Twitter provides website owners with a unique opportunity to drive targeted traffic, in many ways, above and beyond anything that you can hope for at any other social media site. As the 11th most visited site on the web (according to Alexa.com), over a half billion users in the Twitterverse, and 340 million tweets daily, it is the perfect platform for driving traffic and leads to your site.
Why Platform Matters
The design of Twitter’s platform is what makes it so powerful, in that it’s open, so targeting new users have no boundaries or barrier to entry. The same cannot be said for Facebook, and Google+ doesn’t have enough frequency or regularity from its users to do what Twitter can in terms of attracting an audience out of thin air, then turning that audience into a following.
The short message format also plays into your favor, since brevity and conciseness allow easy targeting, as well as quick and fast searches. For the same reasons that news spreads on Twitter before anywhere else in the world, it is an open traffic generation source.
Rinse and Repeat Messaging
Since Twitter’s stream moves so quickly, with so many messages, it is only logical to repeat messages to get more views, clicks and leads. There is no Edgerank, like with Facebook, where messages are filtered. On Facebook, repeat posts would either never be seen, or seen very obviously multiple times, which may cause backlash. On a site like LinkedIn, there’s far too little activity to get away with multiple posts of the same link or similar message. Here too, it wouldn’t work.
That’s the beauty of Twitter. While repeating messages is a best practice, it’s also smart to vary the copy, so it’s not duplicate, but similar. It’s the same link, with a different spin on the message. This allows testing of your copy for best performers, all the while improving your copywriting chops.
Scheduled Tweets to Manage Mass Messaging
Scheduling tweets using a service such as Hootsuite will allow you to bang out the multiple, varied posts, and not keep you tied to Twitter all day. It’s important to interact, especially when interacted with, for the sake of your brand. Become strictly a broadcaster goes against the core idea of social, but it’s easy to fall into when you’re overwhelmed. This is where scheduling helps a great deal.
Lastly, use strong calls to action in your tweets. Since you now have multiple opportunities to see how users engage and respond to your message and calls to action, try new things and see what works best for you.
Following this process can prove that there’s a lot more traffic that can be squeezed out of Twitter, than what meets the eye.