How do you use social media to follow up with prospects and customers without being intrusive or spammy?

1 Choose the right platform

Not all social media platforms are created equal when it comes to direct sales. Some are more suited for sharing content, some for networking, some for showcasing products, and some for generating leads. You need to choose the platform that matches your goals, your audience, and your style. For example, if you want to share educational or inspirational content, you might use Facebook, Instagram, or YouTube. If you want to network with professionals or influencers, you might use LinkedIn or Twitter. If you want to showcase your products or services, you might use Pinterest or TikTok. If you want to generate leads, you might use Facebook groups, Messenger, or email. The key is to know where your prospects and customers hang out, what they are looking for, and how you can best serve them.

2 Provide value and relevance

One of the biggest mistakes direct salespeople make on social media is to focus too much on selling and not enough on providing value and relevance. Value means offering something that helps your prospects and customers solve a problem, achieve a goal, or satisfy a need. Relevance means tailoring your message to their specific interests, preferences, or challenges. For example, if you sell skincare products, you might provide value by sharing tips on how to care for different skin types, how to prevent aging signs, or how to choose the right products. You might make your message relevant by segmenting your audience based on their skin type, age, or lifestyle, and by addressing their common questions or concerns. The more value and relevance you provide, the more trust and loyalty you will build, and the more likely they will buy from you.

3 Create engagement and conversation

Another way to use social media to follow up with prospects and customers without being intrusive or spammy is to create engagement and conversation. Engagement means getting your audience to interact with your content, such as liking, commenting, sharing, or clicking. Conversation means having a two-way dialogue with your audience, such as asking questions, answering questions, giving feedback, or showing appreciation. For example, if you sell fitness products, you might create engagement by posting a video of a workout routine, a quiz on fitness knowledge, or a challenge to try a new exercise. You might create conversation by asking your audience what their fitness goals are, what their biggest struggles are, or what their favorite products are. The more engagement and conversation you create, the more rapport and connection you will establish, and the more likely they will buy from you.

4 Follow up with permission and personalization

Finally, when you use social media to follow up with prospects and customers, you need to do it with permission and personalization. Permission means getting their consent to contact them, such as by asking them to join your email list, your Facebook group, or your Messenger bot. Personalization means addressing them by name, using their specific details, or sending them customized offers. For example, if you sell travel products, you might get permission by asking them to sign up for your newsletter, your travel club, or your chatbot. You might personalize your follow-up by using their name, referring to their travel preferences, or sending them a special deal based on their destination. The more permission and personalization you use, the more respect and attention you will earn, and the more likely they will buy from you.

5 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?