How do you measure and improve your social media prospecting skills and performance?

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Social media is a powerful tool for prospecting, but how do you know if you are doing it right? How do you measure and improve your social media prospecting skills and performance? In this article, you will learn some practical tips and best practices to help you achieve your prospecting goals on social media platforms.

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1 Define your target audience

The first step to effective social media prospecting is to define your target audience. Who are the ideal prospects for your product or service? What are their pain points, needs, and interests? How do they use social media and what channels do they prefer? By answering these questions, you can create buyer personas that will guide your content creation, outreach, and engagement strategies.

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Devender Meena

Photography Mentor | Travel Photography | landscape Photography | Photography Workshops | Top Photography Voice on LinkedIn
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When I was first starting out with social media prospecting, I found it helpful to track my engagement metrics to see how my content was resonating with my target audience. One time I experimented with different types of content and posting times and found that certain types of content performed better at certain times of the day. In my experience, staying up-to-date with the latest trends and best practices in social media has helped me adapt my strategies and stay ahead of the curve.

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Vanessa Rincón Ria?o

Performance & Customer Program Leader | Customer Experience | Customer Satisfaction | NPS at Oracle LAD
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LinkedIn filters are my go-to for pinpointing my target audience. I convert each filter option into a question during my search: 1. Connections: New clients or past connections? 2. Location: Service areas – Europe, North America, Latin America, or a specific city? 3. Current Company: Targeting specific companies? 4. Past Company: Connecting with ex-employees? 5. Education: Alumni from specific universities? 6. Industry: Which industries does my product/service serve? 7. Language: Just on language or multiple languages? This strategy clarifies the individuals I want to reach. LinkedIn results guide my verification process, ensuring I connect with the right people for my service or product.

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Gerson Amorim
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Estudar o seu público e verificar os temas que ser?o apresentados, se est?o de acordo com o que desejo deles. Para um público de redes sociais, n?o pode ser um conteúdo muito extenso ou apresentar vídeos muito longos. Você terá que passar a mensagem de forma muito rápida e com grande objetividade, sem deixar de ser atrativa para quem assiste.

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2 Set SMART goals and metrics

The second step to effective social media prospecting is to set SMART goals and metrics. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. For example, you might set a goal to generate 10 qualified leads from LinkedIn in a month. To measure your progress and performance, you need to track relevant metrics, such as impressions, clicks, conversions, response rate, and ROI. You can use tools like Google Analytics, HubSpot, or Hootsuite to monitor and analyze your data.

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Vanessa Rincón Ria?o

Performance & Customer Program Leader | Customer Experience | Customer Satisfaction | NPS at Oracle LAD
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Within social media management and the client prospecting process, a simple goal might be: "I want to have more meetings with prospects." A SMART goal would look like this: Specific: Have meetings with prospects belonging to my target audience. Measurable: Create an Excel file to list prospects and mark dates of initial contact. Achievable: Dedicate 3 hours daily on LinkedIn to find people matching my audience. Relevant: Finding around 150 people weekly with these characteristics should increase my meeting conversion rate. Time-bound: Execute this prospecting process for 3 months to feed my pipeline.

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3 Create valuable and engaging content

The third step to effective social media prospecting is to create valuable and engaging content. Content is the currency of social media, and it can help you attract, educate, and nurture your prospects. You need to create content that matches your buyer personas, your goals, and your metrics. You also need to optimize your content for each platform, using keywords, hashtags, images, videos, and other features. Some examples of content types that work well for social media prospecting are blog posts, ebooks, webinars, case studies, infographics, and testimonials.

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Johnny Bravo??

Insights for Property Managers | ?? LinkedIn Top Voice | Synthetic Fraud Detection
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Focus on being helpful and insightful. If you can highlight, explain, and potentially solve one problem your ideal prospect has...mission accomplished! The content you put out should try to be immediately actionable too. Meaning they can use that info and make an immediate change. While not always the case, it is a good goal for any social media efforts.

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Vanessa Rincón Ria?o

Performance & Customer Program Leader | Customer Experience | Customer Satisfaction | NPS at Oracle LAD
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Always conduct your own research. Stay constantly attuned to industry trends, pains, and interests. In our highly globalized and tech-influenced world, new challenges in various industries arise frequently. As an expert in your service or product that addresses these pains, you should strive to be the first to identify them. Once identified, communicate these trends and pains to your audience in an easily understandable manner. Utilize charts and images to facilitate content digestion, making it simpler and shareable—something that can be disseminated among your audience. As lawyer Joe Miller in the movie ” Philadelphia,” Denzel Washington repeatedly request: “explain it to me like I’m an 8 year old.”

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4 Reach out and build relationships

The fourth step to effective social media prospecting is to reach out and build relationships. Social media is not a one-way communication channel, but a two-way conversation. You need to interact with your prospects, not just broadcast your content. You can do this by following, liking, commenting, sharing, and messaging them. You can also join groups, forums, and communities where your prospects hang out and participate in discussions. The key is to provide value, be helpful, and show genuine interest in your prospects.

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Cristian Bravo

Student Loan Expert - B2B Business Expert - Account Manager
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People buy people. It's important to make your correspondence personal, show that you know something about them in particular, from their profile page. Something that you both have in common. Being personal is key in social selling.

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5 Follow up and move prospects to the next stage

The fifth step to effective social media prospecting is to follow up and move prospects to the next stage. Social media is not the end of the sales process, but a means to an end. You need to follow up with your prospects and move them from awareness to consideration to decision. You can do this by sending personalized emails, offering free consultations, demos, or trials, or inviting them to events or webinars. The goal is to create a sense of urgency, overcome objections, and close the deal.

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Adrien Alexandre DINCQ

Fondateur & Directeur Communication Digitale | Passionné par la vente de solutions qui ont du sens | "Rassembler pour mieux régner" Thomas Gordon | To Be Continued.. ??
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Le défi étant le Call to Action aux moments clés. Je pense directement aux alertes en temps réel dffusés par bon nombre de canaux de prospection. Cela aide à "sentir" le bon moment, je dis bien sentir car on ne devine pas le moment opportun malgré pléthore d'outils. Lan?ez vous au moment le plus propice et où vous vous sentez en confiance, cela vous offrira au moins la posture lors de cette étape cruciale.

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6 Evaluate and improve your social media prospecting skills and performance

The sixth and final step to effective social media prospecting is to evaluate and improve your social media prospecting skills and performance. You need to review your goals, metrics, and results regularly and identify what works and what doesn't. You also need to seek feedback from your prospects, customers, and peers and learn from your mistakes and successes. You can also take courses, read books, or watch videos to sharpen your social media prospecting skills and stay updated on the latest trends and best practices.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you measure and improve your social media prospecting skills and performance?

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2

3

4

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1 Define your target audience

2 Set SMART goals and metrics

3 Create valuable and engaging content

4 Reach out and build relationships

5 Follow up and move prospects to the next stage

6 Evaluate and improve your social media prospecting skills and performance

7 Here’s what else to consider

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