A Publication of Scalable Social Media

Social ProspectingUsing Top Social Networking Sites to Find Your Next Lead Source

TABLE OF CONTENTS

1. What is Social Prospecting?

2. Facebook

3. Twitter

4. LinkedIn

5. Pinterest

6. Google+

7. Social Prospecting Check Lists

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With more than one billion monthly active users onFacebook, and over 230 million monthly active userson Twitter, you likely already recognize the enormous potential social media offers for gettingyour name out there, spreading your content anddrawing more people to your site.

You’re likely already engaging your existing fans andfollowers, but what about the people out there who could really use your products or services, but don’t even know you exist?

That’s where social prospecting comes in. It’s the art of searching the social web for your potential prospects, engaging them and drawing them to your site where your amazing content and landing pages will convert them into leads.

About This Workbook

You’re about to learn how to find and engage people in a truly social way in order to generate leads for your business.

We’ll share the quickest ways to find potential customers on Twitter, Facebook, LinkedIn, Pinterest, and Google+.

You’ll need:

• A social profile for each network you want to use for prospecting.• Knowledge of which keyword phrases that people use to find you on search.• Content (blog posts, videos, Slideshare presentations, ebooks, etc.) related

to those keyword phrases.

What is Social Prospecting?

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Get Started:1. Write down the top three keyword phrases that people use to find you on

search. 2. Sign in to Facebook and type your search queries into Graph Search and

see what comes up.3. Identify three pages your potential leads Might Like and “Like” them.4. Identify three groups your prospects could be in & join them.

Take Action (20-30 minutes a few timesA week):

• Acting as yourself - Join conversationsin groups where you can offer help inthe form of a comment or by sharing content you’ve written. For every comment where you share your content,add two more without sharing content – or share someone else’s (10 minutes).

• Acting as your page or yourself – Like and comment on relevant page content (5 minutes). Acting as yourself - Ask questions in groups to engage others. Where helpful, reply with links to your content (5 minutes).

Pro Tips:• Don’t try to save time by simply dropping in on groups and sharing links to

your content. It’s a good way to get kicked out. Instead, strive to be truly helpful with no thought of immediate gain. That kind of good citizenship gets rewarded over time.

• Don’t share links to your own content on other people’s pages. It’s like showing up at a rival restaurant and taping your own advertisement to their door.

Facebook

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Get Started:Write down the top three keyword phrases that describe your ideal customer. Remember, everything is shorter on Twitter, keep your search phrases brief.

Log in to Twitter and type in your keywords and hashtags using any combination you would like. Mix and match (hashtags and no hashtag) for the best variety.

Twitter has a of couple options to sortyour search results. It automaticallydisplays “Top” results. Just to the left of your search results, click “People” to See only other profiles, not tweets, that Match your search.

Based on their profiles, identify five Twitter users that could be potential leads for your business. Then follow them!

To stay organized, add the users to appropriate lists. If the list is public, each user will see the name of the list you’re adding them to, so keep it complimentary (“top nutritionists”). Better yet, make the list private.

Pro Tip: Always use a person’s name when you interact. It takes an extra second to find it, but is so much more personal!

Twitter

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Take Action (20-30 minutes/week): Start engaging with list members: • Retweet some of the content they’ve

shared on Twitter if what they shared is relevant to your industry (these will appear to your followers). (1-5 minutes).

• Click “Favorite” for tweets relevant to your industry or tweets you appreciate for being interesting or funny (these will not appear to your followers). (1-5 minutes).

• If you have an answer or opinion, respond to any questions they may have tweeted, whether directly related to your work or not (5 minutes).

• Have a question for one of them? Ask directly to start building a rapport (5 minutes).

• Keep building your lists (5 minutes).

Twitter

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LinkedIn

Sign in to LinkedIn. To the left of The top search bar, select “Groups” From the drop-down icon menu, which will allow you to search all LinkedIn groups. Enter a search term that you think might apply to your prospects.

For example, if you have a software

program designed to help physicians to keep better track of patient care, search for physician groups. You might find one focused on better patient care, record-keeping, etc.

Take Action (25 minutes/week): • Join conversations in the group where you can add value with your comments

or content* (10 minutes).• Like content that others are sharing in the group (5 minutes).• Share your own content* and pose your own questions to the group (5

minutes).• Follow group members you feel might be good prospects and comment and

like their updates on your feed (5 minutes).

Pro Tip:Be sure to read group rules before posting your own content. In an effort to discourage shameless self-promotion, some only allow you to share the content of others.

If you develop a rapport with someone in a group, invite them to connect with you.

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Pinterest

Search (with a hashtag) for pinners pinning content like yours. Follow some of these pinners.

Use the left-hand menu of the Pinterest search bar to drill down into specific industries that could

be a good fit for you. For instance, if you sell software for designing closets, look in the Home Décor or the Design category for pins to repin, like or comment on, and for pinners to follow.

Don’t forget your existing advocates on Pinterest! See who pins content from your own site by going to http://Pinterest.com/source/yourwebsiteURL. Like the pin, consider a “thank you” comment and follow them if you like. Remember, you don’t have to follow all their boards. Limit follows to those which are relevant.

Take Action (15 minutes twice a week): • Re-pin, like or comment on any relevant content that your prospects are

posting (5 minutes).• Check to see who is pinning your website content and evaluate them as a

prospect (5 minutes). Follow their boards, if desired, connect on other platforms.

• Share relevant content from your prospect’swebsites. Make sure to tag their username (with @) so they’ll know. (5 minutes).

Pro Tip:Follow group boards likely to be curated by your prospects. If you get invited to pin or can request an invite, do it! Just make sure to be helpful, not promotional.

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Google+

To find users who might be good prospects, join some relevant communities. If you run a restaurant supply company in Wilmington, NC for instance, you would look for groups that would attract local restaurant owners.

Just hover over “Home” and click on “Communities”. Then search by keyword. For smaller cities like Wilmington, a search for Wilmington, NC will likely pull up any groups that might appeal to your target audience of restaurant owners (for example).

Take Action (15 minutes twice a week): • Circle potential prospects* (5 minutes).• Comment on, share and +1 their content (10 minutes). • Tag users in your posts, if there is good reason to do so, but it can also

be annoying and cause people to mute you – meaning you’ll never get through to them again (in conjunction with regular updates).

*If you’re using a page on Google+ (as opposed to a personal account), you can only circle those who have first circled you.

Pro Tip: When you circle people, only you know the name of the circle, so make them useful, and don’t worry about people knowing how you’ve classified them. Get more from our blog.

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Facebook

10 From your personal account - Join conversations in groups where you can offer help in the form of a comment or by sharing content you’ve written. For every comment where you share your content, add two more without sharing content – or share someone else’s.

5 As your page - Like and comment on content on pages that is relevant to your industry.

5 From your personal account – Like and comment on relevant page content.

Social Prospecting Check List

It’s time to get going – and keep going! If you’re a person who works best with a to-do list, why not print these pages out now. We’ve supplied suggested time allotments and tasks, and you can choose to engage on all platform or just your favorites.

Completing the tasks several times per week is going to be more effective than just completing them once a week, so if you are pressed for time, start out with just your best platforms and really give it your best effort.

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LinkedIn

10 Join conversations in the group where you can add value with your comments or content.

5 Like content that others are sharing in your groups.

5 Share your own content and pose your own questions to your groups.

5 Follow group members and comment and like their updates.

Social Prospecting Check List

Twitter

1-5 Retweet some relevant content your list members and others have shared on Twitter.

1-5 Favorite relevant tweets or tweets you appreciate for being interesting or funny.

5 If you have an answer or opinion, respond to any questions your lists members may have tweeted.

5 Have a question for one of them? Ask them directly.

5 Keep building your lists.

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Google+

10 Join conversations in the group where you can add value with your comments or content.

5 Like content that others are sharing in your groups.

5 Share your own content and pose your own questions to your groups.

5 Follow group members and comment and like their updates.

Social Prospecting Check List

Pinterest

5 Re-pin, like or comment on any relevant content that your prospects are posting.

5 See who is pinning from your site (pinterest.com/source/yourURL) and evaluate them as a prospect.

5 Share relevant content from your prospect’s websites. Make sure to tag their username (with @) so they’ll know what you’ve done.

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