Engagement. That’s what social media is all about, right? Its ability to connect you to anyone you want, with just a simple click of a button. Because of this, social media provides the perfect atmosphere for proactive outreach in order to build the relationships that actually impact your business.
Historically, marketers and sales reps have relied on buying eyeballs through ads on TV, billboards or newspapers. This is an untargeted, disconnected, and a pricey marketing strategy when conversion rates are really low. Now with the emergence of social media, individuals and businesses alike can target individuals who seem likely to be interested in the product or service they’re selling.
SEE ALSO: What is Social Media Outreach?
Why is Social Media Outreach Important?
1. Social media gives you access to people who don’t know about your business already, but have a high propensity to becoming a customer or engaged member of the community. Because they’re already talking about your industry or topic area, maybe even go to conferences you have a presence at, social media allows you to find and engage with these target customers by using just a few keyword terms to define them.
2. Huge opportunity cost. Your target customers are the people who are most likely to engage with you and become customers. By using LinkedIn or Twitter search, you’re able to target specific customers and engage with them in a one-to-one conversation systematically. Through this engagement, you also begin to build a following of people who are interested in the content and conversations you’re conducting on your Twitter feed.
Benefits of Social Media Outreach
1. There’s also a financial benefit to social media outreach. With advertising, you can buy impressions within a general target audience, but you’re spending money on an ad that’s less targeted. You also have no idea which individuals are actually engaging with the ad, thus it’s not entirely clear what you’re paying for.
With proactive outreach, it’s free (other than the labor cost). Social media is not a ‘set it and forget it’ kind of tool, so you have to be willing to put in the time and leverage your community managers or social media coordinators in order to make outreach part of their daily routine.
2. Most likely, you already have someone who is capable of proactive outreach. If you think about it, response management is one aspect that either you or an employee at your company is already tasked with. Proactive outreach is just that, only targeted. Instead of just responding to current customers, find potential customers by using keywords.
3. You don’t have to be established on social media in order to start engaging with potential customers. Unlike other forms of marketing on social media like broadcast or reactive engagement where having an established following is necessary for success, social media outreach allows you to build the right kind of following, with followers who are optimized for your content and product. You’re able to self-select who you’re reaching out to based on what they’re saying, their activities, and how they describe themselves in their bio.
SEE ALSO: The Three Phases of Social Media Adoption of Businesses to learn more about broadcast and reactive engagement techniques.
Two Components To Consider With Social Media Outreach
1. Who is your buyer persona? This needs to be as specific as possible so that you can target them using keywords through tools like Socedo. Socedo allows you to find users based on conversational and bio keywords. You can also use tools like Followerwonk, which allows you to find users based on bio keywords.
2. What is your Call to Action? You need to consider what you want your target customers to do after you engage with them. What is the next step you want them to take? Is there a specific question you want them to answer? Do you want them to contribute to your blog? Sign up for a newsletter? Download a whitepaper? Attend an event you’re hosting? There should be a clear goal that leaves little room for conclusion. This differs from response and broadcast techniques as new followers are targeted instead of current.
It is Socedo’s mission to make proactive social media outreach a priority for every company who values social media. Proactive outreach builds a unique relationship with customers who feel a connection to your brand. They’re targeted users who are already optimized for your service or product, and feel a connection to your brand. Social outreach makes the customer feel special and sought after, and if that’s not what successful sales is all about, we’re not sure what is.