Twitter is the fifth most popular social media with more than 145 million active users every day. It is a gold mine for opportunities and gaining customer insights; hence it should be a part of your marketing strategy to drive sales and build a strong brand.
80% of all Twitter users have mentioned at least one brand name in their tweet, and an average Twitter user follows five businesses making Twitter a compelling platform for business owners. But 500 million tweets are made every day, and you must know how to stand out. For different businesses, it can mean other things across the various industries that exist within Twitter.
You need to take steps that help you improve your audience’s experience online. Promote your service and product in a way that motivates people to purchase. To help you achieve success and leverage the power of Twitter for business purposes, we have created this guide that will help you elevate your business to the next level.
Effective Marketing through Twitter
A marketing strategy is a foundation for the success of your business, and you must have one for Twitter. The time and effort you put into your Twitter marketing strategy are well worth it as it will serve as the backbone of your operation. Much like any other social media strategy, it’s oriented around the content you distribute, create, and publish to get follower engagement. If your business already has good objectives, then Twitter is an outlet that can help you achieve those goals. In addition, the content you create should encourage new leads, attract followers and grow brand recognition. Here’s how you create a strong marketing strategy for Twitter:
Audit your Accounts
If you run an organization that already has an existing Twitter account or more than one account, the first step would be to document all the existing accounts and the team members responsible for said accounts.
Upon listing all of them, conduct a comprehensive review of all the accounts and collect these data:
What’s the rate of engagement?
How often are tweets made from the account?
How many followers does it have?
Twitter analytics will provide you with most of the information.
In addition, audit brand compliance for existing Twitter accounts and make sure that your Twitter handle is similar to other social media accounts that your business has. Here’s a checklist of things to be wary of:
Your profile picture needs to be on-brand
The bio needs to be relevant to the brand
The header image needs to be up-to-date
Research your Competition
You can utilize Twitter to see what your competitors are doing in terms of marketing content and strategic undertaking. It will help you inform your strategy. See what the things they do that are implementable to your own business are. Check their customer service and find other relevant research ideas. Some businesses also opt to buy Twitter followers at cheap rates when they first start. Through the methodology of reverse engineering your competitor’s business strategy, you will be able to modify the sophisticated strategy that will help you succeed.
Keep up on Best Practices
It is a continuous step similar to auditing. Therefore, you need to keep up with the best practices as Twitter goes through various changes, which will keep your engagement and impressions high.
Know your Audience
In every aspect of marketing, your business personas should be considered; it is especially true for social media. When you first create your business strategy and create unique content, have a description of your personas within your mind. What are you interested in? What are you trying to reach? Will this content grab their attention?
Twitter For Business
Since we have discussed the tactics of building a Twitter marketing strategy now, it is time to explore the several necessary steps that one needs to follow to further leverage Twitter’s utilities for one’s company.
Make a Profile that Stands Out
Set yourself up for success and customize your profile. You don’t want people turning away from your Twitter profile because it seems unprofessional and cluttered with useless information.
Uploading compelling images for both your profile picture and banner is a must. Logos are commonly used for profile pictures in Twitter business accounts, but the banner is where you can get a little more creative.
When you are starting out with Twitter and need a handle, it seems obvious that the company name and the handle need to be similar, but what if it’s taken?
If you face an issue such as this, you can add a CTA at the beginning of the company name. For example, if your company name is “TechGround” and the handle is taken, then consider “@GetTechGround” or “@ChooseTechGround.” You can also add “HQ” at the end of the handle instead.
Make your Content Valuable
Consider three things when making content:
First, does your tweet advance an idea?
Does it entertain?
Does it educate the audience?
Without having the audience’s persona in mind and asking these questions, your content might fall flat. The main business purpose of Twitter and almost any social media is to connect and create engagement for the customers. Adding value to your Twitter posts is like adding value to the marketing content that you advertise.
Tweets that have images get 150% more retweets, so it’s a good idea to start mixing up your content with relevant photos and videos. You need to ensure that you are keeping things balanced and not posting images 24/7.
When you have goals set into place, you can measure the performance quite easily. When you have goals set, it’s also easier to determine whether your strategies are working or not and if they can help you get to the place you need to be.
You can use Twitter analytics to measure results located on the drop-down menu as you click your profile at the top right corner of the Twitter dashboard. Focus less on vanity metrics like follower count and impressions as they look great on paper but may not always help you meet your business goals.
More important is knowing how many people have clicked on the link you included in the tweet and how many people are engaging with you from your audience pool. This way, you get a firmer grasp of the situation and which content is more popular with your audience, translating to the highest leads.