I thought I’d write about how we use Twitter in conjunction with SM2’s Alerts function to generate interest, book demos and communicate with people in the social media marketing community, in other words, for lead generation.
First, we only focus our attention on Twitterers who have shown an interest in our specific business sector, social media monitoring, analysis and engagement. We don’t pitch people who haven’t identified themselves as having that interest. We did this by setting up an SM2 Profile with a set of keywords that target mentions of our business, our competitors and keywords associated with social media like ‘Brand Monitoring’, ’social media measurement’, etc. The search runs constantly. We then set up SM2 Alerts in the application. These Alerts are sent to the in-boxes of our team members as keywords are mentioned in real time. With Twitter these mentions are captured as they occur with very little lag.
When I get an Alert it often contains many duplicate results because multiple keywords are mentioned in the same Tweet, however even without dupes we get a lot of Alerts throughout the day. I go through the Alerts as do our sales team, our CEO Aaron Newman and our Community Strategist Connie Benson. We respond to questions, offer demos, etc., generally trying to add value as we respond.
Is this effective? In a word, extremely effective. We are booking many meetings daily via Twitter. It is so effective that I believe that this is the future of marketing and will replace many outdated models of lead generation including spamming email lists, broadcasting ads that have no context, cold calling etc. Pay Per Click (PPC), SEO and SEM and social media engagement are the marketing communication and sales tools of the future- and we have them today.