Twitter Marketing Automation

Twitter marketing is no doubt something you are either already doing to some extent or interested in doing in the near future, with good reason, and Twitter marketing automation is the next logical step for any serious marketer that doesn’t want to get left behind in this fast moving channel.

Twitter is a huge social network which is extremely popular with businesses as well as consumers and lends itself perfectly to engaging with your customers and prospects, as well as partners, affiliates, bloggers, the press and of course friends and family and even certain Presidents of countries.

Twitter is where people go to discuss hot topics, make connections, share and view images and video clips, and find links to relevant or interesting content. As such is its a dream come true for marketers who need a place to reach their target audience, to share their carefully crafted content, and ultimately to acquire more leads and customers.

However, keeping on top of the vast amount of social activity on Twitter is a significant challenge. There is just so much content to consume and people to connect with and it moves so FAST! Blink and it’s gone.. that killer content you wanted to view or that killer content you posted for others to view.. missed it! You snooze, you lose.

Its pretty much impossible to manage Twitter marketing manually unless you have a big team and deep pockets or you never sleep, ever.

Fortunately there are solutions to these issues – a whole range of automation tools covering various aspects of Twitter use. Most marketers these days are of course aware of marketing automation and in this article I will discuss many of the ways you can use Twitter for your business and then how you can automate much of it to save precious time and extend your reach far beyond what is possible otherwise.

For step by step instructions on implementing the Twitter marketing automation methods described in this article, you can  download this free eBook right away.

 

How to Build Your Twitter Following

There are a number of ways you can approach Twitter for marketing purposes, but a common starting point is building up your network of Followers, or in other words an audience. Having a large audience is usually what you would want in order for your marketing messages to have any effect, so the bigger your following, the better.. right?

Well actually not so much. Sure it looks great if people go to your Twitter profile and see you have eleventy million followers, but there’s actually much more to it than that. First of all, are those followers actually relevant to you? Are they interested in what you are offering? Are they active on Twitter and can you really engage with them? Can you convert them, at a high enough rate to be worth the time and effort, to actual paying customers?

These are the things which really matter – an audience of active and engaged people with a real interest in your product or industry, who will actually take notice and even respond to your Tweets, not just a gazillion teenage One Direction fans who couldn’t care less about your stuff, will never engage with your tweets and will surely never become customers.

So what you need to do is build up a network of relevant and active followers who are far more likely to notice when you post on Twitter and so are more likely to Reply to your Tweets, or Like them, or ReTweet them, or click your links to view or download your content. If they like what you offer, they may well provide their email address proceed with their journey through your marketing funnels.

There are a number of techniques you can use to build such a following, which I will describe in more detail below.
 

Search Twitter Users by Keyword

This method requires you to search for Twitter users matching a relevant keyword, then following them, and then waiting for them to follow you back. Typically you should get at least 25% who will follow you back after you follow them. You may get much higher than this if you are particularly careful with who you follow, but if you are not at all picky then you could get much less. Obviously it makes more sense to properly target your followers if you want them to ever convert to customers.

You can do this using the basic Twitter Search page and then switching to the People tab. So for example if you searched there for “startup” you would see people such as Fred Wilson, Eric Ries and many many more. You can then simply go through the list and Follow all those that look interesting.

However, an issue with using that search tool is that there is very little information given about each of the people or Twitter accounts shown. This means you can’t really make a good judgement over whether or not they are worth following. A better way is to use the Twitter Search tool within Womplify which will not only list the people matching your Keyword, but also show essential information such as how active they are, how recently they have been active, are they likely to follow back, who their followers are and more.

Search Twitter Profiles

 

Search Tweets by Keyword and Follow the Tweeters

Another great method of finding quality Followers is to search for Tweets matching your Keyword and then follow the people that posted those Tweets, if they look suitable. This method done using Twitter search is quite similar to the one above but you don’t switch to the People tab. Just browse the latest Tweets and then to view more info about the person that posted you can mouseover their name and a small popup will appear which shows some basic profile data including number of tweets and followers. You can use this additional info to help you decide if this is someone you want to follow. Again though, it is better to do this search within Womplify or a similar tool.

Search Tweets

 

Follow the ReTweeters

With this method you are specifically looking for people that are already actively retweeting posts made by other people. Not just any posts of course, but posts which match your keywords, as with the previous method. To find such retweets you can simply search for “RT yourkeyword” and look for those tweets that begin with RT. Using RT like this is actually an old but still very common way to retweet. So for example you could search for “RT startup” which will show you all the retweets that mention the word “startup” and then you can follow the people that posted those RT’s.

However an even better variation of this is to search for people that RT posts by your competitors. So for example if your competitor was Moz, then you would search for “RT @moz”. You can also refine it even further and search for RT’s of posts by your competitors that also mention your keyword, such as “RT @moz startup”.

This method ensures you are following highly relevant people who are actively engaging with other companies in your field, which means there is a significantly higher chance that they will follow you back and engage with your Tweets as well.

 

Follow the Mentioners

Very like the RT method, in this case you are just following people that mention others. So for example, to find everyone that mentions Moz, just search for “@moz” or “@moz keyword”. Again you are unearthing the most relevant people that are also actively engaging with others on Twitter.

You can of course do this with Womplify or the regular search on Twitter, or you can use their Advanced Search and then using our previous example, put @moz (and multiple if you like) in the “Mentioning these accounts” box.
 

Follow the Followers

This method is one of the quickest and most effective to build a targeted network of followers and its really easy to do. All you need to do is find “influencers” in your target market, such as well known bloggers or competitors or companies that operate in related but not directly competing industries. These influencers have already acquired a highly relevant following so you can then simply follow their followers and thereby acquire a bunch of very targeted followers for yourself!

You can use the methods above to find likely targets (influencers or competitors) and once you find some, or if you already know of any, just go straight to their Twitter profiles and click on the Followers tab. There you can get busy clicking the Follow button on all the suitable followers you see listed. Doing this with Womplify is even easier and as mentioned before, the additional data about followers that Womplify will display, allows you to Follow only the best ones, which saves you time and effort and boosts the effectiveness of your Follower building efforts significantly.

If the influencers you target have a large following already then you have to be careful with following their followers as they will also attract many junk followers, many of which will be bots of one kind or another. Don’t just blindly follow everyone or you will be wasting your time and end up with loads of useless followers of your own.

However a benefit of using this tactic on large influencers is that they are naturally acquiring many new followers every day. This means that even after you have gone through their entire follower list, you can still come back every day or week and follow all their latest followers again – it’s the gift that keeps on giving!

Follow the Twitter Followers
 

Follow the Following

This one is just like the Follow the Followers method only you follow those Twitter users that the influencers are following. In many cases you will see the Followers and Following counts are fairly similar which indicates that the influencer is just following back every new follower they get, or that they are actively engaged in methods such as listed here to build their follower count.

However, you will see some that have a huge number of Followers while they themselves are following very few. This typically indicates that those few they do follow have some particular importance to them and that means there’s a much higher chance that they are worth your while following as well – exceptions to the rule include cases where they are just following their own friends and family of course!

 

Other Effective Methods

The above methods for building your Twitter network are very effective if implemented correctly, however they are time consuming. Many people will eventually want to outsource this task to a Virtual Assistant (VA) who can follow your guidelines (as described above) and will then get to work every day following and unfollowing (more on that below) as required, which will grow your targeted follower network rapidly.

There are also other methods to acquire more followers, which I will discuss next. The common theme of the methods above is that they require you (or your VA) to actively follow relevant people in order to get them to follow you back. But the other way is to implement a kind of inbound follower acquisition tactic which will attract new followers without you seeking them out specifically. It may be a slower method but it can still be very effective and it can keep on working long after you have done the initial work required to start it in motion.
 

Attract Followers by Creating and Tweeting Interesting Content

So besides the above methods, another highly effective method is for you to create great content, which attracts and engages prospects, and then share that content on Twitter and your other social networks. People are constantly seeking quality content to consume, curate and share with their own followers. If you produce and promote suitable content, people will consume it one way or another, particularly if you actively reach out to influencers. When many people these days are using automation tools specifically to find such content, there is a high probability of them then following you and engaging.

Once your content is created and published on your blog or other platform, you need to share it and promote it. Sharing on the social networks usually means scheduling it for posting at a certain time. But posting once is a bit of a lost opportunity as such posts can be gone in the blink of an eye when so much other great content is being shared every day by countless other people. Reposting is essential to maximize chances that it will be noticed and so should be done multiple times.

Using Womplify you can easily schedule your posts and have them automatically reposted as many times as you want, with defined intervals between reposts such as once a day, week, month or whatever you prefer. You can even have your Tweets and other social posts automatically created with different text each time to maximize the chances of getting attention!

 

Attract Followers by Tweeting Curated Content

A significant issue with the previous method, is that it is very labour intensive to produce, publish and promote quality content frequently. Large companies with content marketing teams can manage it but smaller companies, new startups and solopreneurs simply don’t have the time or resources to do this as often as they should to maximize the benefit. Fortunately there are a couple of solutions to this issue.

First of all you can outsource content creation. Simply pay freelance writers (or creators of other types of media) to produce content to your exact specifications. Technically this method enables you to produce an unlimited amount of great content for all your marketing needs. However it also costs money, potentially a lot of money. This may be fine if you have all your ducks in a row, your funnels setup and landing pages optimized for conversions, and you already know for sure that you will make enough profit from all that spend on outsourced content creation. However if your funds are limited or you just don’t want to spend that much on content at this stage, then outsourcing may not be an option, or it may be a limited option but not enough to supply all your content needs.

Fortunately there is another option that costs nothing and that is known as Content Curation. Simply find suitable, high quality content that is highly relevant and interesting to your audience but created by other people, and then share/retweet it. Ideally you should not just retweet the exact tweet they posted, but modify it a little to make it stand out, prepend a comment about the article for example. You can even go a step further and create new content from the curated content, such as listicles or infographics. Basically it enables you to rapidly create new content or share content created by others, so your Twitter feed is always populated – a ‘one man band’ can easily look like a massive content generating machine using content curation!

Content Curation

When you do this you attract attention as you would with your own content but with less effort. Also when you share content created by others, and of course reference them in your Tweets, then they will often retweet your posts which brings you even more exposure – you are accessing their network and in may cases that is a much bigger network than your own. Sharing content produced by other people also makes your Twitter activity look less self-serving and of course on a social network nobody really wants to engage with people who only talk about themselves!

Generally your own content is going to serve you better in the long run, assuming you create quality content that your audience actually wants. However curated content can fill the gaps between your own content and still bring in many new followers, so its well worth doing this at least until you have enough of your own content to keep your social feeds busy. Of course you can schedule your curated content posts to be reposted multiple times as well, using Womplify.
 

Managing Your Twitter Network

Once you have built up a a decent sized following you will be faced with various new issues and will need to manage your Twitter network to get the most out of it and to continue to grow.

Unfollowing

The methods described in this article to build your follower counts up are all very effective, however you will eventually hit a wall. Twitter enforces strict follow ratios at a certain point so that you can’t just go out and follow 100k people in the hope of getting 25k to follow you back – if only it were that simple! One such threshold is at 5k – so when you are following 5k you can no longer follow any others until you have enough people following you. Twitter enforces a ratio such that you can only follow 10% more than follow you.

What this means is that you need to clean house and start unfollowing all those that didn’t follow you back after a certain period. You will need to do this regularly and typically after giving people about a week to follow you.

Another limit that Twitter imposes is that you can follow a maximum of 1k per day. But 1k/day should be enough for anyone anyway! Note that Twitter changes its policies now and then so you should keep an eye out for updates to ensure you don’t get caught out.

There are a number of tools around that help manage your Twitter following, including of course Womplify, which makes it a very simple and efficient process. However even with such tools it still does take time, and likely you would also be passing this task on to your Virtual Assistant at some point.

While you are building your follower network using some or all of the tactics mentioned above, you should remember that other people are using similar tactics as well. This means that when someone follows you, there’s a high probability that they will unfollow you a few days later if you do not reciprocate the follow. Using Womplify you can easily see all the people that follow you and that you do not yet follow so you can quickly follow these (if they are suitable of course) before you lose a potentially useful lead.

Note that some people will follow you and wait for you to follow them back, and then they will unfollow you anyway. They are hoping you won’t notice and they get to keep a healthy looking follower ratio. If this happens you may want to unfollow them as well as it otherwise negatively affects your follower ratio.

Lists and Bookmarks

Another useful feature to help you manage you network, and attract more followers, is Lists. You can create multiple public lists and private lists and then add Twitter users to those lists. When you add someone to a public list they will be notified of that addition and other Twitter users can see the members of such a list. Your own Private lists are of course visible only to you and nobody gets notified when you add people to such a list. You can read more about using Twitter Lists here.

Within Womplify there is a feature called Bookmarks which allows you to create a kind of Private List but which is internal to your Womplify account only. You can use this to keep track of interesting or important Twitter users for whatever reasons you want.

Influencers

I’ve mentioned influencers above and suggested ways you can find influencers to follow, however influencer marketing goes beyond just following someone on Twitter, and finding influencers is not simply a matter of looking for people with lots of followers.

Fortunately in Womplify you can define sets of keywords for a Project (you can have multiple Projects) and the system will automatically seek out and rank influencers for you, using a whole range of data points. This will save you a lot of time on research and enables you to then begin to engage with them, including of course also following them, so you can extend your reach with much less effort.

Influencer Marketing

For step by step instructions on implementing the Twitter marketing automation methods described in this article, you can download this free eBook right away

 

Twitter Post Automation

Building up your follower count is one thing but you need to actually start posting on Twitter for it to be of any real benefit. It is important to note though that you do not need to wait until you actually have loads of followers before you start posting, as your posts can be seen by anyone that is looking, not just followers.

Tweets show up in peoples streams in a variety of ways, including because they are following the poster, but also based on the keywords or hashtags that they may be monitoring or search for at some point, or because the original tweet was retweeted by someone they follow. Many people also use tools such as Womplify to monitor relevant activity on Twitter and other social networks. All this means that you need to start posting sooner rather than later!
 

Create a Twitter Post

A Twitter Post, more commonly known as a Tweet, can of course be created very easily by simply going to Twitter itself and clicking on the Tweet button. There you can type in your message, up to 140 characters for now, and also you can upload an image to go with your Tweet or even start a Poll. This is all very straightforward, and you can do the same through your mobile device.

However, for serious Twitter marketing, you really need to use a tool that is designed for the job, unless you want to sit there creating tweets 24/7, and very few people really want to do that no matter how much they like Twitter. A tool which allows you to schedule posts far in advance, have them reposted multiple times, in a variety of ways, and preferably on a range of platforms, will take your social network activity to a whole new level.

Importing Content

Getting your article content into your marketing tool is usually a simple enough task – just subscribe to your own RSS feed from within the tool and then every time a new article is posted on your site or blog, it will be imported and ready for you to create social posts from.

If your site is based on WordPress you can find your RSS feed at a URL that looks something like this: http://yourdomain.com/feed but with other CMS systems the URL may be a little different, so consult with the docs or ask your web developer.

Curating Content

Curating content created by other people is, as mentioned above, a highly worthwhile activity and you can easily import such content using the same method – simply add the RSS feeds from the quality sites you want to curate from and then you can quickly create your social posts whenever they publish something new. Good sources for this can be blogs run by the influencers that Womplify automatically finds for you.

When creating posts from your own and curation feeds you may want to treat them differently, since your own content is probably what you would consider more important. In Womplify you can define your own as Primary posts while curated content is used for Filler posts. These Filler posts can also be set to automatically be reposted in the gaps between your Primary posts.

Article Quotes

A quick way to fill your post queue is to copy some blocks of text from your content, a catchy phrase or sentence, and use that as a tweet. A good sized article could easily provide you with a large number of quotes so you’re not just stuck posting the same article titles over and over again.

Posting quotes like this looks much better and is more likely to trigger conversations and engagement. Basically it is just another form of content re-purposing which is a very popular tactic for getting the most out of content you spent so much time and effort creating. Other forms of content re-purposing include create slideshows (Slideshare for example), Infographics, and even YouTube videos.

Another variation of this is to make it easy for people who read your articles to then post quotes in their own Twitter feeds. You can easily do this using a Click to Tweet plugin for WordPress. You can see an example of ‘click to tweet’ here:

Not automating your marketing is leaving money on the table. Click To Tweet

 

Scheduling Tweets

Scheduling tweets is where automation really comes into its own. You should take some time, perhaps once per week or whatever works for you, to queue up lots of posts for Twitter and other social networks. Once this is done, you can sit back and relax (or get on with other important tasks!) while your automation system keeps on publishing your posts according to your schedule, so that your Twitter feed is always busy and bringing in the leads.

You can define what days of the week each post gets published, what time of the day and of course you can define specific dates if needed. There are a number of articles around which discuss the best times to post, and there are a variety of reasons for not just posting at random dates/times. For example if you are a B2B company, you may prefer to queue all your tweets for going out on working days rather than at weekends.

Scheduling Tweets

If you are tweeting links to your articles which mention other people or companies, should usually try to reference them in the tweet as well (at least include “@name”) so that they will notice. If you do this there is a good chance that they will retweet your tweet which could extend your reach massively.

Don’t forget that you can schedule curated content as well as your own content, which further improves your reach and can help you connect with influencers.

Automatic Reposting

Keeping your Twitter feed full of quality posts can be a problem if you don’t have enough content, even if you are using curated content to fill the gaps. However, more importantly when you make a new post it is published and then pretty much disappears from view moments later, so relatively few people will see it. Clearly this is a real waste after all the effort you put into creating that quality content. Fortunately there is an easy solution and that is to repost the same content multiple times.

There are a number of ways you may want to setup reposting schedules and it naturally varies depending on the specific content, but here are some guidelines. Separate your posts into Primary and Filler – your own high quality posts should be Primary while, curated posts or even your own lesser quality posts, should be set as Filler.

Filler posts can be set to repost monthly (can be any interval but monthly is reasonable) and to ensure they don’t get reposted forever you can define either a date after which it will not be reposted, or define a limit on the number of times it will be reposted. Filler posts can also be set to be automatically reposted every month only if you don’t have enough Primary posts scheduled, so in other words they fill in the gaps.

Primary posts can be scheduled for reposting in the same way but generally you would schedule a specific date and time for the first post and then select a repost interval. You may want to repost it several times a day at first, or perhaps once per day for the first week. You can of course also set it to repost monthly or whatever interval you want, along with a count or date limitation to stop reposts at some point if required.

Note that some content is classed as “evergreen” which means it remains relevant long into the future, so is safe to repost for a long time. Meanwhile other content may be related to a specific event or date or season and so you would not want to have this reposted beyond that date or period. For example a post about Christmas doesn’t make sense in July and a post about Dreamforce ’16 is not so relevant in 2017.

Automatic Rewriting

Reposting your tweets and other social posts multiple times will certainly ensure they get seen by more people and result in more engagement. However reposting the exact same tweet every time is not ideal for a number of reasons. Firstly it looks a bit lazy. Secondly, you don’t know if the text you used was the best (unless you A/B tested it – more on that later!) and even if it was great, a slight variation can attract a whole new crowd who may be monitoring different keywords.

There are a couple of ways around this issue – one is just to manually create and schedule multiple posts, each with different content. However a simpler and smarter way is to use what is called “spintax”. Using spintax, you can create a post once and then every time it is reposted, the system automatically rewrites it! Here’s an example of spintax:

The {{big |small }dog|{black |white }cat} {ran|bounded|strolled} {up|down|over} the {green|yellow|blue} {field{|s}|hill{|s}|mountain{|s}}

Here’s an example of what that spintax would produce when posted:

The small white cat bounded over the yellow mountains

The spintax version may look a little confusing and it does take a bit longer to create, but it’s actually quite simple as you just wrap groups of words with {} and separate each word (or phrase) with | which tells the system basically to randomly select one word from each group. Once created, it can produce endless variations without any further effort.

You can create some very complex posts using such a method as long as you are careful to ensure that each variation still makes sense and is grammatically correct – be careful not to ever post gibberish! Note that it is also possible to have machine generated spintax (it’s very popular with the blackhat SEO crowd) but that is much more likely to create gibberish and cause a lot of problems so it is not advisable for a serious business, although the technology is improving all the time.

Triggered Tweeting

Powerful marketing automation platforms such as Womplify allow you to automate all sorts of workflows in multiple marketing channels, and Twitter is one such channel. Twitter marketing automation can be done in a variety of ways, such as post automation and follower/influencer research as mentioned above. Triggered tweets are another form and can be extremely effective if used wisely. Note though that you must be careful not to break the official twitter automation rules.

With an automation trigger you can say something like ‘WHEN a lead visits the pricing page, IF the lead is on a mailing list AND not yet a paying user, THEN send an email offer message to encourage signup/purchase AND increment the Lead Score AND add a tag to the lead profile AND notify your sales team’.

There’s a pretty much unlimited range of triggers than can be created, and multiple Triggers can be chained into entire Workflows. How you use such power with Twitter is limited only by your imagination (and Twitter regulations!).

Twitter marketing automation
 

Automating Direct Messages

Direct messages (DM’s) on Twitter are frequently automated, particularly in response to a follow, and there are many tools out there that will do this. No doubt you will have received many such DM’s thanking you for following and pitching some site or product. There’s much debate over the wisdom and usefulness of these and many people really don’t like them at all and will unfollow anyone that sends one. At best they are often ignored.

If you do choose to automate DM’s then you may want to focus on engaging and starting a conversation, rather than just hitting people with a link to your super hot site that they may never have heard of before. Give value, share useful data, get to know them.. and then pitch your wares. Having said that, like everything in marketing you should test every tactic and analyze the data to see what works for your particular situation, with your audience.

Remember that while automation is great and can massively increase the effectiveness of your marketing, it shouldn’t fully replace the human element, particularly on a social network which be definition depends on human interaction!

Optimizing Tweets

I’ve mentioned how you can use spintax to automatically create multiple variations of your tweets to help cover all the bases, however you can also optimize your tweets for maximum effect. If you find the specific tweet text (or article title) with the highest engagement rate, then you can use that in your campaigns and get much more activity. In my own tests I’ve found tweets that got about ten times more engagement than what I started with – so that means potentially 10x more clicks on links in tweets, which is a huge boost!

The way to do this is by split testing (also known as A/B testing) your tweets. In other words you try multiple variations to discover which one works best and then you run with that one. This is actually very easy to do with a Promoted Tweets campaign on Twitter Ads. It does cost a little money but fortunately it is not expensive, just a few cents per click (depending on your keyword), and you only need to run it long enough to get the engagement data.

When you setup a campaign there you can create multiple variations of your Promoted Tweet, and Twitter will rotate them automatically and provide you with detailed analytics. Using this method you can very quickly see which variations perform well and which should be discarded.

Note that this method is also great for split testing the titles of your actual blog articles – quickly find the title that performs best as a Promoted Tweet and your article will then get much more attention wherever you promote it.

For step by step instructions on implementing the Twitter marketing automation methods described in this article, you can download this free eBook right away.

 

Twitter Monitoring

There’s a lot going on on Twitter and if you blink you will miss it. If you are a business and need to keep up with all the activity which is relevant to your specific business or industry, then clearly you need some form of monitoring automation, something that will let you know when something happens that requires your attention.

You can of course just go to Twitter, and use their search function to look for any tweets that you need to respond to. However in such a fast moving environment like Twitter, you may need to respond very fast to ensure you don’t miss an opportunity or to do damage control, and you’d have to be on Twitter searching 24 hours a day, 7 days a week. Perhaps an angry customer is bad mouthing your company or product, or maybe just asking for support, either way you need to jump in and respond fast to deal with that situation. Another common use case is when someone is asking about a type of product or service that you offer, perhaps asking where to find such, in other words this is a lead or prospect. Of course you need to be there to connect with that person before your competition gets there!

Twitter automation software and tools such as Womplify provide a solution for this critical issue. You can simply define your keywords in advance and the system will immediately detect any mentions of any of your keywords. What happens next depends on what you want to happen and the capabilities of the tool you are using.

With a powerful Twitter marketing automation tool such as included in Womplify, the sky is the limit – notify your team so they can respond, send an automatic response, or trigger some other kind of action (but make sure to stay within Twitter rules).

You can extend this monitoring even further by creating a custom Twitter bot that people can interact with – I’ll talk more about bots later in the article!
 

Using Twitter for Lead Acquisition

If you are active on Twitter it is almost impossible not to acquire leads from Twitter. In general, the more active you are, the more you engage with people, the more leads you will acquire along the way. However, as with all aspects of marketing, you can optimize to increase your lead acquisition rate, not to mention improve the quality of your leads as well. To get your Twitter account setup for lead acquisition, you need the following:

Twitter Profile

First you need to create and optimize your profile on Twitter. The profile photo or avatar should naturally be something relevant or eye-catching. The text which appears below it on your profile page should explain clearly what you offer and of course there should be a link to your site. When constructing the description for your profile, you are limited to 160 characters at the moment so you have to think carefully what to say.

However note that this is just a little longer than a regular tweet and so if you can fit your description in 140 characters then you can use the same tweet optimization tactic mentioned above for your profile. Just create multiple variations of your profile description as Promoted Tweets in a Twitter Ads campaign! Once you have determined the tweet that gets the most engagement, use that for your profile text.

Header Image

Right at the top of your Twitter profile page there is a place for a gigantic header image which spans the entire width of the screen and is also quite tall. You should take full advantage of this space to promote your business. Create a high quality custom image showing or describing your product or service, put screenshots of your application, you can even put a call to action.. and of course test different images to see which one generates the best response rate.

Pinned Tweet

Twitter allows you to “pin” any one of your tweets to the top of your profile, above all your other tweets. This means that whenever someone views your profile, this is the first tweet they will see. Obviously it makes sense to pin something that is most likely to contribute to your lead acquisition efforts, so this tweet needs to attract the right attention and it should have a link to your site. Of course this tweet should have been split tested beforehand to ensure it is up to the task, so again Twitter Ads is your friend.

Link Trackers

Needless to say, if you want to acquire leads you generally will want to send people to your own site (unless you are using Lead Generation Cards) and so your tweet should have a link. However you would also want to know something about the clicks on that link and so you need a link tracker of some kind.

Some of the URL shortening services out there, such as bit.ly, do provide stats on link clicks, however if you’re using a Twitter marketing automation solution of some kind, such as Womplify, then it is better to use the link tracking capabilities of that tool, so that the data is collected in one place and can be used in all your lead engagement and automation activities.

You should use link trackers everywhere you have a link – in every tweet, in your pinned tweet, in promoted tweets, and in your profile link. This way you can properly assess the benefit of your Twitter marketing activities down to the individual tweet. As soon as someone clicks on one of those tracker links, they are logged in the system and will be recognized when they browse your site, click your links elsewhere, subscribe to your mailings lists, read your emails and more. All lead activity is logged as they progress through the marketing funnels you create, learning more about them all the time until they are ready to transition to sales and beyond.

Direct Messages

As discussed above, you can automate your DM’s but be careful not to annoy people. Also make sure you track the effectiveness of DM’s as part of your lead acquisition process – don’t just blindly assume they are doing you any good. Use link trackers where appropriate and use automation triggers to pass the lead over to your Customer Success team to follow up if required.

A blended approach to automation here can be effective, and less risk of falling afoul of Twitter automation rules – in other words use automation to tell you with who and when to reach out and even more or less what to say when you reach out, but then let real live humans take over the conversation from there.

Twitter Cards

Twitter provides a very nifty way of adding additional content to your tweets through what they call Cards. There are several different types of cards but for lead acquisition you can’t do much better than the appropriately named Lead Generation Card! With this card you can actually collect leads without them having to leave Twitter at all – the email submission button is right there within the tweet and will provide you with the email address associated with their Twitter account.

Engage!

Since Twitter is after all a social network, then actually being sociable and talking with other Twitter users is a good way to grow a quality network and ultimately get more leads. Sharing is caring, as they say, so share your knowledge and time, not just your links, if you want to get some favourable attention.

Pre-warming Cold Leads

No doubt many of you, particularly in the B2B sector, will be engaged in lead acquisition through cold emailing. In other words you hunt for prospects and send them an email hoping they will respond and eventually become a customer. But with so many cold emails flying around, it’s harder and harder to get noticed by those you send the cold emails. A simple strategy to pre-warm a cold prospect, before you email them, is to engage with them on Twitter.

Simply use the Twitter marketing automation tactics discussed in this article, to get on their radar – follow them, retweet them, reply to them, comment on their blog articles that they posted on Twitter, Like their tweets, add them to a List, etc. Additionally you can target them with Twitter Ads, to make sure they have heard of you before you send the email.

When you spend some time actually engaging with them and helping to promote their tweets and content, they will soon notice you, so that when you send them that cold email a week or so later, they are much more likely to give it some attention. This can significantly increase your cold email response rates and is really very simple to do.

Twitter Ads

No article about marketing on Twitter would be complete without mentioning Twitter Ads of course. They provide a very affordable way to acquire new leads in a variety of ways. You can create campaigns to build up your followers, to get more clicks or engagements on your tweets, to generate leads and more. You can read more about creating Twitter Ads campaigns here. When using Twitter Ads to post a link, make sure to use a tracker link so your chosen Twitter marketing automation system can work its magic.
 

Using Twitter for Customer Support

If you are a business with an online presence (or even if you’re only offline), you can be fairly confident that your customers are also on Twitter. It’s not uncommon to find people complaining about the service or product they received at some point, and things can snowball rapidly into a PR disaster if the company doesn’t respond quickly and appropriately.

But it’s not only potential bad PR that you need to be aware, many customers will actually ask you for support through Twitter. This typically will be done with a public Tweet which is addressed to your Twitter account, or it may be a private Direct Message. In either case, you will want to respond quickly to your customer, to resolve any issues.

If they posted their support request as a tweet then be very aware that you’re not just responding to that one person, as potentially everyone can see it.. that includes current and prospective customers, journalists, bloggers, competitors and anyone else with an interest in the topic. So of course you need to provide excellent customer service on Twitter if that is where your customers are asking for help.

To ensure you don’t miss any support requests or mentions of your product or service, you should setup monitoring, as described above. Use a suitable automation tool and add your keywords and configure how the system should react when there’s a match.

If you’re providing 24/7 support then whoever is on duty at the time a support request comes in will be able to immediately respond (assuming they’re not overloaded with support requests already), and hopefully resolve the issue and put out any fire before it spreads.

Twitter Bots

But what if you are not able to provide 24/7 support or if your support staff are already busy working on other cases? For these situations you can create bots which can be configured to automatically respond to a support request. As with email support requests going to a help desk app, a common tactic is to send an automatic confirmation email saying that their email was received and will be replied to shortly, and perhaps will include links to support documentation or FAQs, etc etc.

You can do pretty much the same thing with a Twitter Bot – so when someone sends a message to your support twitter account (or your main twitter account), you can automatically tweet back a confirmation and a link if required. You can even make it smarter and reply with specific links to relevant content based on what keywords were in the original tweet.

Bots can be setup for specific purposes and customers made aware of their existence and how to use them, for example to download a certain ebook or app, to answer a specific question, to schedule a callback or demo, for training purposes, or just for fun – a chatbot focused around your product or industry. Such bots for Twitter and potentially other channels are quite easy to create with Womplify and in fact you can have one up and running in about 2 minutes!

Twitter Bot

Sometimes unleashing automation such as bots, is risky or against the rules of the platform you are working on, or perhaps you just prefer not to fully automate things, but still want to benefit from the power and increased growth and reach that automation can provide. So what can you do? Well you can implement a blended approach combining automation with human control, as mentioned previously. This can be a simple matter of setting up your automation system to notify you or a team member that action needs to be taken and providing the require information. However you can also combine with a moderation system designed specifically for this purpose, which we can provide – if you’re interested in learning more about that, feel free to contact us.
 

Twitter Marketing Automation

There are a number of marketing automation platforms around these days, with a range of features covering multiple channels, often including Twitter and other social networks. Anyone doing Twitter marketing is likely to find that a well implemented automation strategy can significantly ‘move the needle’ in terms of lead acquisition, engagement, retention, customer success and ultimately money in the bank. Not automating your marketing wherever possible and appropriate is effectively leaving money on the table.

If you’d like to learn more about how to automate your Twitter marketing, as well as email marketing, content marketing and more, feel free to schedule a free consultation with us. We’ll be happy to discuss with you how you can use Womplify to increase marketing effectiveness and reach in your business.

If you’ve read this far you will certainly want to download this free eBook for step by step instructions on implementing the Twitter marketing automation methods described here!

 

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