More and more I hear about our users mining the Social Web for sales leads, or what some call Social Selling. Indeed, sales professionals stand to gain tremendous value from conducting lead generation on social media. The challenge, of course, is to do it efficiently. There’s so much conversation out there you need technology like NetBase’s to pinpoint the posts expressing the unmet needs. Then you can focus your efforts on taking orders rather than mucking about in data.
What follows are techniques for applying conversation mining to different facets of social media lead generation. The techniques are divided into business-to-consumer (B2C) and business-to-business (B2B). Generally speaking, B2B professionals may find the B2C techniques useful as well.
Over the next few days I’ll post about the following techniques, so click on the ones you’re interested in:
B2C Techniques for Social Lead Gen
- Give ’em What They Want
- Target Your Competitor’s Detractors
- Expand to Look at the Category
- Target by Activity
- Target by Benefit Sought
- Target by Unmet Need
- Locate Comparison Shoppers
- Spy on your Competitor’s Sales People
B2B Techniques for Social Lead Gen
- Know Your Customer’s Customer
- Conference Mining
- Establish a Beachhead in a Forum
- Lead Enrichment
- Create Infographics
These are just a few of the techniques NetBasers use to mine social media for sales leads. I believe whole new departments will spring up to focus on social lead gen because it’s rich with potential and requires new processes and skills. Even before I could finish this blog post, several other techniques emerged which I scrambled to document for you. There are many other best practices emerging. So look too to the pioneering work and musings of folks such as Kurt Shaver, Gary Vaynerchuk, Ralph Paglia, and 3CSI–just to name a few of the experts I’ve come across.
If you have experience yourself with these techniques, please comment on the ones which you’ve found the most useful. If you have developed your own techniques, please feel free to share them here as well. On behalf of users who can benefit from your knowledge, I thank you in advance for your contributions!