Geolocation, Keywords and Engagement are SocialCentiv's Killer
Combo for Twitter Lead Generation
I
n an age of built-in ad blockers on smartphones
and cord cutting among TV viewers, marketers
can't be blamed for their increasing frustration at
trying to get their (or their client's) message out.
Where technology takes away with one hand, it
gives with the other in the form of SocialCentiv's
ability to use both geolocation and keywords on
Twitter for lead generation.
Being able to reach potential customers who are both
nearby and in the right frame of mind to be most
receptive to an advertiser's message has always been
a difficult achievement. Placing ads in magazines
and newspapers can be done based on location and
rough demographics, but a reader is most likely to
see it while idly flipping pages, not while shopping.
Radio and television spots have the benefit of being
able to time when they air-but that's no guarantee
they are going to be heard or seen. Caller ID and the
Federal Trade Commission's do-not-call list have
effectively killed telemarketing. Finally, as
mentioned above, even the Internet has become a
trickier medium for marketers to navigate. With an
average click-through rate (CTR) of 2 percent for
Google AdWords (even less for other avenues), it's
not very cost effective.
The most promise is held by social media. Facebook
provides a richness of demographic information
never before available, albeit hidden behind privacy
walls. Pinterest and Instagram are essentially
lookbooks for the human condition. Snapchat, with
100 million users and 400 million snaps per day, is
the world's fastest growing network, along with
having the youngest users.
Then there's Twitter.
Restricted to just 140
characters, people use Twitter more than any other
social media platform to express their sentiments
and desires in real time-a direct marketer's dream.
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Strictly Marketing Magazine May/June 2016
Among those, the phrases "I want" and "I need" are
among the most common. Together, the result is
intent-based marketing, an approach being practiced
by SocialCentiv, a company that has been producing
remarkable results for its clients, such as an average
of 34 percent CTR. The five factors central to
SocialCentiv's success are keyword searching,
geolocation, context, speed and engagement.
Every marketer today knows the importance of
keywords, and doing a search for them is as easy as
typing "#pie," but SocialCentiv's keywords are more
conversational than the obvious ones (e.g., "sirloin"
and "grill") because its proprietary software uses
Twitter's own feeds as a source and Twitter is
nothing but conversations. So instead of looking for
"surf and turf," it's looking for "I'm hungry," "I'm
craving" and "I don't want to cook tonight."
As valuable as keywords are in direct response on
Twitter, there is no magic formula for choosing the
best. Finding the right keywords takes a little
imagination, a bunch of research and testing after
that. At SocialCentiv, we always partner with our
clients on keyword development, combining their
industry knowledge with our marketing skill-a mix
of science and art.
Discerning a tweeter's location is the next challenge.
All accounts have a space for users to enter their
location, but that means visiting each profile page.
Twitter also has its own advanced search engine:
https://twitter.com/search-advanced.