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The Science Behind a Pinned Tweet: 5 Ways to Get Noticed

Pinned Tweet-01
Back in 2014, Twitter revamped the profile view. One of the most notable changes during that update was the addition of the pinned Tweet feature. Pinned Tweets are Tweets that stay static on the top of your profile. When people visit your profile, the pinned Tweet is the first thing they see, regardless of when you Tweeted it. That gives it prime real estate on a social network that typically moves lightning fast.

Pinned Tweet

How to Pin a Tweet

Pinning a tweet is simple:

  1. Go to your Twitter profile.
  2. Find the Tweet you want to pin.
  3. Click on the three dots.
  4. Select “Pin to your profile page.”

how to pin a tweet

Ever since the feature was first launched, businesses and marketers have tried to figure out how to effectively utilize it. If you’ve been shying away from pinned Tweets, or don’t feel like you’ve been making the most out of it, here are five things your pinned Tweet should include:

1. A High Level of Engagement (Likes and Retweets)

Whether we choose to admit it or not, social proof has a big impact on the decisions we make. Whether it’s buying products because they have great online reviews or Retweeting a Tweet just because you saw that 20 other people already have.

On Twitter, social proof goes beyond just your number of followers. When your Tweets have been liked and Retweeted several times, it motivates other people to follow suit. You can take advantage of social proof by pinning an existing Tweet that already has some engagement. That way when someone arrives to your profile, the first thing they see is a Tweet that looks popular and important because so many other people have engaged with it.

2. An Eye Catching Image

You should try to include images in as many Tweets as possible because photos boost Retweets by 35%. But it’s particularly important for pinned Tweets.

Even though the Tweets you pin show up at the top of your profile, they can still be overlooked if they just blend in with the rest of your Tweets. In order to make sure people don’t just scroll right past it, include an eye catching image.

The bright orange in this pinned Tweet from Greatist really stands out because it’s colorful and vibrant. Can you imagine going to this page and not giving this pinned Tweet a second look?

3. A Strong Call To Action

Your pinned Tweet is kind of like an ad spot, except you don’t have to pay for it. Take advantage of this free advertisement by using your Tweet to push users to take an action. The action could be reading one of your blog posts, signing up for your email list or even trying a new product.

Think of your pinned Tweet as a 140-character billboard. You need to clearly state what you’re promoting, and let users know what to do next. Otherwise, they’ll just keep scrolling to the rest of your Tweets.

H&R Block used this pinned Tweet to help promote its #HRBCLUTCHCONTEST. The gif and messaging makes it clear that H&R Block is promoting a contest, yet it doesn’t give out all the details so people have to click the link for more information.

If you’re promoting a contest like H&R Block or any type of special event, make sure that the landing page you’re linking to is a smooth transition from the Tweet. You can achieve this with a well thought out call to action phrase. Notice how H&R Block’s landing page uses the same hashtag and even integrates Twitter with user generated content at the bottom.

HR Block Pinned Tweet Example

4. A Trackable URL

Another important tip, particularly if you’re using a pinned Tweet to link to a landing page, is to include a trackable link. This will allow you to measure and monitor how effectiveness of the pinned Tweet.

Using UTM Parameters, you’ll be able to track conversions, as well as how visitors that come to your website through the pinned Tweet engage with your content. You can also compare how your pinned Tweet performed against your regular Twitter content.

Using Sprout Social’s powerful Twitter management tools will help you keep your ear to the ground when it comes to the activity, engagement and clicks on your pinned Tweet. For a free 30-day trial, click here!

5. A Hashtag

The importance of hashtags on Twitter can’t be stated enough. Not only do they make your Tweets more discoverable, but they also allow you to keep track of conversations about your topics. For pinned Tweets, there are generally two approaches that businesses take:

  1. Create your own hashtag.
  2. Use an exiting popular hashtag.

The first approach is what you see in the examples from Greatist and H&R Block. This is more effective for companies that are established and already have a decent following on Twitter. Trying to get people to use your custom hashtag when you only have five followers will be a challenge.

The second approach allows you to jump on the back of hashtags that are already popular. Take this pinned Tweet from Workable for example. It uses the hashtag #hrtech, which is commonly used by people in the human resource industry.

Start Pinning

If you feel like your best Tweets are getting lost in the noise of Twitter, then use pinned Tweets to give your call to actions more visibility. Toy around and experiment to see what gives you the best results.

Are you pinning your Tweets yet? Leave a comment and let us know how you’re implementing pinned Tweets into your Twitter strategy.

This post The Science Behind a Pinned Tweet: 5 Ways to Get Noticed originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews

Hand holding one of five white stars image.

Hand holding one of five white stars image.

What’s in a review?

With the right client testimonials and customer reviews, B2B brands can increase trust and loyalty in uncertain times while strengthening existing connections and fostering new ones. Your brand may even be sitting on a goldmine of evergreen trust-building user-generated content.

Let’s take a look at 20+ tips to invigorate and expand your B2B marketing toolkit with a smart customer review and testimonial strategy.

Making The Statistical Case For Testimonials & Reviews

With some surveys showing that  90 percent of adult Internet users rely on reviews before making purchases, and others placing the figure even higher at nearly 99 percent, it’s important for B2B brands to make sure they feature the reviews and testimonials their customers have taken the time to write and share online.

Despite their unique power to build brand trust, just 43 percent of B2B businesses use reviews in their marketing toolkit.

Conversion rates can skyrocket by as much as 270 percent when online reviews are smartly incorporated, however, as shown in the Website Builder Expert data below.

Website Builder Expert Image

Some 30 percent of businesses said that customer reviews had a major impact on their overall success, and just over 26 percent said reviews also had a major impact on profitability, as shown in the following chart from a recent ZenBusiness survey.

ZenBusiness Chart

The same survey revealed that 52.2 percent of older businesses monitor online reviews weekly and 18.5 percent do so daily, while 47 percent of newer firms monitor weekly, and 39.3 percent monitor daily, suggesting that more established brands have settled into a weekly cadence, while younger firms tend to keep a more frequent watch over reviews.

Businesses tend to monitor a multitude of online review platforms for reviews, with 67.6 percent using Google, 55.1 percent Facebook, and 46.3 percent Yelp, followed by others as shown below.

ZenBusiness Chart

Only 11.9 percent of businesses said that they respond to every review left for them, while 60 percent said that they interact with either some or most reviews they receive, the same survey noted.

Younger B2B buyers are increasingly looking for reviews and testimonials to be delivered to them in methods that differ from those of older buyers, creating an opportunity for some brands looking to connect with younger audiences.

“Sixty-one percent of Millennial buyer decisions are influenced by user reviews that they trust,” Brian Fanzo recently noted in “Meet The Millennials: How Marketers Can Effectively Connect With The New B2B Buyer,” urging smart B2B marketers to not rely solely on traditional websites, and to instead “bring the testimonials — the trusted user reviews — to the buyer.”

Brian was one of the 13 B2B social media marketing leaders offering trends and predictions in our "13 Top B2B Social Media Marketing Trends & Predictions for 2020."

His sentiments are largely echoed in report data recently examined by Social Media Today.

[bctt tweet="“In 2020 social media marketing will shift from vanity metrics to transparent and authentic channels to focus on real-time customer engagement.” @iSocialFanz" username="toprank"]

You May Already Have a Goldmine of Testimonials

Many established B2B brands may already have a fantastic cache of glowing testimonials from clients, however because some firms don't have any established practice for gathering, collecting, and most importantly utilizing them in marketing efforts, they remain mostly hidden.

Gathering existing reviews and testimonials can be a great way to get new insight into your most loyal customers, unearth any points of customer dissatisfaction, and to build new mechanisms for improving communication with your customers.

“Your offerings should be so attractive to your loyalists that they have no reason to look elsewhere for additional products or services,” Rob Markey wrote in an insightful Harvard Business Review look at how to “Make It Easier for Happy Customers to Buy More.”

Client and customer kudos today comes from more channels than ever, which can make it challenging to gather and compile into a dedicated testimonials file. A list of only a few of the digital channels to search for possible existing testimonials includes:

  • Email Correspondence
  • Online Collaboration Tool Chat History
  • Private Social Media Posts
  • Public Social Media Posts
  • Mobile Device Text Message History
  • Voicemail Transcripts

Whether it's each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.

Tactfully encouraging clients to consider leaving a review or testimonial is a nuanced process best customized on a per-client basis, however there are also some universal methods to help guide a good strategy, such as those outlined in “14 Proven Ways to Encourage Customers to Write Reviews.”

Social media and search engine firms have also done their part to try boosting the visibility of customer reviews, such as Google adding highlighted business reviews in Google Posts.

[bctt tweet="“Whether it's each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.” — Lane R. Ellis @lanerellis" username="toprank"]

Testimonials & Reviews Increase Trust & Loyalty

Trust is paramount as B2B marketers seek to attract, engage, and convert new clients, and testimonials and reviews from satisfied existing customers are among the most powerful forms of messaging when it comes to earning the business of potential new clients.

It's no secret that for many years study after study has shown that testimonials and reviews hold the power to build trust, and ultimately help persuade people to engage your company's services.

Some 90 percent of B2B buyers said that they are more likely to complete a purchase after seeing a positive review.

[bctt tweet="“High rates of loyalty are a huge asset in business. They provide a necessary foundation for profitable growth.” — Rob Markey @rgmarkey" username="toprank"]

The earned power of trust becomes even more apparent when paired with survey data showing that globally 54 percent of consumers would still buy from a brand even after a negative product experience if they felt that a firm hadn’t broken trust.

When trust has been lost, however, some 82 percent said that they would not purchase again from the brand, highlighting the importance of building brand trust — something reviews and testimonials excel at.

Testimonials & Reviews Strengthen Existing Connections & Foster New Ones

Testimonials and reviews showcase the ability of your business to provide best-answer solutions so well that people take the time to personally write appreciative messages sharing their gratitude.

Testimonials and reviews also take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.

62 percent of consumers leave positive reviews in order to help others in making buying decisions, while 52 percent say they leave negative reviews to warn others, as shown below.

Website Builder Expert Image

The connections forged through testimonials and reviews makes the relationship between your business and your clients stronger, and also serve as an important and visible example for potential new clients who are looking for information about your company.

More firms are also making it easy for customers to leave video feedback, such as a method Airbnb has implemented that mimics the ease of use users have come to expect for sharing videos on YouTube or Instagram.

The video review format has led some customers to share lengthier and more precise feedback, which in turn allows businesses greater insight into their customers.

“Videos can be richly emotional — offering the real voice and face of the customer. That emotion, transmitted directly to front-line employees and leaders, often generates the sort of empathy that inspires and motivates thoughtful action,” Rob Markey has noted.

By making video reviews a simple and optional part of customer feedback surveys, brands can have the best of both traditional text-based input and — for those who choose — the advantages of video reviews.

“If they say yes, then we've incorporated a video widget into the survey where they can just turn the camera on on their phone or computer and leave a response,” Airbnb customer insights manager Raj Sivasubramanian has said.

“The customers that chose that option really embraced it. And we actually had a lot of customers tell us in the video, ‘This is really cool. I love the fact that I can do this,’” Sivasubramanian added.

B2B firms can also utilize more formal video testimonials into their feedback efforts, as Business 2 Community explored in a helpful how-to guide, “How to Shoot the Perfect Video Testimonial.

[bctt tweet="“Testimonials and reviews take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.” — Lane R. Ellis @lanerellis" username="toprank"]

The Challenge of Combating Inauthentic Reviews

While no firm wants poor reviews, they are nonetheless important in their own way to consumers. 62 percent of U.S. consumers found that negative reviews were just as important as positive ones when it came time to make purchasing decisions.

Customers have grown to be suspicious of businesses that have conspicuously uniform five-star reviews, however, and more now say that they look to utilize multiple sources of reviews when researching a firm.

Despite this, 65 percent of U.S. adult consumers believe the reviews they read are generally accurate, however.

Recent survey data has also shown that 55 percent of consumers see the biggest red flag with reviews that use the same wording, while 35 percent view an overwhelming number of positive reviews to be indicative of inauthentic reviews, as shown below.

Bazaarvoice Chart

Testimonials & Reviews Are Evergreen

Most testimonials focus on the things that a client or customer loved about working with your team, and these are also largely the type of praise that isn't particularly directed at a specific time, which makes testimonials excellent sources of evergreen content that can often remain relevant and convincing for years.

HubSpot has compiled an extensive list of good examples of testimonial pages that can serve as inspiration, in Lindsay Kolowich’s “14 Testimonial Page Examples You'll Want to Copy,” showing how to implement quotes, video, audio, case study, customer interview and other types of testimonials.

To help you along your path to building more powerful testimonials and reviews into your current strategy, or to begin implementing your first such plan, here are several additional recent resources that have been published:

Reinvigorate Your B2B Marketing Testimonial Strategy

We hope this introductory look at the power of client testimonials and customer reviews to help B2B brands boost trust and loyalty and strengthen connections has been helpful, and that the tips and statistics we’ve shared will help make your marketing testimonial strategy more robust and successful.

The post 5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews appeared first on Online Marketing Blog - TopRank®.

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