We were talking about lead generation at lunch the other day. The subject of Twitter use for B2B lead gen came up. We started sharing stories of customers’ Twitter experiences when it occurred to us that some marketers are not using Twitter effectively because of a their approach to leveraging the channel properly among other marketing assets.
Those of you deploying marketing automation for lead generation practices understand that Twitter can be embedded easily within a campaign without consuming a lot of time and energy. In fact, Twitter works great as a lead generator when tweets are folded into an automated campaign. The following four steps can lead you to B2B lead generation success through Twitter using a marketing automation platform in our article on how to successfully generate B2B leads using Twitter.
1) Provide a survey
Survey your Twitter followers with a brief, five-question survey to uncover a common unfulfilled need or desire. Tweet out the link to a landing page with a short explanation. The follower should land on a squeeze page with a web form (created in your MA platform!) including email address with 1 or 2 qualifying questions. Below the form, the survey should be clear to understand and easy to complete. (P.S. Offer a bonus for completing the survey.)
2) Send a thank you email
Distribute an email thanking followers for their participation in the survey. In the message, tell them that a solution will be tweeted in the near future and ask/encourage them to share the upcoming announcement with their followers.
3) Announce a solution
Once you’ve determined you can provide a solution to respondents’ needs or desires, tweet out an announcement about the solution with a link to a video, product page, or other asset where interested followers can learn more. Link tracking will reveal behavior that can escalate a follower further into the marketing funnel.
4) Send an autoresponse email to click-through followers
Express thanks for learning more, offer additional value by providing more information, and provide a link to a tweet announcing a promotional offer that can be found on a dedicated landing page. (If the promo tweet is retweeted or shared, extend an additional offer to those followers who act as a brand ambassador.
At this point the leads generated through this process are beyond top-of-funnel and can be entered into a nurturing program. There are many other ways Twitter can be used to successfully generate leads. Stay on top of Lead Liaison’s revenue generation blog for more social media and marketing automation ideas.