Professional Documents
Culture Documents
Learn How to
ATTRACT
CUSTOMERS
WITH TWITTER
AND VINE
g
B
Optimize Your
Twitter & Vine
Presence to
Generate Leads
& Sales
A publication of
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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!
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
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n
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WORKFLOWS
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Follow me on twitter
@AnumMedia
COntents
optimize the branding of your twitter profile
/9
/16
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Warmly,
Laura @Pistachio Fitton
Inbound Marketing Evangelist, HubSpot
Lead author, Twitter for Dummies
www.Hubspot.com
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 Twitters launch of Vine, theres even more to learn and explore.
The question for marketers now isnt 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 process
Ebook! to analyze and track your relationships from prospects to
customers.
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-Charlene Li
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CHAPTER 1
optimize the
branding of
your twitter
profile
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10
Every good business has swag--the way you present your style. Particularly
in the image-driven world of social media, its 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 2011s call-to-action banners on Twitter brand pages, in
2012, Twitter followed Facebooks 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 brands 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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11
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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12
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
youd 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,
users expect to see your company name, logo,
r ow
e you d.
k
a
M
n
grou
back
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13
STEP 1
STEP 2
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REMEMBER:
300 PIXELS!
14
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 doesnt have a
marker, simply draw a line, and delete it after).
STEP 3
Select a Background
STEP 4
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Keep
it shor t.
15
STEP 5
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
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16
CHAPTER 2
6 Steps to
optimize
twitter for
search
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17
-Rand Fishkin
Now that your Twitter brand page is prepared for the Twitterverse, its
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 hitwhy not have your
Twitter posts display a few links below? When it comes to search engine
optimization, its okay to be greedy: You dont want just the number one
spot; you want as many as you can get.
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18
inbound
links
Twitter
SEO
keywords
subset
length
keywords
in bio
reach
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spam
free
19
STEP 1
STEP 2
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20
STEP 3
Get mor
authorit e
y.
STEP 4
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21
STEP 5
STEP 6
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22
CHAPTER 3
twitter
etiquette for
business
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23
Monitoring your Twitter account can take time. Efficiently optimize both
the amount of time you spend monitoring Twitter and, consequently, your
results. Heres a few ways to do so without sounding like a
?-
Reply when
Necessary
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
to a question, answer it. If
you dont know the answer,
More Likely
Less Likely
As Likely
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24
Message m
privately. e
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25
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w
26
REQUEST A DEMO
WATCH VIDEO
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27
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 customerfriendly manner. This behavior is often due to some common myth in the
internet marketing space. Lets tackle three of these misconceptions and
discuss whats 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; its measured by the value you provide - which translates to
followers and engagement. People follow users to find information they
wouldnt 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
While its true that tweets have a short shelf life, it doesnt 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 its merely
the average; you can fluctuate above and below. Whats important to take
away is that posting too much too often could decrease your opportunities
to grow your following.
myth 3
?
Follow birds
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29
CHAPTER 4
6 IDEAS TO
JUMP START
YOUR LEAD
GENERATION
STRATEGY
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30
The biggest mistake marketers make with Twitter is not realizing it can
make you money. From a business standpoint, why do anything that
doesnt demonstrate concrete ROI? Twitter is still a place of positive brand
communication and conversation, but its also a place to generate leads.
When it comes down to it, your business needs to test what works best for
lead generation. You cant do everything, and what works for one business
may not work for yours. Heres a list of ideas weve 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 doesnt 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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31
idea 2
.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 its published automatically. For HubSpot customers, the HubSpot
software can automatically set this up for you.
www.Hubspot.com
32
idea 3
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
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33
idea 5
Whats the use of following any of the above suggestions if youre 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
youre 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. HubSpots software can also give you a quick snapshot
of your social media reach:
www.Hubspot.com
34
idea 6
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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35
www.Hubspot.com
bo
#In
at
Ch
und
36
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. Dont simply host one event and quit.
Make sure youre promoting the chat ahead of time so users know its
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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37
CHAPTER 5
INCORPORATE
VINE INTO
YOUR TWITTER
STRATEGY
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38
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 fastmoving 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.
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39
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.
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40
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41
Clips showing off awesome new gear, swag, products, or the like,
5
6
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speaker clips)
tool or feature
in action
42
STEP 1
STEP 2
STEP 3
Sign in to your
companys Twitter
Vine account.
account is connected
account.
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43
STEP 4
Go to the Vine homepage, click
on the video icon and start
recording. Its that simple!
VB
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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Using a tripod for your videos will produce the best results. That
way, your audience can focus on the experts answers without
any distractions.
the chat hashtag and the experts Twitter handle, and then select
Share on Twitter to publish the video to both Vine and Twitter.
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47
Incorporating Vine into your Twitter strategy is a great way to expand your
interactions with leads, customers and evangelists online. The more
people youre 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
CHAPTER 6
how to
measure the
roi of twitter
& VINE
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49
www.Hubspot.com
50
Lets 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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51
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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52
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 youre visits-tocontacts rate is low, you have a conversion problem. But if your visits-tocontacts 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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Y
53
MEASURE TWITTERS
BUSINESS VALUE
how to attract customers with twitter & Vine
REQUEST A DEMO
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3 Collect data that shows which social channels deserve your time.
3 Find out how many leads and customers are attributable to social
media.
Monitor your visits, new leads, and visits-to-contacts rate over any
period of time.
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54
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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55
www.Hubspot.com
56
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 its 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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57
HASHTAGS
As youve learned, you can upload a Vine video
and post it to Twitter. While, like Instagram, you
cant include a link to your upload, this provides
you with the opportunity to add hashtags to the
#B
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.
www.Hubspot.com
58
Just like any other new social tool, measuring is difficult at first, and you
wont 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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59
CONCLUSION
& ADDITIONAL
RESOURCES
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60
By now we hope youve 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 youve also realized the business benefit to trying Vine
for marketing. You must test and analyze all your efforts to understand
whether its even in your business best interest to be vesting time on
either Twitter or Vine.
Dont 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 its 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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61
measure THE
ROI OF TWITTER
Find out whether your investment in Twitter is paying off.
Sign up for HubSpots 30-day trial to start tracking some
insightful marketing analytics.
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