Financially Responsible Marketing

Converting leads on Social Media

Posted by on Sep 22, 2011

A recent study shows that consumers are 67% more likely to buy from the brands they follow on Twitter and 51% more likely to buy from a brand they follow on Facebook.  Your Return on Engagement (ROE) may be just as important as your Return On Investment when it comes to social media.  Marketers know they need to invest in social media, but struggle to get momentum in a meaningful way that engages and connects with the right consumer base

Here are some tips to build your presence on Twitter and engage your followers:

  • Customize your presence
    • Construct a solid foundation for your brand on Twitter including a detailed company bio, your company logo, an engaging background and optimize key words associated with your product.
  • Engage your followers
    • Be the curator of useful content on your site.  Tweet often, but ensure that your topics are engaging to your business platform:  industry updates, company specific updates, re-tweets from thought-leaders in the industry and proactive insight into your industry.
  • Manage who YOU follow
    • Research sources that will build your credibility and follow accounts based on their bio or type of work, status in the industry (look for leaders and innovators), relevance of tweets to your specific business, quality of tweets and frequency with which relevant tweets emerge.  Tap into Twitter tools such “followerwonk” and directories such as “twellow” where you can refine your people search by expertise or profession.
  • Cross promote and share
    • Link your Twitter account to every platform:  your Facebook, LinkedIn profile, website, any blogs or articles, corporate collateral, industry event messaging, whitepapers/eBooks and add to your email signature.

By building on the basics of Twitter, you will engage the right type of followers for your industry to expand your business platform and maximize marketing opportunities.