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How can you use your network to prospect on social media?

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Social selling is the art of using social media to build relationships, establish trust, and generate leads with your ideal prospects. But how can you leverage your existing network to find and connect with potential buyers on platforms like LinkedIn, Twitter, or Facebook? In this article, you'll learn some practical tips and best practices to use your network to prospect on social media.

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Ema Roloff

Digital Strategist | Keynote Speaker | Elevating Leadership in the Digital World
Julia Dixon

LinkedIn Coach & Trainer??Sales Navigator and Instagram Specialist??Digitally Savvy Social Media Guide??Social Selling…
Sarah Goodall

CEO @ Tribal Impact | Connecting Business Growth To Employee Influence & Advocacy On Social Media

1 Identify your target audience

Before you start reaching out to your network, you need to have a clear idea of who your ideal prospects are. What are their pain points, goals, challenges, and interests? What kind of content do they consume and share on social media? What keywords and hashtags do they use to search for information or solutions? By creating buyer personas and using social listening tools, you can narrow down your target audience and segment them into different groups based on their characteristics and behaviors.

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Ema Roloff

Digital Strategist | Keynote Speaker | Elevating Leadership in the Digital World
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Start by developing detailed buyer personas for your ideal prospects. These personas should include information such as job titles, industry, company size, pain points, goals, challenges, interests, and buying preferences. The more specific and accurate your personas are, the better you can tailor your social selling approach to resonate with them. When I say get specific, I mean it. Name them, give them an age, a family, hobbies... make them as real as possible so that you can create content that educates them, entertains them, and engages them.

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Ken Frampton

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If your social selling efforts don't begin with "Who do I help, how do I help and what the outcome is" stop everything. You MUST do this first. It informs EVERYTHING that follows.

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2 Map your network connections

Once you have identified your target audience, you need to map your network connections and see how you can access them through your existing contacts. You can use tools like LinkedIn Sales Navigator or Nimble to find and filter prospects based on criteria like industry, location, title, company size, and more. You can also see how you are connected to them through mutual connections, groups, or events. By mapping your network connections, you can prioritize your outreach and tailor your messages based on the strength and relevance of your relationship.

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Julia Dixon

LinkedIn Coach & Trainer??Sales Navigator and Instagram Specialist??Digitally Savvy Social Media Guide??Social Selling and Communications Consultant??Avid Foodie
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A good place to start is interrogating your existing network. Tap in the search bar on the home page and press ‘enter’ (without typing anything) then choose the ‘people’ tab to see everyone on LinkedIn. Select ‘1st degree connections’ at the top and then choose a company name (maybe your target prospect). How many contacts do you have already in that company? Should you have more given the turnover that inevitably happens? Now select ‘2nd degree connections’ in your network at that company. Who in your existing network could introduce you to more people there? They’ll be more likely to accept your connection request if you have mutual connections. Now click on ‘all filters’ to narrow down your search further with otter options.

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3 Engage with your network

The next step is to engage with your network and build rapport with your prospects. You can do this by sharing valuable content, commenting on their posts, joining their conversations, asking for feedback, or offering help. You can also leverage social proof, testimonials, or referrals from your existing customers or partners to increase your credibility and trust. The goal is to provide value, show interest, and demonstrate your expertise without being pushy or salesy.

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Julia Dixon

LinkedIn Coach & Trainer??Sales Navigator and Instagram Specialist??Digitally Savvy Social Media Guide??Social Selling and Communications Consultant??Avid Foodie
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If you focus on sharing content that helps your customers - by addressing the challenges they face for example - then you are more likely to be ‘front of mind’ when the buying need occurs. A good starting point is to consider questions that come up frequently in your conversations with clients. Could you cover some possible answers to these in a series of posts to showcase your expertise in your niche? Could you run a poll to seek the views of your network about the challenges facing your particular industry? Could you share a recent industry research report that you’ve seen with your thoughts? All of these options can help to position you as an expert in your field and give people a reason to follow you ??

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4 Ask for introductions

One of the most effective ways to use your network to prospect on social media is to ask for introductions from your existing contacts. Introductions can help you bypass the gatekeepers, warm up cold leads, and shorten the sales cycle. However, you need to be strategic and respectful when asking for introductions. You should only ask for introductions from people who know you well, who have a strong relationship with your prospect, and who can vouch for your value proposition. You should also explain why you want to connect with your prospect, how you can help them, and what's in it for them .

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Sarah Goodall

CEO @ Tribal Impact | Connecting Business Growth To Employee Influence & Advocacy On Social Media
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Asking for referrals and introductions is the quickest way to grow. - Salespeople who seek out referrals earn 4-5X more than those who don’t (Source: IDC) - Nearly 50% of top sales performers ask for referrals and introductions consistently (Source: Nielsen) - Referrals can increase conversion rates up to 70% and have a 66% faster close time (Source: McKinsey)

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5 Follow up and nurture

The last step is to follow up and nurture your prospects until they are ready to buy. You can use social media to stay in touch, provide more value, answer questions, overcome objections, and move them along the sales funnel. You can also use email, phone, or video calls to deepen the relationship and personalize the communication. The key is to be consistent, relevant, and helpful without being annoying or spammy.

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6 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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Ken Frampton

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Get in the DMs, folks. Don't be shy. It's great having lots of connections, but you will almost always be surprised by how supportive the LinkedIn community is. Book that Zoom call, or for local contacts get out for a coffee!

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How can you use your network to prospect on social media?

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3

4

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6

1 Identify your target audience

2 Map your network connections

3 Engage with your network

4 Ask for introductions

5 Follow up and nurture

6 Here’s what else to consider

Social Selling

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How can you use your network to prospect on social media?

1

2

3

4

5

6

1 Identify your target audience

2 Map your network connections

3 Engage with your network

4 Ask for introductions

5 Follow up and nurture

6 Here’s what else to consider

Social Selling

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