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minute read
October 26, 2021

Using Social Intent Data for Better Sales

Written by
Terry Kelleher

It’s become easier than ever to place content and ads in front of prospective buyers. While that may seem like a great thing for sales and marketing teams, it actually results in diminishing returns. Fact is, the average office worker receives about 121 emails and marketing materials daily—that’s not even counting advertising that we’re constantly exposed to. Clearly, volume is not the way to go. In fact, what truly matters is being strategic in your approach.

Now, around 55% of B2B buyers actively search for more information on social media while 84% of CEOs and company VPs use the platform for their purchasing decisions. Given those numbers, it makes sense to leverage the platform to improve your sales numbers. Let’s take a look at how to do that.

What is social intent data?

At its most basic, social intent data is any actions your potential leads take on your social media platforms. For social intent data to be of true value, it needs to gauge the level of interest that prospective leads have in what you have to offer. Signals for these include engagement with specific posts, reaching out to you via messenger, leaving their contact details in lead capture forms, and even visiting your website for further information.

These things are easy enough to gather nowadays given that many social media platforms have built-in analytics suites that gather all the data for you. It does, however, fall on you to qualify and sort the data that you get into what’s useful and usable by your company. Normally, you have specialists to do this for you—preparing the list so leads can be nurtured by your other teams down the line. Here are a few expert tips that you can apply to use that data for better sales.

1 – Start with social keyword research

There’s a big difference between keyword research that you do to aid your SEO efforts and what you need to focus on with social media. First, you want to check which particular influencers your leads are following. This will clue you in on what content or topics are of particular interest as well as the manner with which they want it to be presented. Next, you’ll also want to look at what topics draw your leads in. This is easy enough to get via engagement numbers.

You need to also track which bits of industry news or events matter to your leads. Finally, also make a note of which competitors are interesting to your leads as well. All of these should paint a clear picture about what types of content you yourself can create to shift interest towards your own business. This information can also be used to create effective forms to get the contact details that you need—as well as guide your nurturing efforts when they’re in your sales funnel.

2 – Listen in on conversations

You don’t have to dig too deep into analytics to get data you need to guide your social sales activities. In fact, if your social media posts are getting a lot of engagement, those conversations will provide valuable insight into what they’re looking for and what may be of interest to them. Make a note of what’s talked about. You can then address these directly in your responses to their comments as well as in your further nurturing efforts.

In the same way as you use social keyword research to guide your content efforts, you should also use insight gained from comments and other forms of engagement to help you develop content. That’s especially true if you uncover new pain points and questions previously unaddressed. Note, however that you might have to consider a time element in this content as you want to address common talking points while they’re still fresh to ensure that those engaged can see them quickly.

3 – Take your insights to email

So far, our discussions have essentially revolved around applying social intent data insights towards content and communications within social media platforms themselves—or content shared within social media anyway. Sticking to one channel for nurturing potentially means many missed opportunities. What you should do is apply those insights to other effective nurturing channels like email. For one, this allows you to address specific concerns directly to those voicing them.

What makes this approach great for nurturing is that—on top of addressing questions and pain points—you make potential customers feel like they matter. Of course, the rub there is that you need to have their contact details to begin with. So, while your email might not be the first touchpoint for you, it can build on connections you make by reaching out through social media. The key is having a clear plan for progressing from gathering data to touching base and getting contact details onto eventual further nurturing.

Start with great quality leads

Of course, it’s easier on your sales and marketing teams to start off with great leads to begin with. Internal Results has over 60 million qualified leads from all industries in over 108 countries. Whatever your ideal customer profile, we have the perfect leads for you. We can even provide you with key intent data to show you who’s truly interested to purchase. So reach out to us and tell us how we can help your sales efforts today.

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