Editor’s Note: This post was published in 2016 and has been updated to reflect product changes made by Twitter and by Socedo.
Twitter is one of the best social media platforms for B2B marketing. Why? Because it’s open and it’s public (unless you set your profile on private of course). People frequently check in to share professional content, to do research and to engage with companies. Best of all, Twitter is a great place for businesses to find the people who are interested in what they’re selling.
At this point, there’s a myriad of options available when it comes to using Twitter to promote your brand and generate leads. In this article, we’ll walk you the different options available and provide some guidance on how to choose the best option to achieve your lead generation goals.
Broadly speaking, there’s three approaches to generating leads on Twitter:
- Manually identify your target audience, reach out to individuals one on one.
- Use Twitter’s in-house advertising options
- Use a social demand generation system such as Socedo that leverages Twitter data as a starting point but allows you to engage with your audience on a deeper level.
For this article, we’ll discuss what you can do through Twitter Ads and Socedo.
Twitter’s In-House Advertising Options
Twitter has suite of advertising options that allow you to target the right people so that your ads are displayed for Twitter users who are most likely to be interested in your content, product and services. Here’s a run-down.
1. Drive Traffic to Your Website – Website Cards
This ad format allows a user to preview an image, related context and a clear call to action in their timeline. It’s used to drive traffic to your website.
For example, SiriusDecisions used this ad format to drive ticket sales for their annual Summit.
SiriusDecisions served this ad to their existing Twitter followers, and people like the followers, of targeted account lists, similar companies, and B2B news publications and industry influencers. This helps them reach high level decision makers and B2B industry influencers who have the power to approve conference budgets.
They also posted a Twitter remarketing pixel on their “Thank You” page and set an attribution window of 30 days post engagement and 7 days post view. This helps them track the full user journey after seeing the ad.
2. The App Card: Increase App Installs for Your Mobile App
The App Card ad format allows mobile users to preview and image, view app ratings, and install or open an app directly from their timelines. This includes conversion tracking on your campaign to measure app installs and opens.
Example of The App Card:
3. Promote Your Account to Targeted Followers
Promoted Accounts allows you to grow your audience of followers and build social proof. Promoted Accounts are displayed in multiple locations across the Twitter platform, including the Home Timelines, “Who to Follow” widget on the left side of a user’s logged-in Twitter.com homepage and Connect as well as the “Who to Follow” page, in “People” search results, and on users’ profile pages as part of the “Similar to you” widget.
A user may see your Promoted Account as a suggestion if your account is relevant to them. Using this type of ad allows you to grow a larger base of Twitter followers, thus increasing the credibility of your account. You can target users in several ways:
- Keywords: Target people who have used certain keywords in their tweets, and the tweets they’ve recently engaged with, and users who search for specific terms on Twitter
- Interests and followers
- Tailored audiences – Target users based on past visits to your website, email addresses and other data from your CRM system, or lists of Twitter IDs
- Devices and Platforms
4. Promoted Tweet to Generate More Engagement
Promoted tweets are like regular tweets but they allow you to reach a larger audience of people interested in your business. They can be used to promote your best content so you can more shares, retweets, clicks and get people to engage with your offer (i.e. come to your restaurant).
The Twitter Business website at this time is only featuring B2C (i.e. coffee shops, restaurants, clothing e-commerce) examples for using Promoted Tweet.
Note: Lead Generation Cards – which are designed to help marketers collect email addresses from people who express interest in their offering – is no longer available at this time.
How to Measure ROI from Twitter Ads
Twitter Ads, like other advertising offering, provide you with common performance metrics such as CPL, CPC, cost-per-action, number of clicks and conversions on your website (if you set up conversion tracking). These metrics are enough if you’re a B2C brand selling products that consumers can immediately purchase. But for most B2B companies, leads gained through Twitter ads may take a long time to become paying customers.
Don’t be too impressed if your Twitter campaign generates a thousand new followers or 5000 shares. Look at whether this engagement translates to leads that move through your funnel and turn into opportunities. You want to look at the cost of acquiring a new customer through your ads, not simply the cost per action or CPL.
Here are some questions to answer to get to the real ROI of your Twitter ad campaigns:
- How many conversions did you get on your website? Or how many app installs did you drive?
- Are these new leads from your Twitter ad campaign engaging with your website or app after they took that initial conversion action?
- How many Twitter leads have become Marketing Qualified Leads or Sales Qualified Leads according to your company’s definitions?
- Velocity: How long does it take for these Twitter leads to move through your funnel? Is this faster or slower than leads from other acquisition channels?
- What’s the average selling price (ASP) of customers acquired from the ad campaign? Is it higher or lower when compared to customers acquired through other channels?
At the end of the day, you want to make sure that engagements on Twitter are turning into concrete business outcomes.
Socedo has a social demand generation that complements Twitter ads. It’s built specifically for B2B businesses who need to reach a niche audience (think Chief Security Officers or DevOps engineers or physicians) rather than a general population (i.e. coffee lovers or foodies).
Here’s how our system work.
1. Discover and target the right buyers
Socedo allows you to target people based on their behavior on Twitter and the information they provided in their Twitter and LinkedIn profiles.
You can search for your target audience based on location, job title, domain expertise and industry – which are things people put in their profile, as well as people’s following behavior and keywords and hashtags in their Tweets.
For example, if I’m selling a cloud-based IT management software, I can search for “Directors of IT” and “CIOs” who recently followed or engaged with major cloud players like AWS, Google Cloud and Microsoft Azure.
We’ve built in a keyword suggestions tool to help you identify the best keywords to reach your audience, based on the data we’ve aggregated across our entire customer base. You can learn more about how our keyword suggestoins tool works in this post.
Once you’ve set up your target keywords, Socedo will discover new leads based on Twitter activities on an ongoing basis. As you enter keywords, you can see how many people we can find and get previews on them.
2. Reach out to each lead in context on Twitter
Once you’ve discovered your target audience, our system can automatically follow these people on Twitter and add them to certain lists. For contacts who follow you back, you can trigger a direct message 24 hours later and offer them relevant content (i.e. an e-book) aligned to their buyer persona and interest.
We’ve found that Twitter direct messages get very good engagements and often outperform emails by 10X. With a direct message targeted only to relevant prospects, you can get more people to take actions like visiting your website or downloading your content. By driving your prospects to a gated landing page where you offer a valuable piece of content, you can capture their contact information into your marketing automation system.
3. Generate new contacts or leads & sync them into your marketing automation or CRM system
Socedo can generate new contacts or leads in two different ways. You can simply use Socedo to drive traffic to your website, by sending your target prospects direct messages that link to a gated landing page on your website. People who are fill out the form are added to your marketing automation system or CRM. Alternately, you can get new leads’ contact information directly through Socedo.
Once Socedo finds your target audience on Twitter, the system matches people’s social media profile to other lead qualification data points including their company name, industry, job title, corporate email address, phone number and more. You can export this data as a CSV file, or sync this data automatically into your marketing automation system or CRM.
Unlike typical data enrichment solutions that provide periodic updates, Socedo provides contacts based on real-time social media activity (recent tweets that match your criteria).
4. Get detailed reports on your campaigns
Socedo gives you visibility into how your campaigns are performing on multiple levels.
First of all, you can see how each campaign is doing in terms of generating new relevant Twitter followers, engagement and conversions on your website. Additionally, you’ll see how many new leads you’ve exported into your email marketing system.
Additionally, you can see how effective each keyword is at bringing relevant followers and driving engagement, so you can continue to optimize each campaign.
Twitter is a great platform for B2B businesses who want to drive brand awareness and generate warm leads. You can promote your brand and drive engagement on Tweets or drive specific actions on your website or app through Twitter ads. Socedo provides another option that connects you with a relevant audience through two channels – Twitter and email – at the same time, and tracks leads’ engagement with your marketing programs after the initial conversion.
You can test Socedo for yourself by requesting a free trial: www.socedo.com/request-a-trial