A lot of businesses struggle to use Twitter for marketing purposes. But is Twitter really that difficult when it comes to marketing? Well, if you're only going to focus on 'vanity metrics' such as follower counts and number of retweets, then yes, it can be hard. As a marketer, what should matter to you the most is revenue, and nothing else.
Twitter can prove to be a powerful promotional tool - depending on how you use it. It's not just a communication medium, but also a proven way to generate more leads and sales. So if you're finding it difficult to get more leads from Twitter, or have never tried to do so before, here are three effective tactics to help you make your Twitter lead generation campaign successful.
1. Use Lead Generation Cards
Twitter Cards have been around for more than a year now. They allow you to display multimedia content within your tweet. The Lead Generation Card is nothing but a Twitter Card that can be used to generate leads. However, you can only use it within promoted tweets.
The reason why the Lead Generation Card works so well is because it makes it easy for the users to submit their information. They don't have to enter their name or email address separately since they are automatically pulled into the Lead Gen Card.
This simple lead gen tool from Twitter is already performing well for some companies. Digital marketing agency Web Trends recently used Lead Generation Cards from Twitter to not only accelerate their lead acquisition by 996% but also to improve their cost per lead by 500%.
2. Put a Call to Action in Your Bio
Anybody who visits your Twitter profile is going to first look at your bio. By adding a simple call to action to the bio area you increase your chance of acquiring targeted leads.
Your Twitter bio allows you to tell more about your business in 160 characters. So instead of putting generic content in it, why not leverage it to promote your lead gen offer? This not only helps you get leads, but also lets you add more value to your Twitter account.
Avoid shortening your landing page URL when linking to it from your bio. You want your followers to know what page they're clicking through to.
3. Add Images to Your Tweets
Images are powerful, and Twitter knows this. Which is why the social networking site recently began to show images in the tweet stream automatically, without the user having to click. What does this mean to you as a marketer? A visually enticing way to share your content.
In order to test the power of this new Twitter update, HubSpot decided to conduct an experiment. They A/B tested 36 tweets with 18 different links. The result was an astonishing 55% increase in leads over a period of one week. Tweets with images outperformed the ones with no images. This goes on to show that generating more leads on Twitter isn't just about doing things differently. It's also about testing what works and what doesn't.
Twitter is a crowded place and images can definitely help you stand out from the rest. How well they work for your lead generation campaign depends on how well you execute.
In conclusion, generating quality leads on Twitter is possible. By using tactics like the ones we discussed above, you can improve your chances of acquiring more leads. But it takes a unique approach and a strong understanding of what your target audience wants. You can't simply point them to a bad offer and expect high conversions.
Kyle Sanders is an internet marketing veteran and co-founder of Complete Web Resources, a digital marketing refinery based out of Austin, TX. You can connect with Kyle via their website or directly on Google+.
(Image via freedigitalphotos.net