Thinking about kicking off a campaign to generate leads from Twitter? Or maybe you’re already a Socedo customer and you’re looking for tips on taking things to the next level.
Of all the questions we get, these are the questions our customers raise most often regarding running social lead gen campaigns:
What keywords should I use when starting a new campaign?
How do I know when my campaign’s performance has declined and it’s time to do something about it?
If a campaign isn’t performing ( i.e. “I am not gaining enough followers”), what can I do to optimize it?
Recently, I decided to sit down with Nate Strong, Head of our Customer Success team, and asked him to share his best tips on what our users can do to set up high performing campaigns that drive lots of relevant followers, website traffic and new leads.
Below, Nate reveals tips on how you can select the best keywords to reach your goals, common mistakes to avoid, and how to know when it’s time to make changes to an existing campaign.
Nate has worked with Socedo customers for over two years at this point. During this time, he’s helped set up and optimize thousands of campaigns. Internally, Nate has done a lot to innovate the business function of Customer Success and has been instrumental in building up the CS team here.
And one fun fact, Nate has visited to all 50 states in the US – airports not counted!
How do you set up a new campaign for success? What are 3-5 things one should pay attention to?
When I set up a campaign for a customer, I really try to start by understanding their business, the company’s goals, their department’s goals, and their individual KPIs. Not only do I love learning about the companies I work with, I also want to get a top-down view of the priorities all the way from the executives to the individual we’re helping out. This gives me a sense for which metrics we should be driving against with the Socedo product. Then, I use those goals to track success to any of the following four metrics:
- Net new twitter followers
- Clicks/Visits to website
- Conversions on a landing page
- Net new leads added to a marketing automation system / email database
To build a good campaign, you want to choose the right criteria. What are the specific, high-volume and targeted criteria that you can set up? I would look for some sort of action that the potential lead could show, combined with specific job titles.
For example, to find people who are engaging with Customer Success leaders that also have “Customer Success” in their bio, I would find those Customer Success leaders on Twitter, and then put them in our Keyword Suggestions tool to find more influencers like these. Socedo can then discover these influencers’ followers or people who mention them in their tweets.
Then I want to help the customer hit one of those goals mentioned above.
If it’s net new followers, it’s important to make sure the Twitter profile is optimized to attract that audience. If it’s important to drive traffic to a website and conversions, we want to select a piece of existing content that’s proven to be a good lead magnet that we can send to that audience.
If it’s net new leads, let’s make sure they’re ending up on an existing high-converting nurture path in your Marketing Automation System.
The key here is to start with existing high-converting content and see how the campaign performs. We can create more specific content that’s tailored for social later.
What are some common mistakes that people tend to make when starting their campaigns?
The trouble with our platform is that it’s a simple concept wrapped in a lot of powerful functionality. So common mistakes are in the details.
Here’s some common mistakes I see:
1. Using PPC Keywords in your conversational keywords
People understand what bio keywords are, that’s not a problem. However, they have a hard time understanding what “Conversational Keywords” are. Often, I see people just copying/pasting their same keyword set from their Google Adwords campaign.
Good conversational keywords are the things your audience would be talking about on social media, not what they would be searching in Google. Good conversational keywords also include the brands and influencers your audience would be following or engaging with on Twitter.
2. Not assigning quota correctly
Each campaign should have an approval quota. It may be hard to understand how much approval quota to allocate to a specific campaign.
If you have one high-volume campaign that’s meant to generate a broad base of leads, and a second campaign designed to reach people talking about a specific event, you’ll want to allocate a lot of quota to the first campaign and a lower amount to the second.
The first campaign has the potential to reach a lot of leads, and the second campaign is tied to a specific event. So you don’t want to waste your daily quota on something that is only going to reach a limited number of leads.
3. Installing the tracking pixel incorrectly
A lot of times, people install the Socedo tracking pixel on the landing page of the asset they want to promote. Doing this will immediately make our tracking pixel say you have a 100% conversion rate!
The tracking pixel needs to be installed on just one page – the “thank you for registering/downloading” page that displays after someone fills out a form. If you put it anywhere else, the conversion rate number will be wrong.
How do you know when a campaign is not optimal? What signs/metrics do you look out for? What are the levels that one can pull to increase a campaign’s performance?
I often joke that all I need to do is look at a campaign reports page and I’ll immediately understand if it’s doing well or not.
But when I think about what I look for, the first thing that I pay attention to is the Followback Rate. If that’s below 3-5%, I know we need to make adjustments. Everything flows from the followback rate, and fixing that may seem daunting, but it doesn’t have to be.
I look at follow-back rate on a keyword by keyword basis (mostly looking at conversational keywords) and follow this process:
- Remove low-performing keywords. My criteria is keywords that have follow-back rate of less than 5% that have been acted on over 200 times in the last 30 days.
- Add high-performing keywords into our Keyword Suggestions Tool and find some specific high-volume keywords to add in.
- Take some low performing “Followers of” keywords and remove the @ symbol to just get Socedo to surface the people that mention the keyword in their tweets.
- Check back in every other day to continue this process.
Still have questions about your Socedo account? You can contact us at Support@socedo.com
If you want to see how you can reach your target audience on Twitter, you can give our free trial a spin.