Social media can be a powerful tool for building and maintaining business relationships, but it can also be tricky to navigate. How do you make a good first impression, stand out from the crowd, and follow up effectively with a new contact? Here are some tips to help you master the art of social media networking.
Different social media platforms have different purposes, audiences, and norms. Before you reach out to a new contact, do some research on their online presence and preferences. Are they active on LinkedIn, Twitter, Facebook, Instagram, or other sites? What kind of content do they share and engage with? What tone and style do they use? Choose the platform that best suits your goals, your industry, and your contact's personality.
All the social platforms are good for building relationships with new customers or clients. Before we decide which platform to use for a marketing campaign, we define our ICP (ideal customer profile). We define demographics (age, gender, income, location, industry, titles, etc.), psychographics (values, beliefs, goals), struggles or desires, what or who have they tried in the past and what they liked or didn't like, etc. Once this foundation work has been completed, then we can decide which social platform with host the customers or clients and how they behave on the platform.
Don't send a generic or copy-pasted message to a new contact. Instead, craft a personalized and relevant message that shows you've done your homework and you have something valuable to offer. Mention something specific that caught your attention, such as a recent post, a shared connection, or a common interest. Explain why you want to connect and what you hope to achieve. Be polite, concise, and respectful, and avoid spamming, pitching, or asking for favors right away.
One way to stand out in any inbox is to create a pattern interrupt. Some ways we like to do this is with video (LinkedIn video and audio on mobile), or new AI tools like BHuman. People know when you're using automation. Take the time to look at their profiles, company pages and insights, their website, or other social. Compliment them and/or find some common ground and ask an open ended question that cannot be answered by a yes or no to open up a dialogue. You will get a higher response rate if you take the time and start a thoughtful conversation.
One message is not enough to make a lasting impression. You need to stay in touch and build trust and rapport over time. Follow your contact's social media accounts and interact with their posts regularly. Like, comment, share, and tag them when appropriate, but don't overdo it or be intrusive. Show genuine interest and appreciation for their work and insights, and offer your own when relevant. Be yourself and let your personality shine through, but also be professional and respectful of boundaries.
Some ways we stay top of mind with potential clients is to get notified of their content (so we can engage thoughtfully), birthday, job anniversary or job change. We create lead lists in Sales Navigator and touch base from time to time. Additionally, we create a multi-channel outreach campaign using email, SMS, or a phone call (ringless voicemail works great!) Not everyone is on social or email all day long, so by developing a top of mind outreach system, when the prospect is ready, you're the first name that comes to mind. This system works great. Some of my best clients started to work with me 2-3 years after our initial connection.
The best way to make a lasting impression is to provide value and support to your new contact. Don't just talk about yourself and your needs, but also listen and learn about theirs. Find ways to help them solve a problem, achieve a goal, or access a resource. Share useful information, insights, or opportunities that might benefit them. Introduce them to other contacts who might be of interest or assistance. Show them that you are not just looking for a transaction, but a mutually beneficial relationship.
You can gain valuable insight as to the struggles and deep desires of your connections is to ask! Create surveys, contests, free giveaways, etc. Use the answers from your surveys and create content that offers solutions to those struggles, pains, and desires. Share this without selling to your connections through inbox messages, content, emails.
Another way to make a lasting impression is to ask for feedback and referrals from your new contact. Feedback can help you improve your products, services, or skills, and show that you value their opinion and expertise. Referrals can help you expand your network and reach new potential clients or partners. However, don't ask for feedback or referrals too soon or too often. Wait until you have established some rapport and trust, and make sure you reciprocate by providing feedback and referrals when possible.
We like to wait until we have worked with a client before we ask for referrals or a testimonial or recommendation (on LinkedIn). Much like Google business reviews, testimonials on your website, reviews on Facebook or LinkedIn service pages, or recommendations on LinkedIn, people will get a sense of how you work with clients and the results you offer. This builds trust and credibility, and will create more opportunity for your business.
The last tip to make a lasting impression is to follow up and follow through with your new contact. Don't let the conversation die after the first exchange. Keep the communication going and check in periodically to see how they are doing, what they are working on, or if they need anything. Follow through on any promises or commitments you made, such as sending a resource, scheduling a meeting, or making an introduction. Show them that you are reliable, responsive, and interested in maintaining the relationship.