I see lots of people on Twitter (and other social networks for that matter) blasting away at their followers with promotional content… but not generating sales from it.
And I can’t tell you how many times I’ve been asked: “How do I make money from Twitter?”
Moment of truth: You can’t make money from Twitter.
Here’s why: Let’s say for a second that our sales funnels are made up of just 3 steps: Lead generation (collecting names), Prospecting/relationship-building (sorting those names and positioning ourselves), and Selling (converting prospects). This is simplistic, but good enough for now.
Twitter doesn’t work equally well across all three of those steps.
- You can generate leads on Twitter (it’s great for that, actually)
- You can do a bit of prospecting/relationship-building on Twitter (although I think you’ll eventually need to move your prospects off of Twitter and onto your website).
- But you can’t sell on Twitter. (Correction: You can try to sell on Twitter but no one likes it. I know I’m sick of seeing the “opportunity” to get whiter teeth from people I don’t know.
So, many Twitter users avoid selling on Twitter (good!) but suddenly have a big pile of followers and nothing to do with them. They fire out great tweets, they interact with them, and they hope that those prospects will someday think of them when they need whatever the business owner is selling.
BUT those business owners don’t have a plan and they don’t know how to push the relationship deeper.
This is where content strategy comes in. Content strategy maps your content across your sales funnel and aligns each communication point (Twitter, your website, Facebook, etc.) with a specific point on your sales funnel AND with a next step. So you’ll know you want your Twitter followers to do next as you convince them of your ability to solve their problems. One example might be: Your Twitter followers could be sent to your blog where they can subscribe to a newsletter.
Got tons of followers but not making any money from Twitter? There’s an answer: Content strategy.