If you want to use Twitter to find your target audience and bring new leads into your sales funnel, you’ve come to the right place.
In this post, we’ll give you all the best practices on how to turn Twitter into a lead generation engine.
We’ll cover four aspects of Twitter lead generation in details:
- How to optimize your Twitter profile and content to attract the right audience
- Using keywords to find your target buyer personas or potential business leads
- How you can engage people in an authentic way to bring new leads into your sales funnel
- How to complete steps 2-4 while investing a minimal amount of time and effort with tools like Socedo
Before we get started, let’s spend 30 seconds on why Twitter is worth your time.
With the number of Twitter users expected to approach 370 million in 2020, it’s clear that this platform is one on which you need to have a presence. In fact, in 2017, 75% of B2B marketers worldwide have used Twitter to market their business.
In addition, Twitter can play an important role in the buying process. Although social media rarely leads directly to purchases online, it can help you build relationships with the right people who may eventually purchase your product or recommend it to others in their network.
Twitter is a channel where customers actually want to interact with brands. This platform is a particularly smart way to reach Millennials, who comprise more than half of the platform’s user base and value authenticity far more than previous generations.
How to Optimize Your Twitter Presence for Lead Generation
1. Pay attention to profile details
If you’re setting up a corporate account for your company, the photo should be your company’s logo. Make sure that your profile picture is clear and distinguishable.
As for the header photo, it’s best to pick something visually striking as it will have the best chances of engaging readers.
Or if you’re selling a more complicated product, you can create a banner with your logo and a headline that conveys your value proposition.
As for the bio, be sure to use your 160 characters to help your target audience understand the problem you can solve for them and how you approach it in a unique way.
Putting it all together, here’s a good example from Engagio, the account-based marketing orchestration platform for B2B marketers.
2. Create a Twitter landing page
Instead of trying to drive traffic to your website’s homepage from a Tweet, you can consider creating a landing page that is specifically designed for your Twitter visitors.
This might include a brief overview of your product or service, an email sign-up form or a video. By giving people a more direct offer, you can increase your chances of making a conversion.
3. Write lead generation tweets
Make sure your Tweets are set up for success. After analyzing 6,399,322 social media posts, CoSchedule discovered that the best performing Tweets on Twitter include an image, somewhere around 100 characters (give or take), and no more than 2 hashtags.
Make sure your Tweets are tailored for the platform. Remember that Twitter views itself as a news platform as much as a social network, so in less than 140 characters, you need to convey why your content is worthy of people’s attention. Be sure each Tweet has only one call to action.
Here’s a good example of a lead generation tweet from InvisionApp, a prototyping and collaboration platform for design-led teams.
Notice that the Tweet is calling designers to switch over to a new sketching tool and learn how to use it by signing up for a free course. The text within the image highlights the core benefit of taking the course, and the bright red button focuses the eye on the CTA.
Here’s another good example from ModGirlMarketing, which is a digital marketing agency that works with a lot of B2B businesses.
4. Ensure your copy is compelling
Make sure you’re using copy that’s exciting and compels action.
You want to establish your social media voice and tone so that people can clearly tell when you’re speaking. Start with your target audience and ask yourself:
- What’s the average demographic for our audience?
- Do we have a casual or professional audience?
- What sorts of problem does our product solve, or what wants do we fulfill?
Your social media voice should make sense for your target audience, your subject matter and have one consistent tone (whether it’s personal, professional, casual, serious).
Test your copy with tools. You can actually test every post with Social Media Optimizer. This is a free tool that scores your post based on the types of words you use in the post, the length of your post and whether imagery or videos are included. Once you enter your message, it will score your message, tell you which social network the content is best suited for and give you guidance on how to optimize it.
5. Use Twitter search to come up with content ideas
If you want your content to be interesting, it’s important to seek out what people are talking about at the moment and strike while the iron is hot. Search for a topic and see what types of tweets are getting the most engagement.
For example, when I did a search for “content marketing trends”, I am able to see that infographics on content marketing tend to be the most engaging posts. I can also see that within “content marketing”, people are interested in “video content”, “Influencer Marketing” and “Content promotion”.
6. Pin a Tweet
You can pin a Tweet to the top of your profile and use it to drive people to take an important action, such as sign up for a free trial. If you want to promote a free trial of your product, it’s best to have an engaging video showing your product or showcasing why your existing customers have chosen you in the Tweet itself.
InvisionApp, a prototyping and collaboration platform for design-led teams, did a great job of this.
7. Maximize the impressions on your tweets
When planning your broadcast Tweeting strategy, consider adopting an application that will help you schedule your Tweets such as Buffer, Hootsuite or Oktopost. These applications enable you to send out multiple tweets a day. Tools like Edgar will automatically repost old tweets on your behalf.
According to Moz, the lifetime of a tweet is just 18 minutes. This means that older tweets simply get buried in the stream. You’ll want to tweet important announcements multiple times in a given day and space out the tweets to maximize impressions.
Using Keywords to Find Your Target Buyer Persona on Twitter
By going to someone’s Twitter profile, you’ll learn a lot about what they do, what their interests are, whom they are following and where they are located. From their tweet, you’d be able to decipher what they’re interested in, and whether they’re actively doing research for new products.
On Twitter, you could identify your buyer persona based on the types of actions they are taking and the keywords they are using in their tweets. Consider using these keywords and hashtags to find new leads for your business.
- Use job titles and descriptive keyword phrases found on people’s Twitter and LinkedIn Profiles
- Keywords related to business activities and key topics in your space. If someone just mentioned a key topic that’s relevant to your business, or shared an article from an influencer in your space, or retweeted a tweet from one of your competitors, he or she can be a good lead for your business.
For example, if you are looking for marketing professionals who are engaging with the digital media ecosystem, you might search for people who are:
- Talking about topics such as “consumer research”, “media consumption”, and “user engagement”
- Following certain marketing publications such as @MarketingLand
If you’re looking to connect with IT audiences who might be looking for software to streamline their IT operations, you might target people who took actions such as:
- Mentioning a technology topic such as “Active Directory”, “Mobiledev” and “managed services”
- Following or engaging with IT influencers such as @CIOMagazine, @CIOOnline, and @InformationWeek
- Following or engaging with a cloud infrastructure player such as @Azure or @AWS
To learn more about how to select the right keywords to reach your target audience, take a look at our blog post How to Use Twitter Keywords and Hashtags to Find Leads.
Use direct messages to start one-on-one conversations with your prospects
Use Twitter’s Direct Message feature to make initial contact with your target audience and bring them into your sales funnel. Direct messages are similar to email in that they can be sent privately. They’re not limited to 140 characters, so you can provide more content. And because only its sender and recipient can view a DM, the channel provides authentic one-on-one interactions.
When you use a DM in the right way in the earlier stages within a customer journey, you can pierce through the noise of inbox spam to reach customers as individuals on their terms.
Depending on your goals, there are a couple of directions you can take with your DM.
1. Send an offer to drive traffic to a landing page
Putting a link in your DM to a landing page or downloadable resource is a great way to move new prospects into the buyer’s cycle. Make sure to tailor content to what the person tweets about. Once you check out a person’s previous posts, followers and retweets, you’ll find ideas on how to tailor your content.
Going back to the IT audience example mentioned earlier, you might send an IT Director following @CIOMagazine a DM that recommends a whitepaper showing benchmarking data about IT Operations to pique their interest in what their peers in IT are doing.
To keep your DM from sounding like an ad, use the customer’s name in your message and mention why you’re reaching out. Make sure to be specific in your call to action and explain why the person would want the content that you provide.
Here is a DM the Socedo handle received after we followed an SEO agency.
Here is another DM the Socedo handle received. This one drives to a landing page for a workshop that teaches business owners how they can find business leads online. They built a tailored landing page for their Twitter followers.
2. Ask a question to start the sales conversation
You can use the direct message to have a one-on-one conversation. This can be a good approach especially when targeting key influencers or prospects who are ready to buy.
Starting with a question is the best way to get a response and learn something about your prospect. Make sure the question is easy to answer, focuses on the person’s needs and follows the next logical step towards a sale. Here are some types of questions you can ask:
- Ask permission: “I’d love to learn more about your business, do you have time?”
- Start broad, then get specific: “What kinds of strategies do you use to drive new leads?”
- Build on previous responses: “You mentioned you are using social media to drive new leads. What tools are you using to help you with this process?”
To learn more, you can check out these 10 tips for drafting the perfect conversation starting DM.
Discover new leads and engage them continuously with a social lead generation system
Now you might be thinking “I don’t have time to do all these Twitter searches and contact potential leads one by one”.
Fortunately, you can automate a lot of this work with software.
Socedo has developed an application that scours through large volumes of social profiles and qualifies your potential prospects by matching their posts/profile information to your buyer personas.
With Socedo, once you define your target audience, you can sit back while our algorithm searches for prospects on social media based on users’ recent behaviors. You can create an automated workflow to engage with many prospects at once and make each message feel personalized and relevant.
Socedo provides additional information about your social leads, including their company names, job titles, corporate email addresses, and phone numbers. You can sync all of this data into your marketing automation platform and use it for your email marketing and ad re-targeting efforts.
For each campaign, you’ll get detailed report on how each keyword is performing in terms of discovering new leads and bringing them into your funnel. Here’s a real report from one of our customers – Verto Analytics.
Socedo can also monitor the social activities of your existing contacts to give you a more complete view of their interests, so that you have more data to improve the way you’re segmenting, nurturing and scoring your leads.
You can sign up for a 7 day free trial of Socedo at any time.