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

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The document discusses how to effectively use Twitter to elevate a marketing strategy. It recommends understanding how people use Twitter, why monitoring is crucial, and identifying what matters most to buyer personas. It also suggests preparing social monitoring streams and notifications in HubSpot and analyzing results. The key takeaways are to devise an effective Twitter strategy, configure HubSpot's Social Inbox and streams, and stay engaged with prospects and customers.

Marketing

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

INBOUND15
2 WHY MONITORING IS SO
CRUCIAL

INBOUND15
3 IDENTIFYING WHAT MATTERS
MOST

INBOUND15
1. Look to your buyer personas
2. Determine your buyer personas’ likely queries
3. Talk to sales
IDENTIFYING WHAT MATTERS MOST

INBOUND15
1. Look to your buyer personas
IDENTIFYING WHAT MATTERS MOST

INBOUND15
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?

INBOUND15
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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• 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

INBOUND15
3. Talk to sales
IDENTIFYING WHAT MATTERS MOST

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SALES ARE ON THE
FRONT LINES
Leverage 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

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

1. INBOUND15 HOW TO EFFECTIVELY USE TWITTER TO ELEVATE YOUR MARKETING STRATEGY Michael F Griffin Channel Consultant, HubSpot @MF_Griffin

2. 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

3. 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

4. INBOUND15 HOW ARE PEOPLE USING TWITTER?

5. INBOUND15 Source: HubSpot

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11. INBOUND15 2 WHY MONITORING IS SO CRUCIAL

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13. INBOUND15 66.7% of all public brand mentions on social media happen on Twitter - Econsultancy

14. INBOUND15 Source: LeadSift

15. INBOUND15 3 IDENTIFYING WHAT MATTERS MOST

16. INBOUND15 1. Look to your buyer personas 2. Determine your buyer personas’ likely queries 3. Talk to sales IDENTIFYING WHAT MATTERS MOST

17. INBOUND15 1. Look to your buyer personas IDENTIFYING WHAT MATTERS MOST

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19. INBOUND15 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

20. INBOUND15 ONCE WE KNOW OUR PERSONAS… The big question becomes: What are their likely queries?

21. INBOUND15 2. Determine your personas’ likely queries IDENTIFYING WHAT MATTERS MOST

22. INBOUND15 Another way of thinking about that is: How are they likely to search for something?

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24. INBOUND15 • 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

25. INBOUND15 3. Talk to sales IDENTIFYING WHAT MATTERS MOST

26. INBOUND15 SALES ARE ON THE FRONT LINES Leverage their expertise to learn what concerns, questions, hesitations, etc. are top of mind for your buyer personas

27. INBOUND15 4 PREPARING SOCIAL MONITORING STREAMS AND NOTIFICATIONS

28. INBOUND15 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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41. INBOUND15 5 ANALYZE RESULTS

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50. INBOUND15 6 NEXT STEPS

51. 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

52. 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

53. INBOUND15 HUBSPOT PROJECTS Projects are step-by-step guides to hitting your goals using multiple HubSpot tools. academy.hubspot.com/customer-projects

54. INBOUND15 THANK YOU!

55. INBOUND15 REFERENCES 1. 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 Twitter 4. LeadSift - The Twitter Response Guide For Business: 10 Research-Backed Ways To Improve Your Twitter Customer Engagement

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

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