Using Twitter to Build Your BusinessPresentation Transcript
UsingTwitter to BuildYour Business
by @Josh_Lowry | December 13, 2012
• 200MAmericans (2/3 of the U.S.) are on the “do not call” list.
• 86% of people fast-forward or skip advertisements on television.
• 84% of people have left a favorite site due to intrusive or irrelevant ads.
• 44% of direct mail is never opened.
• Average buyer is 70% to decision before engaging with a sales person.
• Buyers empowered by Internet! In control of what/how of information.
• Buyers can now:
o Do a Google search, pick top three vendors and research products.
o Understand cost and decide which product is the best fit.
o Use most products for free (trail) and talk to existing customers.
• The Answer: Earn customers by:
• Increasing profile and stature with functional/industry expertise.
• Sharing high-value content and knowledge.
• Targeting buy signals and engaging in conversations early.
Twitter is an information network that brings people closer to what is
important to them. People useTwitter to 1) connect to their interests, 2)
find out what is happening and 3) share information.
How CanYou UseTwitter to Help BuildYour Business?
• Engage in ongoing conversations.
• Help prospects find you.
• Turn leads into customers.
Engage in Ongoing Conversations
• Use hashtags (#) to target topics (e.g., #IaaS). Participate in the
conversation by sharing high-value content and knowledge.
• Reply to relevant tweets from people you follow; especially people
with influence (e.g., Jonathan Becher, CMO, SAP).
• It is not the number of followers that is important, it is the quality of
the conversations that you have with them.
• TweetAdder –Target searches by keyword, location,
title, etc. EX: People withVP Sales and SaaS in profile.
• TwitHawk – Find people discussing specific keywords
and locations. EX: “Evaluating SaaS” in “Seattle.”
• Twitter – Follow your prospects and build lists by
category; e.g., industry, location, etc. FREE.
Help Prospects FindYou
• Blog – Create and share great content. Make content educational and
solution-focused, not product- or feature-oriented.
• Context – Context is sharing, not selling; tone is pulling, not pushing.
“How to reduce costs through server consolidation (pull).” PR (push).
• Nurture – Five percent of buyers have an active need (Source: SPI).
Nurture (feed and support) them until they are ready.
• Share – Proactively engage in ongoing conversations by sharing high-
value content and knowledge.
• Syndicate – Distribute your original content to other sites for greater
reach and visibility (e.g., CustomerThink).
• HubSpot – http//marketing.grader.com – FREE
evaluation of your blog, social and SEO presence online.
Turn Leads into Customers
• Content – Create great content and share it in the right context. Content means blogs,
infographics, etc. Context means subject and tone of the content in the right forum.
• Social – Use social to share high-value content and knowledge. The goal is to get found
by prospects with a business problem that your product or service can solve.
• Search – Optimize content for search to increase visibility. Prospects click on 80%
earned results (content) and 20% on paid results (advertising).
• Conversion – Inbound drives traffic to your website via content, search and social. The
objective is to convert website traffic into leads and leads into customers.
• Capture – Collect the prospect’s contact information when requesting
a product demonstration, whitepaper, etc.
• Follow Up – Call the prospect to understand their business problem.
Help them reduce costs or increase revenue.
• Nurture – Deliver content to prospects that have given permission to
receive it. Continue to share high-value content and knowledge.
A retweet is a re-posting of yourTweet. Share great content and
knowledge to get retweeted – increase exposure and earn new followers.
Tip – Ask for the Retweet (RT)
• Use “please retweet” - 4X more likely to be retweeted than no CTA.
• Use “please RT” - 3X more likely to be retweeted than no CTA.
• Eight-percent (80%) of RTs contain a link.
EXAMPLE: RT by @HeyKim (non-follower) 19X to
190,000 followers within 30 minutes.