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How do you generate B2B leads with Twitter?
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3 Answers
Good question! While it really depends on your industry here are a few techniques I have seen work well.
First, make sure to fill out your Twitter profile completely. Then either create or re-purpose content, whitepapers, etc based around your buying cycle. Create relevant landing pages with a call to action (short form/ email request), shorten the link for tracking (using bit.ly) then launch into Twitter. Mix up the messaging and tweet at different times during the day/week and on weekends.
Running Twitter ads is another great way to promote these tweets and get them in front of your target audience based on keywords and relevant follower timelines. If you are using a marketing automation platform such as Marketo (I work here), you can easily build landing pages, unique urls, and easily track your campaigns and map them back to your CRM.
Hope that helps,
Thanks
Jason
Below are five specific tips to start finding more sales via Twitter. You don’t need thousands of followers. And if you’re just getting started today, every one of these tips still apply.
1. Follow your prospects
Create private lists of your prospects in Twitter, and follow them via segmented columns in HootSuite. You can actually add prospects to a Twitter list without actually following them, if you want to stay more “stealth” until you're ready to reach out and engage. But knowing what your prospects are thinking and saying will help you get to know them better, learn quickly what their priorities are, and give you plenty of opportunities to engage at the beginning of their buying cycle.
2. Follow your partners
I’ve found that fellow service providers and complimentary businesses working with the same target audience often share needs, questions, look for help with existing projects and more directly via Twitter. And even if they aren’t, they’re working with your prospective customers every day. The more these partners see and interact with you on Twitter, the more likely they’ll remember you when those customers and prospects have a need you can fill.
3. Curate customer-centric content
One of the quickest way to attract prospects to you via Twitter is to read everything they wish they had time to read, and filter the best content into your Twitter feed. You don’t have to originate content to attract a following on the social web – it’s good enough (and sometimes better) to curate the best content from a variety of sources so that your prospects begin to trust that you’re, effectively, doing their reading for them.
4. Listen for buying signals
What are some of the things your prospective customers experience before they need what you’re selling? These buying signals are from people who aren’t yet ready to buy, but are about ready to start looking for solutions to a problem or pain. If you know your customer targets well enough, you can specifically search for those keywords and phrases from prospects on Twitter and other social channels. HootSuite, Twithawk and a variety of online (and usually free) tools can help you with that.
5. Watch & use hashtags
Hashtags, especially those tied to associations or events, are a great way to follow conversations and find prospects who already self-associate with a group, a cause, an interest or a need. It’s a great way to engage in those real-time conversations and help your message reach new prospects directly. It’s particularly important when using hashtags to add value, and don’t directly sell. But if you engage in the conversation naturally, new prospects will be drawn in to learn more.
Have you ever tried participating in those real-time twitter chats? There's a long list of chat rooms you can participate in, depending on your target niche. Most of them run weekly, where everyone get to spend an hour asking and answering questions. Based on firsthand experience, I find it not only a nice way to share ideas, but the fastest way to connect with people who matter most to your business - and have a chance talk to them as if you're doing it in person. Just make sure that you insert the chat room hashtag in each reply or retweet so everyone will get to see your tweets. For the list of these twitter chat schedules, you can view it here: https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVP...
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