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Social listening is the first step toward building a lasting relationship, but it should also serve to maintain connections throughout the pipeline. After you have listened to your audience, you can start sharing information with relevant insights to position yourself as a thought leader in your field. B2B buyers are 5 times more likely to engage with sales people if they provide insights about their business rather than reaching out cold. Engaging your customers on a personalized level will humanize your brand, which makes it easier for your customers to trust you.

Some reminders that you should keep in mind as you use Twitter and Linkedin to engage with your current and potential customers:

  • There are a million sources of information on the Web; Linking only to your own site is self-serving and transparent.
  • Providing fresh, quality content on your area of interest shows that you’re actively participating, not just faking it to make a buck.
  • Sharing and commenting on other people’s content starts conversations, which is what the “social” part of social media is all about.
  • Responding to tweets and interacting genuinely with followers makes you more “real,” which promotes loyalty.
  • Once you’ve provided somebody with valuable content, they’re more open to hear what else you have to say.


Tell us how you’ve successfully listened though social in the comments below!

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