Twitter’s real-time content marketing advantages can be leveraged to capture warm leads, build email lists and shorten sales cycles. This is because Twitter is uniquely awesome at getting the right content in front of the right person at the right time - in real-time. Now, with keyword targeted Promoted Tweets available to everyone, Twitter has made getting your content to people who need it a whole lot easier – because now you can automate your outreach marketing (the most frequent request from our users). Yes! This post describes a simple process you can use to generate leads and to shorten your sales cycle using Twitter’s new keyword-targeted Promoted Tweets. Read more at http://www.needtagger.com/how-to-use-promoted-tweets-to-shorten-your-sales-cycle/#yfG23ku1k6e3m1Op.99

1. How To Generate Real-Time Leads
Using Promoted Tweets
Vernon Niven, CEO and founder

2. Social Selling Is Here To Stay
Social Prospecting
Faster Closing
Lead Nurturing

3. Fact: fewer than 10% of your socially-active
prospects follow your social accounts.
Prediction:
most won’t
ever follow you.
The Challenge With Social Prospecting

4. The Challenge With Social Prospecting
How will you reach the other 90%?
● Networking? Yes! (if you can) LinkedIn is awesome.
● Viral content? they rarely engage (1% per post)
● Influencers? not dependable, and takes a lot of work
● Display Ads? so far, results have been poor.

5. Twitter: Perfect for Real-Time Lead Gen

6. ● 100% Public & Open
● Content-Centric
● Communities of Interest
● Intent-laden: needs, life events, complaints
● Designed for Mobile
Twitter: Perfect for Real-Time Lead Gen

7. In Social, Native Ads Work Best

8. Promoted Tweets = Native Ads

9. Twitter Mobile Ads: still early!

10. Promoted Tweets: Targeting Options
Method Insight Signal Engagement
Retargeting what I did cookie (beta) ?%
Intent what I said keywords in tweets 2-20%
Search what I seek keywords in search 1-5%
Interest topics I like interest categories <2%
Influencer who I follow @name <2%
Engagement what I click clicks, follows, retweets <1%

11. 3-10% of Tweets contain intent
● Wishing or Wanting
● Asking Questions
● Searching For
● Repair Needed
● Requesting Help
● Scheduling or Planning
Explicit Intent
● Moving Soon
● Life Events
● Job Change
● Related Purchase
● Accident
● Just Arrived
Implied Intent

12. 300 million opportunities per month

13. The Strategy
Promote Helpful Content
to People Expressing A Need for it
(Explicit or Implied)

14. Our Objective:
Convert Engagement into Leads

15. Our Method:
Drive to Better-Performing Channels

16. How We Do it:
Target Intent with Helpful Content

17. For Example
... like this guy:
Norton AV wants to connect with...
US mobile users complaining about malware.

18. For Example
So they target him w/ Promoted Tweets

19. For Example
Driving him to a landing page to learn more

20. Benefits of Marketing to Intent
● Target needs, wants and wishes
● Generate action & results
● Listen & respond in real time
● Higher engagement rates
● Lower CPE (long tail keywords)

21. To generate leads, target:
• People buying the products & services you sell
• People asking questions about problems you solve
• People complaining about your competitors
topic
target audience
audience intent
How to target an audience
expressing intent on Twitter

22. For example
... like this guy:
Norton AV wants to connect with...
US mobile users complaining about malware.
audience intent topic

23. audience: age>18, gender=M, device=mobile, location=USA
intent: "I hate",“ruins your day”,”fml”, “smh”, etc.
topics: "virus attack", “malware”, “phishing”, etc.
To target Promoted Tweets on intent,
use long-tail conversational keywords.
Norton's Target Audience:
long-tail
keywords
US mobile users complaining about malware.
audience intent topic
Targeting Parameters:

24. The Process
Step-by-Step

25. The Process
Research Your
Target Audience
Create a Promoted
Tweets Campaign Run Your Campaign Capture Leads
Build Tweets & Landing Pages
Option 2: Lead Gen Card
Set Your Budget & Launch
Option 1: Promoted Tweet
Enter Long-Tail Keywords
Build an Audience filter
Understand what they say
Get Long-Tail Keywords Twitter Analytics
Monetize
email to prospect
Convert
Sell / CoReg
Form Capture
Marketing
Automation

26. Step 1: Research Your Audience
... like this guy:
First, describe your target Audience
US mobile users complaining about malware.
audience intent topic

27. Step 2: Understand What They Say
(using Twitter Advanced Search)

28. Step 2: Understand What They Say
(using NeedTagger)
Review for volume & quality
We show you this
Create a prospecting stream

29. Step 3:
Address Their Needs w/ Content
Informational tweets & landing pages.
Responsive design (mobile)Answer their questions
What does Norton do?
Why do I need this product?
Why choose Norton?

30. Call now: 1-800-555-1212
Drive Traffic to Form or Phone
(mobile-friendly, please)
Completed Form
Telephone Call
Call now 1-800-555-1212

31. Mobile Landing Pages
Set AppointmentCall NowUnlock Content

32. Unlock Content
Share content behind a lead form Unlock w/ social sign-in or a share

33. Completed Form
Call now: 1-800-555-1212
Call now 1-800-555-1212
Break Up Longer Forms

34. Lead Generation Card (optional)
email to prospect
Sell / CoReg
Marketing
Automation
Call Center
http://www.dotdigitalblog.com/email-marketing/leads-from-tweets/

35. Step 4: Create A Keyword-Targeted
Timeline Campaign

36. NOTE: The best conversational keywords are
very different than AdWords/SEM keywords!
Norton's Target Audience:
Targeting Parameters:
verbs +
topics =
long-tail
keywords
audience: age>18, gender=M, device=mobile, location=USA
intent: "I hate",“ruins your day”,”fml”, “smh”, etc.
topics: "virus attack", “malware”, “phishing”, etc.
US mobile users complaining about malware.
audience intent topic

37. List relevant topics
discussed on Twitter
● brands
● products
● issues
● etc.
Generating The Right Keywords
(keyword combination method)
Combine topics & phrases into Twitter
Keywords (for targeting intent)
List verb phrases
loaded w/ intent
● questions
● complaints
● buying
● needing
● etc.
http://tools.seobook.com/keyword-list/generator.php

38. NeedTagger converts your
prospecting stream...
... into long tail
conversational keywords
for your Twitter campaign
Generating The Right Keywords
using NeedTagger (in private beta)

39. Step 5: Monitor Results & Tweak
Monitor your campaign & tweak as-needed.
Fresh tweets suggested every few days.
Twitter: advertising campaign NeedTagger: voice of the customer

40. About Those Clicks...
Not the same as AdWords PPC!
Advertisers pay for engagements, not clicks (i.e., visits to your website).
What is an engagement?
The number of times a user has interacted with a Promoted Tweet. This
includes all clicks anywhere on the tweet including hashtags, links, avatar,
username, or tweet expansion; retweets; replies; follows; or favorites.
Cost Per Engagement (CPE) is determined via auction
● never pay $0.01 more than next-highest bid
● long-tail, exact-match keywords are cheaper
Expect to pay for 2-10 engagements per visit to your website. Bid LOW.
● Most engagements will not result in a visit to your site. Examples:
○ a favorite followed by a click on your link = 2 engagements
○ a profile view then a click on your link = 2 engagements
○ expand a media card, follow, click a hashtag then click link = 4 engagements
Placement (# of Impressions the ad gets) is determined by Ad Rank
● f {relevance, resonance, CPE bid}

41. Research Your
Target Audience
Create a Promoted
Tweets Campaign Run Your Campaign Capture Leads
Build Tweets & Landing Pages
Option 2: Lead Gen Card
Set Your Budget & Launch
Option 1: Promoted Tweet
Enter Long-Tail Keywords
Build a Audience filter
Understand what they say
Get Long-Tail Keywords Twitter Analytics
Monetize
email to prospect
Convert
Sell / CoReg
Mobile Ad
Marketing
Automation
CTR
CPE
(max bid)
CTR
Lead
Conversion
>$0.01
2-10%
10-50%
Campaign KPIs
CPL
$5-50
2-10%
CTR / CPE

42. Twitter Ad Campaign Panel
enagagements
clicks

43. Twitter Ad Resources
How To Use Twitter LeadGen Cards
Promoted Tweets Overview
Target the desktop for higher click-to-engagement ratios for Twitter ads
enagagements
clicks

44. Lessons Learned (so far)
Our Experience

45. What We Learned
Twitter lead gen converted best when we marketed:
● “how to” guides
● “top 10 ways” to solve problems
● new product releases/features
● blog posts re. well-known issues with our competitor’s products
Bidding: Start low, then slowly work up for volume.
● Start as low as $0.01 CPE; >$0.05 usually gets some engagement.
● Every time we lowered our bid, campaign volume went to zero for a couple
of days, then resumed at lower volumes.
Regularly prune-out low-engagement ads.
● Twitter prioritizes relevance and resonance
Expect to pay for many engagements to drive 1 visit to your site. Bid LOW.
● Twitter bills for every click someone makes on your Tweet.

46. Other Uses
Customer Support, Content Marketing

47. To improve Customer Satisfaction, target:
• People complaining about your company & products
• People asking questions about your products
• People requesting help from your company
topics
target audience
audience intent
Other Uses: Customer Support

48. To drive traffic to your blog/website, target:
• People asking questions about topics you blog about
• People complaining about issues in your whitepaper
• People searching for features listed on your website
topics
target audience
audience intent
Other Uses: Content Marketing

49. Learn More
Web
Social
Email info@needtagger.com
Other How To Create A Prospecting Stream
Customer Service Center
Create your first stream now (for Free)

50. Recent Buzz (click to read online)

51. Questions?

52. Business Value of Twitter

53. The Process (another view)
Needs That Pay
Intent expressed on Twitter
Helpful Content
Your best-performing content
that answers their questions
Create Ads
CTA + URL
Run Campaign
Target By Keywords
Option 2: Lead Gen Card
Option 1: Promoted Tweet
Capture Leads
By Phone or by Form
email to prospect
● directory
● white paper
● ebook
● DIY guide
● Top 10 list
● blog post
● spreadsheet
● video
Convert
Sell / CoReg
● how do I?
● where can I find?
● who should I call?
● I need to get...
● which is for me?
Select Tweets to Promote
Set Budget & Schedule
Add Intent-Laden Keywords
Form Capture
Monetize
Marketing
Automation