You’ve got a Twitter account and you regularly post content to attract attention to your company, but how do you know whether it’s working? Here are some ways you can be sure you’re creating the kind of content that will generate quality leads – and ways to measure its overall success.
Don’t overthink it
What really resonates with your target audience? Authenticity. If you share content that means something to you and your brand, it will help attract potential leads who are interested in the same things.
Doodlekit offers a number of suggestions for the type of content that attracts attention. You might, for example, decide to have one of your company leaders be the face of your tweets – people are more likely to engage with a real person. Share the kind of content that means something to your company – what inspires your work? What videos or photos mean something to you and your brand? And again, share the faces behind the company – do you have special company news, events or blog posts where you can share pictures of your people? And do share blog posts of topics that you think your audience would find useful and important. Each of these is valuable.
Don’t overlook tools like Revive Older Posts, which allow you to automatically tweet blog posts from your archive. Why would you share older posts? Tweets have a short shelf life. This way, you can share important content that your potential leads might have missed the first time around.
Conversely, you can build a Twitter audience of social media users who are already interested in what you have to offer. Tribeboost suggests searching by keywords, hashtags and company mentions. Solutions like Socedo can help you identify the people who fit your buyer persona and are about to enter your buying cycle through keyword search on Twitter, and get your content in front of these people through direct messages. Socedo tracks how social leads engage with your content offers. If you sync Socedo with your CRM or marketing automation system (Marketo, Hubspot), you can also see how these social leads convert on your website and how they respond to your follow-up emails.
In the webinar 7 Example Marketo campaigns, Socedo shares several examples of how you can nurture leads based on real-time activity in specific social media channels like Twitter. Socedo can keep track of who has replied to your direct messages, who clicked on links to access your content, and when these activities happened. That way you know when it’s time to reach out with an email and more content. Socedo recommends waiting 24 hours before sending an email, which allows your brand to occupy their minds for a longer period of time.
You can also cultivate quality leads by feeding them into automated nurture streams – segment them by job title or interest. These streams also can tell you when someone’s not engaging, and therefore not interested – allowing you to divert your resources where it will make a difference. According to Socedo, socially engaged leads convert into customers 22 percent faster than those who aren’t. Twitter’s a great place to start that engagement.
Audiense suggests measuring Twitter campaign success by monitoring the factors that mean the most to your company, such as website traffic, hashtag use and follower growth. As Audiense notes, 72% of Twitter users are more likely to buy from a brand they follow and 85% of Twitter users feel more connected to a brand they follow. So growing your follower base is an important goal – as long as you use it to cultivate those leads.
Remember, Twitter is a social media venue: the keyword being social. That means you should regularly check your feed for questions and other types of engagement. ‘Like’ your followers’ tweets in return, and if you Direct Message them, don’t be spammy. Follow up with an email and be sure to offer your contacts something they would want, such as an article, e-book or webinar. With targeted content like that, Socedo reports a 44 percent email open rate and 6 percent click-through rate, twice the average.
Keep the content stream flowing, keep it personal and engaging, and keep track of it. If you want to see the success in the quality leads you generate, try out Socedo’s free trial!