Twitter White Paper: Leveraging Twitter as a Prospecting Machine

We are very excited to announce that our white paper, Leveraging Twitter as a Prospecting Machine, is now available for download.  The research behind this paper began with a Twitter case study, which detailed findings from a project where Twitter was used to identify and drive prospects to a Napa Valley winery. The success of this 1:1 marketing campaign led to the development of the white paper, which discusses the opportunities and challenges of utilizing Twitter as a direct marketing vehicle.

Why Twitter Over Facebook as a Direct Marketing Channel

Although Facebook offers a larger potential reach in terms of numbers, its architecture and culture do not provide a landscape which enables brands to engage with customers and prospects directly in a way that adheres to Facebook rules of use. Brands with a business “page” presence can only engage with fans from the “wall”or on the walls of other brands. This is akin to posting messages to a bulletin board and responding publicly to replies; it’s not a direct method.

Twitter’s Direct Marketing Features

Unlike Facebook, Twitter provides the essential components of direct marketing. Included in Twitter’s features are capabilities to message directly, build and segment lists. Twitter offers brands the opportunity to develop personal relationships with customers and prospects through its @Mentions and Message features.

Used with the right tools, Twitter marketers can execute segmented direct marketing campaigns and measure their results. Although Twitter can be a very effective direct marketing vehicle, the frustrations of not knowing how and not having the right tools hamper the ability of most direct marketers to leverage Twitter’s power.

Download the Twitter white paper.