With SnapChat and live streaming taking the world by storm, it’s getting easier to look at Twitter and the older social networks as antiques on the digital web. Success on SnapChat sounds cooler than on Twitter, but success is success regardless of which social network you succeed on.
Twitter continues to be my best social network for driving traffic and leads to my business. I’d go as far to say that Twitter is the main platform that got my blog discovered.
For a long time, I continuously tweeted just my blog posts. While I got a lot of traffic, I wasn’t getting many leads. I then changed my approach and the leads started coming in. And that’s why I’m writing this blog post. I want to discuss how you can use Twitter to generate more leads.
1. Tweet Your Landing Pages More Often
If you are tweeting about your landing page once each day, that’s not enough. Even if you tweet about your landing page twice each day, that’s not enough either.
Tweet about your landing page every hour.
If you told me to do that a few years ago, I would have been skeptical too. Asking most people to tweet about their landing pages once per hour would result in most of their tweets effectively asking for an email address. Seems a little too forward to most people.
Now, you don’t want all or even most of your tweets to promote your landing page. However, you also want to convert as many of your Twitter followers into leads as possible.
You counteract that dilemma by tweeting more. In my case, I send over 100 tweets every day.
I reached my tweeting frequency by testing out other frequencies and gradually increasing the number of tweets I send in a given day. Each time I tweeted more, my engagement increased.
I determined that sending over 100 tweets each day worked for my Twitter account…and I’m not alone.
In The State of Twitter Address, Mike Kawula has connected with over 10 million social media users via Social Quant. From this data, he determined that the people tweeting 80 or more times each day get far more engagement than those who don’t.
While it makes sense that engagement would increase with additional tweets, Kawula also states that the person sending 80 or more tweets gets five times more clicks per tweet than the person who sends 14 or fewer tweets per day.
Here’s what that graph looks like:
Tweeting your landing page every hour with a focus on free value throughout the day will result in more clicks for your tweets. Some of those tweets that receive the click boost will be your landing page tweets.
Why does this approach make sense? Wouldn’t everyone want to unfollow you? The answer is that most people won’t get their feeds flooded by your tweets. Do this little exercise. Go to your Twitter home feed. Set a timer for 5-10 seconds. Refresh the webpage. Did any of those old tweets remain on the top of your feed? Probably not.
According to SEOmoz, the average lifespan of a tweet is 18 minutes. If you send a tweet at 4 pm, it’s clumped at the bottom of the massive heap within 18 minutes. If one of your followers logs into Twitter at 4:05 pm, that person probably won’t see your tweet due to more tweets quickly populating their feeds.
Tweeting every 10 minutes as I do greatly increases the chances of your followers seeing your tweets. I can tweet this often because the average Twitter user only spends 17.1 minutes on the platform according to a Cowen and Company poll.
Depending on when my followers log in, most of them will see 1-2 of my tweets in a given day.
Your optimal tweeting frequency depends on the niche you are in. However, you will never know your optimal tweeting frequency without experimenting. Send out an extra tweet today and see how that goes with your audience. Do that for a week and look at the results.
See how many people are engaging with your tweets, unfollowing you, and following you (psst…check your Twitter Analytics).
If the results look good, send out even more tweets and keep doing that until you see your results dip. When you see your results dip for the first time, go back to the previous tweeting frequency prior to the dip.
2. Gather and Interpret The Data
Twitter is great for promoting your landing pages to generate leads. But if the landing page isn’t great, then you are missing out.
Not all landing pages are created equal. Some landing pages have 50% conversion rates while other landing pages have 30% conversion rates.
As more people visit your landing pages, you will have a more accurate conversion rate.
Once these conversion rates become apparent, shift your attention to promoting your best landing pages. Yup :). That means you should be testing multiple landing pages.
Your best landing pages have been proven to get more conversions than your other landing pages. These are the pages you want to direct your Twitter traffic towards.
I only promote my highest converting landing pages on Twitter. If a landing page of mine doesn’t have a high enough conversion rate, I make some tweaks to it. After I’m happy with the tweaks, I’ll promote the landing page again and pay attention to the new conversion rate.
But there’s another metric I pay attention to. In addition to landing page conversion rates, I also pay close attention to the side-wide conversion rate.
What percentage of all of my blog visitors are subscribing?
I have a welcome mat set up on my blog that appears to every visitor. This welcome mat is powered by Thrive Leads. Here’s what my welcome mat looks like:
The cool thing about Thrive Leads is they provide detailed reports of each welcome mat within the WordPress dashboard.
The average conversion rate is close to 6% with a recent surge in the past few days. Lately, my conversion rate for this single welcome mat has been over 10%.
Increasing the conversion rate for this individual welcome mat would result in more of my Twitter followers becoming leads.
I can also add a pop-up to my blog to boost my site-wide conversion rate even more.
3. Pin A Tweet Of Your Top Landing Page
As mentioned before, the average tweet’s lifespan is a mere 18 minutes. Unless you can break the internet, your tweet’s lifespan will most likely be 18 minutes.
Most of us don’t have the power to break the internet. However, we have the power to pin a tweet to the top of our Twitter profiles.
When you pin a tweet, that tweet is automatically pinned to the top of your Twitter feed (not to be confused with pinning something on Pinterest).
Here’s an example of a pinned tweet:
The pinned tweet will get far more engagement than your other tweets. If you leave one tweet pinned long enough, it can start to look like social proof on steroids.
Those retweets and likes make my free eBook look more appealing. As the thinking goes, if hundreds of people have retweeted and liked an eBook about getting retweets, it must be good.
Over 300,000 people have seen this one tweet and over 5,000 people have engaged with it in one way or another. That’s the power of a pinned tweet in action.
Back when pinning a tweet to the top of your profile was relatively new, Buffer tested it out to see how many subscribers they would gain.
Buffer pinned a tweet promoting their landing page to the top of the account’s profile. The result was an additional 182 subscribers in 30 days without spending a single penny.
4. Nurture The Relationship Between You And Your Audience
You can get as many people as you want to your landing page. If they don’t trust you, they won’t enter their names and email addresses.
People provide you with that information because they trust you. So how do you nurture that relationship? The two main ways are to provide valuable content and interact with your audience.
Valuable content is based on what your audience finds as valuable. I believe blog posts about becoming a better singer are valuable, but they wouldn’t be valuable to my audience.
That’s why I tweet social media marketing blog posts instead of singing blog posts.
When you first start tweeting with your targeted audience in mind, you will only have an idea of what they want. As you tweet more often, you will know exactly what your audience wants.
That’s because with more tweets, Twitter Analytics will have more data on your account. You get to see cool stats such as number of impressions, number of engagements, number of clicks, and more.
The most important section is the “Top Tweets” section. By clicking on that button, all of your top tweets will show up.
Over the past week, inspirational quotes have performed very well.
In addition to inspirational quotes, my audience wants more blog posts about Twitter, blogging, and social media. #Twitter, #Blogging, and #SocialMedia are recurring hashtags within my top tweets.
Interacting with your audience is the other biggie for nurturing relationships. I reply to as many people’s questions as I can. Answering some of these questions has resulted in additional leads AND sales that I would have never received.
Interacting with your audience can also result in your content spreading. Each time someone shares one of my blog posts and mentions me, I make it a point to either thank that person on Twitter or like the tweet.
I want the people in my audience to know that I appreciate it when they share my blog posts. I understand the dynamics that go into someone hitting the tweet button.
A potential blog post sharer has several high-qualified options. That person chooses to share your content based on that sharer’s opinion of your content’s value.
You can’t measure the percentage of trust increase between you and your audience, but nurturing these relationships factors into lead generation.
Twitter lead generation is impacted by what you do on Twitter to drive traffic and what you do off of Twitter to increase your conversion rate.
People know upon subscribing that they’ll most likely be put into an autoresponder and pitched to. If you build an ecosystem of trust on Twitter, you will have an easier time collecting leads and getting sales.
Generating leads on Twitter, just like anything else in business, requires patience. If you stay true to growing your Twitter audience, providing value, and promoting your landing pages, then the results will start to come in.
Do you use Twitter to get more leads? How often do you tweet your landing pages? Sound off in the comments section below.
About the Author: Marc Guberti is a teenager entrepreneur, digital marketing expert, and author. If you want to get more retweets and spread your message farther by using Twitter, you can grab Marc’s free eBook, 27 Ways To Get More Retweets On Twitter.