If you’ve been reading the ManoByte blog over the last few months, hopefully you have already figured out that one of the best ways (and by best we mean actually profit generating) for a business to use social media is for lead generation. And while each social media platform has its own best practices for generating valuable and relevant leads, today we are only going to discuss Twitter, a site that is chock-full of leads for your business, whether you are a B2B or B2C marketer. These five tips will help you to understand the true impact of Twitter on your business’ bottom line and how you can make it as useful as possible.
1. Leverage the Right Tools
Anyone can visit Twitter.com and set up a profile, then start tweeting madly. This is clearly demonstrated every time a parody account is created mere seconds after a news event. In fact, ease of use and access is basically the whole point of the site.
But if you’re a marketer and you’re only using Twitter.com to develop and implement your lead generation strategy, you are missing out. Instead, you should be taking advantage of management tools like HootSuite and search engines like Followerwonk. These applications can add a ton of value to the time you spend on Twitter by making it easy to find the most influential people on Twitter and track entire conversations that are relevant to your brand. These tools exist to make your job easier. Try them. You won’t regret it.
2. Actually Link to Your Content
For the majority of people, social media is fun. They don’t sign on and constantly check updates because it makes them money, they just want to. Even if social media marketing is your job (like it is here at ManoByte), social media can still be fun. When you are mining Twitter for leads, though, make sure you don’t get swept up in the fun chats, tweets, and hashtag games. You actually have to link out to your content sometimes, too. Participation is great, but you have to take it to the next level and have those followers click through to your site and give you some info. Then you’ve got a lead.
3. Utilize Your Profile
You may not spend that much time on your own Twitter profile, either creating it or looking at it. But for a company, your profile is often the first thing people see. Make sure you include a way to contact you right there in the profile. You can send them to Facebook, if that’s where you put most of your content, or to a landing page that asks for their email. Seize the opportunity to send new followers exactly where you want them, which may very well not be your main homepage.
Recommended for YouWebcast: Growth at a Scale Up: How to Grow When You're No Longer a Startup
4. Don’t Ignore Potential Followers
Keeping your followers engaged is a key part of a successful Twitter lead generation strategy. But your followers are definitely not the only leads you can find on the massive network that is Twitter. You should always be looking for new potential followers and reaching out to them as well. Maybe they’ve had a problem with your competitor, maybe they’re comparison shopping: you should be there, offering to help and showing them all the advantages you have to offer them. Don’t be content with your followers. Find more. Do more. Earn more.
5. Always Be Landing
It may be cliché by now, but when you send Twitter users to your site, use landing pages. Do it. Give them a way to enter their email address, subscribe, add, friend, follow, like, whatever. Get their information and turn them into a lead.
While there is no magic potion that can generate leads for you (we’re still working on that one) there are proven ways to use Twitter for lead generation. Just follow these principles, stick with the strategies that work for you, and you’ll be surprised with the results. We would love to hear your thoughts on what has or has not worked for you with Twitter. Please leave us a comment