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Social media is a great tool to raise awareness of your brand, services, and products, but how do you convert your audience on Twitter into consumers on your website? The quality and quantity of traffic that you drive from Twitter greatly relies on the nature of your content and whether or not your profile is optimised. Prepare to upgrade your profile:

Add URLs to your profile

First and foremost, how do you expect people to navigate to your website without directions? Your Twitter bio is the first thing users see when they’re introduced to your profile and Twitter have conveniently designated a space to include a URL to your website.

You can choose where you’d like users to land when they click on this link; your main homepage, latest blog, or contact page. If you’re stuck between two options, you can also add a clickable link into your bio.

Keep a tweet pinned to the top of your profile

After glancing through your bio, the next piece of content a user will read on your profile is your first tweet. Twitter’s “pinned tweet” featured allows you to keep one tweet of your choosing at the top of your profile for as long as you wish. In order to increase the potential of website traffic, we suggest changing your pinned tweet regularly. Then, if you have a repeat visitor, seeing a new pinned tweet containing a link to your latest blog or new service may interest them to re-visit your website.

Once you’ve decided which tweet you’d like to pin, select the ellipsis in the top right corner which will open a drop-down menu, then select “Pin to your profile”. When you wish to change the pinned tweet, repeating this process on your newly identified tweet will accordingly replace the pinned content.

Include a call to action within your tweets

Like, reply, retweet? What do you want people to do? Tell them! Including a call to action within your copy is a great way to direct your audience to your website. Coax them with a line at the end of your tweet such as: Read our latest blog/Sign-up to our newsletter/Apply now. This not only leads them to where you want them to go, but provides them with context as to what they can expect to be on the other end of the link.

Get visual

Did you know that 82% of users watch video on Twitter and tweets with images are 34% more likely to get retweeted than those without? Statistically visual content receives more engagement than text-only posts. Twitter supports a wide variety of visual content including: videos, static images, infographics, GIFs and even 360-degree photos. Use visuals as a sneak preview, click-bait along with a strong call to action to really drive website traffic.

Here at Social, we believe this to be so true that we have a rule for every tweet to include some form of visual medium. As such, we ensure each blog includes images so that the metadata pulls through the imagery and a preview of the written content on our profile.

You can find out how to optimise your visual media for Twitter here: Social Media Image Sizes Cheat Sheet | SOCIAL (See what I did there?)

Use relevant #hashtags

Now you’ve optimised your profile, and made your content stand out it’s time to expand your visibility. Research the best relevant hashtags to use and include them regularly in your copy. Using a mix of highly specific hashtags such as #TwitterTips and more widely used popular hashtags such as national days or trending topics will increase your tweet’s visibility – leading to your call to action with a stand-out visual more likely to be seen and more importantly the link having a greater chance of being clicked.

Twitter alone can be a fantastic platform to expand your brand awareness, audience reach and user engagement. When paired with a profile that is optimised to direct website traffic, you can begin to combine metrics across your business goals.

Want to begin creating your social media strategy? Get in touch with our expert social media team to see what we can deliver for you: creative@social.co.uk