Advanced Twitter Strategies
Twitter can be a very powerful tool if you want to generate more leads to grow your business and brand communities. It has a huge user base, high engagement rate, and so if you are not actively trying to grow your leads via Twitter, you are missing a lot on a huge potential market.
Here, we will share four of the most effective tips in generating leads via Twitter, and let us begin right away.
Identify Your Audience
The first and most important step in creating a B2B lead generation strategy and a marketing plan as a whole is to identify your target audience.
Twitter, after all, is a massive platform with a wide range of audiences from various age groups and interests. So, you should first identify your target audience(s) and then segment your audience on Twitter in order to deliver your marketing campaign to the right person at the right time.
Simply put, when you know who you want to reach, your lead generation efforts will be much more effective.
A common approach in doing this is to look at your competitors’ Twitter accounts and check their followers. However, keep in mind that this might not be the most effective approach depending on your niche.
The proper approach here is to do your homework and execute proper market research, develop your buyer persona, and gather as much data as you can on your target audience.
Then, you can search through tweets for keywords, hashtags, and brand mentions relevant to your industry and look for people that tweeted about the topic recently. If their profile bio also displays a clear indication of interest in the niche, then you might get a good fit. This is the safest way to buy a real Twitter following.
Write a Great Value-Driven Bio
You only have 160 characters to write your Twitter bio, but it’s not saying you can’t optimize it to communicate your value. This is your opportunity to communicate your value to your potential audience (based on the market research above).
Since we are going to use Twitter for lead generation, it’s important to ensure that your profile is highly discoverable and your bio should provide enough reasons so your target audience might be interested in following your brand.
One way to ensure this is to incorporate relevant hashtags and keywords in your bio. This way, whenever someone searches these words or phrases on Twitter, your account is more likely to come up in their search results.
Again, this should be based on your target audience’s needs. Think of what kind of value this audience expect to receive when they interact with your brand or follow your brand. If necessary, include relevant links in your bio when you have more relevant platforms in delivering this value. For example, you can link your website, podcast, or your profile on another social media platform.
Another common and very effective practice is to link your latest content in your Twitter bio. The idea is to ensure it’s attractive and relevant for your target audience.
Creating a Twitter Landing Page
Twitter is, after all, a fairly limited platform where you have only so many characters to deliver your message. So, in lead generation, it’s generally more effective to move these prospects off twitter and into your funnel via a landing page.
The idea here is fairly simple, deliver valuable content on Twitter to attract your audience, and then offer a CTA so people can click on it and move to your landing page. Here are a few tips for creating a conversion-optimized Twitter landing page:
- Make sure the link goes directly to your landing page. Make sure the process is as seamless and easy as possible.
- Keep your landing page short and to the point. In your opt-in form, include as few fields as possible. Also, make sure the form is optimized for mobile devices and clickable on smaller screens.
- Make sure to only use one CTA button. Again, ensure the process is as seamless and easy as possible.
- Make sure the whole page is mobile-friendly and loads fast on mobile devices. Most Twitter users browse tweets on their mobile devices, so this is very important
- Track how many users are visiting this landing page, how many converts into prospects, and how many of these prospects convert into actual customers. Don’t forget to implement A/B testing to the various elements of the page to maximize conversion rates
Invest in Twitter Ads
The harsh truth of social media marketing in 2020 is that in most cases, it’s no longer free-to-play. So, it’s quite possible that you’d need to invest in paid Twitter promotions to maximize your lead generation efforts.
Here is the deal: paid promotions will virtually guarantee results, but they can be very expensive if you are not careful. On the other hand, organic efforts are very affordable and even free, but it can take a long time before you can get significant results.
So, the key is to find the right balance between the two, and the secret here is to target the right audience, as we have discussed above. Also, monitor the right metrics to measure the performance of your Twitter ads.
Like most online advertising out there, you can measure common performance metrics like CPC, CPL, number of clicks, and conversions on your website. And here are some important considerations in measuring the performance of your Twitter ad campaign:
- The number of conversions generated by the campaign, both visitors-to-prospect conversion rate, and prospect-to-customer conversion rate.
- How long does it take for these Twitter leads to convert (lead velocity), and measure whether the number is faster or slower than leads from other channels
- Score the incoming leads and check how many incoming leads are qualified leads.
- The engagement rate of prospects generated from the Twitter ad campaign
Twitter can be a very effective means of generating new leads, but in most cases, they’d need more time before they can convert into paying customers.
Remember that most users on Twitter are typically in the early discovery stage of the sales funnel, so you shouldn’t focus on encouraging them to convert right away. However, focus on maintaining engagement and educate them with information-rich posts.