An amazing thing happened to one of my clients the other day: She was invited, seemingly out of the blue, to an exclusive networking event at a British diplomat’s private residence by one of her leads on LinkedIn.
I say seemingly because it didn’t just happen. No, this is what I call “strategic social serendipity” in action.
You see, we’ve been working together for several months, raising my client’s profile on social networks through active and consistent engagement. We’ve been increasing her following on Twitter, and have become so active on LinkedIn that my client has become a top contributor in several key LinkedIn groups for her niche.
We’ve seen an increase in web traffic from social media, as well a big increase in her network numbers—and we’ve even generated some amazing leads… like getting invited to the British diplomat’s house.
So how did we do it?
- We were strategic. We focused on two main services my client offers and planned our social media postings and content around those topics. We posted consistently and measured our success each week and where we could improve.
- We were social. We started interesting discussions that people shared, liked, and commented on—so much so that potential leads started viewing my client’s profile or requested a connection. We kept a detailed list of those leads we wanted to follow up with, made sure we did, and closed the social loop.
- We let serendipity do its thing. Just like in the real world, you can’t force a connection or business relationship into happening. After you’ve set the groundwork and made your position clear about what you bring to the table, you have to let time and nature run its course. A quality lead you’re nurturing might not be ready to make a decision or commit to connecting further right away. Make a note to follow up in a few weeks, share something of theirs on social media, reply back or comment on a conversation they’ve started. Then, let serendipity run its course…
Far too often in social media, we think that connections and business will just flood in because we’re here and we’re awesome and we want to make things happen now! No—generating quality leads on social media takes time; it takes savvy, consistent, and focused engagement, and above all things, it requires social grace.
Now then, when you get to the British diplomat’s house, remembering which spoon and fork to use, and when, will be up to you.
Do you have a good strategy for gaining quality leads on social media? Are you practicing strategic social serendipity? Post your comments below or tweet me @LettersEmpire.