Part one of a two-part guest post by Abby Hammer, Product Manager for the new Vocus Marketing Suite.
Last week Vocus’ SVP of Products, You Mon Tsang, introduced us to the Vocus Marketing Suite’s newest feature, Buying Signals™, and explained how buying signals are turning social media into a lead stream.
Buying signals are helping to redefine what marketing success looks like, and making marketing more tangible. As more people start to think in public—weighing purchasing options, asking questions, requesting advice—social media is becoming a source not only to connect with others but also to find individuals who are actively in the market for your products and services. It’s exciting stuff. Marketers now have a new class of high-quality leads who are already engaged in the buying cycle.
Like any other innovation, we all have questions about best practices for using this powerful new technology. Never fear, Vocus is here with a guide to getting the best Buying Signals results.
1. Be creative with your keywords. When creating buying signal searches, creativity will serve you well. Sure, you may deliver a very focused service (like legal services for FUDA payroll taxes) or sell a very specific product (like garage door openers for motorcycles), but what are some more common keywords related to that service or product that might still find interesting people for you to talk to?
Employ some creativity and extend out your keyword searches to include some of these more generic terms. As well as increasing the number of signals you receive, it will help find people who could benefit from interacting with you, but who are not calling out your service or product by name.
2. Remember that Buying Signals looks for an exact keyword match. While creativity is certainly important, it’s also critical to not go overboard with your keywords in a single search.
Buying signal searches are looking for an exact match on the keyword or phrase you enter, so the more words you type in for a single search, the fewer results you are likely to get. For example, tying in “dog puppy canine household pet” will not return any buying signal tweets unless all of those words are used in that exact order. Sometimes less is more.
3. Consider quantity and quality when creating searches. After entering a keyword or phrase, searching on that phrase will deliver a set of buying signal types for you to review, along with a few example tweets for each signal type and an estimated volume of signals with that keyword-signal type combination. It is important to consider this information as you choose which signal types you want to use.
Some signal types might give you a high volume of estimated buying signals, but the example tweets might show that they’re not all perfectly on-topic for your business. Conversely, some signal types might give you a low volume of estimated buying signals, with all the example tweets perfectly on-target.
So you may have a choice to make: do you want a lot of signals that you may have to sort through – i.e. more opportunities but potentially a lower conversion rate – or do you want a smaller number of perfectly matching signals?
Remember that you can always create multiple searches with the same keywords for different signal types, making it possible to get both options.
4. Evaluate your searches and fine-tune them. You can filter your Buying Signals stream by saved searches, to help you determine which searches are giving you the best results and which searches you need to adjust. We’ve done this so it’s easy to see what’s working best for you.
When adjusting your searches, remember that you can change both your keywords and your signal types, so experiment with both options until you find the best results for your business.
Come back for Part Two tomorrow: responding to Buying Signals!