As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. Twilert is mentioned in chapter 10 – Mine Networks. Enjoy the below post from Beth Gladstone from Twilert.
Sales teams are increasingly using social listening to generate leads and find business opportunities. While every social channel plays its role, Twitter is often the best vehicle for this.
Known as the ‘thought’ channel, users are much more likely to speak openly about a problem on Twitter than they would on Linkedin or Facebook. This provides a direct line into the needs, concerns and loyalties of a prospect which, when used right, can be a great foundation for connecting with them.
To gather this information, all you have to do is monitor the tweets of prospects, competitors and other influencers within your market. This may seem time consuming at first, but there is help available.
This guide will give you all the knowledge you need to start generating leads from Twitter Search.
Firstly, what is Twitter search?
Twitter Search allows you to search for tweets by keyword, hashtag, user, location, date and even sentiment, just like a search engine. The searches can be carried out in the Twitter ‘search’ box, or by using automated API tools, such as Twilert which monitor Twitter around the clock and email the results to you on a regular basis.
How does it work?
To use Twitter search effectively, you first need to learn about Search Operators. These are the simple commands which help to refine your results. There are a wide variety of operators available, each one representing a specific action.
We’ve listed some popular examples below:
- OR: as in, find me tweets containing Taco Bell OR Tacobell
- AND: such as, only find me tweets that contain both the phrases Yoga Centre AND San Francisco
- Question mark (?): as in, find me tweets that contain a specific keyword/phrase, asked as a question e.g: Steak restaurant ?
- Exclusion (-) : as in, find me results that contain a specific keyword/phrase but exclude a second keyword/phrase or user such as: Hilton -Paris
- Quotation marks (“ ”) : find me results that contain an exact phrase match such as: “Hollywood Bar”
If you are interested in the happenings around a certain user account, this set of operators will help.
- from:Pepsi will return all tweets sent from the user Pepsi
- to:Microsoft will find tweets sent directly to the user Microsoft
- @BarackObama will send you all mentions of the user BarackObama without the user’s own tweets
Advanced search operators
Location and language operators are a great tool which help you to find only relevant customers when working in a localised business. To refine your search by location, you will need to use the near: and within: operators.
e. g. The search query “Fish restaurant” near:“Chicago” within:20km will result in a list of tweets including the exact phrase “Fish restaurant” sent within 20 kilometers of Chicago which, to a restaurant in Chicago, makes much more sense than receiving tweets from all over the world.
You can also use the language operator lang: to only find tweets sent in a specific language, for example lang:en for tweets written in English only.
How does this generate leads?
To give you a couple of use cases which really highlight the power of Twitter Search, firstly picture yourself as a UK-based mechanic who fixes cars for a living in London. You create a Twitter search for “Mechanic” “recommend” ? near:“London” and suddenly you have a huge list of warm leads already looking for your service. All you have to do is contact them with the information or an offer and voila, business is booming.
Similarly, if you are a web hosting company in California, you might setup a search that monitors Twitter for: “website” “host” 🙁 near:”California”. Now you have a list of businesses in California who are unhappy with their current website hosting. Chances are, they might be looking for a better service – something you can offer!
So there you have it, Twitter Search is a great way to generate new business leads and solve problems for prospective clients. Define your search terms, leverage search operators and master this effective method of finding leads on Twitter.
Beth Gladstone is Marketing Manager for Twilert, a Twitter Monitoring tool that has been enabling brands and agencies to track their Twitter coverage since 2008. Twilert helps users to track specific keywords, users, brand names and hashtags in Twitter, then sends the results to their inboxes, as often as they choose to see them. To talk to Beth about setting up a free trial of Twilert for yourself or a client, visit www.twilert.com or email firstname.lastname@example.org