We use Twitter in two distinct ways to help generate or close sales. The outbound approach and the inbound approach. Each method is tailored towards different audiences, but both have helped us close more deals.
The Outbound Method
Reaching out to people we’ve never met before to help them with their problems and hopefully inform them about our solution.
1. Find and monitor keywords for twitter search. — Started by looking at what keywords are working for you in your SEM and SEO efforts. We have created persistent searches by using tweetdeck, but you can also now setup searching like this at twitter.com.
2. Reach out to people with @replies. — A common occurrence on Twitter is for someone to ask their followers for recommendations. Quickly reaching out to someone with an @reply, can be a really helpful to start a conversation.
3. Try to help someone actually solve their problem. — Be upfront and genuine. A hard pitch will not work here and will also result in turning your followers off. Helping someone better understand the space or even find a complimentary solution to your own not only helps you to gain credibility and eventually a sale, but it’s also a great way to help keep the rest of your followers educated about your company.
The Inbound Method
Most people think about using Twitter to drive inbound interest by sharing links to product updates, blogs, testimonials and press activity. We of course post these types of tweets ourselves but there are a few other tricks we keep in our bag.
1. Solve customer service issues for prospects and customers. — Sometimes it can feel natural to keep issues hidden from the public, but there is no better form of branding than showing of your amazing customer service. Letting customers and prospects know that you’re aware of their issues and working on them is always powerful.
2. Track your audience reactions. — Figuring out why people have decided to follow you is critical to aligning the content you share and create with your audience. We use track our followers in two ways, by measuring click throughs using url-shorteners like tr.im and bit.ly and by monitoring their engagement with the video on our site. With tr.im we can get a quick sense of what percent our followers are paying attention and how fast they click through. We’ll also track how far into the videos people watch and when they leave. We use our own video analytics as it is the best way for us to gauge their interest. Tracking our audience’s reaction helps us to be more concise.