A partially automated lead prospecting system is one of the best ways to drive new business, especially if you work with aged leads. Pre-sales work and the setup of social selling tools can help make cold calling more effective and efficient.
The key, of course, is to take the time to set it all up ahead of time and to use such social selling tools correctly.
Lead Generation on Social Media
Listening and observing are the first steps to using social media for lead generation. Think of it as though you’re walking up to potential customers who are already in the middle of a conversation. You listen first so that you can better know how to become part of the conversation.
Lead Generation on LinkedIn
LinkedIn’s Sales Navigator aims to make prospecting easier by tailoring lead recommendations specifically for you. This social selling tool taps into LinkedIn’s massive network of millions of professionals. It comes with a tiered pricing format based on how much functionality you need. Some features include lead suggestions based on saved criteria and the ability to view profiles outside your third-degree connections.
Lead Generation on Twitter
On Twitter, there’s an assortment of built-in and third-party tools that can help you identify potential leads and how to interact with them. Tools like BuzzSumo, Hashtagify.me, and Twitter’s own Trending Topics search let sales professionals do competitive research to find out what leads are talking about. For developing your own Twitter sales messaging, third-party tools like Hashatit and Riffle can help.
Lead Generation on Facebook
Facebook’s built-in tools work well for finding highly-targeted potential leads on that platform. A recent infographic shows the many different types of audience information available for targeting through Facebook Ads. A Trending Topics widget shows what people are talking about now. Using a third-party app like BuzzSumo’s Facebook Analyzer can help a business understand which of their own content has gotten the best response.
Lead Nurturing on Social Media
Once you’ve listened to your prospects for a while, you want to join the conversation. With social media, it’s just as much about what you say as when you say it. Good interactions on social media can create opportunities to nurture leads, introduce prospects into your sales funnel, and drive new business.
While listening tools tend to be platform specific, that’s not the case with interaction tools. Triggerfox is a great all-in-one mobile application that analyzes social data from LinkedIn, Twitter, Facebook, and even Gmail, and then makes recommendations for how to interact with prospects. The app gets quite personal, sending you alerts about your prospects’ recent birthdays and professional accomplishments.
For more day-to-day audience nurturing, social media automation tools like Buffer are great. This tool similarly works with multiple social networks to schedule and post content automatically. Some businesses use it to push out their latest blog articles, while others use it to curate and share existing social media content that will appeal to their audience.
Following Up on Leads
Now once you’ve listened to your prospect and joined the conversation, it’s time to start introducing some sales messages. In social media posting, this often means having a few pieces of self-promotion mixed in with other less sales heavy content. It’s not the sales message but the mix of sales asks and value-adding content that drives new business.
As for interacting with your leads outside of social media, that part gets easier with your social pre-sales work. Many leads are not sales-ready when they come to you, but positive social media interactions form those all-important lead nurturing touches that get them ready to buy.
Try out these social selling tools on a supply of high-quality aged leads from The Aged Lead Store. You’ll find thousands of sortable aged leads, ready to boost your sales, whether your business is auto, life, health, or home insurance, mortgage refinance, or solar installation.