Twitter Marketing is a topic that never gets old. Social Media Experts keep coming up with new strategies and tactics and their readers happily consume them and come back for more. (a vicious circle that is)
But would you be surprised if I tell you that I know a “twitter marketing expert”, who has slightly over a thousand followers and is struggling to get any solid traffic from Twitter?
How come a guy who knows hundreds of ways to attract twitter followers and all the best times of the day to tweet can’t grow his own traffic from Twitter?
Well, that’s because most of these “twitter marketing tips” are total BS.
And this “twitter marketing expert” is someone I used to be, till I realised something.
Monstrous Twitter Guide
About 3 years ago I wrote a huge Twitter Marketing Guide. I spent a month on research and I think I gathered all the advice that internet had to offer at the time in one single guide.
It was so neat that we decided to turn it into an “art directed post”, which is something between the infographic and a regular article (sadly after site was redesigned it got messed up and looks different now).
The post easily got 600 tweets and a ton of comments. But what about me?
Knowing all these tips I still wasn’t able to get any solid traffic from Twitter.
Proof That “Twitter Marketing” Doesn’t Work
Next year I was working with Webdesign.Org on their blogging and social media strategies. And of course I suggested a ton of different things they had to do with their Twitter and Facebook accounts. We even decided to hire a full time SMM guy.
Fast forward 6 months we looked at the results:
- Our Twitter and Facebook presence was super perfect and good-looking;
- We were getting some new organic fans and followers daily;
- We were getting some retweets from time to time and people clicked our links.
But what about things that truly matter?
- Were we making more money? NO!
- Were we getting more traffic? NO!
- Our community got any stronger? NO!
All my knowledge about Social Media Marketing just made us do lots of hard work that didn’t bring any results. I was doing everything that “experts” taught and it didn’t work that well.
That’s when I thought I will never ever invest time in growing my social media accounts.
My next project was Photodoto, a photography blog. And this time I wasn’t focusing on our social media presence at all.
Yet, when I checked our traffic stats, Twitter was the 3rd biggest traffic source after Google & Facebook.
I can’t say that traffic from Twitter was steadily growing, but we had some nice spikes almost every week. The overall traffic increased by 500% within 6 months after we took over this blog.
So I seemed to be doing something right this time.
Twitter Marketing For Dummies
The realisation came to me only when I decided to outline my Twitter Marketing strategy for this very blog.
I was recalling my past experience and I didn’t want to yet again waste my time and money on doing things that didn’t bring any results.
So I focused solely on things that brought me real traffic from Twitter, other than hunting for unicorns and rainbows.
And you know what I’ve realised?
Twitter Marketing is not about growing and cherishing your social presence, it’s about having OTHER people tweet your content!
Twitter traffic doesnt come from your own followers. It comes from other people, who tweet your stuff!Click to tweet this quote
People think they need to have a twitter account with thousands of followers because messages on Twitter spread like this:
As if you tweet something and then it spreads like wildfire gaining momentum.
But that’s terribly-terribly wrong!
Here’s how something gets viral on Twitter (this is a real graph, not a silly infographic):
See the difference? The momentum is there from the start and then it just fades slowly.
Things get “viral” on Twitter only after guys with huge following tweet them. It’s not the ordinary people that make things go viral, it’s the power users.
I have a more detailed writeup regarding this misconception right here: How To Write Tweets That Get a Lot of ReTweets
If your Twitter Marketing is aimed at becoming such a power user I sincerely wish you luck, but I’m afraid it’s not that easy.
That is why instead I’m suggesting you to focus your Twitter Marketing efforts around creating tweet-worthy content and getting Twitter power users to notice it.
That is what worked for me personally and that is why I wrote this article for you. I’ll be happy to discuss it with you in comments.