Social Media Prospecting - A hunting we will go!

As a young man I was delighted by Elmer Fudd and his constant quest for that "Wasclee Wabbit". Mr Fudd would try everything to bag Buggs Bunny. The antagonistic rabbit was always able to be somewhere else when Elmer pulled the trigger.

During my social media seminars and consultations, I have noticed similarities. Everyone in attendance is hunting for business. Like Elmer Fudd, my attendees find their "wasclee" customers elusive and hard to pin down. If you remember, Elmer tried everything. It's not funny in real life when your trying to turn a profit and nothing works.

Social Media platforms are considered "big guns" in marketing. With 408,000,000 FaceBook members, thats a reasonable assumption. Twitter, Linkedin, YouTube and the rest are valid opportunities. Why not? There are a billion computers in the world now and 3 billion mobile units. Social media taps nearly every unit in a warn and engaging manner.

Unlike cartoon characters, my clients know what to do with a customer if they see one. The part they are missing is the hunt. Expecting business from social media is kind of like 10,000 monkeys with 10,000 typwriters preparing the US Constitution in 10,000 years. Will the infinite monkey theorum work for you? Not bloodly likely!

Hunting down customers is the single most important job in business development. Everyone uses buggy whip manufacturers as a prime example of industries desroyed by progress. You must have heard somebody say they closed  when cars were invented. This is simply not true, buried in examples of their demise are people selling very expensive buggy whips. A few producers hunted the world and developed a wealthy equestrian customer base. Social media is perfect for hunting if you change your thinking.

As a marketing and sales director for televsion and magazine advertising firms, my job was to "hunt" prospects. Salespeople, even the bad ones could close deals if I could get them to a modestly interested businessman. Really - even my bad sales people could sell if I got them close.

Think about your social media. Who do you contact now? Is it your mom,  friends or everyone on earth that is likely to buy from you? What do you put out in Tweets and posts? Are you eating a ham sandwich or pointing out luxury hotel income has been up three weeks in a row to your tourism contacts?

If you want business online act like it. Some say a message  mix of 80% social and 20% business is good. You can't act like a multilevel marketing  piranha and expect folks to follow. Thats common sense but I disagree with the 80% social rule. Marketing in a world of permission requires focus.


Posting about your cat everyday won't build your business or your credibility. Actually, I can't think of anything you can post repeatedly and prosper. I suggest you break down the original 80% social aspect again into 80/20 with your new 80% business related. Not you, but industry information that is good.
Take the 20% and say your sick of working late again, you went to a new restaurant or your cat gives your boss the heebe-jeebees. Go very personal very seldom, do it to add dimension to your presentation. Sell your own product rarely and when you do be serious.

All of this is preparing for your hunt. You can't hunt elephants with a BB gun and you can't hunt customers with inane drivel. Loading up on good information sets the stage for increased attention from your target audience.


I started hunting tourism organizations two years ago. I didn't take long to realize hotels have great influence with these offices. Soon I was hunting hotels. I friend, connect or follow them and direct them to this blog to show I'm serious.


This has been very good for me even though the market is small. Last week I did a telephone consultation for a very successful event production agency in Cananda. They found me online and liked what they saw. One of the owners sent me an email with a question. I answered. She sent me another. Eventually I  told her she was almost out of free advice. We did business! I put their money in my account because of social media.  They were kind enough to recommend me on Linkedin. I will use their kind words as bait. Social  media puts recomendations on steroids! Imagine 22% of my blog readers will click on the link - they can't resist. 


Socal media won't work unless you approach it as a hunter. "Who will buy from you", "what do they want to know" and "where are they" is key. In my seminars I point out 65% of people who use Twitter are at work. That means they have a job and a computer station. A good start if your selling vacations or cars.


Hunters know the seasons and reasons game moves. Why do people go to specific Linkedin groups or post events on Twitter? Do you know MySpace is still better to market music type offers?  Learn to spot opportunity, find your proverbial waterhole in cyberspace. Learn what other hunters in your industry do on social media. Follow them and steal their contacts.


Only people who want what you have will buy your stuff. They are somewhere on Social Media. Elmer Fudd was unable to put himself on target. Can you? Marketing rules are the same for social media. Don't be confused by the technology.


I suggest content is more important than anything now. Focus your efforts there. Reward your friends and followers with value. Forget the zillions and focus on the few. You will make money!