Social media is not just a platform for sharing memes, selfies, and cat videos. It is also a powerful tool for finding and keeping customers, especially in the context of business development. In this article, you will learn how to use social media to identify potential leads, build relationships, and close deals.
Not all social media platforms are created equal when it comes to business development. Depending on your industry, target market, and goals, you may want to focus on different channels. For example, LinkedIn is a great place to connect with professionals, decision-makers, and influencers in your niche. Twitter is a good way to stay updated on industry trends, news, and events. Facebook and Instagram are useful for showcasing your brand personality, products, and customer stories. Do some research and find out where your ideal customers hang out online, and then create and optimize your profiles accordingly.
The best and first one that people should be using is LinkedIn Sales Navigator. It's the simplest and easiest way to research your target industry.
Content is the key to attracting and engaging your audience on social media. You want to provide value, not just sell. Your content should educate, entertain, inspire, or solve a problem for your potential customers. It should also reflect your brand voice, values, and expertise. You can use different formats, such as blog posts, videos, podcasts, infographics, ebooks, or webinars, to deliver your message and showcase your solutions. The more relevant, useful, and engaging your content is, the more likely your audience will trust you, follow you, and interact with you.
We use lots of moving video. BUT - beware of trolls - that just don't understand your content. (This is always so frustrating... We really have to disconnect from the weirdos. Lol.) We're the biggest fans of Linkedin! Best way to connect with business professionals. (We avoid several of the other platforms... meh.) Thanks - Sheila
Social media is not a one-way street. You need to interact with your audience, not just broadcast your content. You can do this by asking questions, responding to comments, joining conversations, sharing feedback, and showing appreciation. You can also use social media to listen to your audience, learn about their needs, challenges, preferences, and opinions, and use that information to tailor your offer and communication. By engaging with your audience, you can build rapport, loyalty, and trust, which are essential for business development.
Social media isn't for everyone. Some people engage; if they've taken the time for you, the least you can do is respond. The other 95% of clients you target still view your content, which is hard to measure but essential nonetheless.
Once you have established a presence and a relationship with your audience on social media, you can start generating leads. Leads are people who have shown interest in your product or service and have given you permission to contact them. You can generate leads on social media by offering something of value in exchange for their contact information, such as a free trial, a discount code, a consultation, a report, or a webinar. You can also use social media ads, such as Facebook Lead Ads or LinkedIn Lead Gen Forms, to capture leads directly from the platform. Make sure you have a clear call to action, a compelling offer, and a simple form to collect leads.
Generating leads is not enough. You need to nurture them until they are ready to buy. Nurturing leads means providing them with relevant and timely information, education, and support throughout their buyer journey. You can use social media to nurture leads by sending them personalized messages, sharing testimonials, case studies, or success stories, inviting them to events or demos, or answering their questions or objections. You can also use tools like chatbots, email marketing, or CRM software to automate and streamline your lead nurturing process. The goal is to keep your leads engaged, informed, and motivated, and move them closer to the sale.
The final step of using social media for business development is closing deals. Closing deals means converting your leads into paying customers. You can use social media to close deals by creating a sense of urgency, scarcity, or exclusivity, offering incentives, discounts, or bonuses, providing guarantees, warranties, or refunds, or asking for referrals, testimonials, or reviews. You can also use social media to follow up with your leads, remind them of your value proposition, overcome their objections, and ask for the sale. The key is to be confident, assertive, and respectful, and to make it easy for your leads to say yes.