We all want to be savvy marketers and employ tactics to increase followers, leads, customers, etc. We cast out that fishing net in the hopes of seeing a huge return. For the past decade, Twitter has served as a valuable resource for online marketers. In fact, companies that use Twitter average 2 times more leads per month than those that do not. Here are some techniques to launching a successful Twitter campaign to help target and convert leads.
Create a Landing Page Specifically for Twitter
When you are tweeting out a link to get your users to engage with you outside of Twitter, you should direct them to a landing page that has been optimized specifically for Twitter users. This is not just for paid search campaigns but should be a part of all your Twitter campaigns. The page should be part of your website, but only accessible via your Twitter campaign. Follow these tips when designing your Twitter landing page:
- Add social sharing buttons to your landing page.
- Add widgets that show how many times your content is being tweeted, liked, etc.
- Leverage social proof by using testimonials. 80-95% of internet users make purchasing decisions based on online reviews.
Target Your Audience Using Twitter Search
The thought of sifting through the endless amount of content on Twitter probably makes you sick to your stomach. Don't worry. Twitter's Advanced Search tool can save you hours of time. Target your search around keywords, hashtags, and geographic locations relevant to your business and industry. Through this tool, you can then set other parameters for your search to further narrow it, and find highly relevant prospective customers. Build a targeted Twitter audience of key people or customers then start following them. Key benefits here are that you will learn a lot about your customers just by following them and you can directly engage with your prospects when the opportunity presents itself. Use this search feature to gain insights into your prospects' pains and frustrations and potentially show them your solution.
Use Twitter Cards to Drive Traffic
Twitter cards allow you to break out beyond the 140 character per tweet limit. With Twitter Cards, you can attach rich photos, videos, and media experience to Tweets that drive traffic to your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers. This technique can have profound results because of the simple fact that users can sign up for your newsletter, download an app, buy a product, or perform a plethora of other actions without having to ever leave their Twitter feed.
Here's an example of a website card:
Image Credit: Follows.com
The image is turned into your link. Clicking anywhere on the image brings that user directly to your destination. In addition, there is a call-to-action option. Compared to typical tweets, using twitter cards allows for a larger, more attractive advertisement. Once in place, look at your Twitter Analytics for an in-depth view of the engagement you receive from your Twitter cards.
Try Twitter Ads
We've talked about ways to organically connect with users, so now let's take a look at Twitter ads as a way to promote your business to target and convert leads. Once you have an ad budget set internally, you'll need to decide what you want your ad campaign to achieve. There are different types of marketing campaigns you can run on Twitter. Choose the one that best fits your goals. Then, set up your target audience based on your ideal customer. You want to drill down to your desired segment of users that will most likely engage. There’s a direct correlation to the amount of engagement your ads are receiving and the cost per engagement you’re paying for. Next, choose the right format for your ad and write an enticing tweet. Drive users back to --- that's right, your landing that you developed specifically for Twitter. Are you seeing the connection here? Finally, Twitter ads are not a set it and forget it tactic, so test different aspects of your Twitter campaign to achieve the best results.
As you can see, there are many different ways to target and convert leads on Twitter. Follow the suggestions outlined in the article and you'll reap the rewards. Sill confused? Don't have the time or energy to commit to Twitter? Enlist the help of digital marketing experts to partner with you.