Twitter is simple, but not easy. Social Media Marketers with Conversion goals struggle again and again in maximizing demand generation from Twitter. Growing a targeted follower base is a good start, but there’s so much more to Twitter. Avoid these 8 common Twitter marketing mistakes with tips from Social Media experts we can count on.

 #1. Not utilizing advanced analytics for accurate Twitter targeting.

The possibilities for highly accurate, segmented targeting have developed rapidly over the last few years, marketers who aren’t keeping up with what’s available are definitely making a mistake. Technological advances such as personality insights are leading marketers to audiences who are far more inclined to respond in a certain manner.

For example, one study based solely on personality insights showed that certain groups of Twitter users were 40% more likely to redeem a coupon from a Twitter Ad. Utilising these cutting edge advances in Twitter marketing can help deliver effective campaigns with a healthy ROI, and can’t be overlooked.

AndyVale

Andy Vale is a Content Manager at SocialBro

#2. Not understanding where real Twitter referral traffic comes from.

From what I have seen, experienced marketers don’t actually make any mistakes with Twitter. Newbies do.

And here’s the biggest mistake that they make: “Newbie marketers think that traffic from Twitter comes from their own Twitter following. And thus do all sorts of silly things hoping to grow it fast.” This kind of thinking will get you nowhere.

Here’s why.

Only a tiny percentage of your Twitter followers will click the links that you tweet. Which means you need to have tens of thousands of Twitter followers to get at least 100 clicks on a link in your tweet.

And if you’re a newbie – it’s absolutely impossible to make tens of thousands of people to become genuinely interested in you.

That’s why newbies should focus on becoming authorities if they want to grow their following on Twitter.

How?

Put out great content and have OTHER people tweet about it! Yes, Twitter Marketing is all about making OTHER people tweet your stuff. The more people tweet your stuff, the more they become interested in you and this is how your Twitter following grow.

And you’re getting a lot of Twitter traffic from Day 1 as you start doing what I say. Take a look at my Twitter account – https://twitter.com/timsoulo – I don’t have many followers. But go check articles on my personal blog – http://bloggerjet.com/ – and you’ll see that each of them has 200+ tweets (some actually have 800+).

So once again. The lesson to learn is:

“Traffic from Twitter doesn’t come from your own followers. It comes from OTHER people, who tweet your stuff. And thus your job is to learn how to make OTHER people tweet your stuff.”

MC-vXTew

Tim Soulo is the head of marketing at Ahrefs and he runs a cozy little personal blog at Bloggerjet.com

#3 Not establishing a creative, data-driven long-term Twitter strategy

At Enterprise level, the most common mistake that companies make is that they fail to think outside-of-the-box when creating their annual Twitter strategy.

Twitter can be used for any number of creative PR or content marketing pursuits to support higher level, ongoing digital marketing campaigns. It is important for large companies to investigate and test these various methods of use, in order to determine how best Twitter can be used to improve conversions during the year.

The failure itself happens because these companies have:

1) Hired the wrong person to run their Twitter pages.
2) The Twitter strategy is not governed by a CCO (Chief Content Officer) whose job it is to track results, analyze the data and to build content templates to improve conversions in subsequent campaigns.
3) Because of a lack of integration, Twitter and the company’s existing community, has never been benchmarked or tested – so all content possibilities are high risk and largely unknown.

Thinking outside-the-box means testing long term Twitter page content & management concurrently with short-term campaigns, recording the metrics for continuous improvement and understanding how the page can be used to its maximum potential.

A large publisher for example, may decide to use their Twitter page to keep their customers informed about the latest books for sale, and for news about their authors.

Their mistake is that this is ALL they use their page for. With a competent CCO in charge, the publisher may discover that several other strategies drive up their conversion potential. Guest tweets from their authors (exclusive), live Twitter chats and debates, ‘meet the author/literary agent/publisher’ sessions, complaints (they will happen, you might as well control the format & response) and building virality into their shared blog post tweets can convert a slow growing page into a dynamic one.

Twitter is not just a platform, it is a world.

Carla Dewing

 

Carla Dewing, Founder of Contrast Media and award-winning blogger, author, and social content marketing specialist

#4. Using one-size-fits-all for all Social Media channels for Twitter Strategy

I believe the most common mistake marketers make on Twitter is not creating a dedicated strategy for marketing on Twitter. Many marketers address Twitter as any other social media platform instead of understanding their target audience on it better and addressing their potential customer’s needs on this specific platform.

Talia Wolf

Talia Wolf, Founder & CEO of Conversioner, Conversion Optimization Expert

#5. Not understanding the Shelf Life of a Tweeted content 

Only sharing a piece of content once or twice as part of distribution. The half-life of a tweet is less than 20 minutes. To reach even a fraction of your audience, you need to be sharing in a lot of those 20-minute windows.

Brittany Berger

Brittany Berger, Content & PR Manager at Mention

#6. Not paying attention to copies of Tweets

Carelessly written tweets! “Check out this…” and “The latest post from…” are way too commonly used on Twitter to share links. They’ve become white noise, which means fewer RTs and clicks.

Instead, use a copywriting formula like PAS (problem-agitation-solution) or AIDA (attention-interest-desire-action) to write your tweet.

So this…

“Check out this ultimate guide to link-building: {bit.ly} by @handle”

…becomes this when AIDA is applied:

“No one’s linking to your posts… yet you keep writing! Read this and get shares, links, likes: {bit.ly} by @handle”

Tweets are a form of copywriting, and so it follows that they’ll benefit from the application of better practices and formulas for writing attention-grabbing and -holding copy.

Joanna Wiebe

Joanna Wiebe, Creator of Copy Hackers

#7. Using Twitter soley as a Sales Channel

The biggest mistake marketers make with Twitter is only posting promotional content. Don’t make it a one-way conversation with your followers. Twitter gives brands the opportunity to create a larger community. Be part of the conversations happening on the platform; build relationships with your followers. Most importantly, educate them by posting relevant industry content like photos, infographics, or blog posts. In doing so, they will be keen to learn more about your brand’s own content and initiatives.  

Kate Talbot

Kate Talbot, Content Creator & Social Media Marketer, Contributor to Social Media Examiner and KISSmetrics

#8. Focusing on number of followers over real connections 

I think the most common mistake is to focus on follower numbers rather than connections. I use this formula now when I follow people

“TWITTER MAGIC 123”

  1. FOLLOW FIRST
  2. FOLLOW BACK
  3. FOLLOW UP

I have interviewed about this idea a few times now: http://buff.ly/1Q33ASk

Keith Keller

Keith Keller, Global Twitter Specialist & Podcast Addict

READ 7 Experts on Using Social Media to Boost Sales

We hope these insights will drive your Twitter marketing to the next level. Make sure to check out our hashtag tracker to find influencers around your keywords, measure your campaign success, or do a quick competitive analysis – it’s free to sample.


 

The Marketing Thought-Leader

When we market events like Content Marketing World, MarketingProfs B2B Forum and others, Keyhole helps us track use of the event hashtag and which influencers are engaging. The Keyhole dashboard has been very helpful for reporting on the impact we’ve had at influencing influencers as they publish content around an event using the hashtag. Keyhole definitely frees up time from manual monitoring and has contributed to the growth of our social footprint.

- Lee Odden, TopRank Marketing Founder

2016-03-17T12:43:14+00:00
When we market events like Content Marketing World, MarketingProfs B2B Forum and others, Keyhole helps us track use of the event hashtag and which influencers are engaging. The Keyhole dashboard has been very helpful for reporting on the impact we’ve had at influencing influencers as they publish content around an event using the hashtag. Keyhole definitely frees up time from manual monitoring and has contributed to the growth of our social footprint. - Lee Odden, TopRank Marketing Founder

The Social Media Professor

My office uses Keyhole for analytics. Good price, great conversation monitor. Saves me at least 5 hours a week.

- Aurora Meyer, University of Missouri Adjunct Professor

2016-03-17T12:50:55+00:00
My office uses Keyhole for analytics. Good price, great conversation monitor. Saves me at least 5 hours a week. - Aurora Meyer, University of Missouri Adjunct Professor

Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand below: 

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Our goal is to accurately measure real-time and historical social media data, illustrating metrics in easy-to-read graphs and layouts to simplify reporting and strategizing.

Use us to track URLs, hashtags, keywords and @usernames on Twitter and Instagram. We also do competitive account reporting.
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