The Ultimate Guide to Social Media Outreach (2022)

Social media is all about connecting – you send friend requests, follow people, share ideas, and create partnerships. With such a huge networking potential, you can’t help but wonder how you can leverage social media outreach to increase your sales and build your brand.

On paper, social media outreach seems simple enough: you roll up your sleeves and start reaching out to people from your industry. With enough time and effort, you’re bound to get some results, right?

While that might be true, there are much easier ways to get great results by working smarter, not harder. These techniques include doing your research, segmenting your audiences, and preparing your outreach campaign long before you send out the first message, email, or connection request.

In this article, we will try to provide you with the perfect blueprint for social media outreach, starting from improving your online presence to sending out perfect outreach messages.

What is social media outreach and does it work?

Social media outreach refers to the process of using social media channels to create client relationships, acquire new leads, start new partnerships – essentially, sell your product or service. Exactly how you do this depends on the network in question but most people talk about LinkedIn as the perfect place to make new connections.

You can also reach out to people through other social media platforms, get their email addresses, and move to a more formal conversation via email.

Social media outreach often gets a bad rap – when people think about it, they usually imagine a spammy, poorly worded message about a topic that doesn’t interest them in the slightest. Sure, when you send bulk connection requests on LinkedIn to people who’ve never heard about you before, you won’t get a great response. But, this is spam, not outreach.

When done properly, social media outreach can get you great results and help you create meaningful relationships with new clients. Using LinkedIn for sales can help you book more demos if you know how to create a good outreach campaign.

So, let’s get into it and see what separates spammy, inefficient outreach from a strong outreach strategy that achieves results.

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The Ultimate Guide to Social Media Outreach

  • Step 1: Optimize your online presence
  • Step 2: Build an image in the industry
  • Step 3: Collect quality leads
  • Step 4: Personalize your outreach strategy
  • Step 5: Analyze, optimize, and improve
  • Social media outreach: conclusion

Step 1: Optimize your online presence

Before you can even think about sending outreach messages, you need to take care of your social media profiles.

A bad profile can undermine the smartest outreach messages and the most researched target audiences. Your profile is the first thing your prospects will see, which is why you need to spend some time to make sure your prospects feel like you’re a trustworthy professional who knows what they’re talking about.

Here are a few things you need to do:

  • Profile photo – whether you’re using LinkedIn, Twitter, Facebook, or any other network for outreach, you need to use the right profile photo. Your face should take up most of the photo, you should be dressed professionally, and make sure you’re smiling! Try to look honest and authentic, not like someone just downloaded a stock photo of a business person.
  • Headline/Bio – all your social media profiles have to display your expertise in a clear, concise way. Avoid buzzwords like “social media marketing wizard” and “spirited individual” – they’re overused and they don’t say anything meaningful. Try to include some relevant keywords that can illustrate what you do in simple words.
  • Summary – this is specific to LinkedIn. The summary section gives you a great opportunity to tell us a little bit more about your previous experience and your best results so far. Use this field to share some of your most successful business cases and remember – use keywords! They will help you show up when people search for services like yours on LinkedIn.

When you apply all of this to your social media profiles, they will look something like this:

The Ultimate Guide to Social Media Outreach (1)

A good headline that tells us exactly what their expertise is, a summary that starts strong and further elaborates on the headline, combined with a LinkedIngood profile and cover photos.

Try not to get too absorbed by making the perfect social media profile. You’ll keep coming back to it, changing and adding things as you go along. For now, it’s important to complete the most crucial steps so that you don’t lose any leads because of a poorly optimized social media page.

Step 2: Build an image in the industry

Once you’re content with your profiles, it’s time to put them to use!

Stay active and engage in industry conversations to build an image in your industry. This will contribute to the overall quality of your profiles, as your profile visitors will see how knowledgeable you are about industry topics.

You can do this by posting quality content – new insights, case studies, and research results from the industry are always good conversation starters. You can preface each of those with your opinion on the topic and encourage engagement. Posting on Wednesday and Thursday mornings may work best on LinkedIn, so keep that in mind!

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Another easy way to get your name out there is by joining groups. LinkedIn and Facebook have thousands of groups for all kinds of industries, in which professionals discuss relevant topics all the time. For example, simply entering “video editing” in the LinkedIn search bar and selecting “Groups” gives us more than 400 results with over 100.000 people.

The Ultimate Guide to Social Media Outreach (2)

Now, if you happen to sell an editing tool that can make life easier for video editing professionals, you can see how these groups are great places to start making connections.

So, join LinkedIn and Facebook groups to make yourself heard!

Step 3: Collect quality leads

We can say that the first two steps were all about improving your profile and your industry status. That’s an ongoing process that you should always be working on. But, once you’ve set up the basics, that’s when the real work begins.

The first part of the “real work” is collecting leads.

The key thing with collecting leads is quality. You want to focus on the people that are highly likely to be interested in your offer, instead of taking a “paint by numbers” approach and try to grow your list at all costs. Get creative and search for people in your industry that are as close to your target audience persona as possible.

Below are a few ways to do this.

Target by interaction

You can find a viral LinkedIn post from your industry and scrape all the people who have interacted with it. That way, you’re getting a solid list of people who follow news from your industry and are actively engaged in discussions.

For example, here is a post that’s currently trending in “video games”.

The Ultimate Guide to Social Media Outreach (3)

There are more than 260 comments on this post, so if you want to target people interested in video games, this would be a great start! You can use a tool like Phantombuster and extract all of these contacts into a single list.

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That’s a list of 261 quality leads right there.

Scrape groups

Remember the LinkedIn and Facebook groups we mentioned? Not only are they useful as potential networking opportunities, but you can also scrape them and get the profiles of all the members.

Note that some groups can have more than 10.000 members, so it may be worth checking out their profiles and making sure which members are worth connecting with. Some people in groups can be recruiters or students of the craft rather than people truly interested in what you have to offer.

LinkedIn advanced search

Finally, LinkedIn has an elaborate search that enables you to narrow down your results to a great extent. You can optimize for location, college history, previous and current employers, and job title, among other things.

The Ultimate Guide to Social Media Outreach (4)

So, enter as many criteria as you can and you’ll get a list of specific leads that are all worth contacting.

Step 4: Personalize your outreach strategy

Now it’s finally time to deal with those outreach messages.

You can contact your leads via LinkedIn or email. Even if you found them on Facebook or Twitter, we don’t recommend getting in touch on these networks, as they can be too personal and unprofessional. Instead, you can use a tool like Hunter.io, get their emails, and send them a well-designed, personalized email.

Personalizing your outreach campaign isn’t hard but it takes time and effort on your part. You need to approach every lead on a micro level and think about how you can get through to them and grab their attention. What do you have in common? Where did you get their contact? What can you offer that’s valuable to them specifically?

All of these are important questions that can help you create a personal message tailored to each person on your lead list. For example, if you found someone in one of the video editing groups on LinkedIn we mentioned above, you can craft a connection message that says: “Hey, Peter! I see we share the same passion for video editing – here’s a tool that made my life 10x easier”. You don’t have to be this sales-y but you get the idea: comment on the thing that connects you.

If you want to go even more advanced and grab their attention instantly, you can include image personalization in your connection message.

With Hyperise, you can add an image to your message and integrate with the TexAu tool to send highly personalized messages to each one of your prospects. Once you create an image, an integration with TexAu will add your prospect’s name wherever you want on the image. Whether or not they’re interested in your offer, this approach will surely get their attention.

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Just look at what kind of responses we got:

The Ultimate Guide to Social Media Outreach (5)

You can also add other personalized text like their company name, job title, etc.

When you do personalization the right way, you can end up with a message that looks like this:

The Ultimate Guide to Social Media Outreach (6)

These messages all mention each connection by name, mention their industry in the first sentence and have a personalized image. You can already see how they look much different from the average, spammy messages you may get daily.

We’ve found that personalized messages can increase your clickthrough rate by up to 14x. So, sign up for a free trial of Hyperise and learn how you can easily personalize each message to get better results!

Step 5: Analyze, optimize, and improve

Finally, one of the best ideas when it comes to prospecting is to keep tracking your results and see what works.

A great way to do this is by segmenting your leads. For example, you can go through your list of 500+ leads and highlight all the decision-makers. Group them and track the results for that group vs. other groups that you set up: interns, 2nd LinkedIn connections, etc.

Depending on your product, you’ll find that some groups perform better than others. Focus your attention on those groups and don’t waste as much time on the ones that don’t perform.

As for how you can measure that performance, most prospecting tools offer elaborate analytics packages. These can show you important stats like open rates, clickthrough rates, and bounce rates – all of which are good indicators of your campaign’s success.

Social media outreach: conclusion

As you can see, an outreach campaign starts way before you start typing actual messages.

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Think of it this way: you want to put yourself in a position where sending a message is almost a formality. You need to be confident in your lead lists and the research that led up to them.

Then you can start creating good messages. If you need any help to improve your outreach results and take personalization to the next level, try out Hyperise. With it, you’ll be able to add a new dimension to your outreach strategy and experiment with different personalization methods.

Sign up for a free trial – it’s quick and easy!

FAQs

How can social media outreach be improved? ›

4 tips for building a social media outreach strategy
  1. Start with a clear goal and a great idea. ...
  2. Build genuine relationships before you need them. ...
  3. Find the platforms your potential partners and audiences use. ...
  4. Understand the sharing habits of your space.

Is outreach an important part of social media marketing? ›

Social media outreach can be an overlooked factor in digital marketing. Many people think that marketing is simply creating and executing eye-catching content to the mass media. However, there is actually a lot of behind the scenes action that goes into successful campaigns especially in social media.

What are the top 5 10 tips to keep in mind when creating a digital presence? ›

10 Tips for Building a Social Media Presence
  • Use Consistent Photos, Headshots, and Logos. ...
  • Let the World Know You're on Social Media. ...
  • Create and Share Industry-Adjacent Content. ...
  • Create a Schedule and Post Content Regularly. ...
  • Make the Most of Visual Content. ...
  • Cross Promote Content Across All Channels. ...
  • Don't Be Afraid to Advertise.

Why is social media outreach important? ›

Social media outreach is one of the best ways to form new relationships, increase engagement and get more eyes on your content. Executing a successful outreach campaign can be difficult, tedious and even frustrating sometimes. But the results you can get from it make your efforts more than worth it.

Why is media outreach important? ›

Media outreach is important for garnering public attention and visibility for your business and brand. When your business gains exposure, it may also increase its customer base, public reputation and professional network. Conducting media outreach can also help you build lasting relationships with media influencers.

What are examples of outreach? ›

Some popular groups and organizations that you could give back to include a nursing home, homeless shelter, Habitat for Humanity, animal shelter, local library, charities for people with special needs, or even an opportunity to coach a youth sports team.

What is the importance and purpose of the Community outreach Program Why do we need to participate in the outreach program? ›

An outreach program aims to help, uplift, and support those who are deprived of certain services and rights. It involves giving learning, social planning, health support, and other projects for their welfare. As usual, a program must be organized to use resources and aid to fulfill a goal.

How do you grow your audience on social media? ›

11 Ways to Grow Your Social Media Audience
  1. Hold contests. ...
  2. Include a visual with every post. ...
  3. Share more video. ...
  4. Be proactive in listening to and responding to your online community. ...
  5. Change your Page profile photos and cover photos. ...
  6. Give people a reason to follow you. ...
  7. Encourage tagging. ...
  8. Use hashtags to get found.
24 Jan 2020

How can I improve my social media engagement 2022? ›

How to Effectively Increase Social Media Engagement in 2022
  1. Aim for an Organic Following.
  2. Find your Target Audience.
  3. Be on the Right Platforms.
  4. The Type of Content Matters.
  5. Involve Your Audience.
  6. Don't Just Sell Products; Sell Your Brand.
  7. Finding that X-Factor.
10 Feb 2022

What are the benefits of social media marketing? ›

Some of the benefits you'll learn about include: Growing your brand awareness: Social media marketing will make it easy to spread the word about your products and mission. Increasing your traffic: Using social media and linking it to your website will increase your traffic tremendously.

What does outreach mean in a community? ›

Community outreach involves providing professional services, or services of a specific expertise, to a group of people who may not otherwise have access to those services. It is performed where those in need are located. (Example: providing dental services or education at a homeless shelter.)

How do you do outreach on Facebook? ›

How to Create a Facebook Outreach Campaign
  1. Step 1: Research the Industry. The first step will take place both on and off Facebook. ...
  2. Step 2: Define a Goal. ...
  3. Step 3: Define a Target Group. ...
  4. Step 4: More Research. ...
  5. Step 5: Create a Hook. ...
  6. Step 6: Implement Outreach. ...
  7. Step 7: Monitor and Iterate.
10 Jan 2022

What does engagement mean to you social media? ›

What is social media engagement? Social media engagement is the measurement of comments, likes, and shares. Of course you want to rack up your followers, but ultimately, the greatest measure of social media success is an engaged audience, not just a big one.

What's another word for outreach? ›

In this page you can discover 11 synonyms, antonyms, idiomatic expressions, and related words for outreach, like: out-reach, , exceed, community, advocacy, excel, surpass, predominate, youth, capacity-building and mentoring.

What is an outreach plan? ›

Outreach Plan: document describing your approach to sharing information with the audience(s). A strong proposal will likely include a specific outreach plan that includes pieces such as: ● identification of a target audience or audiences that will be affected by the results of the research.

How can I reach out to media? ›

7 Ways To Reach Out To Media Representatives
  1. Make a list of the top journalists and bloggers in your niche. ...
  2. Check your favorite sites. ...
  3. Become familiar with what each person writes. ...
  4. Use their hashtags on Twitter. ...
  5. Interact helpfully on social media. ...
  6. Offer a range of content. ...
  7. Be sure your item really is news.
3 Nov 2016

How can I reach more audience? ›

7 Marketing Strategies to Grow Your Audience
  1. Start with what you know. ...
  2. Use social media to engage audiences. ...
  3. Focus on audience preferences. ...
  4. Use postcards to stand out. ...
  5. Expand your landing page traffic. ...
  6. Team up with complementary businesses. ...
  7. Create an omnichannel marketing strategy.

How do I increase my social media followers organically? ›

6 Free Hacks to Grow Your Social Following Organically
  1. Post Content That Gets Audiences Excited.
  2. Use the Right Hashtags.
  3. Visual Content Is King.
  4. Create a Content Series.
  5. Run Live Events.
  6. Watch the Data.
  7. Make Organic Growth a Reality.
27 Jul 2020

What is outreach strategy? ›

An outreach strategy is a specific set of tactics intended to attract new customers. Depending on the complexity of your sales organization, your outreach strategy can consist of one action or a combination of multiple tactics. There's no one-size-fits-all model for an effective outreach plan.

What outreach means? ›

1 : the act of reaching out. 2 : the extent or limit of reach the outreach of the Ohio floods— Clifton Johnson. 3 : the extending of services or assistance beyond current or usual limits an outreach program also : the extent of such services or assistance.

How do you write an outreach strategy? ›

  1. Step 1: Outline Your Main Outreach Goals. ...
  2. Step 2: Search For Niche Content To Build Your Outreach List. ...
  3. Step 3: Turn Those Targets into Contacts. ...
  4. Step 4: Segment Targets By Goals to Build Outreach Templates. ...
  5. Step 5: Actively Engage With High-Value Prospects on All Mediums. ...
  6. Be Active (Not Annoying) in Your Follow-Ups.
20 Jul 2020

Why is personality development and community outreach program is important to learn? ›

These community outreach opportunities provide ways for students to make a difference in someone else's life and realize the beauty of selflessness. Students who spend time volunteering and working with others realize it can be up to them to make a change to social injustices.

What is the value of community outreach events in promoting the health of community members? ›

Outreach Activities that Improve Health Outcomes

sharing culturally appropriate health education. providing informal counseling and social support. acting as advocates and connecting people to services. supporting ongoing disease self-management skills.

How would you use social media to bring more attention and awareness to your advocacy? ›

To help your advocacy group start your social media outreach campaign off on the right foot, this article will explore four tips for building momentum and gaining attention online: Create a strong, consistent narrative. Host peer-to-peer campaigns. Create groups dedicated to your advocacy campaign.

Why social media presence is important? ›

Maintaining a consistent social media presence is extremely important for businesses, as it not only establishes authority, but it can also boost your business's SEO score, increase brand engagement, and provide opportunities for marketing and brand discovery.

What is the key to making a great social media marketing strategy of success? ›

7 Tips to Build a Successful Social Media Strategy
  1. Identify your goals. Every marketing strategy begins with a list of goals. ...
  2. Know your target audience. ...
  3. Choose the right channels. ...
  4. Study the competition. ...
  5. Create and curate engaging content. ...
  6. Communicate. ...
  7. Think long-term.

What catches people's attention on social media? ›

Post short videos — According to HubSpot, statistics show that social media posts containing video get nearly 50% more views than non-video posts, and video posts on Facebook see roughly 65% more engagement than posts without video.

How can social media engage customers? ›

6 Ways you can engage with customers on social media platform
  1. Share brand stories.
  2. Ask for regular customer feedbacks.
  3. Conducting contest can help big time.
  4. Offer personalized experience.
  5. Make the most out of videos.
  6. Educate your audience.
22 Dec 2021

What is the best strategy to increase social media engagement *? ›

11 Ways to Increase Social Media Engagement
  • Respond to Followers. ...
  • Share Engaging Content. ...
  • Craft Effective Posts. ...
  • Use Hashtags Strategically. ...
  • Incorporate Visual Assets. ...
  • Follow a Post Schedule. ...
  • Cross-Promote Content. ...
  • Run Social Media Contests. Hosting a social media contest or giveaway will get people talking and interacting!

What social media content gets the most engagement? ›

Instagram videos get 49% more engagement than photo posts. Tweets with video have 10x more engagement than those without. People are also twice as likely to share videos with their friends than any other type of content.

How could you use social media in order to promote your brand and increase customer engagement? ›

9 Ways To Improve Brand Engagement With Social Media
  1. Drive People Through Videos 📹
  2. Ephemeral Content
  3. Make Use Of Customer Feedback 🤗
  4. Instagram Reels - Get To Know Them 🙌🏽
  5. Go With The Right Influencer 🤩
  6. Stay On Top Of Conversational Marketing 💁🏽
  7. Launch Polls And Quizzes 📝
  8. Messaging Platforms 📲
10 Jan 2022

How can we use social media effectively and wisely? ›

Contents show
  1. 1 1. Don't passively scroll.
  2. 2 2. Interact with the post and images you see.
  3. 3 3. Spend more time chatting with people.
  4. 4 4. Use social media to set up in-person interactions.
3 Nov 2020

How does social media help spread awareness? ›

Spreading Awareness

Social media can create a platform for sharing stories, narratives, and photos, providing facts and data in a consumable way, which engages an audience by helping them understand. The work to create awareness helps to build a community around an issue.

Why is social media good for communication? ›

Social media is about conversations, community, connecting with the audience and building relationships. It is not just a broadcast channel or a sales and marketing tool. Authenticity, honesty and open dialogue are key. Social media not only allows you to hear what people say about you, but enables you to respond.

What is the impact of social media marketing on business? ›

In social media marketing, the customer has more power over the brands. Customers have a voice that resonates with the masses. Social media gives customers the ability to publicly share their views about a product without the fear of trial. It takes away the power of influence from businesses and empowers customers.

What are examples of outreach? ›

Some popular groups and organizations that you could give back to include a nursing home, homeless shelter, Habitat for Humanity, animal shelter, local library, charities for people with special needs, or even an opportunity to coach a youth sports team.

What is the importance and purpose of the Community outreach Program Why do we need to participate in the outreach program? ›

An outreach program aims to help, uplift, and support those who are deprived of certain services and rights. It involves giving learning, social planning, health support, and other projects for their welfare. As usual, a program must be organized to use resources and aid to fulfill a goal.

How do you conduct an effective outreach? ›

TEN TIPS FOR CONDUCTING EFFECTIVE COMMUNITY OUTREACH
  1. Communicate. ...
  2. Explain Your Process. ...
  3. Do Your Homework. ...
  4. Listen. ...
  5. Speak Their Language. ...
  6. Keep in Touch. ...
  7. Respect People's Time. ...
  8. Understand Your Role.

What's another word for outreach? ›

In this page you can discover 11 synonyms, antonyms, idiomatic expressions, and related words for outreach, like: out-reach, , exceed, community, advocacy, excel, surpass, predominate, youth, capacity-building and mentoring.

How do you make an outreach activity plan? ›

This step-by-step guide is intended to be used as a tool to help you create your own outreach plan.
  1. STEP 1: DEFINE YOUR GOALS AND OBJECTIVES. ...
  2. STEP 2: IDENTIFY YOUR TARGET(S) ...
  3. STEP 3: CREATE YOUR MESSAGE. ...
  4. STEP 4: PACKAGE YOUR MESSAGE. ...
  5. STEP 5: DISTRIBUTE YOUR MESSAGE. ...
  6. STEP 6: YOUR OUTREACH PLAN. ...
  7. STEP 7: EVALUATE YOUR PLAN.

What outreach means? ›

1 : the act of reaching out. 2 : the extent or limit of reach the outreach of the Ohio floods— Clifton Johnson. 3 : the extending of services or assistance beyond current or usual limits an outreach program also : the extent of such services or assistance.

What is the goal of community outreach? ›

At its core, community outreach helps communities function better. Social workers who practice community outreach may work directly with individuals, assessing their needs and then guiding them to the appropriate resources. Others design large-scale programs that benefit the entire community.

What does outreach work mean? ›

work (done by welfare workers, volunteers, etc) designed to help and encourage disadvantaged members of the community.

Why is personality development and community outreach program is important to learn? ›

These community outreach opportunities provide ways for students to make a difference in someone else's life and realize the beauty of selflessness. Students who spend time volunteering and working with others realize it can be up to them to make a change to social injustices.

What is the value of community outreach events in promoting the health of community members? ›

Outreach Activities that Improve Health Outcomes

sharing culturally appropriate health education. providing informal counseling and social support. acting as advocates and connecting people to services. supporting ongoing disease self-management skills.

Why do you think outreach is important in business? ›

It helps to increase brand recognition, facilitate the promotion, and boost revenue. The essential idea is to provide an incentive in exchange for a favor rather than insist on making customers buy goods or services from your company. Outreach marketing allows for mutually beneficial cooperation for both parties.

How can I reach social media influencers? ›

You will not succeed if you try and take shortcuts.
  1. Guide to Reach Out to Influencers:
  2. Subscribe to Your Influencer's Blog.
  3. Reply to an Influencer's First (Real) Email.
  4. Share Influencers' Posts.
  5. Respond to Influencers' Social Media Questions.
  6. Comment on Influencers' Posts.
  7. Thank Your Influencers For Their Shared Material.
20 Sept 2021

Why is my post not reaching anyone Instagram? ›

Shadowbanning is when Instagram purposely restricts the reach of a user's posts to make them less visible on the platform. This can happen for a number of reasons, including: Using automated tools to like or comment on other users' posts, Using hashtags that are associated with spam or inappropriate content.

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