While events were very expensive, and emails are free, companies would still be willing to spend the money on events, if getting the right audience was assured. Reason being, you get to interact with the prospects on a one-to-one basis. Due to which you can qualify better and you maybe able to close deals faster.
One medium which comes closest to doing a more targeted prospecting, I have found these days, is LinkedIn. Since you can choose the industry, the demographics etc. It can help you reach your ideal customer profile faster. In addition because it allows you to create different segments you can do testing quite fast to identify the best single target market to address.
I haven’t worked on Facebook for doing B2B prospecting, though I am told of a lot of B2B vendors are targeting their clients via Facebook.
With any social media platform, there’s one challenge that I warn my team or customers. You don’t own the information of the prospect. Which means anytime the social media changes its policies or algorithms, you can suffer.
When you have a visiting card of a person or an email id, until the person leaves that organization, you can communicate with her whenever you need to. You are not at the mercy of a third party. This is not completely true with social media, until the prospect share the information with you.
Therefore whenever you’re using a social media to generate leads, always find a way for the prospects to share their email via opt-ins. Once they raise their hand and allow you to share information with them, you get a chance to build a relationship.
Once you have the emails and physical addresses, you can continuously keep sharing valuable information with them and educate them about various things that you can help them with.
Marketing based on education helps build trust as well.
Till next time then.