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With 500 million tweets sent per day, finding the right users to follow and starting useful conversations can be hard. Fortunately, Twitter provides several tools that help you use the platform for lead generation. While every tweeter has discovered the follow function, which lets you monitor key voices, few people understand the power of Twitter’s advanced search.
While a standard search lets you search for users with a particular name (e.g. @BoxChilli) or tweets that mention a particular topic or hashtag (e.g. #SEO), the advanced search lets you give much more detailed parameters.
As an example, if you’re in a medical or related field and want to connect with Gps, you might search for ‘doctor’. In the simple search, you’ll get Doctor Who news, doctor doctor jokes and sci-fi author Cory Doctorow. Using the advanced search (and more specific terms) can help you filter out the noise, leading you to the people who matter.
One of Twitter’s strengths is that it connects people from around the world. But if you offer a service on a national or local level the international connection is just noise. Advanced search lets you search within a specific area.
Another key way to narrow the search is to focus on users tweeting in your local language. This is particularly important if you’re a franchise owner or supplier for an international brand. Cut out any languages that aren’t in your catchment area and hone in on genuine leads.
Lead generation is about finding the right people. In the example above, a very straight forward search turned up poor results. If you’re looking for industry professionals or new customers, you may face the same issue. Brainstorm search terms that are indicative of an interest in your type of product or service, such as competitor’s names, your own brand name and recent industry news. Check which hashtags the people you already follow and respect are using, as well.
Once you’ve found a group of people who are in your area, speak your language, and are interested in your services, it’s time to make the approach. Whether you go for a straight up hard sell or a relaxed awareness campaign depends on your style and industry. However, it’s important to note that most Twitter users get a great deal of spam tweets, and are accustomed to brushing them off.
Provide genuinely useful information in your tweets, such as answering industry related questions (you can search for questions using the advanced search) as well as sending out pre-arranged marketing tweets is a great way to build trust and reputation. You need to give your followers a reason to follow you, whether it’s a new special offer daily or great llama jokes.