Twitter chats should be more than just social activity and networking. Used in a focused way, Twitter chats for business boosting actually also bolster your brand-building very strongly, if they are used in the right way. The right way usually involves a good deal of preparation.
You need to research the likely target audiences of a Twitter chat by examining the tone and tenor of the hashtag. The hashtag is a clue to the type of information need the audience will have. You also have to be prepared with the right brand voice to use (one of authority and credibility) and make sure you cover all your bases by having something prepared in advance to say about your brand to the audiences of the chat who may be at diverse levels of brand awareness. Finally, its critically important to follow up on a Twitter chat.
When you go through a Twitter chat after the event, you can usually segregate the audiences more clearly according to the stages of their decision-journey they are in with respect to your product. Make sure to send up the right follow up information to the right Tweet-chatter to help him go one step forward towards your brand on his purchase journey.
Tip: If you are convinced, check out our calendar of marketing Twitter chats to visit weekly. That’s Google Calendar that can be exported to pretty much any calendar app you need!
Twitter can be a robust means of generating new audiences, but these visitors will need a lot of persistent attention to be meaningful to your bottom line ROI. Ensuring you have proper lead nurturing implementations is critical when they hit your website.
Having lead nurturing implementations, alerts to subscribers on new content, and progressive actionable steps to retain contact at every step of the process is key. Focus on retaining your twitter audiences by giving them something actionable to do such as subscribe to a newsletter, or download an ebook.
Remember that most Twitter users are typically in the early discovery stages and will need a lot of coxing to convert. Giving the Twitter visitor a simple conversion path to maintain contact and then providing additional education-rich content will nurture trust and push that contact that much closer to your goal.
Further reading: 12 Ways To Improve Website Traffic, Leads, And Sales
Now, here are some actionable tips, tools and case studies on making the most of Twitter to generate more leads and discover new opportunities!
Firstly, increase the click-through
Gary Dek of StartABlog123:
Ultimately, I don’t think you can really gauge what Tweets turn into leads because conversion is an on-page issue.
However, Tweets with the highest click-through rates that will give your brand the opportunity to convert social media traffic into leads include the following elements: pictures or images attached, 1-2 hashtags of trending or popular industry topics, a link to a valuable free resource, a link near the beginning of the post to catch the user’s attention, and the right timing.
By combining all of these tactics, social media marketers significantly increase the chances of a click-through, and the rest is a matter of conversion optimization.
Use Twitter cards
Twitter cards allow for the summary of articles, photos, feature post images, apps, media players and product snippets to be added to your Tweets. Twitter users are therefore more aware of what they are clicking and where they will be taken, giving them more confidence to click on the links knowing that it is somewhere they are interested in visiting.
This has been a significant driving force that has helped generate more qualified traffic to your website.
(h/t to Mike Shaw of Tower Marketing @towermarketing)
One of the most interesting Twitter cards to experiment with is Lead Generation Cards.
Jeffrey Romano of WP Lighthouse explains how to make the most of these:
If you have a sizable following on Twitter, using Twitter Lead Generation Cards can be an effective technique to build your email list. If you’re still starting out on Twitter, what you can do is reach out to whoever shares your content and ask them sign-up, regardless of whether they follow you or not.
In order to make use of Twitter’s Lead Generation Cards you need to be a Twitter Advertiser, i.e. you must have input your credit card information. The second tip is simply to regularly tweet a link to your squeeze page. By tweeting the link once a week you won’t annoy anybody, but you will probably get a few new subscribers, especially if you use hashtags and images when you tweet.
You can also link to your squeeze page in your author bio, which is actually a part of your profile that many new followers will read. I would strongly suggest that in your squeeze page you offer an irresistible email incentive that visitors will want to sign up for. You can then develop your relationship with your subscribers and turn them into leads.
The final tip is to have a specific squeeze page that is targeted to people who click-through from Twitter. In this targeted squeeze page you recognize that people have clicked-through from Twitter. You might say something like “Thank you for dropping in from Twitter”. When visitors notice that you ‘know’ they are coming from Twitter, it makes their on-site experience more personal and memorable (since not many people use this technique).
Tweet at the right time
This is something not to go crazy about but definitely to experiment with!
Make sure you target people at the time they are most active. You can use a program called Tweriod to know when your followers are online. You should then schedule your updates to be posted at this time.
Thanks SoBold for the idea!
Further reading: So, What’s The Right Time To Tweet?
Because the life of a tweet is only 20 minutes, posting consistently is critical. Social media leads aren’t “searching” for a solution the way organic traffic is, so there’s a longer buying cycle involved.
Share your latest blog article on Twitter, then when someone clicks through, capture their email address with a great offer. You can then follow-up with more content and eventually offers that convert to sales.
(The above tip has been provided by Maria Peagler of Social Media Online Classes)
Romance your leads and personally engage with them
Case study: Gary Vaynerchuk closed a 4 million deal by spending a total of 17 minutes on Twitter
(starting from 22:09 to about 26:30)
Here’s how he did it:
- Step 1: GV typed the name of the CMO of a company that he ‘targets’ on Google search. Add a word “Twitter” and “Facebook. He found 6 leads, which 2 of them are on Twitter.
- Step 2: GV follows both on Twitter.
- Step 3: Build a relationship. GV didn’t pitch right away. Instead, what GV was doing is just watch what both leads are talking about on Twitter. One of the lead was talking about Kolten Wong, a baseball player – he’s really into him. GV himself is an avid fantasy baseball enthusiasts, so when the season started, GV decided to win Kolten Wong into his fantasy baseball team. The CMO, who also played fantasy baseball, also drafted him, for some obvious reasons. The pitch started when the CMO tweeted about Kolten Wong, and GV jumped into the conversation saying that he has Kolten Wong in his fantasy baseball team. And the tweet conversation continues.
- Step 4: After exchanging tweets for some time, the CMO finally noticed on GV’s Twitter profile and ask GV, “What’s Vaynermedia?” and later asked GV to send him a DM. Then the rest is history.
Lesson learned: Romancing your leads and personally engage with them – and talk about their interests, not about business. Play the long game, and when the time comes, pitch your business
Connect to people behind the brands directly
The story: I’m in a group of social media managers and community managers on Facebook. Opposite to the usual FB group, this one is as alive as it can be and it connects people worldwide. Last week, I came in contact with the Community manager of Trello. And oh, I love Trello, I’ve been a fan and a user for about 2 years now.
How I interacted with them: Brian, the CM of Trello posted a question, he needed help in developing a program, I volunteered to have a Skype chat, in the meantime I finished my reviews of brands I love and use on G2Crowd.com and Daniel posted my reviews in a Q&A on the G2Crowd blog. I shared with Brian my review of Trello, he loved it, we connected via email, Twitter and Skype. Somehow, his colleagues got hold of the Q&A on G2Crowd, so I ended up with about 10 new followers all in the Trello company and a lot RTs and Favorites.
To continue the thrill, I mentioned the guys from Glip (they integrated Trello in their platform so it goes hand in hand) and I got another round of new followers and RTs. Overall, that interview got 13 RTs. And I ended up with 42 new followers for last week, half of which came through connecting with these 2 companies.
Bottom line is: the best way to create a Twitter experience is to interact with people behind brands. Don’t be afraid to connect with your favorite products’ Community Managers or Social Media managers; Review your favorites using review platforms; Mention them on Twitter, to remind them that “Hey, you matter in my life and guess what? Your product helps me in my business”. And they will RT with all their heart.
Not to mention, you’ll get followers from inside the company, which means any issue you might have in the future or any question will be answered: you just managed to turn Twitter into a Social CRM.
What are your tips? Please share them here and I’ll update the article to add your tip or case study!
The feature called “Majestic Awards” will reward people who use the site most actively. There are lots of features inside Majestic and looks like this feature is going to help discover more of them.
You’ll be rewarded each time you discover and use a feature for the first time
Some of the features are repeatable (so you’ll be rewarded every time you use it)
Majestic Awards is further enhanced by introducing a leaderboard which creates a multi-user competitive element to the game as you compete not only with yourself, but with all other user s of Majestic . Only the top 10 leaders are ever shown, but you are able to see how you compare to the leaderboard at all time. Opting out is possible for nervous users, but research has shown that turning complex websites into games creates for stronger engagement over…
It’s an interesting step for a SAAS company! Gamification will surely make using Majestic much more fun (Backlink analysis tends to lack the fun component!). Plus, it’s a huge incentive to discover hidden (yet awesome!) features!
If you don’t already have a profile you can submit one for verification right now. You’ll receive an award for that!
Read the official announcement: Learn and collect with Majestic Awards