he would like me to watch and comment on.
So I challenge you, how about making a thoughtful comment on something on social, or finding a target prospect and offering to help them with something specific?
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