social selling: 16% cta when selling through twitter ads - tech city

SELLING (AND LEARNING) THROUGH TWITTER ADS

A presentation by Matt Soczywko:

@CopybyMatt @Makeshift

@HiremyFriend

Paid gets a bad rep. Why?

‘It doesn’t work.’

‘It’s too expensive.’

‘It’s spammy.’

If your ad isn’t being clicked: It’s doesn’t work.

It’s expensive. It’s spammy.

You can avoid these pitfalls by being ‘scientific’.

WARNING: ALWAYS KNOW WHAT YOU ARE TESTING!

This is how I got a 16% CTR on Twitter Ads and positively pivoted a start-up.

This is how I got a 16% CTR on Twitter Ads and positively pivoted a start-up.

(without breaking the bank!)

Some background on putting together Twitter ad campaigns…

What is the aim of your campaign?

What is the aim of your campaign? !

Selling! AKA sending people to a landing page and turning them into customers.

!

What is the aim of your campaign? !

Selling! AKA sending people to a landing page and turning them into customers.

!

Selling! AKA sending people to a landing page where they click a CTA.

!

!

!

What is the aim of your campaign? !

Selling! AKA sending people to a landing page and turning them into customers.

!

Selling! AKA sending people to a landing page where they click a CTA.

We don’t want: !

More followers !

Replies !

Favourites/RTs !

!

Who?

‘Relevant people’

‘Relevant people’ !

This is meaningless. Let’s test!

You have to test: !

Test different @handles - target brands your customers follow, target your competitors!

!

!

You have to test: !

Test different @handles - target brands your customers follow, target your competitors!

!

Test different locations - where are you selling; where do you want to start selling.

!

You have to test: !

Test different @handles - target brands your customers follow, target your competitors!

!

Test different locations - where are you selling; where do you want to start selling.

!

Keywords and interests are tricky as they aren’t very precise.

Start narrow until you get a win, then widen the net.

!

Twitter can suggest similar @handles.

What are you going to say?

What are you going to say?

On Twitter, language is everything.

Break down your proposition.

What are the potential features & benefits? Test them in separate tweets.

!

Don’t be afraid to be direct.

THIS IS THE MOST IMPORTANT SLIDE!

Nail the @handles that are relevant to your niche. !

Nail the exact wording of your proposition. !

Test one thing at a time and know what you are testing.

I started by targetting @handles followed by developers and programmers:

People are unlikely to retweet, reply or otherwise engage with the tweet other than by clicking.

After separating out the different benefits and features, I create 3 tweets to bring me closer:

Here’s what is resonating: No recruiters.

Amazing startups. Get headhunted [directly].

But wait, here’s the pivot!

I hadn’t mentioned ‘hiring’ or ‘friends’, but instead my 3 new propositions.

!

We had on our hands something really powerful, but something quite different to our original proposition.

But wait, here’s the pivot!

We were no longer ‘My Single Friend for jobs’ !

But something more like ‘headhunted.io’

From my ad I sent them to a a landing page where I tested the language with Optimizely.

!

This way I could effectively double-up the test on language.

By this point I had spent $250. !

I knew what I had to say, but who exactly should I say it to?

Who?

@railsberry has 6.9% engagement.

I continue to target people similar to @railsberry…

Another $100 down, I duplicate this campaign, by now only targeting the top 50% best performing.

!

NB. These aren’t handles I’ve identified myself, I’m only targeting handles Twitter has suggested.

Left for a couple more days, the engagement for just the handle

@newrelic peaks at 17.14%, or a click-through rate of 16.1%!

$250 spend = pivoted my company

Hire my Friend now: >1000 companies have requested access

>12000 active candidates

I am: @CopybyMatt I tweet for: @Makeshift

This was about:@HiremyFriend !

I will tweet in the next few days where these slides are.