Whether you're in B2B or B2C, lead generation on Twitter might be right for you. It’s all about finding conversations — and you can find conversations on Twitter using search or advanced search. This movie reviews how to use search on Twitter.
- [Voiceover] Whether you're in B2B or B2C, Lead Generation on Twitter might be right for you. It's all about finding conversations to get involved with. So we're going to be looking at two ways to use search for identifying potential customers on Twitter. Now, you can also adopt the same method to find journalists for marketing outreach, businesses to collaborate with and so on. So the primary goal of search is to identify conversations people are having. People talk about all sorts of things on Twitter.
They'll discuss sports, major life events, news, even vent about a terrible restaurant. They even talk about products they use and with hundreds of millions of tweets flying around Twitter every day, the likelihood someone is having a conversation that you can add value to is high. Have you ever been at a coffee shop and you overheard a conversation that you could add value to? Some of us might jump right in. We'll had a business card and pitch our product or business. Others of us aren't comfortable with that strategy and we might miss out.
Well Twitter is like a giant coffee shop only you can search for the exact conversations you want to jump into and because Twitter is all about having your message seen, it's only appropriate to send a reply, a retweet, or a mention when you discover a hidden gem. So we're going to be looking at two ways to search for these conversations, basic search and advanced search. Now to be successful, you'll start by making a list of keywords related to your business, your products, and even your competitors.
Then imagine yourself in a coffee shop or a tradeshow or anywhere really that you're likely to find leads. Make another list of the phrases, sentences, or keywords that would indicate to you hey that's an opportunity for me to make a sale. For H+, I'm thinking keywords such as athlete, sports drink, maybe even hydration. There could be conversations around race day, exercising, lifting weights, Gatorade or even Powerade, which are competitors. So we're going to start with a basic search and I'm going to go into the upper right-hand corner of Twitter and in the search box we'll enter in sports drink and hit Enter.
Right away the search results default to this top view and that's going to be the top tweets on Twitter based on the search that you've entered and you can scroll through these and you notice here at the top I have some photos and I see a couple tweets here, I've got one that's a poll about the better sports drink, I see someone's asking about sports drinks, and there's even someone talking about sports drinks after a particular race. Now these might be conversations that I want to jump into. You'll notice that the search term that you've entered into Twitter is bolded in the actual content.
So as you scroll through, it's really easy to see that information pop out right away. Now, you'll notice at the top of the screen there's also the option to select live and that's going to give you all of the latest and most recent tweets that are specific to this. So rather than looking at the top tweets, you can actually look at the tweets as they come in in real time and that might be better for your purpose. You'll simply want to decide which filter makes the most sense for you. Once you find something that makes sense for you, you might decide to retweet it.
They'll receive a notification and then they might click on your handle to see what your brand is about. Remember that effort in creating a great Twitter profile? This is where it pays off. Alternatively, you might reply to this particular person and to do that you could hit the reply option, which is the arrow pointing back, and with that you could simply send a response to this tweet and they'll get a notification that you've replied and you'll also post a tweet in your timeline with your personal reply to that specific tweet. I may even respond or mention this person and say hey have you tried H+ sports drink or maybe you should try a poll offering up our sports drink as well.
The idea is really to drive authentic conversations, things that come across less sales-oriented and this way people will respect it. Maybe add value to the conversations, build a relationship and then perhaps offer a pitch on your product. Now, these results are okay, but you can do a little bit better. If you scroll back to the top, you have some additional filters that'll allow you to go a little bit deeper in search. We could look for accounts, we could drill into specific photos around sports drinks, we can even drill into specific videos around sports drinks.
If you notice, there's a More Options drop-down and here you can also get access to news and this would be tweets that contain a link to a new site such as The Huffington Post. This is a great way to identify actual news conversations happening around your particular topic. That's another great way to get involved in a conversation. To go a little bit further though, I recommend that you explore advanced search and you'll find that at the very bottom of this More Options drop-down. Now for this movie, I'm only going to touch on the main operations here.
My goal is just to give you some ideas of what you can accomplish. To really unlock the powerhouse of search, I suggest watching Up and Running with Twitter if something I'm sharing is foreign to you. So within this advanced search screen, we have a plethora of options. It might look a little complicated, but it's actually really nicely organized. Let me walk you through the key features. Here at the top of the screen under the heading Words next to All of these words, we can include any words that must be in a tweet. The order won't matter and you can also include a phrase here by placing quotes around it.
So I could put sports drink as a phrase, which would mean that the order does matter. If I simply typed in the words sports and drink, the tweet could say hey I'm drinking some water and now I'm going to go play sports. Right, so the order doesn't matter if the words are simply strung out. Within this exact phrase section, you can enter in a phrase and you won't need to put quotes around it as if you put it in the All of these words section. Now, we started our basic search with the term sports drink and I think we can use this as the foundation for our query.
But to really find the right conversations, I think sports drink needs to be paired with another term. It could be any of my other keywords that we talked about. So what I'm going to do is under this exact phrase I'm going to enter in sports drink. So this must be included and it must be exactly sports drink. From here, I can go to any of these words and I want to match some additional keywords. So I can put in workout, exercise, race, running, and gym for example.
So now what I have is I'm looking for this exact phrase, sports drink, and it can match sports drink with workout, sports drink with exercise, sports drink with race, and so on. The words in any of these words don't all have to appear. Only one of them has to appear along with the exact search phrase, sports drink. From here, the None of these words section is actually really powerful. Here you can ignore tweets that maybe contain a competitor. So let's say for now I don't want to see people talking about Gatorade, I can enter in the term Gatorade and now the tweets will exclude anything that includes the word Gatorade.
As we scroll down, we can see the People section and this is helpful if you're looking for tweets from a particular person or to a particular person. In this case, we could look for tweets being sent specifically to Gatorade and this would be another way to look at all of the conversations mentioning Gatorade. Beyond this, we have the option to filter by places. This would allow you to target a specific geographical region. Beyond that, we can look for dates and we even have the option to identify whether the sentiment is positive, negative, a question, and whether or not we want the search to include retweets.
Take a minute to build and compile an advanced search that really hones in on exactly the types of converations you're looking for. Use this wizard to create your search and once you build it, you also have the option to save it from that More Options drop-down we looked at earlier.
Learn how to create a great username and profile, define your brand personality, and begin tweeting. Discover how to use Twitter to generate leads and track the impact of each tweet so you can determine what's working and what's not. Find out how to integrate Twitter into your website, create an advertising account, and measure the results of promoted tweets and accounts.
Need help managing your Twitter efforts? Learn the best tools for monitoring your feed and scheduling tweets. Plus, get tips for extending special offers on Twitter and tracking your results with Google Analytics.
- Signing up for Twitter
- Choosing a username
- Building brand presences with an effective profile, photos, and bio
- Following others
- Exploring hashtags
- Crafting great tweets
- Adding photos and video to tweets
- Scheduling tweets
- Searching for potential clients
- Advertising on Twitter
- Using third-party Twitter-management tools
- Creating compelling offers
- Tracking Twitter via Google Analytics