My Twitter account is a critical part of my brand. Twitter is my best source of blog traffic, interaction with my audience, and for building relationships. Over five million people end up seeing my tweets every month.
Even though so many people have been seeing my tweets, my blog traffic from Twitter had been slowly decreasing.
While I routinely got hundreds of daily visitors no matter what, any blogger wants to get more traffic and figure out the cause of a traffic decrease.
At first, I thought this was a testament of Twitter dying. However, I eliminated that thought from my head when I remembered that Twitter has over 300 million monthly active users. Twitter may not be growing as much, but it is still very alive.
Then I decided to look through my tweets. Some of the tweets got a lot of engagement while others didn’t catch on at all. I had to investigate.
Just to give you some background, I tweet in a cycle. That means I send the same tweets in the same order in an eight day cycle.
The idea behind this method is that someone who followed me today missed all of the tweets I sent. In addition, anyone who was following me but didn’t use Twitter today missed all of my tweets.
It’s basically a way for you to constantly provide value to your audience, and in my case, I led my audience to my blog posts. The strategy works flawlessly if you can provide evergreen blog posts that appeal to your targeted audience.
However, blog posts that were considered evergreen a year ago were suddenly outdated. Out of all of my tweets, the ones about Google+ made this lesson obvious to me.
Google+ has had an existence of various ups and downs. Whether fair or unfair, a lot of people think of Google+ as a dead social network. With that stated, let’s go back to how this affects my Twitter account.
This is the picture that shows up for my blog post “5 Tactics To Get More Shares On Google+.” By definition, it is an evergreen post. If you want to get more shares on Google+ a year from now, this post is still relevant.
However, Google+ has lost its relevance. If I continued tweeting this blog post, it would have gotten half as much traffic as it got in 2015. In April, I will no longer be sending a tweet that features this blog post.
When you promote one of your blog posts, you want as many people to click on that link as possible. My tweets about Google+ weren’t doing the trick.
The way I analyzed my tweets was an agonizing process. I pulled up my blog stats for 2016 and used the word finder to find blog post titles within the statistics. This wouldn’t be agonizing for someone who sends 10 tweets per day.
On a typical day, I send over 100 tweets. I had to analyze hundreds of blog posts and tweets to figure out which ones were getting the engagement and which ones weren’t.
I found dozens of tweets that were below my traffic expectations. That doesn’t mean I wrote bad tweets or shared bad content. It simply means the tweets and the blog posts didn’t always strongly match up with what my audience wanted.
However, when the changes are enacted on my Twitter account this April, I will be a very happy camper. Here’s why.
Let’s say for the sake of argument, I sent 100 tweets today.
50 of those tweets each bring two visitors to my blog (100 total visitors).
The other 50 tweets each bring five visitors to my blog (250 total visitors).
With this math, I get 350 daily visitors from Twitter alone. But now that I have analyzed my tweets and replaced the bad ones, it’s fair to say most/all of my tweets will average five visitors to my blog or more.
Here’s what the new math looks like:
The 50 original tweets that each resulted in five visitors (250 total visitors).
50 new tweets that each result in five visitors (250 visitors).
So instead of only getting 350 daily visitors from Twitter, I am suddenly gaining an extra 150 daily visitors from Twitter. The way this math plays out highlights the importance of analyzing your social media content and making changes when appropriate.
The truth is I didn’t change my tweeting cycle for far too long. It was in desperate need of an overhaul. If you follow me on Twitter, you’ll see that overhaul in full effect in April.
New content, new videos, and probably a lot of other stuff you haven’t seen from me before.
So Why Did I Analyze My Tweets?
It turns out I had no plans on analyzing my tweets for a while. Then I started reading more business books. One of those business books was Power Of Broke by Daymond John.
If you are looking for a valuable business book to read, then you will absolutely love this one.
One of the things I learned in Power Of Broke was the danger of letting your accomplishments resulting in making the wrong decisions. Once I got passed 200,000 targeted Twitter followers, I had this idea that I had mastered Twitter.
However, no matter how many Twitter followers I get, I am still a student of Twitter marketing. I am still learning new ways to leverage Twitter instead of tipping my cap and not paying as much attention to the results.
And that’s true about anyone, even the people with millions of followers and a crazy amount of engagement for each tweet.
No matter how successful you become, never take your eye off the ball. I am happy to have learned that lesson as an 18-year-old instead of learning that lesson 20 years later.
Every setback, no matter how big or small, provides you with the opportunity to learn from your mistakes. My decreasing blog traffic from Twitter forced me to look deeper into my tweets and see what I could do to get more traffic.