Can you believe Twitter is 10 years old?
For a decade, it has been one of the world’s leading sources of breaking news. It has also served as a valuable resource for online marketers.
While it’s sometimes thought of as a footnote to Facebook, Twitter can be a lead generating machine. In fact, “companies that use Twitter average two times more leads per month than those that do not.”
I love the fact that sending out a simple tweet gives me the opportunity to get my message out to thousands or even millions of people within a matter of seconds.
So let’s say you’ve been active on Twitter for some time and you’ve had reasonable success.
How can you rev up your campaign and take lead generation to the next level? Better yet, what strategies can you implement that will give you a decided advantage over the competition?
Here are some advanced techniques that will help you do just that.
Create a Twitter Landing Page
We all know your Twitter profile allows you to include a link to a single URL.
Most people’s first thought is to simply use their website’s homepage, which is understandable. They’re trying to get exposure for their brand.
However, a more effective alternative would be to create a landing page that’s specifically designed for your Twitter visitors.
This might include a brief overview of your product or service, an email sign-up form, etc. In other words, you could jump right in and get to the point to increase your chances of making a conversion.
Your homepage may or may not lead to a conversion, whereas a Twitter landing page could help you fully capitalize on the leads you receive and prevent you from squandering this traffic.
Take a Different Approach to Lead-Gen Tweets
Although a standard tweet can be only a maximum of 140 characters, there are a lot of different formulas you can use and directions you can take.
One trick I’ve learned is to simply use a formula that’s designed to immediately lure users in and get them to perform a specific action.
For instance, you don’t want to get too cute or overcomplicated with lead-gen tweets by including multiple links or mentions.
Instead, you want to be brief, include a crystal clear call-to-action, and add only one link.
When it comes to links, you don’t want a long, ugly URL. That’s why I recommend using Bitly to shorten it. This will make even the most cumbersome link look neat and tidy.
Here’s a good example from my Twitter feed.
Chill Out on the Hashtags
Don’t get me wrong. Hashtags are great and all, and they definitely serve a purpose.
When used correctly, they can increase your exposure considerably and help you reach out to your target audience.
But including multiple hashtags on lead-gen tweets is usually counterproductive simply because many people will find them distracting.
This makes users less likely to click on a link, which is obviously what you don’t want.
And let’s be honest. We’ve all encountered those Twitter users who come across as incredibly obnoxious by #using #hashtags #for #every #other #word.
It’s just plain annoying and isn’t going to do your lead generation any favors.
Quite frankly, I recommend just skipping the hashtags altogether on your lead-gen tweets and saving them for tweets that are more designed to be part of larger discussions.
But if you feel you absolutely must throw in a hashtag, just keep it at one (oh, okay, two) and ensure that it’s pertinent to a trending conversation.
Hashtags are great, but for sheer lead generation, you have my permission to not use them.
Leave Some Space between Links and Images
As you probably already know, I’m a huge proponent of images.
Studies have even found that “content with relevant images gets 94 percent more views than content without relevant images.”
That’s why a lot of my tweets include pictures.
But I’ve learned that you need to be careful when doing this because a lack of space between links and images can make everything look jumbled together, which makes it less likely that users will click on the link.
Fortunately, this can be prevented quite easily by simply inserting your link on top of the image and leaving a bit of space between the two.
Here’s an example of what I mean.
Notice the spacing between the link above and the image below. This should prevent any confusion for users, and they will know exactly where to click.
Use Twitter Search to Come Up with Content Ideas
Twitter is perhaps the most fast-paced of all the social networks, and topics appear and disappear at lightning speed.
In this regard, Twitter may be the perfect microcosm for our microwave culture.
The key to getting your tweets seen and generating maximum leads is to have your finger on the pulse of what’s happening on Twitter.
Here’s a trick I’ve learned for coming up with fresh ideas about what to tweet about.
First, go to Twitter Search.
Along the bottom, you can see what the top trends are at the time. Often, this will be enough to go on, and you’ll simply want to choose a trend that’s relevant to your industry or look for a way to tie your industry into one of the trends.
Or you can simply enter a specific search term to see what’s being said about that topic.
Let’s use “social media marketing” as an example.
Here’s the top tweet that has received plenty of retweets (112 to be exact).
From this, I can tell that social media marketing hacks about boosting engagement are getting a lot of attention.
Now I can create a tweet that’s relevant to this topic, and there’s a good chance it will get some exposure.
The point I’m trying to make here is that it’s important to seek out what people are talking about at the moment and strike while the iron is hot.
Once that topic is old news, move on to the next big thing.
Pepper in Some Quotes
I find using quotes on Twitter to be an insanely effective way to boost engagement. This is primarily due to the relatability of quotes and the “me too” feeling they can create. So if you’re looking to get retweets and pull leads into the sales funnel, this is a great way to do it.
In a previous article I published, I talked about the impact of quotes on Twitter and the fact that they tend to outperform questions. By analyzing 1,000 Twitter users and 398,582 tweets, I found that “quotes tend to get 847 percent more retweets than questions and that users who tweeted quotes had 43 percent more followers.”
If you can strike the right chord with a thoughtful quote that resonates with Twitter users, this can be just the ticket to generating a significant number of leads.
Also, keep in mind that you aren’t limited to quotes from huge names such as Socrates, Mark Twain, or Steve Jobs.
In fact, you can actually use this technique as a means of branding yourself by tweeting your own quotes. You may even want to create image-based quotes to give them a little extra zing. Here’s an example.
Try Twitter Cards
If you would like to break out beyond the standard 140 characters and add a whole new dimension to your campaign, you can do so with Twitter Cards.
Twitter states that, “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 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.
The fewer hoops users have to jump through, the better your odds of making a conversion.
Here’s an example.
Notice that users can instantly purchase the product by clicking on the link embedded within the tweet. They don’t even have to visit an external landing page.
And this is just one example. There are actually eight different types of Twitter Cards available, and all of them can boost your lead generation in their own unique way.
Getting them set up is fairly straightforward and simple to do. I recommend checking out this post from Buffer for a brief tutorial to learn the basics.
Once you get the hang of it, the process basically becomes automatic, and you can take full advantage of this Twitter feature.
..And The Best Tip
Unlike Linkedin and Facebook, Twitter really doesn’t put up any sort of gate between you and your prospects.
That’s the beauty of the service. You can theoretically start a conversation with anyone using the service. It could be the President or your next biggest customer.
With that said, create a list of key people or customers you want to target and start following them.
The benefit of this is you will learn A LOT about your customers just by following them. You might want to separate your prospects by putting them in a private list. This way it will be easy to focus in on business related tweets only. Secondly, when the opportunity presents itself, you can directly engage your prospect in a conversation simply by mentioning them.
@prospectxyz – what keeps you up at night?
There is nothing better than a non-aggressive question in the form of a Twitter mention to break the ice! From here you can learn about your prospects pains and frustrations and potentially show them your solution with an image, video or demo invite.
The trick is: be genuine and not salesy. Really try to solve their problem, even if you can’t do it with your own company’s solution. This kind of care and relationship building will go miles.
With over 300 million active monthly users and many users compulsively checking their feeds, Twitter is one of the top platforms for consistently generating high-quality leads.
By taking a slightly out-of-the-box approach, you can capitalize on this resource and connect with targeted consumers without having to invest loads of money.
Do you have any special strategies for generating a high volume of leads on Twitter?
*Featured Image Source
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