Twitter Business Basics Turning Followers into Customers

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Presentation Agenda

1. Why Twitter is an Opportunity For Your Business

2. How To Set Goals on Twitter

3. What to Post on Twitter

4. How To Respond to People on Twitter

5. How to Grow Your Twitter Followers

6. How to Turn Followers into Leads (and Customers!)

Today You Will Learn:

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About Kristina Kristina Smith is a Washington native and holds a BBA in Organizational Management & International Marketing from the Goizueta Business School of Emory University. She formerly worked in Digital Marketing for L’Oreal in NYC, before transitioning into Social Media consulting for Spectacled Marketer, an Inbound Marketing agency.

Spectacled Marketer is an inbound marketing consulting firm that specializes in educating organizations on how to generate leads, sales and grow the credibility of their business online.

About Spectacled Marketer

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The Twitter Opportunity

Grow Your Marketable Audience

Why Should Your Company Be on Twitter?

Develop Better Relationship with Prospects

Drive Traffic to Your Website

Increase Your Leads and Sales

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"What gets measured, gets managed." - Peter Drucker

Your company should set goals for the following metrics and track performance month-over-month, adapting your strategy according to the success of different content types and promotional tactics.

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Which Metrics Should You Track on Twitter?

-  Number of Twitter Followers

-  Number of RT’s, @Replies and Favorites

-  Number of Clicks from Twitter

-  Number of Website Visits -  Number of New Leads -  Number of New Customers

Setting Goals on Twitter

What to Post on Twitter Post a Mix of Original, Third Party and Influencer Content

Original Content: Post branded content that links back to your website Examples: Ebooks, Blog Posts, Infographics, Social Media Images, etc.

Take the “Modular” Approach to Content Creation

Modular Content Approach: Develop several pieces of “microcontent” (i.e. an image with a quote posted on social media) out of “macrocontent” (i.e. an ebook you send people who fill out of a form on your website)

Example: How To Turn 1 Ebook Into 80+ Tweets

1 Ebook (i.e. “How to Leverage Twitter for Business”) turns into

20 Blog Posts (i.e. “The 8 Metrics You Should Be Tracking on Twitter?”) turn into

60+ Twitter Posts (i.e. “#QOTD “What get’s measured get’s managed.” Peter Drucker Are you measuring the right metrics on Twitter? [link])

Tweet à Links to Blog Post à CTA to Get Ebook à Lead Added to Email Database

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What to Post on Twitter

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Recommended Weekly Content Mix ≥ 5 Original + 10 Third Party + 10 Influencer Tweets/Week

How to Keep a Steady Rhythm of Posting All 3 Content Types

Original Content: Develop an editorial calendar that plans out deadlines creating and publishing graphic and written content.

Third Party Content: Set up a feed that shows the latest posts from your top industry blogs. Integrate your feed with a service like Buffer, which allows you to share content according to a pre-specified schedule.

Influencer Content: Make a Twitter list containing influencers in your field. Browse their latest tweets regularly and RT or @Reply to relevant tweets.

How to Respond on Twitter

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5 Rules for @Replying

1. Be Kind 2. Be Constructive 3. Be Human 4. Support Your Brand 5. Help Sell Your Product

Notable Brand

Responses to Haters & Lovers on

Twitter

How to Get More Twitter Followers

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5 Tactics for Growing Your Twitter Followers

1. Regularly Find and Follow Influencers in Your Industry

2. Make a Schedule for Engaging with Influencers

3. Participate in Twitter Chats Related to Your Field

4. Include your Twitter Handle on All Marketing Messaging

5. Use Hashtags Effectively

Turning Followers into Leads

More Followers

Generate more engagement (clicks to your blog and website, retweets, @replies, favorites), resulting in:

More Website Traffic

Leading to more users experiencing your content and either (a) making a purchase or (b) providing their email address in a form in exchange for an ebook. This results in:

More Leads and Sales

The prospect may be ready to buy via your website or may require additional nurturing in the form of an email campaign or a sales call.

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Where Do I Go From Here?

Talk to Kristina About Your Brand’s Social Media Needs

Email: smith.kristina.marie@gmail.com | Phone: 509.301.3695 Twitter: @KristinaMSmith1 | Linkedin: linkedin.com/in/kristinamsmith

Download This Presentation

www.bit.ly/TwitterBizBasics

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Thank You!