The document discusses how to effectively use Twitter to elevate a marketing strategy. It recommends understanding how people use Twitter, why monitoring is crucial, and identifying what matters most to buyer personas. It also suggests preparing social monitoring streams and notifications in HubSpot and analyzing results. The key takeaways are to devise an effective Twitter strategy, configure HubSpot's Social Inbox and streams, and stay engaged with prospects and customers.

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HOW TO EFFECTIVELY USE
TWITTER TO ELEVATE YOUR
MARKETING STRATEGY
Michael F Griffin
Channel Consultant, HubSpot
@MF_Griffin

2. 1. Understand how to devise and implement an effective
Twitter strategy that will help your business grow
2. Configure HubSpot’s Social Inbox and monitoring streams
to ensure you stay engaged with relevant prospects, leads
and customers
KEY TAKEAWAYS

3. 1. How are people using Twitter?
2. Why monitoring is so crucial
3. Identifying what matters most
4. Preparing social monitoring streams and notifications
5. Analyzing results
6. Next steps
AGENDA

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HOW ARE PEOPLE USING
TWITTER?

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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2 WHY MONITORING IS SO
CRUCIAL

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66.7% of all public
brand mentions on
social media happen
on Twitter
- Econsultancy

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Source: LeadSift

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3 IDENTIFYING WHAT MATTERS
MOST

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1. Look to your buyer personas
2. Determine your buyer personas’ likely queries
3. Talk to sales
IDENTIFYING WHAT MATTERS MOST

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1. Look to your buyer personas
IDENTIFYING WHAT MATTERS MOST

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1. What goals do our buyer personas have?
2. What challenges do our buyer personas face?
3. What are our buyer personas’ stories?
LOOK TO YOUR BUYER PERSONAS

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ONCE WE KNOW
OUR PERSONAS…
The big question becomes: What are
their likely queries?

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2. Determine your personas’ likely queries
IDENTIFYING WHAT MATTERS MOST

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Another way of thinking
about that is:
How are they likely to search
for something?

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(general blank slide)

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• Remember the 5 W’s and How
• They don’t necessarily have a name for their pain point yet
• It’s unlikely they’re familiar with our organization yet
• People want to be educated, not sold to
DETERMINE YOUR PERSONAS’ LIKELY QUERIES

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3. Talk to sales
IDENTIFYING WHAT MATTERS MOST

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SALES ARE ON THE
FRONT LINES
Leverage their expertise to learn what
concerns, questions, hesitations, etc.
are top of mind for your buyer personas

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4 PREPARING SOCIAL
MONITORING STREAMS AND
NOTIFICATIONS

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Green: Existing customer
Orange: Contact in your database
No color: brand new user
Grey: Mismatched contact info
SOCIAL INBOX
We can leverage monitoring with HubSpot by listening to contacts, leads and
customers who exist in our contact database.
Social Monitoring Streams

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5 ANALYZE RESULTS

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6 NEXT STEPS

51. 1. Understand how to devise and implement an effective
Twitter strategy that will help your business grow
2. Configure HubSpot’s Social Inbox and monitoring streams
to ensure you stay engaged with relevant prospects, leads
and customers
KEY TAKEAWAYS

52. 1. Have the “what’s most important” brainstorm
2. Setup your own social media streams and notifications
3. Allocate enough time each day to be responsive on Twitter
NEXT STEPS

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HUBSPOT PROJECTS
Projects are step-by-step
guides to hitting your goals
using multiple HubSpot
tools.
academy.hubspot.com/customer-projects

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THANK YOU!

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REFERENCES
1. HubSpot Marketing blog - How Do People Use Twitter? [Infographic]
2. HubSpot Marketing blog - How to Respond to People on Twitter: A Simple Guide
for Businesses [Infographic]
3. Econsultancy - Why you should be monitoring your brand on Twitter
4. LeadSift - The Twitter Response Guide For Business: 10 Research-Backed Ways
To Improve Your Twitter Customer Engagement