How To Target Your Competitor’s Customers With Facebook Ads And More Starting From Twitter

O Twitter ainda serve para alguma coisa.

Considero o Twitter uma plataforma em extinção.

In my estimation about 70–80% of engagement on Twitter is bot behaviour.

Likes, retweets, adding to lists, follows — it’s all fake.

Sei disso porque eu mesmo sigo e deixo de seguir automaticamente.

Por que se preocupar?

Because there’s still one great way to drive human engagement on Twitter.

👉 Whenever I get a new follower through auto-following, I sent them an auto-message asking them a triggering question.

Lately I’ve been using this:

‘Hey [firstname], what’s your favourite pizza?’

This works quite well. Who doesn’t like pizza, right?

Cerca de 60% começa agora a explicar como gosta de sua pizza.

For most people it’s a relief after being hit in the face with a eBook shitstorm all day.

Você conhece o tipo:

‘Hey, you’re soooo awesome, that’s why I’m sending you over my best ebooks FOR FREE: [UTM-tracked links + opt-in with email]

I’m curious: who falls for that? 🤔

Quando você conversar com as pessoas, fale sobre eles. Não sobre você.

Assim que eles responderem, você assume o controle.

Talk a bit about pizza and show genuine interest in what they’re doing.

If they’re human being material, they’ll ask you the same and you’ll have yourself a real conversation.

Here’s a great example from Jeroen Corthout, one of Salesflare’s founders:

Automatize para ampliar o alcance 🤖Seja humano para construir relações 🤝.

Apenas converse. Demonstre interesse genuíno, ouça e ajude.

Desenvolva seu fator de conhecimento, curtidas e confiança.

This isn’t something I’ve been investing a lot of time in, but it takes little effort and I gotten some good leads and powerful relations out of it.

👉 That’s not what this guide is about though.

Também uso o Twitter para outras coisas: leads de concorrentes.

Ever since I started working as a growth marketer at Salesflare, I’ve been looking for ways to track down our competitor’s customers and target them.

Haven’t we all? 🤔

I didn’t hit 100% accuracy just yet — I’ll keep you in the loop — but what I’m about to tell you is still pretty cool.

I’ll show you how you can directly target your competitor’s lead-worthy Twitter using Facebook, LinkedIn, email and, if you want to, Twitter itself.

sinister chuckle


#1. Extract your competitor’s Twitter Amigos

#2. Faça a correspondência entre os identificadores do Twitter e os endereços do Gmail com FindThatLead

#3. Faça a correspondência entre os demais identificadores do Twitter e os perfis do LinkedIn com FullContact

#4. Bring the Dux in on the action 🦆🦆🦆

#5. Possibilidades (dica: infinitas)


#1. Extract your competitor’s Twitter Friends

No I’m not drunk, I really mean Twitter Friends.

You’re somebody’s Twitter friend if you follow them and they follow you back.

Sem esse pequeno detalhe, toda essa tática seria inútil.

If your competitor is anywhere near a serious player in the market, they’ll have a lot more followers than they follow themselves.

👉 This makes mere Twitter followers next to inútil.

Por outro lado, é muito mais provável que os Amigos do Twitter sejam importantes para seu concorrente.

Seguir no Twitter é uma forma amplamente adotada de criar e manter relações com clientes e influenciadores.

Tanto os clientes quanto os influenciadores são ótimos para serem direcionados com qualquer valor excelente e relevante que você tenha a oferecer a eles.

To get a list of your competitor’s Twitter Friends, you can use FriendOrFollow.

UPDATE 16/03/2018: FriendOrFollow seems to have stopped existing. RIP FriendOrFollow! We however came across the following post to do a similar thing using Followerwonk. It’s a post from 2013, but it still works at the time of writing.

O FriendOrFollow permite que você extraia listas de seguidores do Twitter, fãs (aqueles que seguem você sem segui-los de volta), amigos, seguidores que deixaram de seguir e seguidores.

We’re going for Friends here. I pulled up Salesflare’s list as an example 👇.

Você quer esse material em uma folha bonita.

Hit ‘Export as CSV’ as show in the screenshot.

Now, this software would have no reason to still exist if there wasn’t some kind of monetisation to it.

You guessed it, .CSV export is a Pro-function. Pro is about $10 a month.

No worries, you get a 7 day ‘🆓’ trial .

You do have to register a credit card. Be sure to not forget to cancel your subscription if you don’t wish to pay for this.

Now you have big fat .CSV with Twitter handles of your competitor’s Twitter Friends.

One of the coolest things you’ll be able to do later on is making Lookalike Facebook Audiences from your competitor’s friends/customers.

For this Lookalike Audience to be as accurate as possible, you’ll probably need more data than the friends from just one competitor. Just get all of them while you’re at it.

Para saber mais sobre Facebook Audiences, Lookalike Audiences e (muito) mais, confira nosso Facebook Playbook.

👉 Your spreadsheet will look like the screenshot below.

Este apresenta os amigos do Twitter do Pipedrive, nosso principal concorrente (Salesflare é como o Pipedrive, mas sem toda a digitação).


2. Combine os endereços do Gmail com FindThatLead

Você precisa de endereços de e-mail para criar públicos do Facebook.

Não apenas endereços de e-mail: endereços de e-mail pessoais.

People don’t connect their work emails to Facebook.

It’s unlikely you’ll find emails for all of your competitor’s Twitter handles.

Mas podemos obter close, usando dois métodos.

O primeiro?

☝ Guessing. Making educated guesses and verifying those guesses.

We’ll be making guesses based on two assumptions:

#1. For quite some people the part that comes before ‘@’ in their personal emails is identical to their Twitter handle.

#2. Muitas pessoas também usam o Gmail, o Outlook, o iCloud (talvez até o Hotmail?) para seus e-mails pessoais.

👉 Open up Excel (or Google Sheets).

Put together email addresses [email protected], [email protected],… using CONCATENATE in a new column in your sheet and save the column as a separate .CSV.

If you’re looking to target Darth Vader and his Twitter handle is ‘darthvader’, your educated guess would be ‘[email protected]’.

👉 Now we need FindThatLead to verify if these email addresses actually exist.

FindThatLead is a great tool that allows you to find anyone’s corporate email address from their first name, last name and company domain. It also has an email verifier that will tell you if an email is legit or not.

👉 We’ll just be using the email verifier function now.

Make an account and select .CSV upload from your Dashboard. Then click ‘Verify Emails’.

👉 Upload your .CSV with guessed personal email addresses for verification.

Você pode repetir esse processo com outros domínios de e-mail pessoais comuns.

A free FindThatLead account will get you about 10 credits per day, so you’ll need to upgrade to a paid plan.

Here’s the thing: you won’t find anything cheaper 😊.

In fact, discovering FindThatLead is one of the reasons I’m writing this guide now and not before. Its fair pricing makes it worth your while.

3. Faça a correspondência entre os demais identificadores do Twitter e os perfis do LinkedIn com FullContact

To find the email addresses you weren’t able to get with FindThatLead, we’ll first match the remaining Twitter handles with LinkedIn profiles, using FullContato.

Then we’ll visit/scrape those LinkedIn profiles with Dux-Soup, asking it to retrieve the emails for us.

#1. Crie uma conta no site FullContact.

#2. Faça o download do Modelo de enriquecimento pessoal (Excel Macro File).

#3. Log in as developer to get an API Key.

#4. Open up the Person Enrichment Template and fill out your API key.

#5. You’re ready to enrich contacts. Select Twitter handles as source.

#6. Go to ‘InputSheet’ and paste the Twitter handles.

#7. Go back to Begin and hit ‘Populate Contacts’.

You should have something like this now👇

You now have all of these users’ LinkedIn profiles.

At this point you’ll also have filtered out most company Twitter profiles being friends with your competitors. They won’t have Gmail emails nor LinkedIn profiles.

#4. Bring the Dux in on the action 🦆🦆🦆

Ah, my favourite tool: Dux-Soup 🦆.

For those who’ve been missing out on one of the greatest things ever: Dux-Soup is a little robot that allows you to auto-visit LinkedIn profiles.

Normalmente, eu o uso para visitar automaticamente perfis direcionados no LinkedIn Sales Navigator. Por exemplo, de empreendedores de SaaS localizados em Berlim (clientes do Salesflare do livro didático).

O Dux-Soup notificará esses usuários sobre sua visita a eles. E muitos deles o visitarão de volta.

You’ll be getting new connections, introductions and leads without lifting a finger.

Não apenas isso.

While visiting, Dux-Soup will also scrape first names, last names, industries, roles, company size and company domains and whatever else they have filled in on their LinkedIn profiles. Exportable as a .CSV — file.

Para obter mais táticas para arrasar no LinkedIn, confira este Playbook.

☝ We’ll be using Dux-Soup differently now.

We’re going to ‘revisit’ the LinkedIn URLs you just found with FullContact and ask Dux-Soup to also retrieve email addresses for them.

#1. Download a Dux-Soup .CSV Export

This is just to get the format of the .CSV right.

We’ll be filling it up with the LinkedIn profiles you found for the Twitter handles with FullContact.

#2. Empty the ID and visit time columns, leave the rest as it is.

#3. Paste the Linked URLs in the ‘Profile’ column

The other columns will still contain previously scraped data (first name, last name, company, industry etc.). It’s supposed to be like that.

The functionality you’ll be using is called ‘Revisit Data’. You’re basically tricking Dux-Soup in thinking it already visited these profiles before.

It will update the rest of the data once it ‘revisited’ the LinkedIn URLs in the ‘Profile column’.

#4. Go to ‘Revisit Data’

#5. Upload the .CSV with the LinkedIn profiles

#6. Hit ‘Visit Profiles’ from the Dux-Soup Chrome Extension.

🔥 Now comes the other reason why I’m only writing this guide now.

Before, I’d combine company domains with first names and/or last names to get the email addresses from the LinkedIn Profiles.

Porém, muitas vezes esses não eram endereços de e-mail pessoais que eu poderia usar em um público do Facebook.

Things have changed since Dux-Soup launched their very own email retriever 😎.

As soon as you hit that ‘Visit Profiles’ button, Dux-Soup will ask if you want them to retrieve email addresses too.

O Dux-Soup tem um sistema de pontos em que 1 ponto é válido para 1 retorno de endereço de e-mail.

Você pode comprar esses pontos ou trocar os endereços de e-mail de suas conexões do LinkedIn.

É assim que eles obtêm todos esses e-mails.

I found the return rate to be around 90% (!) 💥.

Here’s the awesome part: a lot of the email addresses Dux-Soup will return are personal Gmail — addresses.

In combination with the [email protected] trick ft. FindThatLead, you’ll now have about every personal email address there is to find for the group of competitor customers and friends.

If you’re keen on finding remaining email addresses too, you can run firstname@domain, firstname.lastname@domain, firstletterfirstnamelastname@domain and other conventional email address formats through FindThatLead again.

(Observação: Revisar no Dux-Soup é um recurso Pro. Isso lhe custaria cerca de $15 por mês).

Por que esses são endereços de e-mail pessoais?

Simples: na época em que o LinkedIn estava dando seus primeiros passos, a maioria das pessoas se inscrevia com seu e-mail pessoal e nunca se preocupava em mudar seus endereços de e-mail principais para o e-mail do trabalho.

You might have an oh oh— moment now. Sorry about that.

Se for o caso, basta alterar seu e-mail principal para o e-mail do trabalho.

Ou vá até o fim e crie um novo endereço de e-mail especificamente para as pessoas que tentam lhe enviar e-mails frios por meio do LinkedIn.

Opcional: Adivinhe e verifique os e-mails da empresa com o FindThatLead

A raspagem dos URLs do LinkedIn fornecerá nomes, sobrenomes e domínios de empresas.

Você pode usar isso para encontrar endereços de e-mail de empresas usando a mesma técnica mostrada na Etapa 2.

Reúna endereços de e-mail como firstname.lastname@companydomain, [email protected], firstletterfirstnamelastname@companydomain etc. usando CONCATENATE e execute-os em FindThatLead para verificação.

Note that these emails can’t be used for Facebook Audiences since they’re not personal emails.

Por outro lado, para a segmentação de e-mails frios, isso provavelmente é melhor. As pessoas podem não gostar que você envie e-mails frios para suas caixas de entrada pessoais.

#5. Possibilidades

I had trouble choosing a title for this guide because there’s a lot 🤤.

Para cada cliente potencial que você tem agora:

  • Identificador do Twitter
  • Perfil do LinkedIn (ou seja: nome, sobrenome, empresa, local, setor, tamanho da empresa)
  • Facebook (via FullContact)
  • e-mail pessoal
  • e-mail da empresa (consulte a Etapa opcional)

Portanto, em termos de possibilidades: faça sua escolha.

Você pode:

  • seguir no Twitter, tudo de uma vez usando ManageFlitter
  • enviar tweets engraçados (e sem spam)
  • curtir/retweetar/adicionar a listas no Twitter
  • (you already visited their LinkedIn profiles — they’ll see this)
  • Enviar InMails no LinkedIn
  • conectar-se no LinkedIn
  • Envie e-mails frios com uma ferramenta como Mixmax (direcionada para e-mails de empresas)
  • make Facebook Audience and target with relevant ads. 👉 Your most valued content, avoid being salesy at all cost.
  • criar públicos semelhantes a partir desse público do Facebook
  • cross-reference LinkedIn profiles and/or emails with scrapes from conferences you’ll attend
  • match email addresses with your trial database and/or email list to check who already showed interest in you. You’ll know exactly how to further nurture them as a lead.
  • ...
  • Think out of the box. There’s more where that came from 😏.

Para obter truques interessantes com o Facebook Audiences e o Públicos semelhantes do Facebook, confira o Manual do Facebook.

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Gilles DC