B2B sales are greatly been influenced by social media. In the last report by Inside View, 61% of B2B companies indicated they use social media for business. The interesting part is that on average, most of the companies see more than 100% increase in lead generation. Generating qualified leads has always been social. In traditional marketing, networking or joining the right country club could give a sales professional access to the decision makers he or she needed to talk to. In 21st century business, social media has completely changed everything.
Twitter has become an important lead generation tool for B2B businesses. Positive interaction on the social network is not enough to begin pushing your products. Sales reps have to connect with potential clients before leading them to sales. Below are some ways in which B2B sales reps can use Twitter to generate leads:
1. Define your buying persona
Create vivid sample profiles of your ideal customers. Defining your buying personas can help to identify rejection points and common objections that are likely to be encountered in daily interaction. Before you start following everyone on Twitter, know who your ideal clients are. Ask yourself, what do the clients want and what is their technical specification? How do they use Twitter? Are they likely to have a large follower base or blog? Identifying your ideal customer’s buying personal will help to find targeted leads.
2. Find your ideal customers
Search and follow brands and companies that you wish to sell to. Use Twitter’s search functionality to find your target market. When you follow brands, engage with their social media managers by sharing content, asking questions and building a solid relationship and trust over time.
Don’t jump to selling before building trust and generating qualified leads. Here is an example of Twitter prospecting gone wrong:
As you get serious with Twitter marketing, take advantage of private lists. This can be a valuable tool for keeping in touch with clients, leads and prospects and ensuring you are sharing the right information with the right people.
3. Qualify your prospects
As you build your Twitter list of contacts, begin qualifying them to determine whether or not they can become customers. You can use inbound marketing software such as HubSpot to connect with your prospects. Check the information that your prospects share on Twitter to determine how closely they match your buying persona. If your prospects are companies, you can qualify them by determining their budget and company size.
Qualifying helps to know the type of content to approach your leads with, increase engagement and the possibility of sales.
4. Nurture your leads
Constant engagement through sharing content that resonates with your Twitter followers helps to build trust and educates the prospects on your offer. Follow up on the tweets of your prospect brands by using social media management tools like HootSuite or Tweetdeck. Make sure the conversation is two-way; ask relevant question, retweet their information, chat on industry issues and so on.
By providing educational content to your prospects, you will be warming them up for a conversation through Twitter’s direct message functionality for a demo, free trial or sale. The key to having a frictionless pitch is establishing trust over time.
Today, sales are affected by consumer decisions even more than ever. If you are not on social media, chances are that your competitors are getting found by your target customers. While social media managers are not decision makers, they can get your message to the right people. Correct prospecting with Twitter allows B2B sales reps to make the connections they need and schedule crucial sales phones calls.