The marketing world is constantly evolving and becoming more digital and social. This means that the methods for generating leads are changing too. These days, there’s a lot more you can do to generate leads than simply publishing content and hoping people click on your links.
When it comes to lead gen, we’ve found that “proactive social outreach” is one of the best ways to attract the attention of potential customers and turn them into qualified leads.
Take FULL Advantage of Social
Twitter has become a great platform for sharing content to a worldwide audience in real time. From a marketing perspective, it’s great for showing your brand’s personality and engaging with your community. But given the real-time nature of platform and the volume out there, it’s becoming increasingly difficult for marketers to promote their content on Twitter (we are referring to organic posts).
But did you know that with proactive social outreach, you can use Twitter to find and engage with your best potential customers, at scale?
Rather than publishing content and waiting for your content to be discovered, you could search on Twitter specifically for people who could be your potential customers, and engage them with content that caters to their interest.
Millions of people are regularly tweeting, every second, every hour and everyday. There’s lots of data that you can use to find your best prospects.
People’s bios could provide clues on whether they might be a fit for your business, as people will often put their profession on their Twitter bio. Researching a specific target or industry will help you categorize on who you should be connecting with.
The tweets themselves as well as the networks people provide useful insights as well. What people tweet about, the hashtags they use, who they tweet to, and whom they follow represent signals about people’s interests, needs, and business pain points. These signals will give you the easiest segue to start a conversation directly with the people who have the need for your product.
Marketing is Like a Relationship
Think about your prospects as the person you’d like to date. It’s all about making a great good first impression and then making steady progress.
If you never say “hello”, how will this person ever know you’re even interested in them? In the same vein, with a prospect, you’ll want to start off with a light touch. Twitter likes, follows, retweets will send a simple “hello” to the person that’ll catch their attention and pique their interest in your brand. If they like what you have to say, they’ll engage back.
Once the prospect says “hello” back to you (through a follow-back, or a direct message reply), you can ask for the “first date”, or introduce more of your brand to him or her, through sending them content they may find useful, or via a simple introductory email.
You know you shouldn’t ask someone to marry you in the first date. Similarly, you don’t ask a prospect for a sale at this point. Prospects want to “spend time together” in order to determine if they will truly invest in you.
Successful relationships don’t blossom overnight, but they’re worth it. So take initiative, build that relationship and continue to make each other happy.
To learn more best practices for using social media for demand generation, check out this interview below from our CEO Aseem Badshah!