In the first section of PRM NOW, we’re going to look at how to get your social media content right using the principle of Prospect Relationship Management. The idea is simple. Rather than treating every post as an announcement, think of it as the start of a conversation. If you create content that the right people want to engage with, you have a much better chance of turning that initial interest into a genuine relationship.

You’re a business, so you need to post on social media, and you need to post well. But knowing what to post, where to post it and how to make it work for your business isn’t always straightforward. When you look at social media through the PRM approach, it becomes less about simply getting your name out there and more about finding and engaging with the people who could eventually become customers.

Why

The first thing you need to figure out is why you want to post.

The obvious answer is brand awareness. You want people to know who you are, what you do and how you can help them. But awareness on its own isn’t enough. You want to attract the right people and give them a reason to take an interest in your business.

This is where PRM changes the way you approach social media. Instead of simply putting content out there and hoping that someone sees it, think about who you are trying to reach and what you want them to do next.

Your content could answer a question your customers regularly ask, share useful advice, comment on something happening in your industry or simply give people an insight into how your business works. You might ask your audience a question, respond to someone else’s post or start a conversation around a topic that matters to them.

The aim isn’t to shout into the void. You’re talking to an audience with an interest in what you do.

Where

Making people aware of your brand means making sure you’re where your potential customers are.

The platforms you prioritise will depend on your industry and the people you are trying to reach. A local business might find Facebook and Instagram particularly useful, while a B2B business may get more value from LinkedIn. Creative businesses can benefit from visual platforms, while other industries may find short form video or online communities more effective.

You don’t need to be everywhere just for the sake of it. Find out where your customers spend their time and concentrate your effort there.

It is also worth remembering that each platform has its own style. Your brand should remain consistent, but the way you communicate can change depending on where you are. A professional insight might work well on LinkedIn, while the same idea could be presented as a quick video or something more visual on Instagram.

The important thing is that you don’t completely change your personality between platforms. Adapt your content to the audience, but remain recognisably you.

What

The next thing to consider is what you want to post.

It’s easy to see social media as another opportunity to sell, but people don’t generally follow businesses because they want to be sold to every time they open their feed. If every post is an advert, people will quickly switch off.

Instead of putting on your sales voice, put on your brand voice.

Think about what your audience would actually find useful or interesting. Share tips and advice, answer common questions, talk about things happening in your industry, share customer stories, create videos or point people towards useful content on your website. You can also show some personality. Behind the scenes content, team updates and the occasional bit of humour can make a business feel much more human.

The key is to create content that encourages people to engage rather than simply announcing something and moving on.

A post getting lots of likes or views can look successful, but that doesn’t necessarily mean it is going to generate any business. Someone might enjoy your post without having any intention of buying from you.

What matters more is when someone starts a conversation. They ask a question, leave a comment, send you a message or tell you about a problem that your business could help them solve.

That’s where basic engagement starts to become direct engagement.

When

It isn’t just what you post that matters. When you post can have a big effect on how many people see and engage with your content.

There isn’t one perfect time that works for every business. It depends on your audience, your industry and the platform you’re using. Rather than relying completely on generic advice about the best time to post, look at your own results.

Try different days and times and see what gets the best response. Look at which posts generate conversations, not just likes, and pay attention to when your audience seems most active.

Most importantly, be consistent.

Social media moves quickly, and even a good post can disappear from people’s attention within a short amount of time. You don’t need to post constantly, but you do need to create a routine that you can realistically maintain.

Basic Engagement vs Direct Engagement

So you’ve got your social media moving, you’re posting regularly and people are engaging with your content. But if that engagement is only a few likes, views and shares, you may still be wondering where the customers are.

This is the problem with relying on basic engagement alone. People may be using your content to research, learn something or simply pass the time. They might like what you post without ever taking the next step.

The opportunity comes when someone starts interacting with you directly.

They might ask a question about your product or service, comment on something you’ve posted, send you a message or mention a problem that you can help with. At that point, you have something much more valuable than a like. You have the beginning of a relationship.

This is why your social media shouldn’t exist separately from the rest of your sales process. If someone shows genuine interest, you need to make sure that conversation doesn’t get lost in your notifications.

Keep Them Coming

Consistency is important, but that doesn’t mean posting the same type of content over and over again.

Try to keep things varied. Share useful information, industry news, your own opinions, tips, videos, customer stories and content from your website. You can also take the opportunity to show the personality behind your business.

People buy from businesses they trust, and showing some personality can help build that trust. Ask questions, run polls, share something happening behind the scenes or talk about something your team is working on. Not everything needs to be directly related to what you sell.

Relevant events and seasonal occasions can also be a good way to create something timely and different. Just make sure there is a genuine connection to your business or audience. Jumping onto a serious or sensitive topic simply because it is trending can easily feel forced.

Most importantly, remember that social media is a conversation. If someone comments, respond. If they ask a question, answer it. If they give you feedback, acknowledge it. If someone repeatedly engages with your content, take notice.

This is where the PRM approach becomes particularly useful. You’re no longer treating everyone who sees your content as the same person. You’re starting to recognise the individuals behind the engagement and understand what matters to them.

From Social Contact to Customer

This is the part that can easily be missed.

Getting someone to engage with your social media is only the beginning. If someone shows genuine interest in your business, you need a way to remember who they are, what they were interested in and what happens next.

Otherwise, the conversation can disappear as quickly as it started.

This is where a CRM can help. Instead of leaving valuable conversations scattered across social media, emails and notes, you can capture the contact and keep a record of your interactions. You can then follow up at the right time without having to rely on your memory.

Imagine someone comments on one of your posts asking how your service works. You reply and start a conversation. They tell you they’re interested but aren’t ready to buy yet.

Rather than forgetting about them, you can add their details to your CRM, make a note of the conversation and set yourself a reminder to follow up. When you get back in touch, you already know who they are, what they were interested in and where the conversation started.

That’s the difference between simply generating social media engagement and using social media as part of your prospect relationship management process.

You’re not just collecting likes. You’re building relationships that can eventually lead to sales.

Conclusion

Ultimately, there isn’t one formula for creating the perfect social media strategy. What matters is understanding why you’re posting, who you’re trying to reach and what you want to happen next.

Create content that people actually want to see. Be consistent. Start conversations and listen to the people engaging with you. Most importantly, when someone shows genuine interest, make sure that relationship doesn’t get lost.

Social media can introduce you to potential customers, but it’s the relationship you build afterwards that can turn that initial interest into a sale.

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