Whenever I launch a new website, I create a Twitter account. In my experience, outside of SEO, Twitter is the next best way to drive traffic to a website.
Several years ago, I acquired the website for Inter Milan, an Italian soccer team. I had the option to pick up the twitter account @intermilan, which I did. Because the account had only 2,000 followers and was rarely updated, it was undervalued and underutilized. I believed that by including it in our strategy and execution, we could grow the number of followers and use the account to generate traffic and revenue.
Here is the strategy we used to increase the number of followers from 2,000 to over 79,000:
1. We Created a Voice and Tone That Resonated With Our Target Audience
In order to connect with the Inter Milan fans worldwide, we created a Twitter account for fans by fans. We shared the ups, downs, and joys of supporting a team. The more “real” we became, the more fans started to follow us.
2. We Seeded the Twitter Feed With High Quality Content
I knew that in order to grow this account we would need more than just content from our site. I wanted to create such high quality content that if you were going to follow one Inter Milan account, it would be this one. We included content from other websites and Twitter accounts, creating a consistent stream of engaging content for fans by fans.
3. We Interacted With Followers
The downside of seeding content is that the Twitter profile begins to look impersonal. That’s why we personalized the Inter Milan Twitter by conversing with followers, especially around games and big news events when everyone wanted to talk about the team. Whenever we tweeted during a game, we would gain more followers.
4. We Made Becoming a Follower Important to Fans
We cross-promoted the Twitter account on the website and within our emails to increase awareness. We ran Twitter-only promotions and giveaways that we highlighted via our other channels to encourage fans to engage with us in multiple locations.
- We grew our account from 2,000 followers to over 79,000 followers.
- Our Inter Milan Twitter account is ranked in the top 73,000 of all Twitter accounts worldwide. (Source: Twittercounter.com).
- Our Inter Milan account Ranked 54th for all twitter accounts in Milan, the team’s home base (Source: twitaholic).
By personalizing, promoting, and being attentive to the Twitter account, we achieved dramatic results for Inter Milan.
How are your Twitter and Facebook accounts serving you? Are they driving qualified traffic, leads, and sales to your site?
If the answer is no, contact us today and let us help you develop a social media strategy that works.