Any IT solution provider knows they need to do at least some social media to build brand awareness. But do you know if you’re getting any business from it? Have you hired a social media specialist — or are you just assigning it out to the youngest guy in the office? What if your social media efforts started to generate real business leads for you?
Jeff Mesnik, founder and president, ContentMX, thinks it can happen. But, and that’s a big but, you have to plan. His method, as he told attendees at CompTIA ChannelCon, is to target, engage and deliver.
Find and be found by your target market. Mesnik asked the audience, “What if you could have all your sales leads in a single room?” Can you drive your leads into one social media site or page? Social media helps you position yourself as an expert within that room.
Research your audience. Where do they hang out online? Target the best groups on LinkedIn. Search for new followers via hashtags and see who out there has a question you can answer. Go to IT forums and see what your audience is saying. Before you do anything — even before you engage — listen!
In that social media room, you need a professional presence. Mesnik advised to not be faceless and not be sloppy. Once you’ve listened, make sure what you say in that group is relevant. Post an intriguing question. Post whitepapers and other resources. Those questions lead to phase 2 of Mesnik’s plan.
Create engagement. Mesnik preached to not just be a member of LinkedIn. You need to engage in conversations. Don’t just post on Twitter either; engage through Twitter. Posting is not conversation.
What are the top three questions or business issues people need answered before they buy from you? Integrate those answers into your content marketing and your conversations in social media.
Personalize your content by making it come from a person, not a company. Help your sales people start the engagement. Help them write. Start by submitting articles that are bylined by your sales team. Make sure the sales people know and understand what you wrote for them.
For LinkedIn, Mesnik said to use headlines to stimulate attention. Create a summary showing the value you bring. Write in the first person, and use data to gain credibility. Mesnik also added, make sure all your salespeople have the premium level of LinkedIn which is about $24 a month.
Generate sales leads. Responses to your questions and content will come to you via social media. Treat them like highly qualified sales leads.
Lisa Fasold is CompTIA's senior communications director.
