How can you determine the quality of a lead in social selling?

Social selling is the art of using social media platforms to build relationships, trust, and credibility with your prospects and customers. It's not about spamming them with sales pitches, but rather engaging them with valuable content, insights, and conversations. One of the key challenges of social selling is to identify and prioritize the leads that are most likely to convert into customers. How can you determine the quality of a lead in social selling? Here are some tips to help you.

1 Define your ideal customer profile

Before you start looking for leads, you need to have a clear picture of who your ideal customer is. What are their pain points, goals, challenges, and needs? What are their demographics, industry, role, and company size? What are their preferences, behaviors, and interests? You can use tools like LinkedIn Sales Navigator, HubSpot, or ZoomInfo to create and segment your ideal customer profile (ICP). This will help you narrow down your target audience and focus on the leads that match your criteria.

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Ken Frampton

𝗠𝗮𝗸𝗲 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗶𝗻𝗴/𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗲𝗮𝘀𝗶𝗲𝗿 𝘄𝗶𝘁𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀. 🍁⚽🎸
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Knowing your ICP is critical before you fire up your social selling efforts. You have to speak the 'language' of your prospect and know what problem[s] you solve for them, and how.

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2 Research your leads

Once you have your ICP, you can use social media to research your leads and find out more about them. You can use keywords, hashtags, groups, and filters to search for relevant prospects on platforms like LinkedIn, Twitter, Facebook, or Instagram. You can also use tools like Mention or Hootsuite to monitor the social media activity of your leads and track their mentions, comments, likes, and shares. You can use this information to learn about their pain points, interests, opinions, and needs. You can also use it to personalize your outreach and content.

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Ken Frampton

𝗠𝗮𝗸𝗲 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗶𝗻𝗴/𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗲𝗮𝘀𝗶𝗲𝗿 𝘄𝗶𝘁𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀. 🍁⚽🎸
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Not only do you need to know your ICP, you need to know where to find them and which platforms are the most valuable for you to invest your time. Once you're there it's a great way to learn how they communicate and with whom.

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3 Score your leads

After you have researched your leads, you need to score them based on their level of interest, engagement, and fit with your ICP. You can use a simple scale from 1 to 10, or a more sophisticated system like BANT (Budget, Authority, Need, Timing) or CHAMP (Challenges, Authority, Money, Prioritization). You can assign points to your leads based on their actions, such as visiting your website, downloading your ebook, following you on social media, or replying to your message. You can also assign points based on their attributes, such as their industry, role, company size, or location. The higher the score, the higher the quality of the lead.

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Effy Shkuri

Thought leadership | MSP's | IT-dienstverleners |
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The best way to track is a simple mechanism: - How much do you give? - How much do you get? It should be balanced. Eg. Unbalanced... You keep providing information You are not getting any information

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Ken Frampton

𝗠𝗮𝗸𝗲 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗶𝗻𝗴/𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗲𝗮𝘀𝗶𝗲𝗿 𝘄𝗶𝘁𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀. 🍁⚽🎸
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Be careful here - social selling is often confused with 'connect and pitch' methods. If you dive right into a system like BANT without earning the right you will likely lose the connection. The prospect will often let you know if they're interested to hear your pitch.

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4 Nurture your leads

The final step is to nurture your leads and move them along the sales funnel. You can do this by providing them with valuable content, insights, and solutions that address their pain points and goals. You can also do this by engaging them in meaningful conversations, asking them questions, listening to their feedback, and showing them empathy. You can use social media to share your content, comment on their posts, tag them in relevant discussions, and send them direct messages. You can also use tools like Calendly or Loom to schedule calls or demos with your leads. The goal is to build trust, rapport, and authority with your leads and guide them towards a buying decision.

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Ken Frampton

𝗠𝗮𝗸𝗲 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗶𝗻𝗴/𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗲𝗮𝘀𝗶𝗲𝗿 𝘄𝗶𝘁𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀. 🍁⚽🎸
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Your content is a magnet that will attract leads to you as you build your authority and educate your ICP. Wouldn't you rather have them come to you, as opposed to chasing them..?

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ken Frampton

𝗠𝗮𝗸𝗲 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗶𝗻𝗴/𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗲𝗮𝘀𝗶𝗲𝗿 𝘄𝗶𝘁𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀. 🍁⚽🎸
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Your social selling efforts will take time to do properly. Show up consistently, create informative content for your ICP, comment with value and send connection requests to your ICP or folks who can influence them.

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How can you determine the quality of a lead in social selling?

1

2

3

4

5

1 Define your ideal customer profile

2 Research your leads

3 Score your leads

4 Nurture your leads

5 Here’s what else to consider

Social Selling

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How can you determine the quality of a lead in social selling?

1

2

3

4

5

1 Define your ideal customer profile

2 Research your leads

3 Score your leads

4 Nurture your leads

5 Here’s what else to consider

Social Selling

Rate this article

Thanks for your feedback

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