With over 554 million users, no matter who your customer is, chances are they are using Twitter. Because of this user base and the approachability of those users, Twitter offers and excellent new channel for lead generation. The following five tactics will help you leverage Twitter as a channel to drive new customers for your business.
1. Participate in Event Hashtags
Think about the conferences your business would attend… then the conferences you wish your business could attend. Following and participating on event hashtags is a great way to replicate the exposure you would have gotten by sponsoring the same event. With the ability to connect with attendees and get blow-by-blow accounts of the proceedings, the hashtag provides an immediate interaction that can be just as useful as personally attending.
If you are curious about how to use event hashtags, Matt Heinz (@HeinzMarketing) posted a great blog on the do’s and don’ts of conference hashtags.
2. Start a Twitter Chat
A Twitter chat is an online event where people ask questions and get answers. This enables the host to receive a lot of action in a short amount of time with target customers that have a real need and are prepared to learn.
Twitter chats are public, which means anyone who has a Twitter account can participate. Like conference hashtags, each Twitter chat has its unique hashtag, which allows you to follow along and reply. It’s a great way to build your network with people who have similar interests, be seen as a thought leader, and best of all, it’s free.
For more advice and information on what Twitter chats can provide for you, check out Pam Moore’s (@PamMktgNut) blog post that gives a full guide to Twitter chats! You can also see examples of regularly scheduled Twitter chats here.
3. Utilize Promoted Tweets and Lead Cards
Promoted Tweets are Twitter’s self-serve advertising platform. Businesses or individuals can use this system and pay to advertise their Tweet in order to reach a wider audience. As with regular Tweets, promoted Tweets can be favorited, replied to and ReTweeted. Promoted Tweets offer an advantage as your sponsored ad is placed at the top of the timeline based on targeting keywords, interests or people similar to other Twitter users.
Lead Cards, released in May, promise companies the quick ability to acquire the email addresses of users interested in their products. How? The user clicks to expand the company’s promoted Tweet where the user sees the description – possibly an offer – and a call to action. The user’s handle and email address are already pre-filled by Twitter, so the customer just simply clicks a button allowing Twitter to send contact information directly to the company involved. Before using Lead Cards be sure to think about your conversion funnel and if you want to send a user to a specific page or just collect their email.
4. Curate Content from Your Target Customers
Focus on following people that fit your target persona in order to understand what your audience is interested in. Then share that content back to your followers while giving credit to the person who initially Tweeted. For example, you may add (via: @aseemb) at the end of the Tweet. How is this different from simply ReTweeting? The target customer who originally published the Tweet gets a stronger notification of your reference, and most likely will appreciate it, opening up even more options for starting a conversation. This also gives you more control over the message you are sending to your followers.
5. Use Twitter Search
Your target customers are identifying themselves by using keywords in conversations and their bios on Twitter, and are just waiting to be found! Twitter search gives you the ability to locate your potential leads and begin a conversation. One of the aspects that sets Twitter apart from other social platforms is how easy it is to approach people and get results.
Similar to when you are curating content from your leads for your current and potential followers; think about the keywords your target persona would use. Use location, username, events, conversational and bio keywords to narrow down your options and help you find the right people more efficiently.
A few tools that can help you to manage your keywords and subjects of interest are TweetDeck and HootSuite, which allow you to setup streaming keyword searches. You can also use Socedo to identify relevant leads based with more advanced search and then instantly engage with them.
Building your brand and generating leads with Twitter takes patience, consistency and a willingness to put yourself out there. It can be uncomfortable and results may not happen overnight, but with the help of the five ways listed above, you will be well on your way to generating lasting leads with a brand new, growing and cost effective channel.