Ask Twitter: How to Grow Reach, Generate Leads & Drive Real Revenue
 

Ask Twitter: How to Grow Reach, Generate Leads & Drive Real Revenue

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Learn how to grow reach, generate leads, and drive real revenue from Twitter marketing! Hosted by Kipp Bodnar, VP of marketing at HubSpot & Anne Mercogliano, Head of SMB at Twitter, with special guest ...

Learn how to grow reach, generate leads, and drive real revenue from Twitter marketing! Hosted by Kipp Bodnar, VP of marketing at HubSpot & Anne Mercogliano, Head of SMB at Twitter, with special guest Amanda Felson, Direct Response Specialist at Twitter!

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  • [Kipp] 1. Content and Twitter Strategy -- A case study of how it’s done at @Hubspot2. Lead Generation Content- Anne will take you through the type of Tweets to help structure your lead gen campaign3. Going beyond text and Tweets -- We will also outline the benefit of using visual media to drive engagement4. Advertising for lead generation -- Anne will take you through or ads product5. Lead generation cards - We have a special treat, having Amada Felson, who is Twitter’s Direct Response Specialist on the webinar to specifically highlight lead gen cards as well as walk us through some of the best lead gen campaigns she has seen in the last year.
  • Hubspot’s Success[Kipp] The HubSpot Twitter account has amassed over 330,000 followers and50,000 leads, and we’ve learned a few pointers along the way. (21K paid, 28K organic)We will share these tips with you now. [Anne][Add @TwitterSmallBiz] In only two short years, Twitter’s small business handle has amassed over 124k followers as well. What have our two companies done that has been so successful? We will share with you now.
  • [Kipp]  Tip 1 --”Content Strategy to Support your Twitter Strategy”
  • A LITTLE ABOUT HUBSPOT AND OUR APPROACH TO TWITTER.[Kipp] We’re a B2B all-in-one marketing software company, and we thrive on creating content that makes the jobs of marketers easier. We encourage content creation from the very beginning of an intern or employee’s career, too. Our rule of thumb is, “If you have nothing left to do, go write a blog post.” So, when it comes to Twitter, we focus first on creating useful content (like blog posts, presentations, templates, and ebooks) that our audience of marketers will find valuable. All of this content is created to help people – who work at companies that might need our software -- to become better marketers.And, all of this content arms our social media manager…
  • FIRST: A LITTLE ABOUT HUBSPOT AND OUR APPROACH TO TWITTER. [Kipp] We’re a B2B all-in-one marketing software company, and we thrive on creating content that makes the jobs of marketers easier.We encourage content creation from the very beginning of an intern or employee’s career, too. Our rule of thumb is, “If you have nothing left to do, go write a blog post.” So, when it comes to Twitter, we focus first on creating useful content (like blog posts, presentations, templates, and ebooks) that our audience of marketers will find valuable. All of this content is created to help people – who work at companies that might need our software -- to become better marketers.And, all of this content arms our social media manager…
  • [Kipp] She creates Tweets that hone in on a specific point from a longer piece of content, or gives our audience an idea of what they’ll learn from it.Most times this means creating custom images in PowerPoint or Photoshop so we can catch their eye when they’re perusing their Twitter feed.
  • [Kipp] You see, our Twitter posts are the digital breadcrumbs that draw our audience down a trail toward a much more substantial piece of content they can download after filling out a form.Without creating content aimed at solving problems for marketers, we'd simply have nothing interesting to post or advertise on Twitter, and we sure as heck wouldn't generate any leads!
  • Tip 2: -- To generate leads you can’t only post lead gen content[Anne] You don’t want a boring Twitter feed. the Ron Burgandy example of yelling.
  • Slide 11: Direct and indirect lead gen[Anne]Direct lead generation:•An ebook•A whitepaper•A template•A checklistIndirect lead generation:Share:•Photos•Blog posts•YouTube videos•Third-party content•Retweets•@repliesThe key to generating leads on Twitter is to post a variety of content that aligns with goals other than generating leads or driving sales.  Aim first to get your posts seen and interacted with. Without that, you can’t get clicks, which means you can’t get leads.Aiming for “fluffier” goals like reach, awareness, buzz, customer satisfaction, and engagement (Retweets, @replies, favorites, clicks) are just as important as rigid lead gen goals. They’re the stepping stones to what you really want: more business.In fact, it’s vital to aim first to get your audience to see and interact with your Tweets. That’s why a balance of direct and indirect lead gen content is so important. Without eyeballs, you can’t get clicks, which means you can’t get leads!
  • [Anne]  The Tweet copy states a problem and offers a solution, and the image is designed to give viewers a glimpse of what they’ll get when they download the offer.•Provides members of our audience with a value proposition•Contains a short URL linking to a landing page with a form•A call-to-action is implied (click the short URL to get these templates)
  • Example 2 an indirect lead gen card[Anne] Does not have a lead-gen focused call-to-action (i.e. “download,” “get”)? Does not contain a short URL linking to a landing page with a form. This post doesn’t link directly to a landing page with a form, but it helps us spark a community discussion around marketing tips and tricks, which creates opportunities for us to refer marketers to helpful content we have on our blog or behind a form.This post encourages our followers to partake in a community conversation  about marketing tips and tricks. Unless we help a marketer out by answering their question with a piece of lead gen content, this initial Tweet doesn’t directly help us generate leads.  to refer people to when responding to their , does not directly drive leads, but it helps us create who we really are as a company. This post helps us spark community discussion around marketing tips and tricks, which creates opportunities for us to refer marketers to helpful content we have on our blog or behind a form.
  • 80/20 Rule[Anne] If we only published Tweets about purchasing our product or service we’d totally bore our followers. A good rule of thumb: let 80-90% of your Tweets offer up great content your audience will love, and the other 10-20% push a more direct sale.
  • Tip 3 Go beyond Text in your Tweets [Kipp] Here we are discussing the power of including visual component with your Tweets
  • Be Unique[Anne ] It’s true. Tweets with images drive double the engagement. This comes from our buddy Media Study conducted in 2012.[Kipp] Image of standing out, being unique. For example, use photos (or videos or Vines) to draw more attention to your lead gen content. If our social media manager doesn’t have a pre-made image to work with, she’ll spend the time creating one. “Since we started using photos in Tweets along with a short URL linking to a landing page, we’ve seen the average conversion rate on those pages nearly double. The average retweets and clickthroughswe get for Tweets on photos has also increased. For the best appearance in the feed, I recommend using landscape-oriented rectangular images that are approximately 2:1 in dimension.”  -Brittany
  • Incorporate images regularly throughout your Tweets[Kipp] Stand out and be unique. The life of a tweet is extremely short, make sure your tweets stand out by using an image every few tweets.
  • Tip 4 Extend Reach with Twitter Advertising[Anne] Maximize Lead Generation with Twitter Advertising. Analyze which posts/types work best on Twitter and put advertising dollars behind the ones that resonate. There's an opportunity to use the experiment data here too.
  • YOUR PERFECT PROSPECTS ARE ON TWITTER. THEY JUST MIGHT NOT BE FOLLOWING YOU.[Anne]  Don’t just rest on your laurels. Your followers know about you by they are only a fraction of your potential customer base -- there are over 230M active people on Twitter and our promoted products let you find out of all of those who would be the most interested in your business. [Kipp] The people who follow HubSpot on Twitter already know about us, but that doesn’t mean they’re ideal future customers. Even though we’re approaching 330,000 followers, only a fraction of those people actually have the need and authority to buy our all-in-one software. That’s why we pay to reach marketers who fit our target buyer persona using Twitter’s Promoted Tweets.
  • [Anne]  Analyze what posts have worked best on your Twitter page, and put advertising money behind them to amplify their reach. How do you know which of these types of Twitter posts are working best for your business? Twitter Insights, Twitter’s native analytics tool, can provide insight, no pun intended, into your content strategy. You can gain this through our ads platform. To reach your full potential  target audience on Twitter, we recommend supplementing your organic efforts with some paid advertising. Let’s say you want to get more exposure for a Tweet about a specific marketing campaign or offer you're currently promoting. Or perhaps you'd like to put some additional Twitter muscle behind an upcoming event your hosting. You can use targeted Promoted Tweets to have your message appear in front of those who don’t currently follow you. [Kipp] Advertising on Twitter is a great way to get your content in front of new and broader audiences. You've got to pair it with a really strong organic content strategy, though. You can't rely on a pay-per-click solution to scale your lead generation. But, once you have a steady stream of valuable content in place, promoted Tweets can get you in front of the right prospects when they're scrolling through their Twitter feed.”
  • [Anne]  Analyze what posts have worked best on your Twitter page, and put advertising money behind them to amplify their reach. How do you know which of these types of Twitter posts are working best for your business? Twitter Insights, Twitter’s native analytics tool, can provide insight, no pun intended, into your content strategy. You can gain this through our ads platform. To reach your full potential  target audience on Twitter, we recommend supplementing your organic efforts with some paid advertising. Let’s say you want to get more exposure for a Tweet about a specific marketing campaign or offer you're currently promoting. Or perhaps you'd like to put some additional Twitter muscle behind an upcoming event your hosting. You can use targeted Promoted Tweets to have your message appear in front of those who don’t currently follow you. [Kipp] Advertising on Twitter is a great way to get your content in front of new and broader audiences. You've got to pair it with a really strong organic content strategy, though. You can't rely on a pay-per-click solution to scale your lead generation. But, once you have a steady stream of valuable content in place, promoted Tweets can get you in front of the right prospects when they're scrolling through their Twitter feed.”
  • [Anne]  And you can target your Audience by…
  • [Anne] Keyword targeting allows marketers to reach Twitter users based on the keywords in their recent Tweets and the Tweets they recently interacted with.
  • [Anne]You can even target specific @usernames relevant to the product, service, event, or offer you want to promote so you can reach users with similar interests to that @username’s followers (you can’t specifically target the followers of that @username).
  • [Anne] Platform  / Device And, if you have a preference for which devices you'd like your Promoted Tweet to appear on, you can control that, too. (But if you target mobile devices, make sure your landing pages are mobile-optimized!)
  • The Anatomy of a promoted Tweet[Anne]1.We start by choosing to advertise an offer our audience will find valuable.2.Tweet copy is clear and concise, and avoids the use of hashtags or @mentions to prevent distracting the viewer from clicking the link.3.URL links to a landing page containing a form to download the ebook.4.The landing page has an optimized title and meta description to give the viewer more context into the value of the downloadable offer.6,500 clicks216 RTs120 @replies119 new leads
  • Tip 5 Give Twitter Lead Gen Cards a try[Anne] You know when you expand a Tweet and you sometimes see some multimedia content sitting below it? That's a Twitter Card.  The Lead Gen Card is a Twitter card that lets you generate leads directly within a Tweet in exchange for some sort of offer. To walk you though this powerful tool we have we invites Twitter’s Direct Response Specialist, Amanda Felson, to guest star on this webinar today. Also to help inspire you with ideas of how you can use this tool she is going to walk you through some of the best lead gen card campaigns we have seen on Twitter recently.
  • Lead Gen Example[Amanda F.]  Here is an example from Insightpool. The really cool part about Lead Gen Cards is that the user's information – name, email address, and Twitter username – are all automatically pulled into the Card.  All users have to do is click a single button ('Submit‘) to hand over their contact info, and that info gets plugged right into one of the many CRM platforms Twitter integrates with (including HubSpot).
  • Need 4 pieces of content to create a lead Gen card the main one is the offer.[Amanda F.]  Twitter is just another avenue for your to reach your audience and generate leads. Just as you would nurture leads from your website or email, you want to nurture leads collected from Twitter.Have a plan for the leads you collect. Leads that an advertiser collects through their Lead Gen Card can be placed into their existing or marketing or nurture programs. Advertisers should make sure they continue to engage them so they don't get cold.
  • [Amanda] Going to walk you through some of my favorite campaigns
  • [Amanda F.] DocuSign: Great example of a small offer providing big hook:Offer is small and easy to fulfill: but it gets people to pay attentionGreat example of bringing a humor and personality to a brand in a way that really resonates with an audienceImage does a great job of telling the story: it’s easy to “get” what’s happening
  • [Amanda]Saks: I like the simplicity of this card -- particularly if you think about Twitter’s mobile experienceAgain, have a great offer “hook”Tweet copy is very simple and straightforwardImage clearly shows what you’re entering
  • [Amanda] Webtrends: what’s really successful about this is the targeting and optimizationUsed keyword targeting to reach people interested in landing pages and social analytics and @handle targeting for marketing handlesOptimized really carefully and over time so numbers kept getting betterResults were impressive: its lead acquisition with Twitter by 996%Twitter-generated leads were also highly qualified. With follow up emails to Twitter users, saw a 50-200% higher open rate than other leads and a 3-4 times improvement on click through rates.
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Ask Twitter: How to Grow Reach, Generate Leads & Drive Real Revenue Ask Twitter: How to Grow Reach, Generate Leads & Drive Real Revenue Presentation Transcript

  • Ask TWITTER: How to Grow Reach, Generate Leads & Drive Real Revenue #TwitterQA
  • Meet Your Experts: Anne Mercogliano @akmercog #TwitterQA Kipp Bodnar @KippBodnar Amanda Felson @felsie
  • Agenda 1. Content and Twitter Strategy 2. Lead generation content 3. Going beyond text in Tweets 4. Advertising for lead generation 5. Lead generation cards #TwitterQA
  • The HubSpot Twitter account has amassed over 330,000 followers and 50,000 leads, and we’ve learned a few pointers along the way. In only two years, Twitter’s SMB account has amassed over 124,000 followers. #TwitterQA
  • Tip 1 #TwitterQA CONTENT STRATEGY TO SUPPORT YOUR TWITTER STRATEGY.
  • #TwitterQA
  • #TwitterQA
  • #TwitterQA
  • HOW HUBSPOT’S TWEETS GENERATE LEADS: #TwitterQA
  • Tip 2 #TwitterQA TO GENERATE LEADS, YOU CAN’T ONLY POST LEAD GEN CONTENT.
  • DIRECT & INDIRECT LEAD GEN #TwitterQA
  • EXAMPLE 1: A Direct LEAD GEN TWEET. #TwitterQA
  • EXAMPLE 2: AN Indirect LEAD GEN TWEET. #TwitterQA
  • 80/20 Rule #TwitterQA
  • Tip 3 #TwitterQA GO BEYOND TEXT IN YOUR TWEETS.
  • Tweets with photos get twice the response!* *Buddy Media 6/12, “Strategies for Effective Tweeting; A Statistical Review” #TwitterQA
  • Incorporate images regularly throughout your Tweets #TwitterQA
  • Tip 4 #TwitterQA EXTEND REACH WITH TWITTER ADVERTISING.
  • YOUR PERFECT PROSPECTS ARE ON TWITTER. THEY JUST MIGHT NOT BE FOLLOWING YOU. #TwitterQA
  • TWITTER INSIGHTS #TwitterQA
  • OPTIMIZE FOR LEAD GENERATION #TwitterQA
  • You can target your audience by … #TwitterQA
  • KEYWORDS. KEYWORDS IN RECENT TWEETS #TwitterQA
  • INTERESTS & USERNAMES. 350 INTEREST CATEGORIES #TwitterQA
  • PLATFORM / DEVICE. #TwitterQA
  • THE ANATOMY OF OUR PROMOTED TWEETS. 1 2 3 4 #TwitterQA
  • Tip 5 #TwitterQA GIVE TWITTER LEAD GEN CARDS A TRY.
  • #TwitterQA
  • YOU NEED 4 PIECES OF CONTENT TO CREATE A LEAD GEN CARD - #1 IS AN OFFER 2. An image. 3. A short description. 4. A call-toaction. #TwitterQA
  • THREE AWESOME LEAD GEN CARD CAMPAIGNS. #TwitterQA
  • #TwitterQA
  • #TwitterQA
  • #TwitterQA
  • TAKEAWAYS. #TwitterQA
  • REMEMBER TO: Focus on helping people with your tweets and content #TwitterQA
  • REMEMBER TO: Focus on helping people with your tweets and content Direct & Indirect lead generation posts (80/20 rule!) #TwitterQA
  • REMEMBER TO: Focus on helping people with your tweets and content Direct & Indirect lead generation posts (80/20 rule!) Use Visuals #TwitterQA
  • THANK YOU! #TwitterQA
  • Q&A #TwitterQA @akmercog @KippBodnar @felsie