Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalToo Many Advertisers Are Talking, Not Enough Are ListeningEmotion Drives Behavior: 3 Brands Getting It RightNative Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How to Use Twitter for B2B Lead Generation
Posted on May 17th 2013
In my corner of the B2B marketing universe, I often hear clients assume that LinkedIn is the best place to invest for lead generation online. Despite the hard-line cost-per-click (CPC) and cost-per-lead (CPL) numbers being much higher than that of Twitter and Facebook, it can be difficult to steer B2B marketers away from the perception that LinkedIn is the best network for them.
A recent study published on Mediabistro’s All Twitter found 82 percent of leads generated through social media are referred from Twitter. That same study found that Twitter outperforms LinkedIn and Facebook 9 to 1 for lead generation.
But everyone knows quality is more important quantity. Lucky for Twitter, their audience is highly relevant as well. In another recent study conducted by Twitter, 30 percent of Twitter users searched for B2B tech brands, compared to 12 percent of average Internet users.
The same study found that 11 percent of Twitter users who saw a tweet from a B2B tech brand went on to convert on the company’s website by completing a sign-up form for downloadable content or demo, compared to only 4 percent of average Internet users.
How do I get results from Twitter advertising?
Twitter has several promoted product lines — promoted accounts (typically used to gain new followers), promoted tweets in search and promoted tweets in timeline.
If your brand is already up to date with the latest content marketing and social media best practices, then you can see an increase in lead generation just by joining Twitter’s premium advertising program.
Before you start advertising, make sure you have these components in place to get the most out of Twitter advertising:
Content best practices: You will have a harder time driving leads through social media without great content. Work with an agency or your internal marketing team to get some thought leadership content published before you take off with your advertising campaign. In B2B, it’s a good idea to start your campaign with a white paper, infographic and webinar on the same topic so you have something of quality to drive all of your newfound traffic to.
Landing page best practices: If you hide all of that new, quality content behind an outdated landing page, visitors will be disengaged-on-arrival (DOA — marketing is not life or death) and you’ll lose valuable potential conversions. Study landing page best practices or use a tool like Hubspot to get your online presence up to tip-top shape.
Mobile experience: If your content and landing pages are not optimized for mobile, make sure you opt out of delivering mobile impressions on Twitter advertising.
Social content: If your social media properties sit dormant right now — it might not be the best time to start a social media advertising campaign. It looks a little phony, don’t you think? To advertise to users on a platform that you don’t actively participate in? Take 30 days and use an editorial calendar to get your properties looking their best and get in a cycle of regular content promotion so it doesn’t shock your followers to see sudden advertisements from your brand.
Branding alignment: Regardless of whether or not you run a promoted accounts campaign, it’s safe to say that a Twitter advertising campaign will draw more viewers to your actually Twitter account page than usual. If your properties are not fully branded (background, avatar, description, color palette, and header image), take the time to make them look their best before they’re in the spotlight.
How do I measure lead generation driven through social media?
Twitter’s analytics dashboard is pretty exhaustive for social media-specific metrics. You’ll have an easy time tracking impressions, clicks, new followers, and more. What you will have a harder time proving is direct conversions from your Twitter campaign. There are several tools you can use to track lead generation referrals from social on your site — whether you launch a Twitter campaign or not.
Argyle Social: I’m a big fan of the tool Argyle Social. Their tool lets you create campaign codes and track all signups with cookies while crediting each of the touchpoints they had with your brand on their way to convert. Cost: If this was a Yelp review, I would mark it as ($$) in the range of “free” to “full-service marketing automation suite.”
Google Analytics: If you’re an analytics whiz, set up goals and campaigns within Google to monitor referral traffic that lead to conversions. Cost: $ (Can be free if you can manage this yourself).
Remarketing campaigns: Remarketing provider ReTargeter offers a service called ShortTag that allows you to retarget through shortened URLs that you can combine with your Twitter advertising program. Conversions are measured through ReTargeter analytics. Cost: $$$
Whatever tools you use to monitor conversions, I hope you invest in a Twitter advertising campaign to see the results for yourself. In the survey cited above conducted by Twitter, B2B brands who invested in Twitter ads saw an average of $14 CPL (cost-per-lead) for quality conversions. That’s effective advertising in my book.