Bop Design Shares Five Methods to Find Twitter Niches

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B2B marketing firm advises on best practices to increase social media influence.



When first starting out on Twitter, it’s difficult to see the value when comparing your presence to larger industries and pop culture.

Last month, Twitter released a study stating Twitter users who see tweets from B2B technology brands are more likely to visit these brand’s sites (59 percent) compared to the average Internet user (40 percent).

“When first starting out on Twitter, it’s difficult to see the value when comparing your presence to larger industries and pop culture,” said Jeremy Durant, business principal at Bop Design. “What’s important to remember is it’s not all about follower count—it’s about uncovering the niche audiences that want to engage with you.”

Durant suggest the following four areas a marketer can research for Twitter audiences:

Twitter search bar
Since starting in 2006, the Twitter search bar has evolved into a helpful research tool. Now allowing for general keyword search as opposed to only hashtags, users can add a combination of B2B keywords and find top tweets and accounts that match. Durant suggests being creative with the keyword research. For example, instead of searching “leadership,” type in “succession planning” or “leadership training” to receive more accurate results. Don’t forget the Advanced Search option as well, where users can add negative keywords/phrases, locations, language, account mentions, date range and positive or negative tone.

“Topsy is also a valuable tool for you to search for keywords within a tweet. It also allows you to see tweet volume in the past 30 days to better judge what keywords are commonly used,” adds Durant.

Influencers and their followers
Without paying for a tool, searching for followers of influencers can become time consuming. Durant recommends the Moz platform, Followerwonk, to search for specific users based on keywords in their bio or Twitter profiles. “With this information, you can sort based on social authority, select the best results and analyze their followers in the next tab,” says Durant.

Twitter chats and hashtags
When attending online webinars or events, follow the Twitter hashtag and see who else is participating. Examine who is tweeting valuable information on an industry and follow them. Oftentimes individuals will appreciate the follow and return the favor.

Look offline
Finally, think about what else is happening in the industry and see how it relates to the “Twittersphere.” Ideas to search for new followers include:

  • Speakers from recent conferences
  • Authors of industry specific books
  • Journalists and bloggers for niche topics
  • Online forums
  • Vendor and business contacts

Bop Design is a San Diego marketing and web design agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media and content marketing.

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Jeremy Durant
Bop Design
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