LinkedIn is an effective prospecting tool, but it isn’t the only social media platform that can help you bring in leads. You can also connect with and engage with buyers on Facebook, Instagram, Twitter and others. In addition to boosting brand awareness through social media, you can also strengthen relationships, advertise new products and offerings, and get in front of high-quality sales leads.
Marc Wayshak, founder of Sales Strategy Academy, says his organization has discovered some social selling strategies that lead to consistent sales. In this issue of Promotional Consultant Today, we share his seven ways to generate leads with social media.
1. Start with your profile. The first tip on any social platform is to present what you want your customers to see. Change your profile photo if it does not show you in the best light. Look at your profile from your customers’ perspective. Is it professional? Is it current? If you use social media to prospect, your potential buyers will see your photo. Make it a good one.
2. Pinpoint your ideal prospect profile. Another effective social selling tip is to get specific on who you want to talk to. It won’t do you any good to talk to someone who’s interested in talking to you but they aren’t a good fit for your services. Only target people who will make good opportunities for you, says Wayshak.
3. Connect on the right platforms. While LinkedIn is a key channel for B2B sales, your prospects may hang out on other platforms like Twitter or Instagram. Wayshak notes that you do not have to be active on every platform to master social selling. Focus on 1-2 social media platforms where prospects hang out and pour your energy into those outlets.
4. Send personalized messages. In his business, Wayshak searches for people in LinkedIn using the advanced search function. This ensures he is targeting people he can add value to. He then makes about 20 connection requests each day and does not automate them. If the prospect accepts your request, send them a personalized note about connecting in some way, whether that’s chatting on the phone or sending them something of value.
5. Use Facebook groups strategically. Similar to LinkedIn outreach, you can also find groups on Facebook where your ideal buyers hang out. Look for industry-specific or interest-based groups. When you join these groups, you will also see relevant other groups to join. Wayshak suggests joining these groups but taking your time to understand what each community is like before blasting your offers.
6. Get into a consistent cadence. Consistency is important for your social selling efforts to pay off. If you commit to sending 20 LinkedIn connection requests every day for a week but then you drop off, you won’t see long-term success. Whatever social platforms you use, stay the course.
7. Steer clear of spam. No one likes getting sold to, especially from someone they have just met. When you connect with buyers on social media, try to offer value and start a dialogue. Don’t immediately jump into a sales pitch.
Spending time on social media can be an effective way to prospect. Think about which platforms attract your ideal buyers and focus your efforts there. Just be sure your profile is updated and professional and you aim to add value rather than blast out sales pitches.
Compiled by Audrey Sellers
Source: Marc Wayshak is the founder of Sales Strategy Academy, best-selling author of Game Plan Selling and a regular contributor for Fast Company, Entrepreneur and the Huffington Post business section.
