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!
In the B2B space, there persists a belief that social media only works for B2C. This is because to date most have no proof it works for B2B. According to MarketingProfs and The Content Marketing Institute B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America, measurement is a key area where B2B marketers are struggling:
Only 21% say they are successful at tracking ROI.
New social media management solutions make tracking leads and identifying which social shares generate leads and conversion possible. Businesses that implement social media measurement tools have the advantage of focusing their time and resources where they get results.
Many still think social media only works for B2C not B2B. Interested in how many other B2Bs are using social media? All of the statistics below are specific to B2B and come from the above-linked 2015 research.
- 92% of B2B companies use social media content (beyond blog posts) as a content marketing tactic.
- 48% of B2B companies use social media ads to either distribute or promote content
- 42% of B2B companies use promoted posts – such as promoted posts on Facebook or promoted tweets – to promote or distribute content
- 41% of B2B companies say promoted social posts are the most effective paid advertising method to distribute content
- 38% of B2B companies say social media ads are the most effective paid advertising method to distribute content
Percentage of B2B Companies Using Each Social Network
- 94% LinkedIn
- 88% Twitter
- 84% Facebook
- 72% YouTube
- 64% Google+
- 41% SlideShare
- 33% Pinterest
- 24% Instagram
- 20% Vimeo
Most Effective Social Networks for B2B Content Marketing
- 63% of B2B companies say LinkedIn is the most effective social media platform
- 55% say Twitter
- 48% say YouTube
- 42% say SlideShare
- 40% say Vimeo
- 32% say Facebook
- 25% say Pinterest
- 24% say Instagram
- 20% say Google+
User data from social media management tool Oktopost agrees. Their user data indicates LinkedIn generated 80.33% of conversions, compared to 13.73% for Twitter, 6.73% for Facebook, and 0.21% for Google Plus. Further, their user data shows that B2Bs should be focusing on interacting in discussion groups because 86.30% of conversions were generated in groups versus 10.07% on company pages and 3.63% on personal profiles. Source of stats:
B2B Social Media Measurement
It is possible to measure not only which social network generates the most leads or conversions, but exactly what lead a specific piece of content generated. Once a lead is recognized, all touches with your creatives and social shares are recorded.
Drill down into exactly which post in which LinkedIn group generated a lead. Find out which groups never convert so you can focus your time on the ones that do. It is clear that LinkedIn produces the most leads and conversions. Sales teams have the additional benefit of knowing much more about each lead before contact.
Leads obtained from LinkedIn provide access to profiles which reveal major insights into their backgrounds, authority, and job descriptions. Their titles may indicate whether they are decision-makers. And you can use LinkedIn’s InMail to contact them.
It is unclear why brands are so focused on Facebook. Leads from that source often provide little information for your sales team to go on. You have to request connection which many reserve only for friends and family. Without being connected first, any message you send is likely to end up in a mailbox the user never sees.
B2B Social Media Case Studies
Still not convinced social media converts for B2B? Lee Odden of TopRankBlog compiled 12 B2B Social Media Case Studies with details on how these twelve B2Bs benefited from specific social media strategies. Here are examples of what some of these B2Bs accomplished:
- SunGard generated over 3000 leads in just 3 days
- Toshiba: 19,000 opens, 1,100+ clicks and generated 309 leads
- LivePerson: 800 downloads, 11% open rate with a 17% click-through-rate (CTR), generated 270 marketing qualified leads and cited as “the most successful e-book of 2013”
- LinkedIn: 10,000 downloads in less than 30 days, more than one-third by marketing qualified leads
Impressive conversion rates like these are attainable by using social media management tools that include the ability to measure results. Case studies provide ideas for what to test and what kind of results other B2Bs have been able to achieve.
If you’re like a lot of people, you want to have a million Twitter followers. Or, if not, you want a lot of them. But did you know that there are things that you can do to actually drive people away from being followers? Here are some of the mistakes that you can make on Twitter.
Not Utilizing Images
Using images in your Twitter posts will cause the tweet to use more space in the feeds and therefore they help with driving engagement. Tweets which include images have 200% more engagement when compared with those without. Although images aren’t appropriate for all tweets, it’s a good idea to use them when possible.
Not Using Hashtags
Using hashtags is one of the best ways that a business can insert itself into trending topics and conversations that are related. This also helps to double engagement. An example would be using #TBT or #throwbackthursday to become part of a huge regular conversation on Thursdays. It’s best to repost old advertisements or images rather than new ones since it’s called Throwback Thursday.
Only Using Twitter to Promote Yourself
Everyone on Twitter uses it to promote themselves in one way or another. That’s a given fact. But a big mistake that a lot of people make is just using it for promoting their business. Why shouldn’t you use it just for promoting your business? There are several reasons:
- It’s annoying to read. People don’t like following you just to have your business shoved down throats.
- It’s bad customer service. Give them information that is going to be helpful and they’ll come back.
- It doesn’t win you a lot of followers. Retweeting things that other people have tweeted will make you stand out and show that you care about others.
Only Posting Links to Your Content
This goes along with the above tip. Yes, you want to get people to read your stuff and yes you want visitors to your website. But you also want people to be interested in what you have to tweet. A good strategy is to find articles that other people have written that are related to your business or your own content. This should be content that is helpful to your followers and that people will find interesting. This is going to make more people follow you.
Only Posting at Certain Times
Yeah, we know you’re busy. But it’s not a good idea to post everything the same time on a certain day of the week. For one thing, it’s going to be annoying to your followers. For another thing, those tweets are only going to be seen by the people who go on Twitter at that time. It’s better to spread out your tweets throughout the day and week.
Not Starting With a Character
A lot of people on Twitter make this mistake – they start out a post with @username. So what’s the problem? When you start out with that, it means that the only people who can see this is you, the @username, and the people who are following both of you. To stop this from happening, you can put something like a period in front of it. So say you want to announce your new blog. You could say something like . @myblog is now live! Come see what I have to say.
Not Using Tweetable Quotes
Tweets about your new article are good. Direct quotes from your new article are even better! Want to take advantage of using tweetable quotes? There are two great tools that you can use to do this – Clicktotweet, which is free, and TweetDis, which is premium.
So there you have it, some of the mistakes that people make on Twitter. If you are always using Twitter for your business, there are a lot of tools that you can use. Here is an excellent article about Twitter tools and how they should be used to help you and your business.