Michael Griffin - How to Effectively Use Twitter to Elevate your Marketing Strategy

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HOW TO EFFECTIVELY USE TWITTER TO ELEVATE YOUR MARKETING STRATEGY

Michael F Griffin

Channel Consultant, HubSpot

@MF_Griffin

1. Understand how to devise and implement an effective

Twitter strategy that will help your business grow

2. Configure HubSpot’s Social Inbox and monitoring streams

to ensure you stay engaged with relevant prospects, leads

and customers

KEY TAKEAWAYS

1. How are people using Twitter?

2. Why monitoring is so crucial

3. Identifying what matters most

4. Preparing social monitoring streams and notifications

5. Analyzing results

6. Next steps

AGENDA

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HOW ARE PEOPLE USING TWITTER?

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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Source: HubSpot

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2 WHY MONITORING IS SO CRUCIAL

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66.7% of all public brand mentions on social media happen on Twitter- Econsultancy

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Source: LeadSift

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3 IDENTIFYING WHAT MATTERS MOST

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1. Look to your buyer personas

2. Determine your buyer personas’ likely queries

3. Talk to sales

IDENTIFYING WHAT MATTERS MOST

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1. Look to your buyer personas

IDENTIFYING WHAT MATTERS MOST

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1. What goals do our buyer personas have?

2. What challenges do our buyer personas face?

3. What are our buyer personas’ stories?

LOOK TO YOUR BUYER PERSONAS

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ONCE WE KNOW OUR PERSONAS…The big question becomes: What are their likely queries?

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2. Determine your personas’ likely queries

IDENTIFYING WHAT MATTERS MOST

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Another way of thinking about that is:

How are they likely to search for something?

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(general blank slide)

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• Remember the 5 W’s and How

• They don’t necessarily have a name for their pain point yet

• It’s unlikely they’re familiar with our organization yet

• People want to be educated, not sold to

DETERMINE YOUR PERSONAS’ LIKELY QUERIES

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3. Talk to sales

IDENTIFYING WHAT MATTERS MOST

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SALES ARE ON THE FRONT LINESLeverage their expertise to learn what concerns, questions, hesitations, etc. are top of mind for your buyer personas

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4 PREPARING SOCIAL MONITORING STREAMS AND NOTIFICATIONS

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Green: Existing customer

Orange: Contact in your database

No color: brand new user

Grey: Mismatched contact info

SOCIAL INBOX We can leverage monitoring with HubSpot by listening to contacts, leads and customers who exist in our contact database.

Social Monitoring Streams\

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5 ANALYZE RESULTS

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6 NEXT STEPS

1. Understand how to devise and implement an effective

Twitter strategy that will help your business grow

2. Configure HubSpot’s Social Inbox and monitoring streams

to ensure you stay engaged with relevant prospects, leads

and customers

KEY TAKEAWAYS

1. Have the “what’s most important” brainstorm

2. Setup your own social media streams and notifications

3. Allocate enough time each day to be responsive on Twitter

NEXT STEPS

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HUBSPOT PROJECTS

Projects are step-by-step guides to hitting your goals using multiple HubSpot tools.

academy.hubspot.com/customer-projects

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THANK YOU!

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REFERENCES1. HubSpot Marketing blog - How Do People Use Twitter? [Infographic]2. HubSpot Marketing blog - How to Respond to People on Twitter: A Simple Guide

for Businesses [Infographic]3. Econsultancy - Why you should be monitoring your brand on Twitter4. LeadSift - The Twitter Response Guide For Business: 10 Research-Backed Ways

To Improve Your Twitter Customer Engagement