How to use Twitter and direct response marketing to create quality follow-up leads

1. 7 New Twitter Ways to Specifically
Use Direct Response Lead
Generation – A Checklist
Jon Rognerud

2. Recent Twitter stats show that the Twitter platforms send over 500 million
“tweets” (messages and links, up to 140 characters) per day. This includes
pure network messaging, custom applications and network tie-ins.
Twitter is a social media network.
Social media can be a useful medium for you.
At the same time - while campaigning on Twitter can create A LOT of
exposure, engagement and lead flows for your business, there are new and
different ways to consider.
THESE ARE IMPORTANT IF YOU WANT QUALITY LEADS ON
TWITTER.
Don’t just use social media for followers and bragging rights to “higher
counts”.
Make sure you have a Twitter profile that looks professional with all fields
completed. That includes a nice looking personal picture (not just a
company logo!), descriptions and link fields filled in. Consider local
targeting, and possible use of direct landing pages, not just a Home Page.
Here are 7 different ways you can use Twitter and Promoted
Tweets (paid advertising) along withKeyword Targeting to make the best
use of Twitter for lead generation.
1. Use Keyword targeting for specific event campaigns. For
example, if you are hosting an upcoming webinar or workshop with a
limited window of dates, the best way to capitalize on the influx of
relevant users is to insert yourself into into the conversation using
keyword targeting. (A 1-3% CTR is considered “good”)
2. Run a 30-50+ keyword-targeted campaign. This is great for major
events. You can add @usernames, #hashtags, and
keywords/keyword phrases into any keyword Promoted Tweet
campaign. Make sure to keep it extremely relevant, and try to avoid
single words or extremely broad keywords. Also add competitor
keywords where applicable.

3. 3. Target your own @username and keywords. Make sure that you
are inserting yourself into the conversation when users are searching
for you. Especially for large promotional campaigns, this is crucial to
add to your keywords.
4. Use duplicate campaigns for different geo-locations. Different
audiences (@handle themes) can engage differently based on
geolocation. You want to test this by segmenting duplicate campaigns
with singular locations.
5. Have 4-6 Direct Response tweets. Have a clear call-to-action,
strong engagement/benefit to the user, and a URL at the end of the
tweet. Do not have any other clickable media within the tweet. Have
an even mix of plain text, and picture variants to test for highest
overall engagements/conversions. Continue to test this. Use of
images in Tweets have shown a doubling in engagement (clicks)!
6. Bid and budget aggressively. Estimated Audience Reach and
suggested big change based on how niche your targeting is. You
want to remain competitive with your bid in each specific campaign –
keeping in mind, bidding aggressively simply means you’ll win more
real-time auctions/impressions, and you only pay $0.01 more than the
2nd highest bidder. Also adjust for a daily Audience Reach you are
comfortable with.
7. Proactively pause low-performers. You don’t want to waste
impressions on low performers, and you always want to continue
testing against your champion Tweet (after 500-1000 impressions)
and Campaign variants. You want to allot as much budget as
possible to high-performers).
As with any paid advertising campaign, you must establish a plan (goals) of
achievement before you begin any Twitter online marketing
campaign. And, it’s not a one-time event either. It’s both short-term and
long-term planning.
What do YOU consider success? Be specific about this, and manage
your teams (and your own) expectations.
Most businesses think in terms of followers, mentions/retweets and “what
have they said about me today” (reputation monitoring). Ultimately, you
want to work on getting to a positive return on ad spend. And, it’s not
always a click-to-immediate-sale model either.

4. You may be building an email list, and between landing pages, email
follow-up, purchase pages (direct) and sales team outreach, there are
many ways you can determine success. Just be clear.
Additional download materials and resources to help you generate more
targeted traffic and leads from Twitter:
 Direct Response Checklist
 Composing a Direct Response Tweet
 How Twitter Bidding Works
GET A FREE DIRECT RESPONSE LEAD
GENERATION AUDIT NOW:
www.chaosmap.com