Incorporating a Social Media Strategy for Prospecting – 5 Steps to Follow

One of the great challenges all sales professionals face is finding prospects interested in their products or services. For years, most prospecting occurred by the traditional cold calling, email campaigns, newsletters, and purchasing of industry contact lists. Those activities are still being done today with great efficiency and success. But a relatively new form of prospecting is becoming mainstream and more common.

The Internet has changed, pertinent data is more accessible, and sales professionals are learning how to prospect using social media. In simple terms, we’ve seen a major shift in how media is being distributed through social interaction, using highly accessible and scalable publishing platforms. This phenomenon has caused millions around the world to join social networking sites to share thoughts, content, ideas, and data. “Search” is the new buzz word.

So how does one incorporate a social media strategy for prospecting?
1) Have a plan – If there is a strategy to be implemented, there needs to be a plan. Know what you are trying to accomplish, create a SMART plan (as discussed in this posting and this one) and be prepared to track your results.

2) Understand how to use ‘search’ – All the various platforms you’ll most likely spend time on have search capability. Figure out which network provides the most value to you: LinkedIn, Twitter, Facebook, blogs, forums, and more! Search for keywords, bios, conversations, company promotions, etc.

3) Learn how to network online and in person – If you’re hoping to expand your network, develop synergistic partnerships, and strengthen past relationships you need to join the conversations. These conversations are usually happening online and after hours.

4) Research where your target audience is hanging out – Depending on your product or service, where your target prospect spends time will vary. Through social networking, you can find out all the information you need to determine where you should invest networking time.

5) Demonstrate your expertise and value – Social networks allow each of us to brand ourselves, building a reputation online. How you use the tools to communicate will go a long way in determining how others view you. Provide value to many and you’ll notice how others reciprocate.

Important in all of this is effectively tracking the data, analyzing what you have found, and being savvy enough to implement a strategy. This means using a system like ACT!, Salesforce.com, or some other CRM solution that provides all these features.

So, what have we missed? What are some other social media strategies for prospecting that you think we should add?

Dave