Upload
inbound
View
685
Download
0
Embed Size (px)
Citation preview
INBOUND15
HOW TO EFFECTIVELY USE TWITTER TO ELEVATE YOUR MARKETING STRATEGY
Michael F Griffin
Channel Consultant, HubSpot
@MF_Griffin
1. Understand how to devise and implement an effective
Twitter strategy that will help your business grow
2. Configure HubSpot’s Social Inbox and monitoring streams
to ensure you stay engaged with relevant prospects, leads
and customers
KEY TAKEAWAYS
1. How are people using Twitter?
2. Why monitoring is so crucial
3. Identifying what matters most
4. Preparing social monitoring streams and notifications
5. Analyzing results
6. Next steps
AGENDA
INBOUND15
HOW ARE PEOPLE USING TWITTER?
INBOUND15
Source: HubSpot
INBOUND15
Source: HubSpot
INBOUND15
Source: HubSpot
INBOUND15
Source: HubSpot
INBOUND15
Source: HubSpot
INBOUND15
Source: HubSpot
INBOUND15
2 WHY MONITORING IS SO CRUCIAL
INBOUND15
INBOUND15
66.7% of all public brand mentions on social media happen on Twitter- Econsultancy
INBOUND15
Source: LeadSift
INBOUND15
3 IDENTIFYING WHAT MATTERS MOST
INBOUND15
1. Look to your buyer personas
2. Determine your buyer personas’ likely queries
3. Talk to sales
IDENTIFYING WHAT MATTERS MOST
INBOUND15
1. Look to your buyer personas
IDENTIFYING WHAT MATTERS MOST
INBOUND15
INBOUND15
1. What goals do our buyer personas have?
2. What challenges do our buyer personas face?
3. What are our buyer personas’ stories?
LOOK TO YOUR BUYER PERSONAS
INBOUND15
ONCE WE KNOW OUR PERSONAS…The big question becomes: What are their likely queries?
INBOUND15
2. Determine your personas’ likely queries
IDENTIFYING WHAT MATTERS MOST
INBOUND15
Another way of thinking about that is:
How are they likely to search for something?
INBOUND15
(general blank slide)
INBOUND15
• Remember the 5 W’s and How
• They don’t necessarily have a name for their pain point yet
• It’s unlikely they’re familiar with our organization yet
• People want to be educated, not sold to
DETERMINE YOUR PERSONAS’ LIKELY QUERIES
INBOUND15
3. Talk to sales
IDENTIFYING WHAT MATTERS MOST
INBOUND15
SALES ARE ON THE FRONT LINESLeverage their expertise to learn what concerns, questions, hesitations, etc. are top of mind for your buyer personas
INBOUND15
4 PREPARING SOCIAL MONITORING STREAMS AND NOTIFICATIONS
INBOUND15
Green: Existing customer
Orange: Contact in your database
No color: brand new user
Grey: Mismatched contact info
SOCIAL INBOX We can leverage monitoring with HubSpot by listening to contacts, leads and customers who exist in our contact database.
Social Monitoring Streams\
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
5 ANALYZE RESULTS
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
INBOUND15
6 NEXT STEPS
1. Understand how to devise and implement an effective
Twitter strategy that will help your business grow
2. Configure HubSpot’s Social Inbox and monitoring streams
to ensure you stay engaged with relevant prospects, leads
and customers
KEY TAKEAWAYS
1. Have the “what’s most important” brainstorm
2. Setup your own social media streams and notifications
3. Allocate enough time each day to be responsive on Twitter
NEXT STEPS
INBOUND15
HUBSPOT PROJECTS
Projects are step-by-step guides to hitting your goals using multiple HubSpot tools.
academy.hubspot.com/customer-projects
INBOUND15
THANK YOU!
INBOUND15
REFERENCES1. HubSpot Marketing blog - How Do People Use Twitter? [Infographic]2. HubSpot Marketing blog - How to Respond to People on Twitter: A Simple Guide
for Businesses [Infographic]3. Econsultancy - Why you should be monitoring your brand on Twitter4. LeadSift - The Twitter Response Guide For Business: 10 Research-Backed Ways
To Improve Your Twitter Customer Engagement