How to Increase Organic Traffic and Conversions from Twitter

I'm a big proponent of Twitter, even though I do tend to ridicule some of the platform's moves (limiting API? seriously?).

Recently, I've heard some suggest that the demographics of Twitter are shifting, which will eventually weaken the power of the platform, and while it is true that younger users are shifting to Snapchat and Instagram more and more, Twitter very much remains a force to be reckoned with.

Despite trends shifts and changes, Twitter still has more 335 million active users, and is well-used across demographic brackets. And while Twitter has never reached the levels that Facebook has been able to, there's no denying its impact on out communicative process, and its value in brand-to-consumer communication specifically.

No other platform is quite like it - and it presents a range of opportunities that businesses need to take note of.

Here's an overview of how and why of Twitter for brands to help inform your platform approach.

Twitter In 2018

As noted, for anyone who thinks Twitter's losing its popularity, it's worth cross-checking the monthly usage stats. 

Yes, Twitter's 335 million users is well behind Facebook's 2.2 billion - but really, every platform trails Facebook in this regard. Instagram has a billion active users, and has been greatly assisted by parent company Facebook's growth strategy. 

Snapchat has 188 million daily actives, Pinterest just recently reached 250 million MAU. By comparison to Facebook, Twitter may look small, but that may not be a fair scope for measurement, as it only tells part of the broader story.    

Here are some other Twitter stats that might surprise you - 93% of Twitter users who follow small to medium-sized businesses on Twitter say that they plan to make some kind of purchase from that company.

More than 80% of customer service requests on social happen via Twitter; Around 81% of millennials check Twitter at least once a day. 

There are some significant considerations there. Given this, generating more leads on Twitter is not only possible, but something all active brands should be striving to do as a primary goal within their social marketing strategy.

Know What Stats Matter

One of the key problems brands end up having with Twitter is that they think they're doing better than they actually are.

A common misconception is that the sheer number of followers (or following vs unfollowing metric) is key, but unfortunately, this metric is largely useless, because what really counts is how many people engage with your tweets, i.e. retweet (i,e, spread them further) and/or click your links.

For example, you can see your overall impressions on your tweets - let's say you average 500 retweets on most of them. Pretty good, right?

But remember, this isn't a post about building your social presence, here we're looking at generating leads. If you aren't getting clicks that take the user back to your site, you aren't getting those leads, and the potential conversions they could bring.

The most important metric on Twitter for this purpose is going to be your click-through rate. So keep that in mind.

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