We tend to think of Twitter as a tool where people let their thoughts be known. But Twitter is increasingly being used by businesses for reaching out to prospects. This is followed up by converting those prospects to customers.
The Benefits of Twitter for Business
Table of Contents
- 1 The Benefits of Twitter for Business
- 2 What is a conversion anyway?
- 3 Organic Traffic for Twitter
- 4 20 Tips to Increase Organic Traffic and Conversions from Twitter
- 4.1 1. Encourage Action:
- 4.2 2. Use The Pin Feature:
- 4.3 3. Influence the Influencers:
- 4.4 4. Use Images:
- 4.5 5. Use Twitter Cards:
- 4.6 6. Don’t Overdo Hashtags:
- 4.7 7. Think Outside Your Box:
- 4.8 8. Align With Email Signups:
- 4.9 9. Time It Right:
- 4.10 10. Interlink:
- 4.11 11. Don’t Be Ashamed Of Recycling:
- 4.12 12. Ask for Help:
- 4.13 13. Watch the Neighbours:
- 4.14 14. Keywords are Still the King:
- 4.15 15. Quote Unquote:
- 4.16 16. Do Spring Cleaning:
- 4.17 17. Paid Is Passé:
- 4.18 18. Make Links Shortened Before Sharing Through Posts
- 4.19 19. Do Unto Others:
- 4.20 20. Be Consistent:
- 5 Final Thoughts:
Of all the social media channels that you might use for digital marketing as a business owner, Twitter would make the most sense to you. This is because of the inherent advantages of user demographics. Here are some numbers for you:
- The first advantage is the sheer number of people that Twitter can help you reach. Even as far back as in 2017, Twitter already had more than 300 million active users. Compare that with any magazine ad you can release or even a TV spot that you can book if you are feeling a bit rich. No other media could give you access to such a huge number of global users besides Facebook and Instagram.
- For the moment, let us ignore those businesses which sell goods or provide services that are only specific to very senior citizens. Examples could be home care services or hearing aids. Outside these businesses, the best age for any business to target is between 18 and 30. In this age bracket, a person would be either of two things – the person who pays or the decision maker. Either way, this is beneficial for a marketer. And of all the Twitter users, as many as 40% are in the age bracket 18-29.
- A prospect is of no use to a marketer if he or she doesn’t have money to spend. There are several studies which point to the higher disposable income of Twitter users. As a business owner, you would always prefer to market your product to such prospects.
We could go on and on about the uses of using Twitter for digital marketing. We had already spoken earlier about how to create Twitter ads. But all the ads and tweets are of no use if they do not translate to sales and revenue.
And for that, the readers of your tweets need to be doing what you want them to do. Just reading your tweets is not enough. So as a business owner, you first need to be clear about what is ‘conversion’ for you.
In this post our focus is solely on Twitter, because we already covered this topic for other social media channels such as Facebook, Instagram, Pinterest etc in other posts.
We know that these are great alternatives, and ultimately the channel you choose depends on your business and target audience, and there are no “right” or wrong platform to use. However I just want to help you figure out what your options are and what to choose for your main focus.
Let’s dive into it!
What is a conversion anyway?
With 37% of the world accessing social media, a huge number of people will read your tweets as well. But all those visitors would be considered as converted only if they actually did what you wanted them to do. Let us take two different tweets as examples.
One business might be having weekly quizzes on Twitter. His intention would be to get more people to try and answer. Another business owner might be about to complete a white paper.
His intention would be for more people to sign up as a subscriber. Both are using Twitter for promotion, but both would consider a conversion for different outcomes.
A conversion can pretty much be any task that the user have done on your website. Also remember to have your Facebook pixel installed onto your website to be able to make awesome retargeting campaigns for all the visitors who bounce of your website. Because of this you will be able to re-target anyone from your audience, after they leave both on Facebook and Twitter.
Examples of conversions:
- Signup for newsletter
- Subscriber for white-paper
- New lead
Along with conversion, it is also important to understand what organic traffic means. This understanding is needed in the context of the promotions of your Twitter posts or campaigns.
Organic Traffic for Twitter
When you post something on Twitter, there are two ways people can see those on your Twitter profile. They could be sent there by some agency that has been paid for it. Or they could be seeing your posts by themselves. The first category is called inorganic or paid traffic.
You shouldn’t expect them to provide revenue to you. They are there only to boost your numbers and rankings. The second category is called “inorganic” traffic. They are there because they like something there. Or they are interested in your brand and are following your posts. This kind of traffic is more likely to give you revenue. That is why most marketers try to increase organic traffic to websites or social media pages because this is the free option.
20 Tips to Increase Organic Traffic and Conversions from Twitter
The main aim of all business owners who is on Twitter is to increase organic traffic to their Twitter profile. Subsequently, they try to increase the conversions from such organic traffic. Let us look at some simple ways in which conversions can be increased.
1. Encourage Action:
You must keep in mind that a Twitter post can’t be greater than 280 characters. In that limit, you need to get the visitor to do something specific. That is why you need less of ‘naming’ or ‘describing’ words and more of ‘doing’ words in your tweet. You must lean towards ‘click here’ or ‘download now’ or ‘sign up today’ in your tweets. If there is something you count as conversion, then you must ask visitors to do it.
2. Use The Pin Feature:
Twitter allows you to select a post that will show up on the top of your profile every time. Once you have done that, the other posts published by you after that particular post will show beneath it.
If there is a tweet which you want more people to see, then you must pin it. Many followers might get notifications as soon as you post a tweet. But to catch the attention of occasional visitors your tweet must be at the top.
3. Influence the Influencers:
Twitter has some users who are widely respected and followed. Their views in a particular area do matter. Try to seek out influencers in your line of business. Follow them for sure, but also see if you can get them interested in you. You can share their tweets. You could also comment on their tweets. Try to initiate conversations that add value. Your engagement with influencers will showcase your value to your followers.
4. Use Images:
Over the character limit you are allowed, you can also use images. These images should be chosen well. They should intrigue the visitor and get them interested. You can also use videos or emojis inside your tweets to get much better results. The images used could be of your products or of something free that you are offering, or it could be in the form of infographics. It all depends on what you consider as a conversion.
5. Use Twitter Cards:
You can use your own website to get better conversions on Twitter. If you set up Twitter cards on your website, it impacts the shares of your posts. The tweets that people send of some part of your website become an advertisement for you. The tweet would have expanded images of the post. They would help to ensure that your content stands out. That would rapidly increase the organic traffic and also help you get more conversions.
Hashtags are used to draw attention to a tweet and also help in finding it later. Hashtags help you become part of trends as well. But if you are looking for efficient conversions, then do not set up half a dozen hashtags on your tweets. Remember that you need the visitors to actually read the line which is critical for conversion. If that line is overshadowed by hashtags then the purpose is not achieved. One or two pertinent hashtags on your tweet are good enough.
7. Think Outside Your Box:
Social media posts usually get engagement from the network. While that is fine for an individual’s profile, it doesn’t work for a business profile. When you are trying to convert prospects to followers or get them to generate revenue, then you need to cast the net wider. You need to look at follower lists and try to reach your tweet to them.
8. Align With Email Signups:
Often your website or social media platform invites people to sign up to subscribe to your mailers. The people who sign up using this route are there by choice. Twitter has a ‘tailored audience’ feature with which you can add that list of emails while setting up an ad or campaign. Whenever you next need to promote anything, Twitter will match against the mailing list you provided. Those people in your mailing list would be targeted.
9. Time It Right:
Look at an average person and you will see them staring at their smartphone. This is true across geographies and across most age groups. If you would get a chance to peek into their screens, you would be most likely to see a social media page. Now among those millions of posts in all the feeds of the world, how do you make yours be more effective? Well, you try to tweet when you think most people would be active. There are lots of researched data on the internet that will tell you the best time to tweet. Since such data is by geography, you need to use the data according to where your prospects are.
One Twitter post might not get all the conversions you need. Make sure that all your messaging across channels is conveyed through Twitter. Add your URL to your tweet. That webpage, in turn, must contain links to all social media profiles of yours. In case you have a blog, try using links of your tweet on the blog as well. Once the prospects get all your messaging, it is more likely that a conversion will take place.
11. Don’t Be Ashamed Of Recycling:
If you are gunning for solid conversions, then you must ensure that everyone who matters actually sees your tweets. But sometimes this doesn’t happen. Some of your earlier tweets could easily have passed some people by. Do not feel bad about retweeting older posts. It is just a chance you take that someone who missed it earlier would see it now. Even someone who saw it earlier might not have heeded your call to action then. But a second look might get him or her to try. Finally, the number of followers could have increased. If retweeting an old tweet still embarrasses you, you can put a disclaimer tweet before it.
12. Ask for Help:
A visitor can be converted only when he or she sees your tweet. But conversion is not the only help you can get from the visitor. By sharing or retweeting your post, they can amplify the chances of more conversions. But this might often escape them. If you have requested them to click on a button, they would do that only. So you must remember to request them to also share your tweet. A viewer who does what you have asked them to do, and then also retweets your post, is actually doing you a double favor. Don’t hesitate to request for it.
13. Watch the Neighbours:
Most business owners neglect a goldmine of insights that are very easily available to them. That goldmine is the information about competitors who are alive and kicking on social media. If you spend some time regularly on your competitors’ feeds and profile, you can pick up many useful tips. You can pick up useful styles, and you can find out who the useful influencers are. You can see what kind of freebies they are offering. In a nutshell, it explains why your competitor’s tweets are getting better conversions.
14. Keywords are Still the King:
We usually talk about keywords in the context of website content and blogs only. But keywords make an important impact on Twitter as well. If you are running a medicine delivery service in your town, then you could search tools for popular search terms. In your case, the keywords you might be searching for could be ‘medicine delivery’ or ‘health services’. You can look up those tweets and see how best to align with them. At the same time, you should look up on the internet to find suggestions for the most popular keywords.
15. Quote Unquote:
Tweets which have a quote inside them usually find it easier to achieve conversion. This is a reflection of normal life. When someone gives us an advice we might not always be inclined to believe it. But when it is associated with a quote, it gains weightage in our eyes. Quotes inside your tweet could be of two types. The first is from an established expert in that field. The second could be something you yourself had said in an earlier tweet. This goes with the earlier advice in this blog about retweeting old tweets.
16. Do Spring Cleaning:
Most business owners keep on adding twitter followers without seeing how effective they are. Once in a while, you need to look at the list of your followers. And you also need to take a look at whom you are following. There could be some people who might have followed you but are not really active now. The people you followed as subject matter experts might also not be responding anymore. You need to flush out the inactive ones from time to time and make efforts to add new followers, and also follow new people.
17. Paid Is Passé:
Not only search engines but also visitors have now wizened up to the imperfections of paid campaigns. Business owners have realized that paying an agency to get some traffic on to your tweets doesn’t really contribute to revenue. That is why you should avoid paid campaigns and focus on driving organic traffic to your tweets. That kind of traffic will ensure much better conversion.
18. Make Links Shortened Before Sharing Through Posts
Since posts on twitter have a limitation of 280 characters only, it is important to make links shortened before including in your posts.
There are many URL shortener tools available on the web, including one by Google which can help you in this.
19. Do Unto Others:
Twitter is not called social media just for no reason. You cannot work your social media profile. Its success or failure depends on the activities of others. Similarly, your conversions and organic traffic volume depend on others. You obviously would want everyone to give you a great response. You would love that people retweeted your tweets, or commented on them. For that, you need to be doing that to others as well. You must follow other businesses (even if they are competitors) and also the subject matter experts. If you are seen to be active and responsive to others, people would be responding actively to you.
20. Be Consistent:
Without being spammy, you need to be pretty active on Twitter if you are aiming for good conversion rates. A moderately regular frequency will help develop trust. As your business profile grows bigger, on Twitter and otherwise, you will understand the optimal frequency of tweeting.
The above-mentioned 20 simple steps can help you improve your conversion rate quickly and get more organic traffic in. By now everyone is clear that social media need not only be used just to make friends or line up a job interview. Twitter has emerged as one of the most effective and popular tools for digital marketing. With the use of Twitter rightly as a social media optimization tool, Twitter can help you increase your organic traffic and conversions exponentially.