1 how to attract customers with twitter & Vine Learn How to ATTRACT CUSTOMERS WITH TWITTER AND VINE
Optimize Your g Twitter & Vine Presence to Generate Leads Bg & Sales
A publication of
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IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read.
INTRODUCTORY Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. Read our introductory-level ebook, “How to Use Twitter for Business.”
INTERMEDIATE This ebook! Intermediate content is for marketers who are familiar with the subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. After reading it, you will feel comfortable leading projects with this aspect of inbound marketing. ADVANCED Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. After reading it, you will feel ready not only to execute strategies and tactics, but also to teach others how to Share This Ebook! be successful.
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M w HubSpot’s All-in-One Email SOCIAL Marketing Software MARKETING CONTACTS
HubSpot brings your whole marketing world together in one, powerful, integrated system. U ; Get Found: Help prospects find you online CONTACTS Convert: Nurture your leads and drive conversions WORKFLOWS Analyze: Measure and improve your marketing. DATABASE More: See marketplace for apps and integrations Request A Demo Video Overview n SMART FIELDS analytics
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learn how to attract customers with twitter & vine
By Anum Hussain
Anum Hussain is an inbound content strategist at HubSpot, leading the internal offers team that helps generate 70,000 new leads each month. In this role, she reviews all the content HubSpot publishes, such as ebooks, templates, and whitepapers. She is an active writer for the HubSpot Internet Marketing Blog, has previously written for the Boston Globe and LinkedIn, and also maintains her own blog on content strategy at Follow me on twitter anumhussain.com. @AnumMedia
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COntents
optimize the branding of your twitter profile /9
6 steps to optimize twitter for search /16
twitter etiquette for business /22
6 ideas to jump start your lead generation strategy /29
incorporate vine into your twitter strategy /37
how to measure the roi of twitter & vine /48
conclusion & additional resources /59
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www.Hubspot.com 6 how to attract customers with twitter & Vine Foreword by Laura Fitton
Whether you’ve read my book “Twitter for Dummies” or not, we know you’re no dummy when it comes to making Twitter work for your business. We’re glad you dropped by HubSpot to learn more. Twitter’s come a long way, baby, and so have you!
Ready to dig in past the basics and start showing the rest of your company what Twitter can really do? Awesome. You came to the right spot.
Ever wonder how to optimize your Twitter profile for search? Got it. Unsure what to do about measuring it all? We’ll explain that too. We’ll even show you how to close the loop between marketing and sales with analytics so you know what new leads and customers are coming from your Twitter efforts.
Hope you’ll enjoy putting these suggestions to work, and join us at Inbound 2013 to keep learning more about inbound marketing with platforms like Twitter.
Warmly, Laura “@Pistachio” Fitton Inbound Marketing Evangelist, HubSpot Lead author, Twitter for Dummies
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42% of companies have acquired a “customer via Twitter. Source: HubSpot ”
The marketing world is transforming into an inbound one. With over 140 million active Twitter accounts, and 340 million tweets a day, the social network is becoming omnipresent in the business world. In fact, 42% of companies have acquired a customer via Twitter.
This intermediate ebook will delve into how your business can best take advantage of Twitter -- turning 140-character tweets into quality leads. You will learn to use Twitter to promote and develop your brand, interact with customers and prospects, follow what people are saying about your company and develop direct relationships with bloggers, journalists, and industry leaders.
And with Twitter’s launch of Vine, there’s even more to learn and explore.
The question for marketers now isn’t if Twitter or its new Vine app can produce measurable ROI, but how to take best advantage of the changing social media landscape, and how to implement a closed-loop marketing
Share This processEbook! to analyze and track your relationships from prospects to customers.
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Twitter is not a technology, it’s a conversation. And it’s happening “with or without you. ” -Charlene Li A Note of Inspiration About New Tools
Keeping pace with evolving technologies is a challenge for even the most attuned marketers. The past several years have spelled tectonic shifts in Twitter. In 2012 alone, Twitter and LinkedIn broke their partnership. And now, as mentioned, there’s Vine.
While there is no way to anticipate every social evolution, smart marketers must stay on top of these developments. And it pays to be on the cutting edge – just ask John Landy, mostly the forgotten second man to break the four-minute mile.
At HubSpot, we have managed to drive significant traffic by being the first to review a new development, or discuss new industry trends, which is why we are including a section in this ebook update.
This ebook will walk through how you can maximize Twitter tools, and use
Share This Ebook!them to drive more leads and customers to your business.
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CHAPTER 1 optimize the branding of your twitter profile
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swag > [swag] verb, adj. Appearance, style
Every good business has swag--the way you present your style. Particularly in the image-driven world of social media, it’s important that your business swag is unique and visually compelling.
Twitter announced official brand pages in the fourth quarter of 2011, and have continued to improve their functionality through 2012. Set up your Twitter brand pages to take full advantage of the business benefits:
COVER PHOTOS
On the heels of 2011’s call-to-action banners on Twitter brand pages, in 2012, Twitter followed Facebook’s example and added cover photos for user and company profile pages.
Cover photos allow businesses to add a larger image, in addition to promoting the your brand’s username, location, and a short description or bio. This header is the perfect opportunity to show some more personality- -and include a call-to-action (CTA), a link that directs visitors to a desired action you want them to take.
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Gauge what is important to your specific Twitter audience and create a custom CTA. If your company is running a new social campaign, you can use this header to teach users more about it.
In HubSpot’s case, we could direct users to our ebook on How to Use Twitter for Business because that is something our Twitter followers would benefit from. Here you can see the HubSpot cover photo:
To add your cover photo, simply click on the gear at the top right of your Twitter page, and select settings from the drop-down menu. From there, go to the profile tab on the left, and upload your photo under the header option.
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Featured Tweets
Brand pages also allow you to feature a tweet at the top of your Twitter feed. This paid feature is a great way to highlight particular campaigns, promotions, or offers you’d like to give more visibility over a longer period of time. You can support these tweets with engaging images and videos to better illustrate your offer and give your lead generation efforts even more potency.
Custom Backgrounds
Creating a custom background is another quick improvement. While once upon-a-time, Make your own background. users expect to see your company name, logo, and URLs on your background, people are now much more susceptible to more simplistic designs. To get your own custom background up, read the step-by-step instructions on the next pages and follow along during this video tutorial.
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STEP 1 Set the Right Measurements
Your background can be made using any design software so long as you follow the following measurements:
Width: 2048 pixels Height: 1900 pixels Resolution: 72 pixels/inch
Note that Twitter backgrounds will not scroll down as users scroll down a profile page. The text/images on the background will be glued to one spot.
STEP 2 Define Your Design Space
Since your activity timeline (or feed) appears in the center of your Twitter screen, you need to position REMEMBER: 300 PIXELS! your background so it isn’t covered up by your feed. To do this, check that your text and images are viewable on any screen size. You don’t want your feed to cut off on a 13” screen because your background was formatted for a 15” screen. Marking your design to 300-pixels horizontally, should allow your background to show on most screens.
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To define the design space, click on the vertical ruler and drag until the line touches 300 on the horizontal ruler. This marker will not appear in your final product, it is simply an indicator for you to keep all your work inside that selected area. (If your design software that doesn’t have a marker, simply draw a line, and delete it after).
STEP 3 Select a Background
As a background, you can make your entire canvas one color or insert an image to fill the entire background. If you decide on an image, be sure you own the rights to the image you choose, and consider how it will look when part of it is covered up by the Twitter feed. A solid color is always a safe option. It’s also easier on the eyes.
STEP 4 Keep Add Your Text it short.
At this point, you’re free to add any the text to the 300-pixel wide, left-hand column we created. Your layout should reflect your company’s identity, but keep it simple. Twitter is the world of 140-character updates after all. Users are used to brevity, and they will respond best to clean designs.
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STEP 5 Correctly Save Your File
Save the file to a safe place to ensure you can find the original file again when you need to update it. With this backup, save the file again as one of the three file types Twitter accepts: JPG, PNG, or GIF. Be sure that the image size does not exceed 800K, because that is the maximum file size Twitter accepts.
For those designing in Photoshop, you will automatically be directed to a new prompt after clicking “save,” which will give you the option of adjusting the image quality. Simply adjust the image quality down one number, and you will notice an extreme drop in file size, without hurting the quality to a great extent.
STEP 6 Upload to Twitter
Upload the background you selected in Step Three. Go to your new personal or company Twitter profile, and select “settings,” which is located in a drop-down menu under your Twitter username on the upper right-hand side of the screen. Once you’ve navigated to “settings,” click the “design” tab and select “change background image.” Upload your new background, save changes, and your beautiful, custom, background will appear right before your eyes.
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CHAPTER 2 6 Steps to optimize twitter for search
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I see Twitter impacting a lot of relationship building, which “ often leads to partnerships, links, referrals, and business development of all kinds. -Rand Fishkin” Now that your Twitter brand page is prepared for the Twitterverse, it’s time to ensure users can find you in search engine results. A robust social media presence enhances your SEO results. Your Twitter handle and updates can support your entire marketing program by helping your business rank in search for industry keywords.
While you want your website to be the first hit—why not have your Twitter posts display a few links below? When it comes to search engine optimization, it’s okay to be greedy: You don’t want just the number one spot; you want as many as you can get.
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inbound links
Twitter keywords SEO subset
length
keywords in bio reach
Share This Ebook! spam free
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STEP 1 Keep Handles Spam-Free
Your Twitter handle can be changed at any time, pending availability. To edit your handle, simply go to the settings drop-down and find the field that allows you to change your username.
Many spammers have Twitter handles that include a set of numbers (e.g., @Name546789). When Google’s algorithm scans links on Twitter, it often disregards such usernames since there is no way to differentiate between who is real and who isn’t. Therefore, choose a unique and professional username.
STEP 2 Include Keywords in Bios
To improve SEO, be sure to include at least one keyword in your bio that reflects your business Don’t riddle this ‘about’ section with industry keywords, as that will look forced. A few keywords deployed in an accurate K way will help improve search visibility. Keep in mind, search engines often display your 160-character Twitter bio in the links’ description on the results pages, so make your company description attention-grabbing.
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STEP 3 Build Your Reach
This may sound like a no-brainer, but gaining a following with high quality Get more authority. followers is important for SEO purposes. In an interview with Google and Bing, the two primary search crawlers said that their algorithms check the authority of every user tweeting content. “We do compute and use author quality,” said a Google representative. “We don’t know who anyone is in real life.”
STEP 4 Create a Subset of Keywords
While your business should have a set of keywords it tries to rank for, all those keywords may not translate over to Twitter--especially if they’re K lengthy. Analyze your keywords through various K tools (HubSpot customers use our Keyword tool), K
and pick a smaller subset of keywords specifically for Twitter. Tweet these phrases throughout the K K day tweets to help boost your rankings.
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STEP 5 Keep Tweets in RT Safe Zone
In order to ensure your SEO-ready keywords are not deleted when a user shares your tweet via “RT @ username,” make sure your tweets run short -- you want a solid 10-20 characters of legroom. Additionally, data shows that 120-130 character tweets have the highest clickthrough-rates (CTR).
STEP 6 Fuel Your Inbound Links
Make your content remarkable enough that other influencers retweet it. Search engines will register the value of Twitter authority figures and correlate that with the value of the link posted. This means that crawlers are analyzing the number of followers of those who retweet your content, and ranking your retweeted link based on that value -- the Twitter equivalent of an inbound link. Posting updates that appeal to influencers will inevitably boost your optimization efforts.
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CHAPTER 3 twitter etiquette for business
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Monitoring your Twitter account can take time. Efficiently optimize both the amount of time you spend monitoring Twitter and, consequently, your results. Here’s a few ways to do so without sounding like a robot or replying to every tweet.
Reply when Necessary ? - There is little value in habitually replying to every tweet with an upbeat “thank you.” However, you should make a habit of replying to two types of tweets on an ongoing basis: questions and negative comments.
When you know the answer 64% of Twitter are more likely to make to a question, answer it. If purchases from businesses that answer you don’t know the answer, their questions on Twitter. ask someone at your company who does. A social More Likely media manager is not hired As Likely Less Likely to know every intricacy of your corporate policy,
but to manage how you Source: InboxQ (Survey) communicate them. Use your resources well and give Twitterers the proper responses they deserve.
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allow Direct messaging (DM)
Wouldn’t it be great if the tip recommended before this one could be done privately? That’s precisely why it’s so important to follow back users who follow you. If they have a question, most will try to DM you, but Twitter will only allow them to send direct messages if you are Message me privately. following them.
.Place “@reply” in front of tweet
Twitter differentiates between a “reply” and a “mention” based on the Twitter handle location in the composed tweet. If you place a handle at the beginning of your update (e.g, “@anummedia I read your...”), Twitter considers the tweet a reply, as you are @ responding directly to the user. If the handle is placed somewhere other than the beginning of a tweet, it is recorded as a mention.
When responding to a Twitter user, decide who you want to see your tweet. Replying directly to a user means that tweet appears only on your profile page and in feeds those who follow you both. You may notice users dodging this by including a period in front of their tweet (.@anummedia).
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Schedule, then monitor Your Tweets
Scheduling tweets is a step to help minimize the amount of time you spend scripting tweets each day. By knowing you have a steady amount of content that will automatically publish, you are giving yourself more time to follow where that content is going, how it’s being discussed, and what leads its generating for you. Now all you have to do is check in occasionally to see what people are saying and respond accordingly. This technique is much easier than worrying, or worse, forgetting, that you have to tweet.
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www.Hubspot.com 26 how to attract customers with twitter & Vine SAVE your TIME & w SCHEDule TWEETS
You know your content needs to be shared and spread across Twitter -- you’re just daunted by the task of constantly tweeting your content throughout the day. HubSpot eliminates that problem, allowing you to schedule and automate your social REQUEST A DEMO WATCH VIDEO media publishing.
3 Set your blogs to auto-promote and see click-through data. 3 Create and send all your Twitter posts from one central portal. 3 Send immediately or schedule your posts in advance. 3 Get suggested times based in The Science of Timing research or set your own suggested times for publishing.
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Even equipped with the best practices shared above, many businesses get lost in the Twitterverse and end up using the social tool in a less customer- friendly manner. This behavior is often due to some common myth in the internet marketing space. Let’s tackle three of these misconceptions and discuss what’s wrong with each of them.
myth 1 Longer Membership Shorter Membership
Your Twitter presence is not measured by how long you have been a member; it’s measured by the value you provide - which translates to followers and engagement. People follow users to find information they wouldn’t stumble across on their own. To grow followers, make sure you post truly valuable content, not simply spam about your product or service.
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myth 2 Tweeting Every Second 15-25 Tweets Per Day
While it’s true that tweets have a short shelf life, it doesn’t necessarily mean you should be a tweeting machine. With tweets sent every second, your most recent updates move down a users’ feed almost instantly, and constant tweets can irk your followers.
Our data shows that 15-25 tweets per day is the sweet spot for increasing following. While this sounds overwhelming, understand that it’s merely the average; you can fluctuate above and below. What’s important to take away is that posting too much too often could decrease your opportunities to grow your following.
myth 3 Following Industry Leaders Following Customers
Are you following industry leaders to learn from the insights they share? Following competitors to keep an eye on their messaging? Great! But what about your customers and evangelists?
Many businesses ignore these folks--which Follow birds? makes no sense. If brand loyalists are willing to publicly talk about and show that they follow your company, doesn’t it intuitively make sense to send them some love back?
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CHAPTER 4 6 IDEAS TO JUMP START YOUR LEAD GENERATION STRATEGY
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The biggest mistake marketers make with Twitter is not realizing it can make you money. From a business standpoint, why do anything that doesn’t demonstrate concrete ROI? Twitter is still a place of positive brand communication and conversation, but it’s also a place to generate leads.
When it comes down to it, your business needs to test what works best for lead generation. You can’t do everything, and what works for one business may not work for yours. Here’s a list of ideas we’ve experienced success with. Use a few as a starting point and build your own strategy by following what works for your business. idea 1 Tweet Offers
Sharing your offers is the simplest form of lead generation. Control how often you share your offers to ensure your account doesn’t turn into a spam-bot. Your specific frequency is contingent upon your business. For example, a recruiter can naturally share job openings frequently because users are vested in new opportunities. However, they may not be as willing to download the same whitepaper about improving heating systems, for example. Have difficulties coming up with content ideas? Here is an ebook that will help you out.
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idea 2 CONNECT YOUR BLOG to your twitter
.If you have a blog, be sure to tweet links to all your posts (which should have calls-to-action featured in them). This is an indirect but effective way to attract new leads. If possible, connect your blog with Twitter so that a post gets tweeted the minute it’s published automatically. For HubSpot customers, the HubSpot software can automatically set this up for you.
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idea 3 Respond with Landing Pages
When a user sends you a question, use the opportunity to give them proper feedback. When possible, and only when helpful to the user, add a landing page link to your response.
For example, one user tweeted his Marketing Grader grade, adding commentary about how he wanted to improve his overall score by improving his website presence. @HubSpot responded with a link to our ebook, “25 Website ‘Must Haves’ for Driving Traffic, Leads & Sales.” The user appreciated our beneficial--not spammy--response. He filled out the form and received the information he needed to improve his score!
idea 4 Include Hashtags
.Create a hashtag by simply adding a pound sign in front of a word. But simply adding a hashtag to a tweet isn’t going to give you any results; you need to integrate them to a marketing campaign.
Follow trends. If you see a trending hashtag relevant to your tweet or # content, include it in your updates. Similarly, if a user is tweeting with a particular hashtag, include it in your retweet. This allows your tweets to reach anyone who is looking for that particular hashtag.
When hosting an event, create a hashtag so users can chime in and aggregate a list of tweets from potential leads.
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idea 5 Build Your Reach
What’s the use of following any of the above suggestions if you’re not reaching anyone? This is where you need to revisit the basics of Twitter and remember to spend time building your following. The more people you’re sending information to, the higher your chance of generating leads. To learn more ways to attract more social media fans and followers, read this in-depth post. HubSpot’s software can also give you a quick snapshot of your social media reach:
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idea 6 Try Twitter Chats
Twitter chats are the next level of hashtags. From a business standpoint, a Twitter chat is an online discussion between a brand and the Twitter world.
While there is no set format, most moderators will host weekly Twitter chats, asking about six to eight questions over the period of an hour. For example, when HubSpot hosts #InboundChat, the @HubSpot Twitter account plays the role of moderator, while a specific HubSpotter will jump in separately on their personal Twitter handle, playing the role of expert. This person is mentioned by @HubSpot at the beginning of the chat so attendees can identify the expert and ask follow-up questions.
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At the beginning of the chat, @HubSpot asks the audience to introduce themselves and soon after jumps in with Question 1.
Tactically, when asking a question during your chat, be sure to include “Q1:” (Question 1) at the beginning of your tweet. This identifies which number question you’re asking. Also insert your chat hashtag at the end. When answering a question, include “A1:” (Answer 1) at the beginning of your tweet and include your chat hashtag at the end. There is no need to include the moderator’s Twitter handle in every answer, but do include specific handles when/if you’re replying to someone’s follow-up #InboundChat question for further discussion.
Note: If you do not include the chat hashtag in your tweet, your answer will not show up in the chat feed.
During the chat, a @HubSpot monitor retweets (RT) other users comments and answers follow-up questions.
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To push our lead generation efforts, we pair each chat with an offer. For example, we paired a “Twitter for Business” chat paired with this ebook! To keep the theme strong, you may want to tweet a link to the ebook to help users follow along, but you can also create a special landing page such as our http://www.hubspot.com/inboundchat page, which is tailored for a particular chat using appropriate calls-to-action (CTAs) and helpful copy.
Keep in mind this platform of discussion may not work for every business, and the only way to find out is to try it! Figure out how you want to format your chat and give it a few test runs. Don’t simply host one event and quit. Make sure you’re promoting the chat ahead of time so users know it’s happening. You can also join one of the nearly 100 regularly scheduled Twitter chats on a huge variety of industry topics. Depending on your business, joining rather than creating a chat may prove more beneficial.
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CHAPTER 5 INCORPORATE VINE INTO YOUR TWITTER STRATEGY
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What is Vine?
In January 2013, Twitter announced the launch of its new, integrated mobile video app called Vine. The GIF-like app, which was acquired by Twitter in October 2012, enables mobile users to capture and share short videos of six seconds or fewer, which complements the brevity of 140-character tweets quite nicely.
This six second time frame is perfect for a digital audience given the fact that the average online attention span is about 8 seconds. In this fast- moving social media space, it pays to get creative.
Vine offers an interesting fusion of video content and static visual content, enabling mobile users to capture and share small moments. These videos play on a loop, just like an animated GIF does. Vine videos also include audio options.
Knowledge Check: What is a GIF file? Short for Graphics Interchange Format, GIF files are a way to save graphics files for use on websites that move as an animation. Because the mini animations consists of frames, they are similar to a movie, minus audio.
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Although Twitter purchased and launched Vine videos, they can be linked to both Twitter and Facebook accounts. This move shows that Twitter cares more about the use and benefits of the tool (and the reach it can get through Facebook), than they do about having the tool limited to just Twitter. This move will help them see greater success and be a lovable social platform. Twitter also expects to expand to more social networks in the near future.
At the moment, the Vine app currently is only available for use on the iPhone and iPod touch, but we would expect Twitter to expand this tool for use on other platforms as its popularity grows.
Posts on Vine are about abbreviation -- the shortened “form of something larger. They’re little windows into the people, settings, ideas and objects that make up your life. Source: Vine Blog ”
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Use Vine to Expand Your Video Library
The Vine app is an easy-to-use tool to help marketers incorporate more video into your overall social media strategy. They are also a great tool to show your company personality and reach a new audience.
Many marketers get overwhelmed, or too focused on video-production quality. Yet the quick upload, easy- to-use interface, and minimal emphasis on production quality means that Vine is designed to encourage a little more experimentation.
Vine’s 6-second time limit also capitalizes on users’ short attention spans, considering that about 20% of viewers will abandon your videos after just 10 seconds, according to Visible Measures.
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6 Quick Ideas to Inspire Your Vine Videos
Sneak peeks to promote an upcoming event or webinar, such as 1 speaker clips)
Quick, bite-sized product demos, perhaps focused on a particular 2 tool or feature
Clips showing off awesome new gear, swag, products, or the like, 3 in action
“Behind the scenes” looks at your office to show your company’s 4 culture and the people behind your brand
Short features or case studies of customers enjoying your 5 product, services, or content
Clips highlighting PR initiatives, like employees doing charity work 6 or award acceptance speeches
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How to Create Your Vine Account
Follow these steps to create your Vine account, and starting sharing little videos today!
STEP 1 STEP 2 STEP 3
Make sure your Go into the “Settings” Sign in to your company’s Twitter section and sign into Vine account. account is connected your company’s Twitter with the app itself. account.
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STEP 4
Go to the Vine homepage, click on the video icon and start recording. It’s that simple! V B
Once your account is connected, you can publish your videos to both your Twitter and Vine feeds, which will appear for all your Twitter and Vine followers. Remember, to grow your reach of these videos even further, include relevant hashtags whenever possible.
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An Innovative Example of Using Vine to Inspire Your Own Creative Strategy
A lot can happen in six seconds. You can text your mom, read an email (or delete 20), or snap a picture. But can you create a lasting impression within six seconds?
Since Twitter unleashed Vine unto the world, brands have been quick to use the 6-second video app as a free marketing platform. While you can browse through 15 examples of brands getting creative with Vine for marketing here, we wanted to share one truly remarkable way we incorporated real-time elements into our Vine marketing efforts with an “Ask Me Anything” Twitter chat. We hope it helps inspire your own ideas.
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Our “Ask Me Anything” Twitter chat, hosted via the hashtag #InboundChat, was a unique Twitter chat. Instead of responding to user questions with 140-character tweets, our CMO Mike Volpe responded in 6-second Vine videos. While the concept behind this chat is similar to the Twitter chats we discussed in the previous chatter, the ‘ask and reply’ process is a bit different.
Once questions start rolling in, the moderator (in this case, @HubSpot) announces which question the expert (in this case, @mvolpe) is currently answering so attendees can expect a video shortly after. Once you produced a video through the Vine app, you see an option to share the video with your audience on Twitter. Twitter chats typically run about an hour long, which gives you enough time to produce about 15-20 Vine video responses.
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Tips for Running a Vine Twitter Chat
Include multiple team members in your execution process. It 1 generally takes one person to film, one to act as the expert, and one to moderate and monitor on Twitter.
Using a tripod for your videos will produce the best results. That 2 way, your audience can focus on the expert’s answers without any distractions.
Remember that your expert’s answers must be 6 seconds long, 3 or fewer. Ask your expert a few practice questions before starting the chat so he/she can get the feel for how long 6 seconds is.
Keep a backlog of good questions you want to ask your expert to 4 make the process quick and easy.
When uploading your video through Vine, don’t forget to include 5 the chat hashtag and the expert’s Twitter handle, and then select “Share on Twitter” to publish the video to both Vine and Twitter.
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Incorporating Vine into your Twitter strategy is a great way to expand your interactions with leads, customers and evangelists online. The more people you’re reaching through your Twitter and Vine accounts, the more potential prospects to convert into customers. It also gives your company culture a chance to shine -- interactive chats and other videos give your audience an opportunity to chat with folks “on the inside”.
Use Vine to develop a deeper, more personal connection with your audience and transform silent followers into serious brand evangelists.
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48 how to attract customers with twitter & Vine
CHAPTER 6 how to measure the roi of twitter & VINE
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This ebook is essentially useless unless you’re measuring your efforts along the way. We’ve covered how to attract prospects and leads, but now how do we know we attracted actual customers? Through analyzing Twitter marketing data, you can pull insights and evaluate if you’re spending your Y time wisely to benefit your business.
Twitter, however, doesn’t have a seamless way to check your analytics. Vine doesn’t have any analytics. Closed-loop marketing is what you need to look at to track the B power of Twitter compared to your other marketing channels. This means tracking the path of a user clicking a link in a tweet, to visiting a page on your website, to filling out a landing page to become a lead, and, ultimately, to converting into a customer. And isn’t that ultimately why you’re using Twitter or Vine for business in the first place? To bring in new customers?
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Twitter serves two purposes, and you need to be measuring both.
1 Business Generated through Leads
2 Twitter Followers/Database Growth
Let’s first look at actual business generated through leads. The basic first step is look at traffic drawn from Twitter. While many people look at traffic drawn from all their social media channels, you need to be able to analyze Twitter on its own.
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Measuring Twitter Business Growth
In the screenshots on the previous page, you’ll notice three key metrics. Visits
Visits to your website from Twitter is reflective of the amount of traffic Twitter can help drive. However, visits cannot be the sole metric you track. Traffic figures simply help you understand the next two metrics. Contacts
Contacts is the number of new leads, the number of new people, who have shown interest in your company. Whether these people became contacts through submitting a form for an ebook, entering their information for a coupon, or submitting an application for a job, they have shown some vested interest in your business. Contacts emphasize the “new” concept, meaning they are not repeat leads. These are your potential customers. By becoming a contacts, they are now a fresh opportunity for your sales team to convert into a customer.
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Visits-to-Contacts Rate
While visits are important for understanding the traffic Twitter is sending to your website, and contacts are important for understanding all the new opportunities created for your sales team, in order to measure your marketing effectiveness, you need to see the rate at which your visitors are converting into contacts. This will not only allow you to analyze your Twitter success month-over-month, but will also allow you to find problems in your Twitter strategy. If your traffic volume is high, but you’re visits-to- contacts rate is low, you have a conversion problem. But if your visits-to- contacts rate is high and your raw number of contacts is low, you have a traffic problem.
Over time, these three metrics will build up and add more and more contacts into your database. From there, your sales reps can work on converting them into customers.
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www.Hubspot.com 53 how to attract customers with twitter & Vine MEASURE TWITTER’S Y BUSINESS VALUE
Does Twitter really work for business? How much time should you be spending on it? Until recently, the impact of Twitter has been notoriously hard to measure. With HubSpot, you can finally start reporting on the ROI of Twitter marketing efforts. REQUEST A DEMO WATCH VIDEO
3 Collect data that shows which social channels deserve your time. 3 Find out how many leads and customers are attributable to social media.
3 Monitor your visits, new leads, and visits-to-contacts rate over any period of time.
3 View number of clicks on individual posts or see social media Share This Ebook! analytics in aggregate.
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Measuring Twitter Database Growth
Your followers on Twitter are like your subscribers to your email marketing -- they are your database of people to reach out and communicate with. These are the people that you have to work on converting from Twitter follower to lead, to then customer. Unless you growth your Twitter following, you won’t be able to convert followers into ultimate customers.
There are three metrics you can track your Twitter database growth. Follower Month-To-Month Growth
By pulling the number of Twitter followers and net new followers, you can get a sense of your Twitter reach growth monthly. For example, if you were to compute the following growth in March, you would pull the numbers from February and March:
(March Twitter Followers -- February Twitter Followers) / February Twitter Followers = Growth %
Tracking this percentage monthly will allow you to see whether your tweeting strategies and campaigns are helping to boost your reach, or have become a waste of time.
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Daily Follower Growth
While looking at your month-to-month growth is beneficial to tracking your overall improvement on Twitter, it’s important to also look at how you are growing on a daily basis.
TwitterCounter is a free tool that easily allows you to easily examine your follower growth over time. This data can be used to see how many new followers a certain campaign garnered on the day it launched. If your following remains constant over time, this could indicate that you’re not using Twitter as well as you could. Your goal should always be to increase followers so that your reach grows. As stated before, more reach results in more leads and customers.
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Link Clicks
Many of you know about bit.ly. It not only allows you to shorten links to be Twitter friendly, but it also provides you with the ability to analyze the number of clicks on that specific link. While it’s tedious to look at each link separately like this, it provides valuable insight into how many people actually clicked on your link.
In fact, Dan Zarrella analyzed at 2.7 million link-containing tweets and found something interesting: He discovered that there is no correlation between retweets and clicks. Rather, 16.12% of the link-containing tweets analyzed generated more retweets than clicks, meaning many people will retweet a tweet with a link without even clicking on that link.
This data simply highlights how important it is to also see how many people are actually clicking on your links, as it will reflect true interest in your content versus just retweeting for the sake of retweeting.
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How Do You Measure Vine?
Unfortunately, there are not many ways to measure your success on Vine. But creative, data-driven marketers still find ways to track how they are performing. While we hope to see developments to Vine measurement, here are some metrics to start watching. HASHTAGS
As you’ve learned, you can upload a Vine video and post it to Twitter. While, like Instagram, you can’t include a link to your upload, this provides you with the opportunity to add hashtags to the tweet copy. The main link that populates with the# B tweet is a link to the Vine video.
Hashtacks are trackable. There are many free tools available to marketers, such as tweetreach, that digs through all the tweets on Twitter and finds every mention of any search term you request for. So, simply search for your custom-made hashtag for your Vine videos, and the tool will tell you how many tweets that hashtag received, how many impressions it garnered, and how many people it reached. This can provide you with actual insight into the success of your Vine videos.
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Follower Month-To-Month Growth
Although Vine is owned by Twitter, the mobile app is treated as its own tool, naturally having it’s own following. Similar to Twitter followers, Vine followers are a part of your social database. The more people following you on Vine, the people you have the opportunity to delight through short video moments. And the more people you are sharing Vine videos with, the more people who you have to speak to. Overtime, your goal should be to convert those people into Twitter followers. You can then use those newly acquired Twitter followers to try and convert into leads! It’s the circle of social life.
The equation for this metric is naturally the same as before, but here it is again.
(DECEMBER Twitter Followers -- JANUARY Twitter Followers) / JANUARY Twitter Followers = Growth %
Just like any other new social tool, measuring is difficult at first, and you won’t always see immediate results. Test the waters with Vine and allow it ample opportunity to help your business. If a few months down the line the benefit is no longer there, feel free to stop. Or maybe keep using it for the sake of the engagement, and just creating moments that people love.
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CONCLUSION & ADDITIONAL RESOURCES
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Be smart about the way you prioritize your “marketing initiatives. ”
By now we hope you’ve picked up on the fact that Twitter is more than a network for engaging in the conversation and creating a positive brand image. The days of updating on-the-go tweets and leaving it at that are over. Hopefully you’ve also realized the business benefit to trying Vine for marketing. You must test and analyze all your efforts to understand whether it’s even in your business’ best interest to be vesting time on either Twitter or Vine.
Don’t invest too much effort on Twitter unless you can measure the results of your activities. If your closed-loop marketing process leads to extremely low leads and ROI, then it’s okay to back off and only maintain your account rather than use it heavily.
At the end of the day, simply be smart about the way you prioritize your marketing initiatives and keep an eye on the specific benefits these social networks can offer your business. Good luck!
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Find out whether your investment in Twitter is paying off. Sign up for HubSpot’s 30-day trial to start tracking some insightful marketing analytics.
http://offers.hubspot.com/free-trial
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