How to Generate Real Time Leads with Twitter Promoted Tweets

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Twitter’s real-time content marketing advantages can be leveraged to capture warm leads, build email lists and shorten sales cycles. This is because Twitter is uniquely awesome at getting the right content in front of the right person at the right time - in real-time.

Now, with keyword targeted Promoted Tweets available to everyone, Twitter has made getting your content to people who need it a whole lot easier – because now you can automate your outreach marketing (the most frequent request from our users). Yes!

This post describes a simple process you can use to generate leads and to shorten your sales cycle using Twitter’s new keyword-targeted Promoted Tweets.

Read more at http://www.needtagger.com/how-to-use-promoted-tweets-to-shorten-your-sales-cycle/#yfG23ku1k6e3m1Op.99

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How to Generate Real Time Leads with Twitter Promoted Tweets

  1. 1. How To Generate Real-Time Leads Using Promoted Tweets Vernon Niven, CEO and founder
  2. 2. Social Selling Is Here To Stay Social Prospecting Faster Closing Lead Nurturing
  3. 3. Fact: fewer than 10% of your socially-active prospects follow your social accounts. Prediction: most won’t ever follow you. The Challenge With Social Prospecting
  4. 4. The Challenge With Social Prospecting How will you reach the other 90%? ● Networking? Yes! (if you can) LinkedIn is awesome. ● Viral content? they rarely engage (1% per post) ● Influencers? not dependable, and takes a lot of work ● Display Ads? so far, results have been poor.
  5. 5. Twitter: Perfect for Real-Time Lead Gen
  6. 6. ● 100% Public & Open ● Content-Centric ● Communities of Interest ● Intent-laden: needs, life events, complaints ● Designed for Mobile Twitter: Perfect for Real-Time Lead Gen
  7. 7. In Social, Native Ads Work Best
  8. 8. Promoted Tweets = Native Ads
  9. 9. Twitter Mobile Ads: still early!
  10. 10. Promoted Tweets: Targeting Options Method Insight Signal Engagement Retargeting what I did cookie (beta) ?% Intent what I said keywords in tweets 2-20% Search what I seek keywords in search 1-5% Interest topics I like interest categories <2% Influencer who I follow @name <2% Engagement what I click clicks, follows, retweets <1%
  11. 11. 3-10% of Tweets contain intent ● Wishing or Wanting ● Asking Questions ● Searching For ● Repair Needed ● Requesting Help ● Scheduling or Planning Explicit Intent ● Moving Soon ● Life Events ● Job Change ● Related Purchase ● Accident ● Just Arrived Implied Intent
  12. 12. 300 million opportunities per month
  13. 13. The Strategy Promote Helpful Content to People Expressing A Need for it (Explicit or Implied)
  14. 14. Our Objective: Convert Engagement into Leads
  15. 15. Our Method: Drive to Better-Performing Channels
  16. 16. How We Do it: Target Intent with Helpful Content
  17. 17. For Example ... like this guy: Norton AV wants to connect with... US mobile users complaining about malware.
  18. 18. For Example So they target him w/ Promoted Tweets
  19. 19. For Example Driving him to a landing page to learn more
  20. 20. Benefits of Marketing to Intent ● Target needs, wants and wishes ● Generate action & results ● Listen & respond in real time ● Higher engagement rates ● Lower CPE (long tail keywords)
  21. 21. To generate leads, target: • People buying the products & services you sell • People asking questions about problems you solve • People complaining about your competitors topic target audience audience intent How to target an audience expressing intent on Twitter
  22. 22. For example ... like this guy: Norton AV wants to connect with... US mobile users complaining about malware. audience intent topic
  23. 23. audience: age>18, gender=M, device=mobile, location=USA intent: "I hate",“ruins your day”,”fml”, “smh”, etc. topics: "virus attack", “malware”, “phishing”, etc. To target Promoted Tweets on intent, use long-tail conversational keywords. Norton's Target Audience: long-tail keywords US mobile users complaining about malware. audience intent topic Targeting Parameters:
  24. 24. The Process Step-by-Step
  25. 25. The Process Research Your Target Audience Create a Promoted Tweets Campaign Run Your Campaign Capture Leads Build Tweets & Landing Pages Option 2: Lead Gen Card Set Your Budget & Launch Option 1: Promoted Tweet Enter Long-Tail Keywords Build an Audience filter Understand what they say Get Long-Tail Keywords Twitter Analytics Monetize email to prospect Convert Sell / CoReg Form Capture Marketing Automation
  26. 26. Step 1: Research Your Audience ... like this guy: First, describe your target Audience US mobile users complaining about malware. audience intent topic
  27. 27. Step 2: Understand What They Say (using Twitter Advanced Search)
  28. 28. Step 2: Understand What They Say (using NeedTagger) Review for volume & quality We show you this Create a prospecting stream
  29. 29. Step 3: Address Their Needs w/ Content Informational tweets & landing pages. Responsive design (mobile)Answer their questions What does Norton do? Why do I need this product? Why choose Norton?
  30. 30. Call now: 1-800-555-1212 Drive Traffic to Form or Phone (mobile-friendly, please) Completed Form Telephone Call Call now 1-800-555-1212
  31. 31. Mobile Landing Pages Set AppointmentCall NowUnlock Content
  32. 32. Unlock Content Share content behind a lead form Unlock w/ social sign-in or a share
  33. 33. Completed Form Call now: 1-800-555-1212 Call now 1-800-555-1212 Break Up Longer Forms
  34. 34. Lead Generation Card (optional) email to prospect Sell / CoReg Marketing Automation Call Center http://www.dotdigitalblog.com/email-marketing/leads-from-tweets/
  35. 35. Step 4: Create A Keyword-Targeted Timeline Campaign
  36. 36. NOTE: The best conversational keywords are very different than AdWords/SEM keywords! Norton's Target Audience: Targeting Parameters: verbs + topics = long-tail keywords audience: age>18, gender=M, device=mobile, location=USA intent: "I hate",“ruins your day”,”fml”, “smh”, etc. topics: "virus attack", “malware”, “phishing”, etc. US mobile users complaining about malware. audience intent topic
  37. 37. List relevant topics discussed on Twitter ● brands ● products ● issues ● etc. Generating The Right Keywords (keyword combination method) Combine topics & phrases into Twitter Keywords (for targeting intent) List verb phrases loaded w/ intent ● questions ● complaints ● buying ● needing ● etc. http://tools.seobook.com/keyword-list/generator.php
  38. 38. NeedTagger converts your prospecting stream... ... into long tail conversational keywords for your Twitter campaign Generating The Right Keywords using NeedTagger (in private beta)
  39. 39. Step 5: Monitor Results & Tweak Monitor your campaign & tweak as-needed. Fresh tweets suggested every few days. Twitter: advertising campaign NeedTagger: voice of the customer
  40. 40. About Those Clicks... Not the same as AdWords PPC! Advertisers pay for engagements, not clicks (i.e., visits to your website). What is an engagement? The number of times a user has interacted with a Promoted Tweet. This includes all clicks anywhere on the tweet including hashtags, links, avatar, username, or tweet expansion; retweets; replies; follows; or favorites. Cost Per Engagement (CPE) is determined via auction ● never pay $0.01 more than next-highest bid ● long-tail, exact-match keywords are cheaper Expect to pay for 2-10 engagements per visit to your website. Bid LOW. ● Most engagements will not result in a visit to your site. Examples: ○ a favorite followed by a click on your link = 2 engagements ○ a profile view then a click on your link = 2 engagements ○ expand a media card, follow, click a hashtag then click link = 4 engagements Placement (# of Impressions the ad gets) is determined by Ad Rank ● f {relevance, resonance, CPE bid}
  41. 41. Research Your Target Audience Create a Promoted Tweets Campaign Run Your Campaign Capture Leads Build Tweets & Landing Pages Option 2: Lead Gen Card Set Your Budget & Launch Option 1: Promoted Tweet Enter Long-Tail Keywords Build a Audience filter Understand what they say Get Long-Tail Keywords Twitter Analytics Monetize email to prospect Convert Sell / CoReg Mobile Ad Marketing Automation CTR CPE (max bid) CTR Lead Conversion >$0.01 2-10% 10-50% Campaign KPIs CPL $5-50 2-10% CTR / CPE
  42. 42. Twitter Ad Campaign Panel enagagements clicks
  43. 43. Twitter Ad Resources How To Use Twitter LeadGen Cards Promoted Tweets Overview Target the desktop for higher click-to-engagement ratios for Twitter ads enagagements clicks
  44. 44. Lessons Learned (so far) Our Experience
  45. 45. What We Learned Twitter lead gen converted best when we marketed: ● “how to” guides ● “top 10 ways” to solve problems ● new product releases/features ● blog posts re. well-known issues with our competitor’s products Bidding: Start low, then slowly work up for volume. ● Start as low as $0.01 CPE; >$0.05 usually gets some engagement. ● Every time we lowered our bid, campaign volume went to zero for a couple of days, then resumed at lower volumes. Regularly prune-out low-engagement ads. ● Twitter prioritizes relevance and resonance Expect to pay for many engagements to drive 1 visit to your site. Bid LOW. ● Twitter bills for every click someone makes on your Tweet.
  46. 46. Other Uses Customer Support, Content Marketing
  47. 47. To improve Customer Satisfaction, target: • People complaining about your company & products • People asking questions about your products • People requesting help from your company topics target audience audience intent Other Uses: Customer Support
  48. 48. To drive traffic to your blog/website, target: • People asking questions about topics you blog about • People complaining about issues in your whitepaper • People searching for features listed on your website topics target audience audience intent Other Uses: Content Marketing
  49. 49. Learn More Web Social Email info@needtagger.com Other How To Create A Prospecting Stream Customer Service Center Create your first stream now (for Free)
  50. 50. Recent Buzz (click to read online)
  51. 51. Questions?
  52. 52. Business Value of Twitter
  53. 53. The Process (another view) Needs That Pay Intent expressed on Twitter Helpful Content Your best-performing content that answers their questions Create Ads CTA + URL Run Campaign Target By Keywords Option 2: Lead Gen Card Option 1: Promoted Tweet Capture Leads By Phone or by Form email to prospect ● directory ● white paper ● ebook ● DIY guide ● Top 10 list ● blog post ● spreadsheet ● video Convert Sell / CoReg ● how do I? ● where can I find? ● who should I call? ● I need to get... ● which is for me? Select Tweets to Promote Set Budget & Schedule Add Intent-Laden Keywords Form Capture Monetize Marketing Automation

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