How to prospect on social networks and use these channels to become market benchmark

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Why anyone who does content should look at the entire funnel – even sales

It seems strange to remember that now that the sponsored posts dominate our timeline, but, until recently, companies were only marketing via traditional media. Prospect customers then, was something done only by phone or email, you remember?

Of course, with the emergence of social networks , people have greater access to information and business gained new platforms to prospect. If it was necessary to invest 10,000 reais to be 30 seconds on TV, now any business with 100 reais in the pocket can spread your brand on Facebook for thousands of people.

Better than that: we won LinkedIn, a network with professional focus where you can reach an audience even more specific.

With this large number of platforms, the challenge today is not to get channels to prospect, but finding the best way of exploring within each of them. After all, it is very likely that your Lead is in one or more channels.

So, this text will teach you:

  • Start prospecting in social networks;
  • Take advantage of the largest social networks in Brazil;
  • Use these channels to become a market reference.

To learn, just follow this step by step.

1. Set your buyer persona

The first step to start prospecting on social networks is to define who your buyer persona .

The persona is the closest manifestation of the reality of your target audience. To define it, you need to do market research, analyzing their historical customers and doing some surveys with its base.

Find out which profiles are repeated among customers, identify patterns, and use this information to build your persona. With this data in hand, determine the following:

  • Pain: what hinders this persona to achieve your goals and how your service can help;
  • What makes her happy, what kind of information or service “moves” with that persona;
  • What are the goals of that persona in general;
  • Channels where you can find your persona (here come the social networks).

If you are familiar with personas to Inbound Marketing , it is noteworthy that a persona prospecting is a little more technical. The most important is that it can not be too comprehensive (so you do not get confused) or too narrow (not to limit the performance of your prospecting).

2. Identify the best social network for your business

Every marketer worth his salt knows the dynamics of social networks, right?

Facebook, for example, has more than 1 billion users of all kinds. Already LinkedIn is focused only on people who are working or looking for work. There we find from CEOs of large corporations to small business owners. Twitter, meanwhile, has a more informal focus and is used for some companies to support or disclosure of promotions.

You need to be at all? Not necessarily.

Can you master only the most appropriate channel to its business model or to be present at all in your persona is. This decision only up to you and will depend on factors such as budget, staff etc.

However, it is critical to know the potential of each social network before choosing. Some of the most popular are:


Facebook is a great platform for B2C sales and lower average ticket, especially because it allows you to work the urgency in prospecting.

See, such sales are emotional, driven by impulse. So the prospect that case, you should feed the desires that lead your customer to buy.

Through the Audience Insights , create a segmentation based on his persona. After that, just direct your subjects frequently to that particular audience.

You can also create ad remarketing , reaching people who have already shown interest in your product. After visiting your website, each publication that the person viewing on Facebook will act as a positive reinforcement for her to close the purchase once.

But the thing is not so simple when it comes to B2B sales with ticket over $ 100 / month. This is because these sales are not emotional and tend to have a greater cycle.

That does not mean, being a company B2B complex sales, you can not use Facebook. A great output is to use this social network to describe his persona Inbound. Simply create your ads with rich materials.

Also, invest in your fan page on Facebook opens a communication port for sales. After all, who never received a Lead Inbound via messenger?


I confess that I am a heavy user of LinkedIn and think a great platform for B2B sales! When I started working with Business Intelligence in 2014, was there was that I sought much of my Leads.

But besides having a huge database to generate Leads, LinkedIn is also a great way of exploring Leads.

In fact, it is a good platform for two types of Outbound Marketing professionals:


  • Business Intelligence, to generate lists;
  • Prospector, for generating MQLs.


If you fit into one of these functions, know that prospecting on LinkedIn is simple.

There are several tools that can help you find the professional prospect email, such as Find That Lead . So just find the company’s decision maker for which you want to sell, and place it in a cadence flow .

If makers of large companies are your persona, be warned: they also tend to be heavy users on LinkedIn. Therefore, the chance of one of them answer a message inbox can be much higher than a cold email.

startups directors also have a relatively crowded inbox. Worth trying!


To be a more dynamic and simplistic social network, Twitter offers better results in B2C actions.

We can cite several cases prospecting via tweets. Ponto Frio, Netflix and Banco do Brazil, for example, are companies that monitor the social network to identify opportunities to prospect new customers.

Break, to interact with prospects, they can get closer to their customers and work branding. The only downside is that it generates no prospect for a big return in revenue, especially if compared to the employee effort.

As for companies working in the B2B market, Twitter works best only for support or promotion announcements.

3. Follow the pillars of Social Selling

Social Selling is to use their social networks to know your customers, create a relationship and therefore optimize sales.

Social Selling to do efficiently, here are some guidelines:

Build a professional brand

One of the best ways to connect with potential customers and increase your sales is positioning itself as a specialist in your market. And on social networks, you do that through content sharing.

LinkedIn, for example, has a tool called Pulse , which allows the sharing of texts. The more relevant articles a person post, the more it will attract readers and therefore increase her authority in the market.

If a Lead receives a message from two people on LinkedIn who work in the same market, the probability of answering the expert to several published texts is much higher than the answer a person with common profile.

The same goes for Facebook and Twitter. Share relevant content on your niche, show that you understand what you’re saying and build your image specialist before the public.

Focus on correct Leads

Although they are considered public spheres, social networks have yet private. So we need to know who has the right profile for your company contact, defining from the start what are the criteria for prospecting.

If you’ve defined his persona, as I said up there, this should not be a problem. Just target your marketing to her.

During the survey, explain why you are contacting her specifically and make clear their goals. According to the LinkedIn data, more than 76% of buyers feel ready to have a conversation on social media when responsible for prospecting established clear criteria.

approach to care

Contact with a Lead without a well-structured agenda is never a good idea. Especially when this is done via social networks, which offer a multitude of information for you to customize the approach.

Within LinkedIn, for example, you can check the seller retrospect professional buyer’s life.

On Facebook, you can see the interests of the prospect and which pages he accompanies.

On Twitter, you can have a thermometer prospect’s mood and know what he’s thinking.

Use it in your favor! When we communicate presenting insights that align the timing of Lead, over 62% of buyers respond to message – an excellent conversion rate, you agree?

Why prospect in social networks

If we add the number of users only on LinkedIn and Facebook, we have 1.2 billion people – that is, 1/7 of the world population. Just imagine how many potential customers are part of this number!

Using social networks is critical to achieving your target audience today, as it can not longer be known only using blog and traditional media. Moreover, your competitors are certainly exploring these channels – and you do not want to fall behind, right?

And you, as it has prospected in social networks? It has used any tactical or different process?

Tell me what are you doing in the comments and be sure to share this content with your friends!