If you’re using Twitter for business, you likely want your Twitter activity to generate new leads. While there are other reasons that using Twitter can be beneficial to your business, it’s definitely possible to translate this activity directly into targeted leads. To make that happen, here are the five most important strategies to follow:

Have a Clear Funnel

One of the most common mistakes that businesses make is diving into using Twitter for business without first creating an optimized sales funnel. When businesses assume that people are going to find them on Twitter and then make a purchase, they end up being disappointed with their results. Since Twitter business marketing usually involves reaching people earlier in the buying process, you need a funnel that can properly nurture those leads.

Eliminate Conversion Obstacles

The best way to take someone from just a Twitter follower to a lead is to get them on your email list. To maximize the likelihood of that happening, be sure to remove any obstacles that may currently exist in the conversion path. Whether it’s a form that’s not prominently displayed or a weird message that comes up after someone hits the submit button, be sure to test your process so you can identify and fix any bugs. You should do the same for the conversion path that leads up to someone making a purchase.

Know the Value of Soft Leads

Just because someone isn’t ready to make a purchase in the next few hours or days doesn’t mean they’re not a quality lead. Soft leads who are interested in your business but not currently in buying mode can still be very beneficial. The key to making the most of the soft leads you attract with your social media marketing strategy is to have the right processes in place to build a relationship with them.

Take a Different Approach to Social Media Leads

This ties directly into the previous best practice. A common mistake is to begin aggressively pitching subscribers shortly after they sign up for an email list. Since that’s going to lead to more unsubscribes than purchases, a better approach is to consistently provide value. By sending out emails on a regular basis that people really want to open, they’ll be primed when the right opportunity comes for you to pitch a sale.

Track and Adjust

It’s worth your time to at least outline the Twitter marketing strategy you plan to follow. But while that will give you a good starting point, it’s not something that needs to be set in stone. Since the best approach to Twitter business marketing is one that adapts over time, you should regularly review how well your efforts are performing and use this data to help guide any adjustments that need to be made.

By following these Twitter optimization strategies we covered, not only will you be able to use this social network to increase awareness about your business, but you’ll also be able to bring in new potential customers on a consistent basis.

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