Rather than simply trying to build a following, build relationships. In many cases social media can depersonalize a conversation and it can be difficult to create a true connection. Getting stuck in a loop of connecting and pitching the same copy/paste excerpt from your sales library simply doesn’t work. Building trust and communicating the reliability of your solution is something that can take time, but the people you reach could become customers, brand evangelists and even partners. Developing real connections through social media requires being your true self and having something valuable to offer.

Be Honest

When sending a connection request, be sure you are doing so for good reason. If someone posts great material, resides in a target market or has common interests it’s ok to send them a request even if you don’t know them. Be sure to include a message that introduces yourself, explains why you’re connecting and detail what you do, without making a sales pitch.

Tell Your Story

Be personable in your social media posts. While there is a time and place for blogs and promotional content, letting the world know who you are will help your audience connect with your writing as a whole. Finding common ground has always been a foundational building block of solid relationships and sales and marketing is no different. Telling your story allows you to be seen as a person, and that can open doors for you and your company.

Small Talk

Chat with your connections. Ask them about the weather, local sports teams and any other interests you share. Discussions about fun topics have a tendency to lead to work, which can lead to sales. It is important to be genuine and not look at your connections as a sales target. Treat your connections, as you would like to be treated and only pitch them when you know you can provide them value. 

Be Helpful

Keep your connections’ best interest in mind and offer to help them even when it doesn’t benefit your company. For example, if someone is looking for a product or service that you don’t provide, refer that person to reputable companies you know in that space. When you help other people connect they may be inclined to return the favor.

Engage

The fastest way to begin to develop a connection is to engage with their content. Liking and sharing will show that you appreciate the value they add to your network. More important is taking part in conversations by commenting on their posts. This can open a window to start a dialogue and offer your connections a glimpse of what your company can do for them.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.