With social media marketing we have the opportunity to extend our top of the pipeline to a new audience. An audience that either never heard about us or hadn’t really engaged with us on our owned media (Website, Blog) yet. But as always, when engaging with an audience, we want to make sure we engage with the right one, with the potential buyers that are the best fit for our business. Otherwise, we risk spending time and resources on buyers that will eventually not buy or will buy small deals.
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This is where Persona Based Marketing comes into play and allows you to plan, test and engage the most relevant audience for you:
Quick reminder – Persona Based Marketing
Persona Based Marketing is a technique for businesses to analyze and put together major buyer profiles to be able to better relate to their key buyers. Using Persona Based Marketing organizations get to know better their buyers, how they like to purchase, what are the ways to connect and communicate to them, and what they think about your products.
Persona Based Marketing is focused on answering questions such as:
- Who is the customer?
- How do customers make buying decisions?
- What do buyers like most about our products/services?
- What type of information customers prefer during the buying cycle?
- What are the best ways to communicate with prospects and/or existing customers?
Building a Persona-Based Twitter strategy
- Define your audience: Start by building a list of your top ideal buyer types. For each put down their top areas of interest as it relates to your business, ideal content for each persona to get started with, key terms that may attract them etc.
- Test your assumptions: Since Twitter is mainly Keywords or Terms based you want to make sure you use the more appropriate ones for your audience. There are a couple of ways to do this:
- Look into your competitor’s website, blogs and Twitter accounts as a way to validate and refine your buyer personas. Pay special attention to keywords and SEO optimization on the Blog and Twitter as well as for the type of content offers and calls to action used
- Manually search in Twitter for the key terms you are considering in your Persona profiles and see what you get as results
- Create your initial follower base: If this is a new Twitter account you want to get started somehow. There are several ways to help you get your Twitter account off the ground.
- Follow existing customers/contacts: Start with the people you know in your industry. These people can be your customers, prospects, partners, industry bloggers and speakers etc. and typically once you follow a person they will respond by following you back. Assuming they know other relevant people in your industry and that some of them are their followers it can help you spread the word quickly
- Leverage your employees: Ask them to follow your account as well as to spread the word to their relevant industry contacts
- Use audience building software services: Try software services that can increase your Twitter audience such as http://followerfrenzy.com/ . You will need to set these up with keywords and terms that are relevant for your buyers, which is why it is important to do your Persona Based Marketing planning before. Most of these services offer a free trial or a free version so you can experience the value before any commitment
- Search for new prospects: Here you can use your Persona Based Marketing profiles to manually search for partners, prospects or industry figures. Once you find and follow them most likely they will return the favor and follow your account, too
- Optimizing your tweets: Sharing on Twitter helps you grow your audience as well as engage with your existing followers, so you want to make sure every interaction counts:
- Make sure to use the proper hashtags for key industry terms you use. For example for Marketing Automation you can use #marketingautomation. For Content Marketing use #contentmarketing etc. If you are not sure if a hashtag exists you can search for it
- Try different hashtags in case there are several options and repeat the tweet across several days where once a day you try different tags
- Leverage employees, partners etc If they have Twitter accounts
- Monitor: In order to improve constantly you have a lot of monitoring to do:
- Successful tweets: Try to do more of what works. If some tweets work better (Get more Likes, re-tweets) then others analyze their success
- Audience building software services: Leverage their analytics to see which of the keywords and terms work best and constantly replace underperforming keywords with others to try and improve. In the sample report below you can see that the important metrics to track are Conversion Rate as well as Impressions. Ideally you want to get a good mix of both as high conversion rate from a 10 person group is not going to help you much but a solid conversion rate from a 10,000 person group is much more productive for you
- Measure yourself against others in your industry: See that you Twitter followers growth rate makes sense compared to other you know that are of similar size and seem to invest similar resources
- Qualify your Twitter generated business: Once Twitter starts referring the audience to your Website and you start to engage with them you can validate if these are the Personas you were going for in your Persona Based Marketing plan
- Refine: You can refine your content efforts, Persona Based Marketing profiles and their related keywords based on your results and success. You will also want to monitor your SEO success as its reflecting which search terms help people find you online. Funnily enough monitoring the search keywords that DON’T generate clicks for you can help you gain ideas on new content or new hashtags to use with your audience. As you can see in this Google Webmasters Tool example below if we were to improve our SEO efforts on Content Targeting we can potentially engage with additional 968 people a month
To learn more on how real time personalization complements marketing automation see “HubSpot Customers Integrate BrightInfo for Automated Personalization to Anonymous Visitors”