Since the inception of social media, there have been a myriad of different platforms that have surfaced. Although many of these websites share similar features, they all present their own unique environment to their users.
If you're utilizing social media as a massive distribution channel for your business, then you're missing the big picture. Savvy marketers understand the overwhelming importance of conveying their message within the context of each platform.
It's no secret that videos and images resonate with most people on social media. Websites such as Facebook, YouTube, LinkedIn, and Pinterest present a visceral dynamic to their users. As a result, these channels are conducive to most niches.
But what about Twitter?
Twitter is arguably the most ambiguous social media channel on the web. The vast majority of entrepreneurs understand the prominence of Twitter; however, there's a major disparity between those who are using Twitter and those who are leveraging it to build their brand.
A "Clickable" Tweet
The fundamental principles of lead generation are consistent throughout every social media channel. If you want to use Twitter to build your email list, then you need to create "clickable" tweets.
Twitter's platform is more dynamic than most people think. In fact, there are nine different ways that you can garner clicks from your followers, yet the vast majority of Twitter traffic is generated through the link that you post in your content.
When someone clicks your link, it creates a cumulative effect amongst your followers. The more engagement your content receives, the more organic exposure it will get. As more people view your content, the number of shares will inevitably increase. This will ultimately boost your rankings in the search engines and create a source of traffic to your website.
Contrary to popular belief, your tweets don't become clickable by chance. It occurs only when you implement a certain set of techniques. In this article, you'll learn 5 proven techniques that will help you expand your message and build a list of qualified leads
1. Use Clear Calls-To-Action
With over 300 million active users, you can't afford to have any ambiguity associated with your content. The vast majority of your Twitter followers are most likely scanning their newsfeeds each day. If you want your message to resonate with them, then you need to provide explicit, benefit-driven calls to action.
This will require you to understand the core desires of your audience. Before you start optimizing your content for lead generation, ask yourself these five questions:
Why does your audience follow you?
What are the main objectives they are looking to glean?
How can you deliver on these benefits in a unique way?
What are the common obstacles that are preventing them from reaching their goals?
How can you deliver immediate value to your followers?
When you understand the objectives and objections of your followers, your tweets will begin resonating at a much deeper level. The key is to provide succinct calls-to-action that address a specific benefit.
Let's assume that you're in the fitness niche. Here's an example of a vague tweet: "This is how you can get in shape for the New Year: CLICK HERE"
Here's an example of a clear, benefit-driven tweet: "Free Workout Guide: The 7 Bodyweight Exercises To Build Lean Muscle From Home: CLICK HERE"
The more concise you can be, the more clicks you are going to generate to your website. Good marketers understand the experience levels of their audience. Although you are positioned as the expert in your niche, your followers are most likely novices.
If you think your tweet can be potentially misconstrued, then simplify the language in your copy. As a general rule of thumb, read your tweets out loud before you send them.
2. Optimize Your Headlines
This goes hand-in-hand with creating explicit, benefit-driven copy. The headline is the most important aspect of any type of marketing, and Twitter is no exception. Although Twitter is used primarily for social engagement, its platform is conducive to the core tenants of advertising.
A good headline will essentially force your followers to pay attention to you. Regardless of how useful your content might be, it won't matter if your headline doesn't captivate your audience.
Here are 5 useful tips that you can use to create tantalizing headlines that consistently drive clicks to your website.
Don't worry about the length: Twitter limits your headlines to 140 characters per tweet. This is more than enough space if you're appealing to the core benefits of your followers.
Test your punctuation: The use of exclamation and question marks can serve as a double-edged sword in your headlines. Often times, they will increase your click through rates by eliciting curiosity, but excessive use of this punctuation can be perceived as spam.
Refrain from using all caps: Not only is this over the top, but it also makes your tweets harder to read on the eyes. Instead, capitalize the first letter of each word in your headline.
Always appeal to the interests of your followers: Your tweets shouldn't be about you. Avoid using your brand name in your headline. Let your followers know how you can help them in a unique way.
Include a number: The more specific your headline, the better. Headlines that include an odd number (oddly enough) can increase your click through rate by up to 20%.
3. Use Hashtags
Hashtags are prevalent in virtually every social media website on the web. When used properly, they are a great way to increase your engagement levels and maximize eCommerce sales.
Proper use includes being cognizant of the quality and quantity of your hashtags. Using them excessively in your tweets has been shown to decrease engagement levels.
Hubspot found that generic hashtags are too broad and difficult to track. Similar to your tweets, ensure that your hashtags provide a distinct meaning to your followers. If possible, create hashtags that are specifically related to your brand and unique value proposition.
The most successful Twitter users all recognize the power of engagement. People don't want to feel as if they are talking to a brand. Take the time to respond to your notifications on Twitter. Something as simple as "thank you" can go a long way with your followers.
If you appreciate your audience, they will reciprocate with their attention. You may not be able to measure the tangible ROI on every tweet that you respond to, but it will have a profound impact on your lead generation and bottom line.
5. Schedule Your Tweets
The fundamental principles of Twitter are no different than any other social media platform. The key to building a responsive audience is by staying consistent. If you utilize Twitter at your own leisure, you'll most likely struggle to find the time to optimize your tweets.
The best way to stay consistent on Twitter is by creating a regimen. Instead of posting daily, set aside a couple of hours to craft your tweets for the entire week. This will require you to determine a posting frequency for your brand. Every niche is different, and some have a higher affinity level than others.
Tools such as Hootsuite allow you to schedule your posts on Twitter. A social media regimen can save you a tremendous amount of time and effort. There will still be times when you should remain spontaneous with your tweets. For example, always stay up to date with the current trends in your niche, and set aside time to respond to your followers.
These 5 strategies will help you optimize your tweets to generate leads to your business. Remember that you can't rely on the core tenants of sales copy to drive qualified traffic to your website. Twitter is a transparent platform that is predicated on engagement. If you consistently respond to your followers, they will continue to respond to what you have to offer.