Not only is Twitter Advanced Search great for targeting relevant content and real-time conversation, it’s an amazing platform for listening (or spying) on the competition.
Just put all of the steps mentioned above and start targeting specific competitors, especially negative sentiment. Think airline industry. What makes a customer tweet something negative about an airline? Not much.
Any brand should be able to leverage “United Breaks Guitars” to show the value of their product or service.
For some brands this may seem to be an aggressive tactic. Instead, use the negative sentiment or less than postive conversations to engage in meaningful conversations within the industry.
It will increase positive brand awareness by simply highlighting the brand value within the industry, the potential lead will come to their own conclusions.
This strategic approach will guide potential customers to specific brand content and bring the brand’s input in relevant conversations as valuable.
4. Twitter Ads Process Done Right
Twitter ads can offer stellar results for low cost. Unlike the more common social media platforms, Twitter ad prices are based solely on the auction. Meaning since the community of paid advertisers on Twitter is smaller, the opportunity is much greater!
While Twitter can generate qualified leads at a lower cost than most of the other major ad platforms, the secret to lead gen on Twitter is actually to hack their system. Rather than follow the Twitter guidelines on how to set up an ad set, many expert marketing teams have revamped the platform for pique campaign performance.
Twitter simplifies their ad platform by making targeting simple. Unlike Facebook, where an email address or phone number are required, Twitter requires only the handle. In fact, with the right research (see number 2), the targeting Twitter can lead to impressive results.
It’s no secret that using content as bait will drive readers, Twitter offers strong options to attract the most relevant audiences.
The easiest way to generate leads on the internet is to create a piece of transactional content like a free whitepaper or an e-book that addresses a real problem by offering a solution, or a free industry report.
5. Social Selling aka Be Real
No, social selling isn’t a new age term for paying for ads on social media or just another way to say social media marketing. Social selling is actually a much more sophisticated but meaningful way to drive qualified leads to a brand. How? By being real.
In the old style of marketing and sales, cold calls were the highest yielding form of closing a deal. Who really enjoys getting a cold call in the middle of dinner? Do business executives respond to cold calls? According a Harvard Business Review study, 90 percent of executives say they will never, never, respond.
Social listening means that a brand is strategically leveraging social media platforms to identify, connect, and cultivate potential leads. Developing meaningful relationships online is the modern form of going to networking meetings.
The foundation of sales is building strong relationships with their customers. Social listening takes these same tactics and levels the playing field for any business. Timing is critical for social selling to be truly effective. Spamming or mass tweeting random people is the antithesis of social selling. This method of lead gen is very methodical in nature.
Part of social selling is being present and engaging in meaningful conversations. As part of highlighting a brand’s unique added value and showing its relevance, Twitter chats can become a great resource for brand awareness, thought leadership, and prospecting potential leads.
Most industries have Twitter chats that take place regularly and can be used to truly develop a strong brand. In a recent Forbes article, Twitter chats have been proven to be an effective social selling tool.
In today’s socially active world, any potential lead is already engaging in sharing information that can be used as relevant for future conversations. Customers are sharing their interests, their pain points, and their needs. Any brand can maximize this information to truly sell and break the awkward feeling of a cold call.
Converting qualified leads into sales has always been based on relationship building, developing meaningful conversations, and providing value to the customer. Twitter makes accessing this information much easier.
Social selling presents a business with a new set of tools and information to make the sales funnel much shorter.
Twitter is an extremely unique social media platform. Many brands are wary of its lead generation potential.
While Google and Facebook offer significant advantages for generating qualified leads, Twitter’s low cost and highly targeted options offer a strong case for supplementary cross-platform social media lead gen.
Like all social media platforms, success requires data, time, testing and experience. Mastering Twitter for generating leads will take time but the immense reach and new business available on this social media platform is certainly worth the ROI.