Using Social Media for Scientific Sales Prospecting

Social Media for Sales Prospecting

In the previous chapter, we acknowledged the importance of cold prospecting emails. However, email is not always the best channel to connect with buyers. Social media provides alternative avenues for engaging prospects, especially in a landscape where emails and phone calls may not capture attention effectively. Social media prospecting allows you to build relationships, nurture connections, and stay informed about your audience’s activities.

Monitoring social media has become essential for sales and marketing professionals. By listening for keywords in posts, tracking mentions of your company, and responding to new followers and connections, you can cultivate an engaged audience over time. Since social media algorithms favor consistent and relevant content, your reach and engagement will grow, unlocking access to potential audiences that traditional channels might miss. Building and nurturing your professional social media presence pays off, driving organic growth and creating touchpoints with prospects across the platforms they use most.

Key Social Media Channels for Scientific Prospecting

For scientific sales prospecting, two platforms stand out: LinkedIn and Twitter (X).

LinkedIn

This is the most effective platform for connecting with scientists, researchers, and industry professionals. Scientists use LinkedIn to discuss their work, share updates on research, and connect with colleagues. It’s ideal for personalized outreach, sending connection requests, and engaging prospects through LinkedIn Sales Navigator.

Twitter (X)

Twitter allows you to participate in real-time discussions, follow trends, and engage with prospects about their latest research or comments on scientific developments. Researchers frequently use Twitter to share publications, conference highlights, and industry news. Engaging with scientists on Twitter enables you to join conversations about topics they care about in a timely manner.

Both platforms provide opportunities to build relationships organically, which email prospecting may often overlook.

Setting Up Alerts for Prospect Activities

An essential part of social media prospecting is setting up alerts to track your prospects’ activities in real time. This keeps you informed about their latest posts, achievements, or changes in their professional lives, allowing you to respond promptly. 

LinkedIn Notifications

Follow your target prospects and set up notifications for when they share posts, announce promotions, or publish new research. Being aware of these updates allows you to quickly congratulate them, comment on their research, or send personalized messages based on their latest activities. 

Twitter Alerts

Twitter allows you to receive notifications when specific accounts tweet. This ensures that you’re up to date on the discussions or research announcements your prospects are sharing. For instance, if a researcher tweets about an upcoming conference, you can engage by asking questions or commenting on the event. 

By responding to what your prospects are already discussing, you establish relevance and maintain your presence in an organic way.  

Connecting with New Prospects on LinkedIn

LinkedIn connection requests can be highly effective, but only when they are personalized and purposeful. A generic connection request is often ignored or declined, so the key to success is personalization.

Personalizing Connection Requests

Use tools like SciLeads to gather information about your prospect’s recent publications or conference participation. For example, you might send a message like:

“Hi Dr. Williams, I recently came across your article on nanotechnology in Nature. I’d love to connect and hear more about your work in this exciting field.”

This approach shows that you’ve done your research and have a genuine interest in their work.

Follow-Up After Connecting

Once your connection request is accepted, send a polite follow-up message to start building the relationship. Avoid diving straight into a sales pitch. Instead, share a relevant article, ask a thoughtful question, or provide value in the form of content or insights related to their research.

Building Your Own Network

Building a network on social media involves more than just connecting with prospects; it also requires establishing your own presence and positioning yourself as a valuable contributor to industry conversations.

Posting Industry Content

Share relevant industry content weekly—such as scientific breakthroughs, research trends, or your own insights—to position yourself as an active and informed participant in the field. For example, posting an article about advancements in genomics or commenting on the outcomes of a major industry conference demonstrates that you’re engaged with the topics your audience cares about.

Engaging in Discussions

Instead of always starting conversations, join in on discussions that your prospects or colleagues are already having. Comment on posts, share your thoughts on industry news, or ask questions about the research that scientists in your network are conducting. This approach shows that you are engaged in the conversation without turning every interaction into a sales pitch. By focusing on providing value, you can build relationships over time, creating organic opportunities for deeper engagement.

Leveraging LinkedIn Sales Navigator

LinkedIn Sales Navigator is a powerful tool that significantly enhances your social media prospecting efforts. It includes features like advanced search, lead recommendations, and monthly InMail credits, which help you identify and connect with potential buyers in a targeted manner.

Monthly InMail Credits

LinkedIn Sales Navigator provides a set number of InMail credits each month, allowing you to send direct messages to prospects outside your network. This gives you an additional outreach channel beyond connection requests. It’s essential to use your credits each month to maximize your reach by crafting personalized messages for each prospect.

Advanced Search Filters

With Sales Navigator, you can search for prospects based on specific filters like job title, industry, or location, allowing you to focus your outreach on the most relevant individuals. You can also save leads and set alerts for any changes in their profiles or activities.

Using LinkedIn Sales Navigator allows you to engage with prospects more efficiently, ensuring you don’t miss opportunities to connect with key decision-makers in your field.

Aligning Sales and Marketing Teams

For social media prospecting to be truly effective, sales and marketing teams must collaborate. By aligning efforts, sales teams can distribute marketing messages, while marketing can support sales outreach through social media channels like LinkedIn Advertising.

Using LinkedIn InMails and Ads

Sales teams can utilize LinkedIn InMails to target specific prospects, while the marketing team runs retargeting ads on LinkedIn. For instance, if a prospect engages with your InMail but doesn’t respond, they might see targeted ads related to your company in their LinkedIn feed, helping keep your brand top of mind.

Content Distribution

Sales teams can leverage their LinkedIn profiles to share company blogs, industry articles, or event announcements, thereby expanding the reach of marketing content to their individual networks. This creates a consistent experience for prospects, with unified messaging across all touchpoints.

Aligning sales and marketing on social media amplifies your outreach, ensuring that both teams contribute to building your network and engaging prospects.

Tools for Social Media Monitoring and Automation

Managing social media prospecting at scale can be challenging without the right tools. Platforms like Sprout Social, Dux-Soup, and HubSpot can help automate and streamline your social media activities.

Sprout Social and HubSpot

These platforms allow you to set up alerts for specific keywords, hashtags, or accounts, enabling you to monitor conversations related to your industry and engage at opportune moments. They also offer social media scheduling tools, helping you plan and post content consistently.

Dux-Soup and Bambuu by Sprout Social

These tools facilitate automated LinkedIn outreach, aiding you in managing high-volume connection requests, follow-ups, and engagement. By automating routine tasks, you can free up more time for personalized conversations and strategic engagement.

These tools ensure that you remain active on social media and are responsive to key discussions and trends shaping your industry.

Integrating Social Media into Your Sales Strategy

Social media is not just an additional channel; it is a crucial element of a comprehensive sales strategy. By using platforms like LinkedIn and Twitter (X) to connect with prospects, building your presence through content, and leveraging tools like LinkedIn Sales Navigator, you can effectively engage with scientists and researchers where they are most active.

By aligning your social media efforts with your marketing team and utilizing automation tools to manage high-volume activities, you will stay top of mind for your prospects and open new doors for meaningful engagement. Social media prospecting complements your email outreach, ensuring that no matter the channel, you are building relationships that lead to sales.