Make Twitter Ads Work for B2B Lead Generation

Presented by John A. Lee

Managing Partner – Clix Marketing

#SMXsocial13– November 20, 2013

Twitter Ads in the Wild

What You Should Expect to Learn Today

• Twitter Ads Primer

• B2B Targeting with Followers

• B2B Targeting with Keywords

• Ad Writing for Twitter

• Lead Generation Cards

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Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.

Jim Rohn

Let us not forget about marketing fundamentals!

Remember the Fundamentals

• Relevant, message-matched landing pages.

• Clearly stated calls-to-action and benefits in promoted tweets and on landing pages.

• Campaign segmentation for clean data.

Twitter Ads Primer

Promoted AccountsPromoted Tweets for Followers; Search; Timeline

Promoted Tweets for Followers

Lookalike Audience of Your Followers

• Leverage the followers of your business @handle.• Target your existing followers. High chance of overlap with existing leads

and/or customers.

• “Include followers of…”

• Target Twitter users similar to your followers.

• “Include users like followers of…”

• Lookalike audience.

• Don’t have many followers?• Participate in the Twitter universe organically to gain followers.

• Prime opportunity to run a Promoted Account ads campaign.

Leverage Your Competitors and Thought Leaders

• Leverage the followers of other Twitter users.

• Create a list of target @handles using Twitter search:• Competitors

• Thought leaders in your industry

• Publications covering your industry

• Twitter users discussing competitors or topics related to your business

• Bulk upload and “include users like followers of…”

Promoted Tweets for Followers

Report on @handles as if They Were Keywords

Promoted Tweets for Search / Timeline

Twitter Keyword Targeting

For Search

• Targets searches done on Twitter.com.

• Broad, phrase, exact matches.

For Timeline

• Targets the content of tweets in timelines.

• Almost contextual matching, but with greater control.

• Broad, phrase, exact matches.

Keywords to Target

• Your brand.

• Your competitors.

• Products and services.

• Relevant hashtags (Twitter groups, conferences, hot topics).

• Current topics relevant to your business.

Keywords with Match Types FTW!

Strategies for Ad Writing on Twitter

Tweets Just for Twitter Ads

• OK to use tweets posted organically, but tracking will be muddled.• No way to segment organic

engagements vs. paid engagements.

• Create new tweets marked as “Promoted-only” with properly tagged website links.

Tips for Promoted Tweets

• Write promoted tweets like you would write any piece of ad copy. • Relevant to your target audience and keywords.

• You only get 140 characters, so use a URL shortner. • Test bit.ly, t.co, ow.ly.

• Test creating customized, keyword specific URLs (e.g. bit.ly/ClixRocks).

• When creating shortened URLs, make sure all links have tracking tags.• Analytics, 3rd party tools, etc.

• Create a schedule to keep promoted tweets “fresh” and to sustain testing initiatives.• Use Twitter’s tweet scheduling feature to plan ahead.

URL Shortners Are Your Friend

Customize to Match Themes & Keywords

Lead Generation Cards

Lead Gen Cards

• Obtain lead information within the Twitter timeline.• Sign ups, offers, email

subscriptions, free trials.

• Download lead data via CSV.

• Sync with CRM software via APIs.

Thank You!Have questions? Let me know! Email: john@clixmarketing.com Twitter: @john_a_lee