Twitter is, by far, the fastest way to build a high-quality audience.

Why?

It's quicker to write insightful tweets than it is to produce 10min YouTube videos or 1400-word blog posts.

Here's a thread of actionable tactics from studying the fastest-growing Twitter accounts.

Here’s how to double conversion on your startup’s homepage.

(From rewriting over 1,000 websites.)

A thread 👇

1/ Your "above the fold" (ATF) section is the part of your site that's immediately visible before scrolling.

When visitors see this, they decide to either keep scrolling or bounce.

In seconds, they attempt to assess:

• What you do.
• Whether you're a fit for them.

2/ If your ATF is confusing or uninteresting, visitors bounce.

This happens because of:

1. Weak messaging: Your product's purpose is unclear, uninteresting, or irrelevant.

2. Weak design: Your design is unprofessional or outdated.

3/ There are 3 things you can change on your ATF.

1. Header
2. Subheader
3. Design

Let's dive into each.

4/ Headers need to:

1. Identify how users get value from your product.

2. Include a hook—to get them to keep reading.

3. Speak directly to your customer personas.

THREAD: How to make ads that get clicks.

(For Facebook and Instagram)

You'll learn:

• How to write ads for your audience
• Frameworks for messaging
• How to design ads

Copy & creative.

Copy = Text that is carefully crafted for a specific outcome.

Creative = Term for multimedia, such as images and videos.

Together, they determine the click-through rate (CTR) of your ads—a 25% difference in CTR can make or break paid acquisition.

Know your audience before creating ads.

The Ladder of Product Awareness (LPA) illustrates how aware and in-need an audience is for your product.

Focus on writing appealing copy to those higher up on the ladder, since it requires less time and energy to convert these people.

Steps to writing ad copy:

1. Identify the product's benefits and your audience's concerns.
2. Write a pitch addressing each.
3. Make the pitch compelling.
4. Make it concise.

Here's an example of an ad that checks all of the boxes.

You can use one of these copywriting frameworks to write purposeful ads:

1. Articulate the problem, solution, and benefit
2. Highlight your differentiation
3. Ask a pressing question
4. Match value props to audiences

One tweet on each 👇

THREAD: How to improve your startup's conversion rate through A/B testing.

We've consolidated learnings from running 1000s of A/B tests for companies like Segment, Microsoft, and Tovala.

A/B testing = the science of testing changes to see if they improve conversion.

This thread covers:

1. Deciding what to A/B test
2. Prioritizing valuable tests
3. Tracking and recording your results

Testing makes or breaks growth.

We've worked with companies that were failing to convert their traffic.

But after three months of landing page A/B testing, they got traction.

The key: They continuously made their messaging more clear and their offer more compelling

Every day of the year, a test should be running—or you're letting traffic go to waste.

A/B testing isn't about striving for perfection with each variant. It's about iteration.

The A/B testing process

1. Decide on and prioritize high-leverage changes
2. Show some % of your visitors the change
3. Run it until you reach a statistically significant sample size
4. Implement changes that improve conversion
5. Log design/results to inform future tests

THREAD: How to grow your startup through referrals, and word of mouth.

(Actionable tactics from working with 400+ startups)

Here's the truth: Your startup most likely won't make a video and go viral like Dollar Shave Club.

So instead of trying to "go viral," focus on acquiring customers through fans who already love your product.

There are 3 ways to grow through your current customers:

1. Product-led growth: Your product is built for sharing.

2. Word of mouth: Users proactively recommend your product to friends.

3. Referrals: You create an incentivized reward program.

Let's dive into each 👇

Product-led growth.

It's powerful: You don't have to artificially incentivize users to refer—you simply empower them & get out of their way.

E.g. To pay someone with PayPal, the payment recipient needs to first join PayPal—they're incentivized to sign up to receive their cash.

Product-led growth is possible when ppl use your app to:

• Transact or collaborate w/ others (PayPal, Dropbox, Zoom, Slack). These products are only effective when others use them with you.

• Create content intended to be shared w/ others (Twitter, Instagram, YouTube, Cameo)

THREAD: Read this if you're new to ads. Here's how to make each ad channel work.

E.g. Facebook, Instagram, Google, Snapchat, Pinterest.

(from our experience running ads for 400+ startups)

IMPORTANT. We're growth marketers. We believe that you should test most channels (in time). This is an 80/20 to help you prioritize which you might want to test FIRST based on your business.

2 types of ad targeting:

Behavior: Serves ads to people searching for your product. Better for conversion, but audience size is limited to ppl searching for you.

Profile: Uses social profiles/engagement to serve ads. Conversion is lower, but audience size is less restricted.

Top channels ordered by average cost/click for U.S. audiences (LinkedIn being most expensive)

1. LinkedIn
2. Twitter
3. Instagram
4. Facebook
5. Google Ads
6. Pinterest
7. Snapchat

We'll dive into each (and a few more)

LinkedIn offers uniquely granular company and employee targeting (firmographic targeting)

Clicks are expensive. Most companies won't be able to afford LinkedIn ads.

Good fit: B2B companies earning *thousands* per customer.

Poor fit: anyone earning < $10,000 USD in LTV

My friend @EduCelebrity has been doing a #YearInReview tweet thread (check it out), in which he relives some of his best tweets from 2020.

I’m opting to do a #YearInPreview thread where I predict what will happen over the next 12 months in education...here we go...

January:

Teachers come back to school (virtually or in-person) fired up and ready to implement some great new ideas and strategies as part of their New Year’s resolutions.

Mid-January:

All new ideas flamed out as teachers begin their summer countdown. #YearInPreview

February:

Valentine’s Day parties include students exchanging virtual cards with each other via their virtual Valentine’s Day boxes. Joey’s mom hires a professional web designer so Joey’s virtual box is the best in the class and puts pictures of it on Instagram. #YearInPreview

March:

Depressed that St. Patrick’s Day has been cancelled (again), teachers put Irish Cream in their morning Starbucks and get rewarded by admin for their creativity...just kidding, they get fired. #YearInPreview

April:

Test prep is in full swing. Teachers try to prepare students they’ve never actually met, and whom have never participated in online instruction for a test that doesn’t matter. Principal asks if she’s ever contacted the parents to which she replies with a middle finger.

What I learnt on the Twitter this week:

1. Well I know I learnt a lot more on Twitter this week than Trump did.
2. After Covid numbers skyrocket in Ontario for past four months, Doug Ford says the data modelling suggests he might have to stop his cross-province campaigning soon.

3. After the assault on the Capitol this week, the CPC finally pulls camou MAGA hats from online merch shop.
4. With pictures of the CPC's Deputy Leader wearing a camou MAGA hat circulating, Michelle Rempel expresses outrage that Candice Bergen getting more attention than she is.

5. UCP MLA Pat Rehn issues statement after return from Xmas trip to Mexico. Says he is sorry, but also very excellent.
6. Jason Kenney says he knows he's failed Albertans and that's why he moved up to the Sky Palace to help him see things from the everyday people's perspective.

7. Westjet insists Kenney government provide more notice of planned out-of-country travel next time so airline can be sure to have enough planes ready.
8. Blogger Karen Bexte travels to DC for insurrection, asks to speak to Canada's manager after he's asked to take a Covid test.

9. Trump says the crowd he got to attack the Capitol was far larger than any crowd Obama ever got to attack the Capitol. Huge crowd. Tremendous crowd of terrorists.
10. After being shut down on every major social media platform, Trump seen at Radio Shack haggling over a CB radio.

LMM @LifeMathMoney has built one of the strongest brands on Twitter, brilliantly using mental models, here the top 10.

Thread

1. Scientific method:

LMM continually tests and monitors the impact of each tweet and blog post.

He measures the impact of their ideas, which are sometimes radical, seeking to have a loyal rather than broad follower base.

2. Leverage:

Everything LMM does is leveraged. Guides, tweets, blog... he writes once and he reaches thousands of people.

He is one of those who best understands that the internet is a huge lever, which allows to disassociate time and money.

3. Compound interest:

LMM has been adding value for 2 years, from the beginning, knowing that time plays in favor of compound interest.

Its growth is brutal, reaching 200k followers. The more people LMM knows, the more his ideas will spread and the stronger his brand will be.

4. Resilience:

LMM writes a lot about the mindset. He knows that resilience, getting over the bad times is the way to success.

In today's society, where everything is effortlessly wanted, LMM relies on the fact that a fall is not fatal, it is just a lesson along the way.

#Twitter once again suspended our acct. Their targeted harrassment of us has never ended since day we began using 3 yrs ago under massive shadowban ever since 99% of the time. Once again they wrongly suspended us. We did a study on it to share & learn since they provide ZERO info

2/
We strongly invite @twittersupport to enter a deep dive discussion on this since they provide ZERO support, NEVER answer questions in over 100+ tweets we sent them, 8 appeals letters ignored & months & months of unlawful arbitrary suspensions without cause EVER mentioned.

3/
We have NO IDEA what they suspended us for here & of course their TOS says nothing about it nor could anyone EVER possibly discern what they could possibly be complaining about. Their TOS ALSO protects our Freedom Of Expression in the EXACT WAY we spoke the tweet under #18.

4/
Since Twitter's Dorsey has been COMPLETELY CLEAR that it is not the position of twitter to answer appeals but for ppl to languish in suspension unless they delete the tweet, & 37+ day suspensions when waiting are common & to be expected otherwise according to Dorsey on TV, Del

5/
This explanation in DETAIL is what is needed by Twitter on their website but they have REFUSED to EVER do this. They should do it for EVERY CASE have some commentary section for explanations so people can learn but they deliberately choose against this. Why? it seems obvious