Ask a Marketer: How to Increase Twitter Followers, Drive Booth Traffic & More
March 7, 2019 | Kara Widdison
Our Ask a Marketer webinar series is back and better than ever before! In the latest edition, we polled our audience to uncover their questions about blogging, social media, webinars, trade shows, and more. To get some answers, we sat down with a panel of SnapApp’s finest marketing minds who shared their insights and best practices for audience engagement and lead generation through common marketing activities.
If you weren’t able to tune into the live webinar, no worries—we’ve got you covered. Check out some of the highlights from our discussion below, or view the full recorded webinar. Let’s get started.
What tips do you have for getting attendance at events, not just empty RSVPs?
Brandon: Drawing a crowd at your events can challenging, especially because things often come up last minute that keep people from attending. What I’ve found works well is to offer a unique experience in your booth that will set yours apart from the rest. That could be as big as launching a new product, or as simple as giving away cool swag. Whatever strategy you choose, find something that’s going to persuade people ahead of time to come to your booth. Think about what your brand can offer attendees that is totally different than what they’ll see at other booths. Things that are new and different will get people talking, and they’ll put your booth at the top of their must-visit list.
How often should I be posting blogs to attract visitors?
Elizabeth: Your blog cadence is highly dependent on the resources you have at your disposal. A good rule of thumb to follow is that, if the quantity of blogs you’re producing is affecting the quality, you’re probably publishing too often. If you’re a one-person content team with no access to freelancers or other writers in your company, the minimum number of posts to stay relevant in the eyes of your readers is once or twice per week. But keep in mind that, if you do have the resources to pump out a steady stream of content, creating more content than your audience can digest isn’t a valuable use of your time, either.
Are there best practices to ensure that you’re asking the right questions to collect actionable data?
Kara: As a marketer, the first thing that comes to mind is to make sure you understand what data is important to your sales team. That will give you good insight into what sales is looking for in a lead, what the ideal persona is, and the information they want to know before they get on the phone with a prospect. Make sure you understand what questions you should be asking in your content to source those leads. Does the company need to be a certain size? Does the lead have to have a certain title? The answers to these questions will ultimately influence whether or not you score that lead as an MQL, and if you send them to sales for follow up.
What are the best ways to build an audience with content?
Karo: The two biggest things to keep in mind when building an audience with content is to provide value and be consistent. It can take a 9-18 months to build an audience and start seeing ROI from content marketing, according to the Content Marketing Institute. To get there, you have to understand what problems your target audience is likely to encounter that you can develop a strong point of view about. Then, you can create content around those topics and publish consistently at whatever level you can reasonably sustain. While posting daily isn’t a requirement, the key is to not publish 15 posts one month, and go completely dark the next month. Your readers need to be able to count on you to deliver quality content. Over time, you’ll build credibility and will have an entire ecosystem of content that will be relevant to your prospects.
We have a few qualifiers to determine if a lead is an MQL, but I’d like some pointers on how to improve our conversion to SQL rate.
Brandon: The best way to improve your conversion rate is to establish regular communication with your sales team. Marketers have certain qualifiers that they think makes a great lead, but that doesn’t always mean it’s the same criteria that sales uses. So ask your most successful sales people which MQLs turned into SQLs, which attributes made them a good SQL, and what other questions you should be asking in your lead qualifying assets. By nature, sales people are very good at reading buyer intent signals, so once you understand what information they are looking for, you can either find a way to ask those questions in your content, or create content that triggers some of those signals so you know you’re talking to the right people.
We’re a fairly new company and are trying to grow our audience. How do I get more followers that are actually interested in what my company does?
Karo: It’s a simple answer, but it’s not easy to do: If you want your followers to be interested in you and your business, you have to be interested in them first. You should be regularly sharing content about topics that will resonate closely with your audience, engaging with well known influencers in your industry, and cultivating a point of view that will help you become a relevant voice that people will want to subscribe to.
What is the best way to measure ROI on social?
Elizabeth: A social media presence is crucial today for all companies, but everyone has different goals for using it. Some companies use it as a tool to drive leads and find new customers, and others just want a very basic footprint for their customers to find. For brands that are investing in their social strategy, two metrics to track to measure ROI are new followers and engagement. When your follower base is going up, that means that new people are finding your content, and they want to hear more from your brand. In terms of engagement, the number of link clicks on a post is always a good sign that your content is engaging and compelling people to learn more beyond that character limit.
Want to learn more about qualifying leads using your existing content? Save your spot for our next webinar on March 26 at 2 p.m. ET / 11 a.m. PT for a discussion about improving marketing measurement.