4 Tips For Lead Nurturing And Prospecting On Twitter
Using Twitter for prospecting and lead nurturing in the B2B space might not sound like an obvious choice. Sure, B2C salespeople do it all the time, but can the microblogging site really be as useful as LinkedIn for B2B?
The answer is yes — as long as you do it right, that is. Here are four things you need to know about using Twitter for B2B prospecting and lead nurturing.
- Twitter is helpful for research: You can call it “stalking” or whatever you want, but one fact remains — plowing through someone’s Twitter feed is a great way to learn more about them. What people and companies decide to share on Twitter shows what they value, their pain points and the audience they’re interested in focusing on. Rounding up as much information as possible gives companies a way to begin building a relationship “in real life.” In other words, by the time you’re ready to email, call or message a prospect or lead, you know a bit more about them.
- Twitter helps you build relationships: No, following someone on Twitter isn’t the same as taking them out to lunch. But retweeting their articles and engaging with them via Twitter is another way to interact from a distance. The network allows you to nurture leads with anyone in the world, and it doesn’t cost anything but time. Remember, a relationship-based approach to social media is much less transactional in nature. You’re not online trying to sell them something; you’re there to become a trusted adviser.
- Establish credibility and become an influencer: People are so much more willing to engage with people they know. “Knowing” someone on Twitter is a matter of reading their stuff. As you connect with others and grow a following, it’s important to establish a voice for your industry or niche. Share your content and promote others’. Be valuable by sharing links to free materials and resources.
- Log in every single day: For prospecting on Twitter to actually work you need to spend at least 10 to 15 minutes a day on the site. Spend that time looking for people, industries or associations to follow. It doesn’t take long to share and retweet posts, but you do have to be active.
The Tellwise Nutshell (TTN): Prospecting and lead nurturing on Twitter is about starting and continuing a conversation with potential customers. Avoid making sales pitches and use the tool to discover brands and individuals you want to build relationships with. Social selling efforts take time, but they’re definitely worth it in the long run.