In contrast to creating and moderating discussion groups on social media, dedicating lead generation personnel to monitor discussion groups, and, where relevant to reply to topics posted by other participants can be very productive. In fact, not only can this type of online dialogue stimulate response, and, thereby, engagement, but, more, this type of online dialogue can actually produce sales opportunities.
Roughly speaking, at least two criteria must be met in order for this tactic to produce positive results. The first of these criteria relates to an assessment of whether, or not, the discussion group in question is designed as a self-help forum, where the expectation is that any advice will be provide at no charge. There are, in fact, lots of these groups online. Usually they exist to support users grappling with specific technology, for example, LINUX, or other open source software. We don’t see a meaningful return on the time that will need to be invested in monitoring topics of conversation within these discussion groups.
On the other hand, where discussion groups exist to support proprietary applications, it certainly makes sense to monitor conversation topics. Spending some time each working day to quickly review abstracts of discussions can certainly produce useful opportunities to at least engage with a target audience for one’s market. Opportunities are very likely to arise where participants have already acknowledged an interest in identifying 3rd parties for specific tasks. In our experience, participants will often post a query like this on the expectation that any resources that may be identified will, in fact, be recommended resources, for which some first hand references may be forthcoming, upon request.
Nevertheless, in order to obtain true benefit from the time and effort it takes to participate in one of these topics, personnel selected for this type of product promotional task must be credible representatives with a legitimate right to participate in the topic discussions that may arise. Usually credibility can only be established for personnel who are actually involved, as users, of the technologies that often provide the basis for these discussions. Therefore, we think it makes a lot of sense for businesses to train operational personnel to perform some rudimentary prospect qualification should an opportunity arise where it makes sense to participate in a topic of discussion.
We should note that where personnel are clearly selected from a sales team, we have had rather poor results from this tactic. In part, we attribute these poor results to a “self help for free” style which characterized some of the discussion groups where our personnel have attempted to participate in discussions.
In the next post of this blog we will start to look at the passive aspects for these same methods.
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