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NOV 2019

PINNED TWEET PLAYBOOK

SCIENCE OF A PINNED TWEET HOW TO PIN A TWEET

In 2014, Twitter rebuilt the profile view. One
beautiful change stood above the rest: Pinned
Tweets.
A pinned tweet stays static on the top of your
profile, and when visitors hit your page, the pinned
tweet is the first thing they see (regardless of when
you originally tweeted it).
Pinning a tweet is simple…
1. Go to your Twitter profile.
2. Find the tweet you want to pin.
3. Tap the (chevron) down arrow at the top
right of the tweet.
4. Select “Pin to your profile”
5. Visit your profile to double-check visibility.

A pinned tweet is prime real estate on Not pinning the right tweet sends it into
the lightning-fast social network that is the abyss that is ‘previous tweets.’
Twitter.
Twitter, as we said on the left, is “lightning-fast”
and many tweets will forever be lost. There are
plenty of users that tweet tens to hundreds of times
Businesses, marketers, and everyone else have
each day.
been trying to figure out how to effectively utilize it
since its launch.
With tweet volume incredibly high, new followers
may have a difficult time figuring out who you are
As time passed, people started to realize how their
and what your tweets are about.
pinned tweet was able to jump-start engagements,
improve likes and retweets, and gain new
Timing is everything. If a user visits your profile at
followers.
the wrong time, your tweets may be more or less
interesting. Of course, everyone would love to
Social proof has a big impact on the decisions we
believe their all of tweets are masterpieces, but this
make. Whether it’s buying a new product or
simply isn’t the case.
retweeting a tweet because 50 other tweeters did.
On average, the tweets in my feed will bring in
On Twitter, social proof is more than just your
around 500-1,000 impressions in a day and then
follower count. Tweets that have been liked and
cease to exist - unless they grow in popularity.
retweeted several times motivates others to do the
However, my pinned tweet can easily see 10-20
same. Pinning a content that already has a decent
times the impressions and engagements of normal
amount of engagement can propel the tweet to new
tweets.
heights.

TWEET-TWEET
‘PINNED’ TACTICS
Most people assume they’re limited to their own
tweets when pinning tweets, but they’d be wrong.
If you want to share content from others or from a
separate account, the quote tweet feature is going
to become your new best friend, After you’ve quote
tweeted and added your two cents, follow the
instructions from page one to pin the tweet like
normal.
Mastering the basics behind pinned tweets and
quote tweets shouldn’t take long at all (and by this
point, you’ve probably already mastered both).
The basics set-up you up for interlinking strategies,
cross-selling, and promotion systemization – all of
which we will be going over in this guide.
All the best content, links, and questions can be
somehow connected to your pinned tweet to
ensure that little money-making birdies don’t break
a wing.
NOV 2019
INTERLINKING STRATEGIES
There are multiple styles and techniques you can
use to interlinking tweets. Ultimately, they all
involve making a “thread” of tweets. I can try to
explain interlinking tweets to you all day, but it
would be much easier to show you the different
types.
Interlinking tweets keeps your best
material close to home by creating a
thread linked to your pinned tweet. You
can easily find these strategies on the
profiles of other Twitter users.
Pinned tweets are normally used to promote the
most popular content of a user or to sell new
followers on an idea/product/service.
Let’s dive into my own tweets for examples. All of
these tweets were pinned to my page at some
point…
The Simple Sales Pitch: Within the contents of a
simple sales pitch you need to address, the title,
cost, and benefits of the offer in the first tweet.
The tweet that follows can be testimonials/results,
and the final tweet should link to taking immediate
action. You can also combine the second and third
tweet to get to the point faster.
The longer your simple pitch is, the lower your
retention rate.
The Long-Form Sales Pitch: If you’ve read my free
digital download on copywriting, you will know that
long-form copy can be extremely beneficial for
sales/sign-ups.
The Simple Sales Pitch: Within the contents of a simple sales pitch you need to address the title, cost, and
benefits of the offer in the first tweet.

The tweet that follows can be testimonials/results, and the final tweet should link to taking immediate action.
You can also combine the second and third tweet to get to the point faster.

The longer your simple pitch is, the lower your retention rate.

You will notice that almost everyone with 10,000+ followers stick to the SSP strategy because it’s easy, they
sell their most valuable product, and everyone knows what they do. However, to create long-term success and
higher conversion rates, you should grow from this strategy.

The Long-Form Sales Pitch: This pitch is perfect for products/services that may take a little convincing.

If you’ve read my free digital download on copywriting, you will know that long-form copy can be extremely
beneficial for sales/sign-ups.

In the first tweet (or first few tweets), you can explain all the features and benefits of your item. I recommend
doing so in sound-bite size statements.

After you’ve done an adequate job of promoting your main product/service, you can then link to any similar
items that are less expensive or easier to understand for new users (see lead magnets & tripwires).

Finally, you can keep stoking the fire with more valuable information. You’ll notice I added a lot of informational
material for the growth, use, and benefits of being on the Pinterest platform.

At the end of the thread you can continue to add more information, such as testimonials, relevant links, and
affiliate sign-ups for people to help move your product or refer new business.

The Interlinked Sales Pitch: Before you jump to this step, you might want to try your hand at the simple or long-
form sales pitch, however, you don’t have to listen to everything I say either. Interlinking tweets can be a pain
and doing them in the right order can be more difficult.

Be sure to study my example and look for other examples around Twitter.

Interlinking sales pitches are when quote tweets really come in handy. You can use all your previous content to
promote current material.

The first tweet of the ISP strategy should be the same as a simple sales pitch, but then things get complicated.

What each tweet should be:

Tweet 1: Title, cost, and benefits of your offer.

Tweet 2: Quote tweet linked to threads of more information or relevant links/channels.

Tweet 3: Quote tweet linked to free content (such as a blog or email list) or testimonials

Tweet 4: Quote tweet linked to sweetening the deal, private groups, or special offers.

Tweet 5+: You can continue to stack whatever you think is necessary for this pinned tweet thread.
The Interlinked Promotion Pitch: As you grow to new heights and increase the size of your content library, the
IPP strategy may be a better decision for you. IPP is used to create hype around your brand and product
releases.

Moving from a sub-market niche to a generalized niche is rough, so keeping all your promotions, deals,
freebies, and valuable tweets linked to the pinned tweet is vital.

With the launch of my new website, chiefonline.io, I knew I had to level up my promotional material. Since then
I’ve been brainstorming and crafting new ways to lead every person looking for specific answers to the right
place. In the end, I formatted my website exactly like the pinned tweet – making my pinned tweet less valuable.

True success with IPP comes with a promotional video. On average, videos get 1,200% more shares than text
+ image, and the human brain can process visuals 60,000 times faster than text.

A short video that gets the point across = money.

A major key to creating a successful (and reusable) IPP is making it as clean and simple as possible. You want
the first tweet to be ‘evergreen’ or never-changing tweet. Every tweet that follows should answer frequently
asked questions, dismiss fears, or offer a solution.

I recommend using GIFs and <10 second videos on tweets where it makes sense to increase your
engagement and retention rates.

For my next IPP, I’ve created a secondary Twitter account (@chiefonlineio) where I plan to further develop this
strategy. As of now, both of my Twitter account are rocking a SSP.

*The linked example is still in its infancy (created Sep 30, 2019). I am just beginning to crack into the IPP
strategy, so I am still learning as I go.
CROSS-SELLING

Coming soon…
PROMOTION SYSTEMIZATION (OPTIMIZE & AUTOMATE)

Coming soon…
RETWEET’D AGAIN?

Congratulations!

You’ve created your first pinned tweet – so what’s next?

Put the champagne back in the liquor cooler because you aren’t done (you aren’t ever really done…).

The benefits of self-retweets for marketing are numerous…

A few times each day you need to RT your pinned tweet or the tweets linked to your pinned tweet.

Every time you retweet your masterpiece you add a little bit more exposure to a piece of content, and you don’t
have to stick with only your pinned tweet either. Generally, you will want to circulate your best stuff as much as
possible. The entire thread will be displayed each time a new user clicks/taps to view it.

There are people who advocate tweeting out the same piece of content at a later date, but recreating your
pinned tweet is a hassle and you may end up losing followers by creating lengthy threads every day. By
retweeting, you won’t have to worry about the repercussions of posting the same content multiple times.

You get an engagement and traffic spike with the press of a button. What wonderful times we live in.

A rule to remember in advertising is “The Seven Times Factor.” It sates that a customer needs to see an ad (or
marketing piece) an average of seven times before they choose to buy. Research even shows that you need to
be presented with the ad seven times before you notice it.

There is something called an ‘Advertising Response Function’ that seeks to answer the likelihood of a person
being influenced to make a decision after a certain amount of exposures. It’s theorized that there is a threshold
at which ads have zero effect, a saturation point where they have a negative effect, and a sweet spot
somewhere in the middle.

An article passed around several newspapers as far back as 1859 states this:

“The first time a man sees an advertisement, he takes no notice of it; the second time he looks at the name; the
third time he looks at the price; the fourth time he reads it; the fifth time he speaks of it to his wife; the sixth time he
buys.”

– Weekly Constitutionalist (Augusta, Georgia) June 1, 1859