How to Use Twitter Marketing to Capture Email Addresses

  • 3
  • August 3, 2016

How to Use Twitter Marketing to Capture Email Addresses FI

In a recent post, I talked about the dangers of marketing on borrowed space – social media – and how important it is to market to your social media connections on a space that you own – your email list.

It’s great advice – and, yes, I am patting myself on the back as I write this – but I also realize I didn’t take the opportunity to explain how you can actually do it. Allow me to correct that now.

So how do you go about getting your Twitter followers to “give it up” when it comes to their email address?

In this post, I’ll show you how to use a lead magnet to capture email addresses so you can start turning your Twitter followers into business dollars.

How to Use a Lead Magnet to Capture Email Addresses on Twitter 

Alright, first things first – many of you are probably asking yourselves, “What the heck is a ‘lead magnet?’”

You might not know the name, but I promise you’ve seen one before.

A lead magnet is an offer of something free or discounted that you’ll provide to someone in exchange for their contact information – typically an email address.

Some examples are:

  • Free (short) eBooks/Reports

  • Helpful Templates

  • Content Upgrades

  • Free/Discounted Webinars

  • Free Trials of a Service

I headed over to Twitter to find some examples of great lead magnets. It didn’t take long. In fact, the sheer number of examples I had to choose from is a testament to the effectiveness of this technique to capture email addresses.

Check out this example from Kim Garst of Boom Social:

We’ll take a closer look at this example in just a minute.

Here at Social Quant, we also make use of lead magnets.

And just so you know we’re not blowing smoke, let’s break down one of our lead magnet Tweets:

We tweeted this almost exactly a year ago, and in that time it’s gotten nearly 1.5K Retweets. More importantly, it’s driven over 8.4K clicks that have converted into thousands of email addresses.

Clicks from Twitter Marketing Lead Magnet

How to make a great email lead magnet for Twitter

Sadly, there is no cookie cutter formula for what will be an effective lead magnet for your business. But there are two traits the vast majority of successful lead magnets share:

1. Your email lead magnet should clearly and immediately solve a pain point for your leads

People have problems. Most businesses exist to solve problems. It’s a pretty simple concept.

To create an effective lead magnet, consider your audience and find a problem you can quickly solve. The time factor is key.  You want people to get value fast, appreciate it, and then want to see what else you have to offer.

Your lead magnet needs to be specific and easily digested so you can quickly move them down your sales funnel. Don’t send them an offer for a 500-page eBook that will take six months to read.

Instead, send them a short guide that effectively demonstrates how to solve one specific problem.

Doing this provides real value to your lead and psychology tells us they’ll often feel compelled to reciprocate. At the same time, you’ll be showcasing your expertise, giving people confidence to do businesses with you.

Let’s go back to the Kim Garst’s example.

Now, in order for this method successfully capture email addresses, you’ll need to drive them to a landing page that convinces people to take you up on your offer.

This is what Kim’s looks like for this offer:

Collect Email from Twitter Landing Page Example

For a great resource on how to create an killer landing page that converts, check out this post from Neil Patel. Bonus, you can easily apply some of these landing page best practices to help you create awesome Tweets for your lead magnet!

Back to our example…notice that Kim didn’t offer you a huge resource like, “The A to Z Guide to Conquering Facebook Marketing.”

Instead she solves a very specific problem – how to make the most of Facebook Live.

This is also a great example because it’s sooo timely. Live streaming video is a HUGE deal right now for marketers and Facebook Live is the newest player to throw their hat into the live-streaming ring.

This is exactly the kind of problem people in her audience want solved. She can do it in a relatively short amount of time and leave people wanting more Kim! That’s how this is supposed to work!

2. Make your email lead magnet closely related to your business to generate quality leads

Don’t give away something unrelated to your business. You’ll be building a worthless email list. Give away something that your know your target market will drool over. That will build you a quality email list that converts.

For example, if you’re a startup offering the latest cutting edge solution to eliminate muffin top fat, don’t make your lead magnet a sweepstakes to win a 70” flat screen TV.

You’ll likely end up with a lot of email addresses, but virtually no one who is going to buy anything from you. They entered the contest because they’re interested in a TV, not what you’re selling.

In this example, it would be better to give away short guide about how to eat healthy and get enough exercise to lose weight.

You get their email address. They get a free guide that offers value. You get to showcase your expertise. And, assuming your email marketing doesn’t suck, some of these leads will buy what you’re selling! Yup, it’s just that easy.

For you visual learners, this process would look like this:

collect email addresses with Twitter infographic 1

How to Keep Your Email Lead Magnet Getting Seen on Twitter…For Free

Now that we have the lead magnet in place and have tweeted it out, now what?

Well, you’re going to have to keep getting that offer in front of new people – and here are two ways to do it:

1. Set up recurring Tweets with your lead magnet offer

There are many tools you can use to set up Tweet out your lead magnet offer in set intervals forever. Our two favorite are Post Planner and Social Oomph.

As long as your lead magnet is still relevant, you should be tweeting it out.

The frequency will vary according to how much you tweet normally. If you tweet once a day, it would make sense to automatically tweet your offer once a week. If you’re much more active – and our tweet activity data says you should be – you can set it up to go out much more often, even multiple times a day.

2. Pin your lead magnet Tweet to the top of your profile

One of the most effective ways to get your lead magnet offer is to pin it. If you’re not sure what a pinned Tweet is, check out this video from our CEO, Mike Kawula, or read the accompanying article.

Let’s take another look at the Social Quant lead magnet example we use to capture email addresses.

If you’re wondering why I used an example of a Tweet that’s a year old, good for you – very observant. You may have also been wondering how on Earth I even found that particular Tweet.

I didn’t scroll through a year’s worth of Tweets – that’s for sure. I found it because it’s pinned to the top of our profile.

But it hasn’t been our pinned Tweet for the entire year. In fact, we switch it out quite frequently when we want to promote something else for a while. We then come back to this as a default for our pinned Tweet.

Here’s a quick hack on how we can easily find this – or any – Tweet to repin it later. If you hover over the date of a Tweet, you’ll notice it’s a clickable hyperlink. Click it.

Twitter Marketing Build Email List Pinned Tweet 1

This will bring up the Tweet like a pop-up, and that page has it’s own unique URL.

Capture Emails with Pinned Tweet 2

Copy that URL and put in somewhere you can find again, paste it into a browser to pull up the Tweet and pin it again.

I suggest creating a simple spreadsheet in Excel or a Google doc to store a library of pinned Tweets you can go back to any time you like.

The reason it’s better to keep repinning the older tweets is because they’ve already gathered a lot of social proof.

We could easily duplicate the Tweet and pin it again, but why lose all that juice it’s already gathered? People will be much more likely to notice and pay attention to the number of engagements than the date of the Tweet.

Capture Email Addresses with Twitter

Keeping a lead magnet pinned to the top of your profile and Tweeting it out frequently is going to bring you results – and the better your offer and presentation, the more you email addresses you’ll be able to capture.

Also, actively growing your Twitter account is a great way to get fresh eyes on your profile. The first time a new follower checks out your profile is your best opportunity to convert on that lead magnet.

Wrapping Up

Using lead magnets to collect email addresses on Twitter is a process that takes time to set up. But if you you do this right – with an evergreen offer and automated posting – you will have a well-oiled machine to capture email addresses running 24/7 on Twitter.

Now, all that’s left is for you to get out there and do it to it. Good luck and happy hunting for those email addresses!

how to capture email addresses with twitter infographic

Author David Boutin

David is the Social Quant content Gatekeeper AND Keymaster, as well as a customer relations specialist.Follow and Connect with David on Twitter. 

More posts by David Boutin