Why You Should Be Your Prospects’ Biggest Fan Online
Social media provides an unparalleled opportunity for sellers to stay in a prospect’s front-of-mind without making a heavy engagement.
Use the subtle engagement methods social media provides to your advantage. Following a prospect online enables you to get a window into their world and see what’s on their mind.
Find out where your prospects are most active online. Check their LinkedIn, Twitter, Facebook and Google+ profiles to start. Consider YouTube, Pinterest and other channels when relevant.
Your prospects see when you’ve “liked” or shared their content, and this is a great way to innocuously bubble up in their mind. It’s important that you’re able to finesse the relevant social media channels your prospective customers use in order to appear active and engaged without being annoying.
But only engage your prospects on social media where it’s appropriate. LinkedIn is usually the best place to start following prospects online, as it’s a professional social network.
LinkedIn discussion groups are an excellent place to take notes and learn talking points. Hear how prospects talk amongst themselves, listen to the language they use, and get a sense of their pains and problems. The more you define your target buyer persona, the more specific conversations you’ll be able to have with them.
Just remember that you don’t want to invade your prospects’ personal lives. If one of your targets only appears to use Twitter for personal use, it’s probably best not to engage them there. Use common sense and be careful not to come across as overbearing.
The Tellwise Nutshell (TTN): When used correctly, social media is a powerful tool that gives you tremendous insight into your prospective customers’ pains and problems. As you leverage the power of social media, make sure you’re doing so responsibly. Avoid treading into controversial or unprofessional territory. Also, before you get too ahead of yourself, make sure your own social media profiles are fleshed out and up-to-date with relevant information.
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