You meet new people all the time. At work, at your kid’s school, at Starbucks while waiting for your morning latte … and maybe it’s someone you've seen before, but once you've had a conversation you’ll always look at that person differently. Why? Because you've chatted, looked them in the eyes, traded pleasantries. It doesn't take much for you to form an impression.
As a matter of fact, you probably have a better sense of how to market to someone you’ve actually met than anyone who’s name and email address happens to be in your database. Now imagine if you could meet with everyone in that database. Well, clearly that’s not possible unless it has less than 100 people in it, and even then, that’s a lot of morning lattes!
The good news is there’s another way.
Why not leverage social media to gain insights into what your target buyer is talking about, what content they’re sharing, and who most influences them? It’s not the same as connecting one on one, instead it’s more akin to walking through a party listening to conversations and seeing whom different folks gravitate to. But what a great way to get a sense of who to approach and how to engage them, right?
Tap into Social Insights About Your Target Audience
To get started, you first need to do these three things:
1. Build social channels filled with prospects and customers
My experience is that most B2B marketers aren't focused enough on building high quality social channels. If you’re one of them, then repeat after me: “It’s about quality NOT quantity.” Given that, how do your social channels stack up? Look through your followers and fans and see how many you (or your sales team) would be excited to talk to. Yes, you have a lot of work to do.
2. Find your target audience on social media
Don’t think your prospects are using social media? You’re wrong. They’re on LinkedIn, they read industry blogs and they ask questions on Twitter. So find out where they’re participating and be there too.