Coming up with a solid set of keywords to reach your target audience is one of the tougher parts of any lead generation program. We hear this from our customers a lot.
For the past few months, we’ve been working on an automated keyword suggestions system to make it easier for our customers find their target audience through Socedo.
How Keyword Suggestions Work
Our system utilizes public Twitter data (i.e. Tweets, follow relationships) from all past searches across our customer base to generate keyword suggestions. It sounds simple but it’s made possible because we already have a data architecture in place that’s optimized for searching through large volumes of text data (known as ElasticSearch). With ElasticSearch as our foundation, we can apply keyword density analysis to our massive dataset to cut through the noise on Twitter to find keywords and signals that are relevant to our customers’ B2B businesses.
Depending goals and situations, we’ve come up with two types of keyword suggestions for our customers.
Curated keyword suggestions for an existing campaign
We know that our customers can find a lot of good leads on social media. But it’s also normal for the volume of leads discovered in a Socedo campaign to decline once the campaign has been running for a while. Adding new keywords to a campaign will help increase lead volume.
If you have at least 1000 approved leads in your campaign, Socedo will automatically suggest new biographical and conversational keywords to add, based on what your existing leads have done.
Our algorithm will go through your existing leads, see whom they are following, what keywords are being used in their tweets and identify the topics, keywords and handles used most frequently by your existing leads.
The conversational keyword suggestions are based on what your approved prospects are talking about on Twitter in the last week and it’s designed to get those trending topics you may have missed into your criteria set. Each week, Socedo will curate up to 10 new bio keywords and 10 new conversational keywords per campaign, as suggestions become available.
Input Keyword Suggestions
While it’s easy to think of broad keywords to add to a campaign, they may not be as relevant as less common keywords. For example, you might know that “ABM” is a hot topics for marketers, but you may be drawing a blank on what other keywords you could use to find this audience.
Now, Socedo can suggest new conversational and biographical keywords based on your input. To generate suggestions, our system looks at all other campaigns across our customer base where the input keyword has discovered prospects, figures out what these prospects talk about most often, and surfaces these keywords as suggestions.
For example, when you type in “ABM”, our system will identify other campaigns across our entire customer base where “ABM” has returned prospects. Our system will recognize that people who talk about “ABM” mention @SangramVijre (author of a book on ABM) and @LinkedInmktg” a lot more often than the average person on Twitter, and suggests these keywords to add to your campaign. In addition, our system will tell you how many additional people you can add to your campaign when you include these new keywords.
At this time, our Keyword Suggestions are available for everyone. Simply log into your acount to add new keywords to your campaigns.
To see how our current customers are using Socedo to reach their target prospects, check out our new study B2B Demand Generation Trends on Twitter.