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.

THREAD: 10 significant lies you've been told about marketing:

On email marketing, ads, and referrals.

"Send a welcome email immediately after signup"

Don't. People will reflexively discard it as spam.

Instead, delay your welcome email by 15-45 mins.

The delay removes the subscriber's mental connection between signup —> your email, bypassing the reflex to ignore.

More opens.

"Only highlight your best product reviews"

Imperfect reviews can generate MORE sales than 5-star ones.

When a review weighs cons versus pros yet concludes the product was worth purchasing anyway, people see it's authentic & REAL.

So don't bury slightly negative reviews.

"You have to send a newsletter every week"

Most newsletters shouldn't be sent weekly.

High cadences force newsletter writers to rush and publish lower quality information.

Instead, consider only sending when you truly have value to add.

"Your startup needs a great referral program"

The referral programs that grew Airbnb & Dropbox don't work for most companies.

Instead, find your *social loop*:

E.g. An eCom pet store should get dog owners to post photos of their dogs on IG w/ you tagged.

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

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 get users to use your app 👇

Most SaaS apps lose 95% of new users within 90 days. That's insane.

They tend to lose those users during onboarding—when a first impression is made.

Here's how to avoid this.

After reading this thread, you'll know how to welcome users into your product in a way that motivates them into being lifelong customers.

Here's the 80/20 on onboarding:

Start by visualizing your user's journey toward experiencing value from your product—this is the reason users sought you out.

Then:

• Identify the obstacles that come up along the way
• Address those obstacles in your onboarding flow

How to identify obstacles:

Some obstacles will be known to you. They're onboarding steps that:

• Require a lot of work
• Are boring

Record these.

Other obstacles are hidden. To find them, observe users using your product:

• For SaaS apps: Record users' in-app activity using Hotjar
• For physical goods: Run a study. Watch customers use your product

User behavior reveals the NONobvious broken paths taken in onboarding

We found 6 startups that are growing way faster than everyone else.

We figured out their unconventional growth tactics.

This thread walks you through how to repeat them for yourself.

1/6 Experiment with timing.

Here's a clever example:

@brooklinen "leaked" a time-bounded discount and had one of their *best* revenue days of the year.

Great startups experiment not only with copy/creative, but also framing.

2/6 Get people to FEEL the problem your startup solves.

Here’s how Muzzle (notification hiding tool) uses their site to visualize the problem:

• Shows cringey notifications
• Makes them super vulgar
• Points out how Muzzle puts an end to this during Zoom calls

3/6 Poach potential customers from competitors:

• Create landing pages that compare you against them
• Address customers' biggest objections
• Show your product in action

Then, when people search for you versus your competitors, you'll show up on the Google results page.

4/6 Improve your attribution.

It's often unclear what drives a purchase.

So try this:

• Add a post-purchase survey asking customers how they found you
• Remove friction—limit choices. Make it super easy to quickly select the right one

Attribution helps you double down.

The solution to postmodernism and relativism, explained in a series of tweets. See 🧵🧵🧵beginning below.

1. Since all tyrannies are based on dogmas, that is, on fundamental statements of absolute fact, and since all dogmas are based on lies, it behooves us first to seek for truth, and freedom will not be far away. And the truth is ... that we know nothing.

2. Objectively speaking, we know nothing at all. Any system of intellectual thought--whether it be science, logic, religion, or philosophy--is based on certain fundamental ideas or axioms which are assumed, but which cannot be
proved. This is the grave of all positivism.

3. We assume, but we do not KNOW (objectively speaking), that there is a real and objective world outside our own minds. Ultimately, we do not know what we are, or what
the world is.

4. Further, if there is a real world apart from ourselves, we
cannot know what that is; all we can know is what we perceive and theorize it to be.

1. This is "Hollie The Card".

She's a Doctor, Physician, PhD, MA, Clinical Psychologist, Hospital Consultant, PTSD consultant, Long Covid Consultant.

(Thread)

2. Although sometimes she’s also an AUTHOR and English Academic.

3. A Hospital Consultant and ex Gymnast.

(Pinterest public profile)

4. A Physician, Doctor, or hospital consultant.

A “Hospital Consultant”, would probably mean a senior doctor, in the UK at least.

5. Hollie changes her Twitter picture and bio so often, it’s hard to keep up with her qualifications.

A guide for ambitious teenagers who want to grow

This thread contains guidance related to:
• Twitter Networking
• Avoiding Naive bBlunders
• Growing on Twitter
• And anything I could tell advise you like an elder brother

Thread Continued

No one is perfect from the beginning. Self development is a journey.

I made almost all of the mistakes I've mentioned further in the thread

1/

Be patient when you reach out people (especially the ones with more than 1k followers) on Twitter

You may not get reply for couple of days. This happens cuz the person has many DMs pending and is left with no bandwidth to reply

2/

So don't be like "???" or "will you reply???"

Be more generous in the approach. Follow up more politely with sentences like "looking forward to your reply"

3/

Whenever you send a Cold DM, keep the message short and precise.

@palakzat and @SumneshSalodkar guided me in the right direction with this

Merry Christmas! How’s your Christmas going? Here is a collection of random tweets from Indian Twitter that will do India proud. Thread 👇1/n

The run up to Christmas started with Chavhanke running his Christmas special series on conversions. 2/n

A few days before Christmas, a ‘dharmic’ influencer started a campaign about whether Hindus should celebrate Christmas. 3/n

Right-wing blog OpIndia meanwhile thought it was an opportune time to dig out a 10+ year old video of Zakir Naik on Christmas greetings. 4/n

No Christmas is complete without Indology enlightening his followers. In fact he does it every year on Christmas. 5/n