6 Reasons You’re Not Generating Leads on Twitter (And What to do About it)
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You’ve probably heard about all the overnight successes. And how people are “killing it” on Twitter. So you thought you’d give it a try.
But you’ve sent tweet after tweet with absolutely ZERO measurable results. You’re probably thinking this whole Twitter marketing thing is a complete waste of time.
Don’t worry. You’re not alone. I used to be exactly like you…
Fortunately, after several months of trial and error, I finally figured it out. This posts exists to help you get results much faster than I did.
So, without further ado, here are some of the reasons you aren’t getting the results you want on Twitter.
Reason 1: You Don’t Have a Clear Strategy
It’s really easy to waste a ton of time on Twitter. You sit down, open the Twitter app on your phone and scroll through your home feed. Maybe you see something of value and retweet it to your followers. After all, you’re supposed to be providing value, right?
Maybe you find an interesting blog post and decide to share it. Or better yet, maybe you’ve written your own blog post and want to drive some traffic to it. Maybe it will go viral, you think.
But deep down you realize it’s probably just a waste of time…
You’ve seen the analytics. You occasionally get a few hits from Twitter, but you’ve never been able to generate any leads. Still, you continue to logon and post more “stuff” to your feed.
Maybe you’ll eventually “get it”. After all, you know some people are “killing it” on Twitter.
Why not you?
Twitter marketing is difficult to grasp when you’re first getting started. I know. I’ve been there. You’re probably feeling a bit overwhelmed at this point and I don’t blame you.
So what can you do?
First of all, please stop doing the things that aren’t getting you results. Instead, focus that time on “intentionally” creating a solid, results-oriented strategy.
You can find tons of extremely high value, free content on the web these days. The problem is most people will scan these articles and simply move on without taking any action. You can actually find a huge wealth of information by running this simple twitter search.
I suggest blocking out about an hour of your time, sitting down with a pen and paper, and running the search above. Read through the posts and take plenty of notes.
Now comes the most critical part, taking action. Use the notes from the exercise above combined with everything else you learn in this post and create an official Twitter strategy document.
The document will outline exactly what you should be spending your time on when interacting with Twitter. Having this document will keep you from bouncing around Twitter with no clear direction. You probably won’t get it right the first time, so review it weekly and make adjustments as necessary.
Reason 2: You Have No Clue How to Get More Followers
It’s ok. You’re not alone. Most people are clueless about how to get more followers. I used to be clueless too.
It’s funny because there are actually quite a few blog posts out there on the subject. The problem is most of them are written by people who don’t have very many Twitter Followers (-:
Thankfully, I’m not one of those people. I’ve grown the MarketHub Twitter Account to over 50,000 followers in a very short amount of time. Mostly from utilizing the strategy below.
The strategy to get more followers is actually quite easy in theory. Here’s a blog post written by Kim Garst, a highly respected influencer in the social media marketing community. Skip to section 3. “Use Smart Growth Tools for Smart Growth”. Kim uses ManageFlitter. I prefer Tweepi, but the underlying strategies are essentially the same.
Although the above strategy works really well, it’s difficult for people to execute as it requires a high level of consistency and discipline to be effective. It you don’t have the time or discipline to execute it, I suggest looking into SocialQuant instead.
Reason 3: You’re Not Tweeting Enough
Twitter is an extremely noisy place. Only a tiny fraction of your followers will actually see your tweets. You need to tweet fast and furious to have any real success.
Some people don’t tweet often enough due to a lack of time. Others just don’t know what to tweet. I’ll address those concerns in other sections of this post.
I believe the main reason most people don’t tweet enough is because they’re scared of annoying their followers. For the most part, I believe these fears to be unfounded.
Mark Guberti has put together a really enlightening case study on the subject.
Here’s a brief excerpt:
“A very long time ago in a galaxy farther away than the Death Star, I tweeted once every hour and got a few blog visitors. Then, when I doubled my tweeting frequency to 30 minutes every day, I got double the number of visitors. After that, I decided to send out one tweet every 20 minutes and got more visitors.”
And then he goes on to say:
“Since I was tweeting more often, they were seeing me more often.”
Sounds kind of obvious, right? Unfortunately, the fear of losing followers seems to outweigh the potential gain for many people.
I’ve never put together an official case study, but I’ve seen similar results.
My best suggestion is to just go ahead and try it. Especially if you don’t really have that many Twitter followers anyway. You really have nothing to lose.
Reason 4: Your Tweets Lack Purpose
The most obvious part of your Twitter Marketing strategy is self-promotion. But here’s the catch. Your potential customers aren’t on Twitter to hear your sales pitch.
So what can you do?
Apply the rule of thirds.
A third of your tweets should be curated content (share articles and helpful tips from around the web), a third of your tweets should be engagement based (quotes, personal interactions, brand building, etc.), and a third of your tweets should be self-promotional.
Having a healthy mix of tweets will go a long way with your followers.
The most important thing to remember is that each tweet should create value in some way. Even the promotional tweets should be delivered with the intent of helping your followers in some specific way.
Reason 5: You Don’t Have a Clear “Call to Action”
This is actually “marketing 101”, but many people tend to overlook it on Twitter for some reason. There’s a lot of expert advice out there that says not to be “overly promotional” and for the most part I agree with it.
But many people interpret it to mean that they shouldn’t promote at all.
One good strategy on Twitter is to promote a “Lead Magnet”. In case you’re not familiar with that term, here’s a really good definition from this digitalmarketer.com blog post.
“An irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer.”
Here’s an example of a “Call to Action” embedded in MarketHub’s Twitter profile:
And here’s a promotional tweet:
Both the examples are calling the viewer to the action of “Getting a free course”. The viewer would typically provide their email address in exchange for the lead magnet.
Reason 6: You Don’t Have a Proper Lead Capture Page
Many businesses simply drive traffic to their home page. This isn’t typically a good idea. Instead, create a specific landing page geared towards converting that traffic into a lead.
Here’s an example:
This is the page that the promotional tweet above links to. You’ll notice that it’s a very simple page with no distractions. Extensive copy isn’t necessary on this page as you’re not actually asking the prospect to buy anything at this point.
The important thing to remember is to not distract the viewer. The sole focus at this point is to collect the email address and nothing more.
The fact that you’ve read this post to completion says a lot about your dedication to improving your results. Of course the next step is actually taking action.
I encourage you to go back, read through this guide thoroughly, and take lots of notes. Then, take the notes and create a plan of action.
Please do it soon before life gets in the way.