MEMBERS who attended the Twitter Masterclass webinar presented by Noreen Cesareo (left) a couple of weeks ago will be aware that Noreen experienced a power cut about five minutes from the end of the session. When it became clear that we were not going to get Noreen back, Ilika Copeland, chief operations officer at Made in Britain, asked attendees for questions that could be put to Noreen. These are those questions and Noreen's answers.
Question from Steve Willock Pedaldeck UK: What is the policy on following competitors?
Noreen: Let’s be honest…there is no question that following your main competitors on social media, especially Twitter is a good idea and should be considered as part of our normal monitoring of competitive activity. Apart from knowing what they are up to, you can also see who they are connected to, as well as how they are connecting and communicating with their followers.
There are two approaches you can take:
Following openly. You can follow them openly, and even engage with them. On Twitter, most small local businesses follow other businesses local to them who may provide similar products and solutions. In this case, there may be scope for networking and collaboration. You can then find out which are their most influential followers and follow them too to build a rapport with them.
Remember that what you do on Twitter is seen by your followers and clients as well as theirs. Furthermore, if the local market is small, then clients may very easily decide to switch to your products if they engage with you and like what you are selling.
Following secretly. On the other hand, if you find yourself blocked, you know its time you considered how you can do it less obtrusively. By setting up private lists you can monitor your competition quietly and without them knowing. It is a bit more time-consuming, but delivers results. Start by finding the competition and organise them into private lists – this allows you to follow accounts without the account owner knowing.
A note on blocking. You can block a competitor from seeing your account and tweets. This feature restricts specific accounts from contacting you, seeing their Tweets, and following them. Caveat: for that to work, they need to be logged on to their account on Twitter, otherwise they can still see the content via a third party, or if they are not logged in, then they may still be ablet o see your public tweets.
Question from Rich Ingram, part one: What sort of ROI does Twitter generate in B2B markets?
Noreen: During the session, I shared some stats on B2B marketing showing Twitter’s popularity with B2B content marketeers, where in this last year, 82 per cent used Twitter for organic content marketing - recent research from The Content Marketing Institute (March 2021). Twitter is on par with Facebook while only LinkedIn ranks higher at 96 per cent. Unfortunately, although social is a prime destination for content distribution and lead generation, only 15 per cent of marketers use social data to measure their ROI.
ROI used to be difficult to work out, but nowadays there are a number of closed-loop platforms which provide data for you at various stages of the sales funnel to help work that out. B2C marketers often evaluate social media performance through fan and follower numbers. Others measure sentiment and share of voice compared to competitors. However, there are other ways to calculate ROI as fans and follower numbers do not show responses to any call to action or if the followers are engaging with the brand and website.
Calculating your social media ROI. I recommend setting up goals with KPIs and then monitoring google analytics which report on traffic from social. You should also set up offers and a marketing funnel with dedicated codes/links and landing pages so that you can follow their journey and see how much website traffic is generated as a result of people clicking on the links in your social updates. The traffic will indicative how effective your social media is in engaging with followers through your content as a means of bringing more people into the top of your funnel. Typical stats show that after LinkedIn, Twitter is the next most powerful social media for generating traffic.
After you have established the amount of traffic generated by Twitter, you can then determine the quality of this traffic by dividing the number of leads by the total amount of traffic and calculating the visit-to-lead ratio. It Is important to note that a low visit-to-lead ratio could be the result of other factors such as poor quality content on social media, website and blogs, poorly designed landing pages and weak offers. It is then easy to work out the lead-to-customer ratio and know how many leads from social media converted to clients.
Question from Rich Ingram, part two: Why? Doesn’t this just generate a load of noise in your life?
Noreen: Twitter is another tool in your marketing kit. It is not a direct lead-generating tool, but works in tandem with your other marketing campaigns. Remember that your customers have preferences for their social engagement. What you may consider noise, for them may be a go-to channel for news, updates and knowledge share. Research your current and potential customers, map out your customer personas and find out which channels work best for them. Then decide which social channel to use.
Question from Max Underhay - Excell Metal Spinning: Where Twitter is fairly fast-paced what is the best way to engage your audience in terms of driving them through to your website? Sharing links or asking them to visit your profile?
Noreen: Consider Twitter like a broadcasting radio station, always on and always broadcasting. If you have it switched on, you are receiving posts and messages as they happen. If your followers are not on it at that precise moment, then they most probably will miss it unless they go back to your profile timeline to see your posts. Twitter is indeed very fast-paced and that is why we advise you to be clear in your call to action, repeat your quality content and to know the best time for your followers to engage with your posts.
You should ideally strive to always drive traffic back to the website whether you are sharing content, launching products and solutions or simply engaging. We recommend setting up a marketing funnel approach and providing links for newsletter sign-ups, videos on websites and direct downloads of content such as white papers, articles. Engage them with teasers and a reason to visit the website.
A note about your profile. Keep it updated and fresh. New followers on Twitter tend to check out profiles before following. If you keep the profile updated in line with your campaigns, then you will drive those visitors to the website or specific landing pages. Bear in mind that your profile visitors, same as your followers, may or may not click on links or visit the website. That is why you need quality content and a call to action.
Members who are logged into the website can watch the webinar here.