Stumped On How To Leverage Twitter? Try These 3 Tactics Built Off Scraping

How to scrape Twitter to create a quality ‘tailored audience’ for paid advertising AND/OR organic outreach.

Quick note:

I launch 40 to 50 impactful growth experiments every month for a diverse range of businesses — from B2B SaaS to B2C E-commerce and everything in between (via LADDER.io)

I’m selecting my top experiments and strategies to share with you a few times a month.

You‘ll likely find these are worth testing for YOUR business too.

Each post will fall under one of three categories:

  1. Use Of Data: Prime examples of how to leverage your data to drive growth strategy
  2. High Impact: Tactics that proved to really move the needle — big wins
  3. Innovative: Out-side-the box ideas you probably haven’t thought of

Let’s dive right in…

Innovative

3 Ways To Use A Scraped Twitter @Username List

#ACQUISITION

Ever hear of Blockspring? It’s a tool that connects to tons of web apps (from Meetup.com to Google Sheets to Alexa.com to LinkedIn, Google Analytics, and more). And it’s great for scraping.

One of my B2B clients needed to reach management roles in the e-commerce space. Their customer LTV was $10k and up, so any quality leads were SUPER valuable. As such I wanted to hit every avenue possible to get in front of these high value prospects.

Turns out that many people on Twitter self-identify as ‘E-commerce Manager’, ‘Director of E-commerce’, ‘VP of E-commerce’, etc.

Using Blockspring I was able to easily scrape Twitter and build a list of usernames/handles that had the certain keywords in their bios (i.e. “vp of ecommerce”, “e-commerce director”, “ecom manager”, etc).

This provided me a list of 920 usernames/handles that self-identify as our target audience.

Now although this audience is relatively small, the minimum ‘tailored audience’ (Twitter’s version of a custom audience) size is 500.

Normally the match rate is pretty poor (20%-30%) when dealing with emails or phone numbers, BUT since we have the actual usernames out match rate should be 80% or more!

3 ways to use this list:

  1. Run paid ads to the new tailored audience
  2. Reach out directly by Tweeting at the usernames
  3. Add these users to a public Twitter List

1. Simply create a campaign targeting the tailored audience.

For our purposes, even though our audience size was <1k, the high value of these prospects made it worth running ads to — as any traction, even just one or to bites, would be a win.

Obviously the audience size depends on your scraping conditions, so much larger audiences are possible. When dealing with such high LTVs though, even small audiences can be worth while!

2. We could Tweet directly at this list. This could be a more personal method that kicks of the right conversations.

*NOTE: Depending on how active your Twitter account is, I wouldn’t send more than a few (2–3) outreach Tweets a day. Otherwise you’re profile feed will look quite spammy. If you’re tweeting 10+ times a day as it is, you can get away with more direct mention Tweets.

To automate this I created a column for @ symbols and a column for the outreach tweet text. Then I used concatenate function to append the @ sign to the usernames:

Then concatenated the text to the new value:

And then I used Bulk Buffer (free) to upload these as Tweets scheduled to send twice a day:

Now we’ll be reaching out directly to this audience a few times a day for the next few months automatically.

3. We should definitely create a public Twitter list and add the users names to it — this will notify the user that they’ve been added to a list by you.

You’ll find that a percentage of notifications result in profile views out of pure curiosity.

As long as you profile page is optimized with strong copy and a CTA, these profile views could turn into valuable website/landing page traffic and ultimately convert!

*You can do this at scale via another Blockspring command (‘Add to List’). I recommend only adding 50–100 a day, otherwise you’ll have to reset your password.

PRO TIP:
To maximize the impact of the non-paid outreach, consider using the List Add tactic first, then follow up with the scheduled direct mentions…ensuring that the direct mentions scheduled align with the order you added them to the list.
This notifies the user (first touch, brand awareness), to which you can then craft your outreach tweet (second touch, prospecting) along the lines of “@user, hey! I added you to [list name] because XYZ. [close with value prop conversation starter]”.

KEY LEARNING

If you’re in the B2B space and looking for additional prospecting avenues, scraping Twitter (and other social platforms) could be a powerful tool in your arsenal.

Even if you’re B2C, as long as you can find certain keyword patterns in users bios that indicate your target audience…Twitter scraping could be a great way to build a relevant audience to target.

With the ability to create highly relevant lists to use in paid advertising or leverage in organic outreach (via list add notifications and direct mentions) — a list of Twitter handles could prove to direct high-value traffic to your page OR start high-value conversations.

*NOTE: Pass this post onto your friends in the industry to help them jump on a win :)

*Interested in business growth strategy? Drop by LADDER.io

**Want to show this post some love but don’t have a Medium account? Give it a ‘like’ here instead!