This document provides guidance on using social media for lead generation. It discusses social selling and prospecting by engaging with prospects through thoughtful content until they are ready to buy. The workbook teaches fundamentals of listening to social media conversations to generate leads beyond just monitoring keywords. It identifies the quickest ways to find prospects on LinkedIn, Twitter, and Google+ and provides exercises to engage with prospects and share relevant content on these platforms.
1. HOW TO USE SOCIAL MEDIA TO
FIND MORE LEADS
SOCIAL SELLING
WORKBOOK
EASY
TO USE!
2. Social Selling:
Salespeople provide value by answering prospect questions and offering thoughtful content
until that prospect is ready to buy. Thus, the use of social media allows salespeople to delight
their prospects rather than interrupt their daily lives with the hard sell, eventually converting
them into loyal customers.*
Social Prospecting:
Leveraging your social brand to fill your pipeline with the right people, insights and
relationships.
What is Social Prospecting & Selling?
About this Workbook
This social prospecting workbook will teach you the fundamentals of how to listen to social
media conversations in order to generate leads for your business. It’s beyond monitoring
keywords - it’s about engaging people that may or may not know what your business can do
for them.
We’ve identified the quickest way to find potential prospects on Twitter, LinkedIn, and
Google+. You can prioritize your prospecting on the networks that are driving the most
traffic to your site.
INTRODUCTION
*Source: HubSpot
As you learned in our eBook, “Social Selling with LinkedIn”, social selling isn’t simply a
catchy buzzword – it is increasingly becoming a critical way for successful sales teams to
communicate with their prospects.
Haven’t had a chance to check out our eBook yet? You can download it for free here:
info.printfleet.com/social-selling-free-ebook
3. Responsible Member:
Username:
Password:
URL:
Posting Frequency:
Time Committment:
Company Objectives
Build brand awareness
Establish industry expertise & thought leadership
Share content offers (ie. blog posts)
Drive traffic to website and generate leads
Encourage employees to amplify message by
sharing content
Recruitment tool for talent
Foster online community / networking
Announce events and company news
Showcase products and/or services
Other:
Company / Personal Page
Identify 3-5 different types of information you will share using company page or personal status updates
Industry news/developments, PrintFleet content resources (blogs, ebooks, etc)
4. Identify 5-10 influencial sources you can regularly monitor for interesting, industry-related articles and links
to share in your own updates
Identify 2-3 relevant industry groups and consider adding them as a featured group on your company page.
If there is not a good LinkedIn group aimed at your industry - start one!
Write down the top 3 keyword phrases that people use to find you on search
*Tip: Remember, more business-focused keywords are favoured by LinkedIn
Write down 3 pieces of content that are related to the search results of your keyword phrases. You’ll be able
to use this content to draw prospects back to your website
Photizo’s Managed Print Services (MPS) Group
7 Key Benefits of a Managed Print Services (MPS) Program (blog)
Device management, remote monitoring, managed print services
Gartner, IDC, CIO Magazine
5. Personal / Professional Objectives
Stay on top of industry trends and news
Stay in touch with former collegues, college
classmates and past business partners
Make new connections to people with similar
interests
Establish or maintain my personal brand and
professional reputation
Make connections between people in my
network
Ask for referrals or recommendations from
people in my network
Look for leads and business opportunities
Announce events and news
Circulate content and blog posts that my
network would find useful or interesting
Research job candidates and recruit talent to
my department or organization
Research prospects and sales opportunities
Give referrals and/or recommendations in my
network
Connect with collegues, clients and prospects
Other
Maximizing your Professional Network
How will you utilize your connections to attain your business goals?
How will you help people in your network connect with people, information and resources they would find
useful or interesting?
Ask for recommendations from current customers/partners
Share company content via employee profiles and within industry related groups
6. Getting Started with Groups
Sign into LinkedIn, and to the left of the top of the search bar, select “Groups” from the drop down icon menu,
which will search all LinkedIn groups.
*Tip: You can narrow your search results in the menu on the left by choosing what your relationship is to members of the
groups. For instance, if you want a category of “Open” or “Members only”, or if you want search results for groups that are
in one or multiple languages you can easily do so.
Based on the group’s description (and a quick scan), identify 5 LinkedIn Groups that could have potential
prospects for your business and join them. Don’t forget that some groups are private - so you may need to
wait until you are accepted into the group.
Taking Action!
Now it’s time to start sharing the pieces of content you identified earlier. Start engaging with potential prospects
by:
- Joining in on conversations in the group where you can add value with your content
- “Liking” content that others are sharing in the group
- Use Social Publishing to share your own content to the groups. You’ll be able to see how those shares did and
improve over time.
7. Take-home Exercise
Spend 20 minutes a week:
- Sharing one piece of organic content to the groups you’ve joined via
Social Publishing (5 mins)
- Reviewing the content in the groups you’ve joined (5 mins)
- Commenting and adding value to posts from others in the group (5 mins)
- Evaluating those you engage with the most to see if a connection is a good fit (5 mins)
*NOTES
8. Responsible Member:
Username:
Password:
URL:
Posting Frequency:
Time Committment:
Company Objectives
Listen and learn by following industry experts
Build brand awareness
Establish industry expertise
Share interesting content from clients and industry
thought leaders
Announce news and events
Monitor industry trends
Circulate our blog posts & content offers
Monitor our brand and reputation
Build a following of fans and engage with
prospects and customers
Other
Strategic Messaging
Topics to tweet about:
Managed Print Services, Automation, Data-driven solutions, PF products
9. Relevant hashtags to use:
How will you build your audience and advertise your Twitter handle?
Add @username to employee email signatures
Put @username on our business cards
Follow people talking about our industry
Utilize sponsored twitter posts
Put a Twitter icon on our webpage
Put a Twitter share icon on our blog posts
Reply and retweet interesting tweets
Other
Maximizing Twitter Community Potential
GOAL Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 *Notes
# of accounts
followed
# of followers
# of retweets
and mentions
Types of people/accounts to follow from your company and/or personal Twitter account:
#MPS, #PFTips
industry thought leaders, partners
10. Will you follow back new followers? Will you thank followers for retweeing?
Who will monitor mentions of your company and answer @replies in a timely manner?
How often are you going to monitor your page statistics?
Daily Weekly Monthly Quarterly
Write down the top 3 keyword phrases that people use to find you on search
Write down 3 pieces of content that are related to the search results of your keyword phrases. You’ll be able
to use this content to draw prospects back to your website
- set up email/cellular notifications for marketing team
11. Getting Started
Go to your Social Monitoring tool in Social Inbox and create new “streams” for the keyword phrases you wrote
down.
Don’t forget to:
- Select “All of Twitter” to monitor
- Use the “More options” dropdown to specifically include or exclude words in your streams, or set language
and location requirements
- Set up email notifications for you and others on your team to get results from these streams right into their
email inbox.
Take-home Exercise
In your streams, spend 20 minutes a week:
- Delighting customers by replying or favoriting tweets where they’ve mentioned your
product or brand (5 mins)
- Scanning your streams to see if you can “match” possible contacts (5 mins)
- Engaging with potential prospects by offering help (via content) in your streams (10 mins)
*NOTES
12. Responsible Member:
Username:
Password:
URL:
Posting Frequency:
Time Committment:
Company Objectives
Listen and learn by following industry experts
Build brand awareness
Establish industry expertise
Share interesting content from clients and industry
thought leaders
Announce news and events
Monitor industry trends
Circulate our blog posts & content offers
Monitor our brand and reputation
Build a following of fans and engage with
prospects and customers
Other
How will you build your cirlces and advertise your page?
with follow icons on our website
With a +1 share button on our blog posts
Posting about it on our blog
Using relevant hashtags on posts
PPC ads on Google
Being relevant to our target audience
Following industry thought leaders and
sharing good content from them
Other
13. GOAL Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 *Notes
# of accounts
followed
# of followers
# of +1s
and mentions
Maximizing Google+ Community Potential
Do you have a repository of content, such as photos and videos that you can add to your page?
Have you claimed a custom URL for your page? Enter it here:
Have you verified your Google “My Business” account and linked it with your Google+ page?
What topics will you post about that are relevant to your target audience?
What relevant hashtags will you use on posts?
Brainstorm 3 topics for Google+ Hangouts you can host for your prospects or customers
Prospecting & Qualifying Tips and Tricks!
14. Write down the top 3 keyword phrases that people use to find you on search
Write down 3 pieces of content that are related to the search results of your keyword phrases. You’ll be able
to use this content to draw prospects back to your website
Identify three people and pages that could potentially have leads for you and “follow” them
1.
2.
3.
Identify three communities that could potentially have leads for you and “join” them
1.
2.
3.
Getting Started
15. Now it’s time to start sharing the pieces of content you identified earlier.
Start engaging with potential prospects by:
- Digging into the pages and people you’ve followed and adding value when possible
through comments
- Liking (“+1”) any content that’s relevant to your and your business
- Identifying regular contributors in your communities and engage with them
through answering questions or providing helpful content
Take-home Exercise
*NOTES
16. CONCLUSION
Thank you for taking the time to download and read this workbook. We hope this
workbook will help you and your organization get started with social prospecting to help
your sales team become social selling rockstars!
If you haven’t already, you can also download our free Social Selling eBook here:
info.printfleet.com/social-selling-free-ebook
And don’t forget to get connected and share your social selling experience with us online
- we’d love to hear from you!
@printfleet LinkedIn.com/PrintFleet Google.com/+PrintFleet
17. ABOUT PRINTFLEET®
PrintFleet Inc. is an independent software vendor that specializes in the development
of print management and assessment software solutions, training, and business
development and support programs for dealers and distributors in the imaging industry.
We believe that the success of our company lies in our people. PrintFleet is a close-
knit group of dedicated, progressive individuals who bring together an eclectic mix of
experiences within all areas of the company. This experience, dedication and passion for
what we do, is transferred onto you, our esteemed customer. We settle for nothing but
success and want to ensure yours.
As the first company to offer a rapid assessment tool, a comprehensive dealer hosted
remote print monitoring application, and various professional development and training
programs, we are the leader in the print management arena, helping dealer’s control 100
percent of print and imaging within their client sites.
Managing over 3 billion pages monthly, world wide, we offer unparalleled data collection,
data integrity and back end support within our family of print management software
solutions ranging from simple rapid assessment to advanced, independently hosted print
management. PrintFleet software coupled with our award winning sales, marketing and
technical support programs, empower dealers to build stronger customer relationships
while evolving their overall corporate value.
