Tag Archives

2 Articles

A Seven-Step Formula to get 50% Lead Generation on Twitter

A Seven-Step Formula to get 50% Lead Generation on Twitter

Twitter is a data powerhouse to capture consumers’ interest and intent for businesses. However, most brands still use this tool mainly for reputation management and customer service, to ensure they are not getting any negative publicity or to update customers with their latest offerings. Twitter has launched three advertising products, promoted tweets, accounts and trends, but they are not open to all the businesses yet, especially outside the USA, and studies show that Twitter conversion is around 0.1%. Also, due to Twitter’s 24*7 real time nature, businesses really need deep pockets to leverage this social network.

However, based on our trial with clients such as MusicEventOne and Regus.com, we have come up with seven very economical steps that businesses can use on Twitter to increase their lead generation and sales conversion by 50%.

Step 1: Create an impressive Twitter profile

The first thing businesses must do is create a very eye-catching profile, and to create a formidable Twitter profile, brands must:
1. Add images and designs with the right resolution
2. Use bold, dynamic wallpaper with an informative sidebar
3. Have a noticeable header image and a unique profile picture
4. Complete their profile text in full and not use too many Hashtags in the bio.
5. Maintain a healthy ratio of following to followers.
6. Not automate Twitter followership; rather do the work themselves.

Step 2: Configure Twitter Lead Generation Cards for your websites and applications

After setting up profile, businesses should configure the Twitter Card feature in order to make their users’ experience richer. According to Twitter, who have recently launched Twitter cards for all businesses:

“Twitter Cards let you bring rich experiences and useful tools to users within an expanded Tweet. The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.”
Twitter also introduced a new analytics feature, which allows the downloading of leads straight from the Twitter ad into a CSV file. Advertisers can also see important metrics now, such as cost per lead.

Setting up Twitter cards is very easy as Twitter provides you with some code to place on your site or application, and once that is verified by Twitter, your Twitter update will have extended info from your website and/or App with a call to action.

Step 3: Use Twitter advanced search to capture consumers’ interest and intention

Once your profile and Twitter cards are configured, use Twitter’s advance search to find potential customers based on keywords, locations, timeframe and sentiments.
Perhaps Twitter advanced search is one of the most underrated data mining tools for businesses, because, if businesses can really filter 400m+ tweets posted by people talking about their industry, breaking news, interests and intent, they might not need any other lead generation tool. You can see the Twitter support page on how to use various advanced search operators to find meaningful data.

Step 4: Filter out spam and bots (machine generated tweets) from search results

Twitter search results can provide you with loads of relevant tweets. However Twitter is full of very repetitive data and the Twitter open API enables the public to automate their status updates periodically, meaning lots of data is loaded by machines rather than humans. Therefore, it is very important for businesses to filter out duplicate and bot-fuelled information.

To filter data redundancies, businesses can use the Twitter advanced search feature that removes retweets from the search results.

Step 5: Profile search results based on users social influences

Once businesses have searched and filtered unique data, they must profile Twitter users based on their Klout, FollowerWonk, PeerIndex or Kred score to categorise them into advanced, medium or basic users, so that corresponding action can be determined to generate leads.

For example, users with a low Klout score are not very active on Twitter i.e. it is better to send them @mentions than just favouriting or retweeting their tweets.

Step 6: Further categorise search results based on sentiments

Before taking engagement actions, businesses must determine the sentiments to tweets so that if a person is asking the question, the interaction should have enough information to satisfy their query and if they are moaning about services then the interaction must contain apologetic text with a solution to their problem.

Step 7: Now engage with consumers using Twitter Anatomy

Steps 5 and 6 have already touched on how we should act once tweets are filtered and categorised based on social profile and sentiments, but to elaborate further, businesses must understand Twitter provides various engagement meta data to interact with customers i.e. it is not only through @mentions, but also by retweets, favourites, following, adding people to a list, that brands can also trigger an interaction with potential clients.
Anatomy of a Tweet Courtesy http://www.mediabistro.com/alltwitter/tweet-anatomy_b45620

In other words, you don’t need to spam everyone with @mention, as making one of their tweets a favourite or adding them to a list can also attract users to come and view your profile and select the URL, if the whole proposition is compelling enough.

Try steps one to seven and you will get over 50% Lead Generation via Twitter; and don’t forget that businesses and brands can use Tweepforce lead generation campaign management features to group and automate all these seven steps in one campaign, which means 50% lead generation with far less time and cost associated to it!

Twitter is the best lead generation tool for businesses or brands

Twitter is the best lead generation tool for businesses or brands

In so many ways, the potential of Twitter for business, social CRM and sentiment analysis is obvious. Twitter is, after all, a real-time open system with more than 200m active users and 1bn tweets every two days. It’s a place where people talk about their intentions, interests and planned social engagements, and it’s also where industry experts are continually ready to give information on the latest topics and trends. According to a recent study, however, Twitter all too often fails to convert content into leads, with even such a relatively antiquated option as email marketing proving to be of greater value. So, how can businesses use the information garnered from Twitter for lead generation, while avoiding spamming?

Determining the best way to do lead generation

The good news for struggling social media marketers is that various Twitter tools exist with sentiment, location and social influence filters, which when used along with keywords, can filter the right people. Filtering people based on location, sentiments and social influence, then only on keywords, can be done via Twitter’s own Advanced Search page or with Tweepforce. A company specialising in holidays, for example, may need to find people who are looking for a holidays package to the place for which they sell packages, rather than all holiday seekers or those who have already bought packages.

Engaging with the right people, but not spamming

The key, therefore, is to engage with the right people in a non-spammy fashion. Once you find the right people, you should try to engage them depending on their social profile, or in other words, attempt to get their attention. For example, for those users who have only recently adopted Twitter or who are unfamiliar with Twitter other than tweeting, you may simply use the @ symbol, paired with their username, to respond to them.

In the case of more experienced users, more opportunities exist to engage them, as these users check their @ connection tabs more often, alongside other Twitter activities. You could therefore favourite their tweet, follow them, add them to a public list, retweet them or accompany a retweet with a quote. Don’t forget, either, the great power of geo indexing, which allows you to determine where tweets are sent from – a technology that only becomes even more powerful when automated.

In Tweepforce, for example, an advanced location identifier option allows you to detect location within tweet text, tweet geo location or user’s location. By adopting these methods, your business will attract attention, but not at the cost of appearing to be a spammer. However, you will also need to make sure that the profile or tweet is very precise after you have performed any of the aforementioned actions, so that the target customer only needs to take one quick look to ascertain what exactly you do, and how you can cater to their interests.

Introduce an automation element to lead generation

However, it also makes sense to introduce an automation element to your lead generation from Twitter CRM. After all, with 1bn tweets being made every two days, you don’t have any hope of manually tracking enough of them. What you can do, however, is use certain social CRM tools in order to fully or semi automate this process. Tools exist that can filter keywords based on such parameters as social keywords, social influence, locations and sentiments, in addition to setting appropriate actions against each tweet found in this process. For instance, if someone is looking for a holiday package to Greece, you could automatically send them a tweet with a link to a page on your website for a Greek holiday package, possibly with a discount code included. For automation, you could use Hootsuite search, the Buffer app or the Tweepforce lead generation tool. Indeed, there is a very advanced search option in Tweepforce that enables you to filter tweets based on location, sentiments, social profile and keywords. On the basis of the subsequent sentiment analysis, businesses can set an appropriate response, ensuring the high conversion statistics that only precise action can bring.

Twitter: the economical and very high conversion lead generation tool

Twitter is open to all of the means by which a business can filter the right tweets or people to find leads, and with the use of some smart technology such as engaging people with a response to their tweets, endorsing or appreciating their thoughts, those leads can also be converted into business. Such personal and precise ways of engaging with target customers ensures a very high conversion rate, and guess what? This particular lead generation process is also far cheaper than running Pay-Per-Click or social ads. By making use of Hootsuite search, Buffer app or Tweepforce for the automation of lead generation, you can achieve so many more conversions and generate more revenue from your social CRM campaign.