With 328 million monthly active users and 157 million daily active users, Twitter can be a great social media marketing opportunity. Aside from the volume, it is relatively easy to engage with followers on the platform. This may, of course, lower the quality of leads compared to other social networks, but if you are playing the numbers game, it is a good place to start. If you are setting up a Twitter account for your business success or just need fresh information to improve your Twitter marketing strategy, here are some key elements that will help:
Twitter Marketing Elements
The look of your Twitter profile and the content in it will set the first impression about your brand. To get started, make sure you have the following in your profile:
First-time and regular visitors should see a great design that reflects your brand.
Given the 160-character limit, make your bio concise but descriptive. Include your top two or three keywords.
Your brand logo is not the best option when using Twitter for business (unless your brand is already well-recognized). Users prefer to see the person behind the profile (no poor selfie shots of you on holiday), and a blank default egg profile just screams untrustworthy.
When people decide to follow you, they will see your most recent tweets. Check your latest 20 tweets at least and make sure these tweets reflect your engagement with your current followers.
Here are some tips to make your tweets more engaging:
• Content: You can tweet questions, add your own insight when tweeting links, and make at least 30-40% of your tweets are replies to your followers.
• Timing: The exact best time to tweet varies. You can start by testing some general times that seem to work. Roll out the same tweet at two different times of the day. Adjust by a hour and repeat the test. You may be surprised what works best for your audience.
• Images: Stats show that tweets with images drive more engagement than those without. Twitter gives you the option to upload up to 4 images at once (the ideal image size for tweets is 1024 x 512 pixels). It has also been proved that including large amounts of blue in your images increases CTR.
Hashtag (#keyword) is one of the most popular features of Twitter. You can see a list of the top 10 trending hashtags on the right sidebar of your homepage, but be aware that this is not directed at your target audience. You can choose to show worldwide trends or country-specific trends.
When tweeting with a popular hashtag, anyone who follows that hashtag will see your tweets. For your tweets to rank higher in search results, you should use hashtags that are relevant both to your tweets and your business success in general (1-3 hashtags per tweet). We love Twitter marketing tools like Hashtagify, Hootsuite, RiteTag, and HashIt to find relevant tags and research the search volume of those tags. Never make the common mistake of adding your company name or making up a hashtag. If it has no search volume, you just wasted space. Hashtags are SEO, so treat them the same as you would keywords.
When getting followers, make sure to get those who are interested in your industry. Look for people with a high follower rate and low following count. Their audience is engaged, and they are likely to be a thought leader.
Also, make sure to add your Twitter link to everything - website, blog, email newsletter, and your other social profiles - so that people who use these platforms can easily find your Twitter account. A great practice is to add a retweet button to each blog post you have (with your Twitter account put in it, which will show up when your visitors share your post to their followers).
Direct messages (DMs) are a great way to connect with followers. For your first DM to new followers, do not pitch a product or service right away. Simply thank them for following you and ask them what they would want to know from you on Twitter. As much as possible, try to personalize each DM you send and reply personally to those who respond. Remember to note who direct messages you (after you send your first DM) and what their message is about.
When utilizing Twitter for business, here are the things that will help you set up your social listening strategy:
You can search any tweets that include a particular keyword. By searching for keywords in tweets that are essential to your business success, you can spot who needs a piece of information that you have on your website and, in turn, connect with those people. If you want to get more detailed search results, you can use the advanced Twitter search which can help you find out who is tweeting a particular keyword or where they are tweeting from.
You can add up to 500 users to particular lists, which is a great way to monitor thought leaders in your industry. Follow those users to find out the most important topics for them, retweet their posts, and respond to their tweets. Through the feature, you can also segment your Twitter following based on keywords in their bio, latest updates, location, etc.
Joining these chats regularly will increase the number of your active followers, as well as the traffic to your website (assuming your content is relevant to the topic of the chat). Twitter chats are powerful because its participants are the ones who enjoy actively engaging. They use it to interact and not just to consume and share content. They are the people who will reply to your tweets and retweet your content.
A great start is to look for chats related to your industry. If there is none yet, you can start your own. During chats, make an effort to reply to other chatters and follow up the new connections you make. Also, do not forget to create a list for each Twitter chat you are part of and add all the participants to that list. Even when the chat is over, you should still be building a relationship with them.
Plan ahead for holidays and special events (at least three or two weeks before), so that you can create high-quality content and take advantage of trending hashtags and topics. You can also carry out a real-time Twitter marketing strategy by following the trending hashtags on the day of the event.
Aside from planning ahead for events, you should also set a posting schedule that details what and when you are going to tweet. The most common mistake is tweeting links to a particular blog post only once. Through pre-setting your tweeting schedule, you can tweak your tweets to promote a particular piece of content multiple times and ensure that as many people as possible will see it.
Helpful Tools for Twitter Marketing
Marketing on Twitter does take a lot of time and effort. Fortunately, there are tools that can help you do the work more efficiently. Some of those tools are as follows:
Bitly is a social media management platform that lets you shorten links and share them across all your social media marketing channels. Since Bitly links are way shorter than the actual links, you will be able to maximize the now 280-character limit for tweets. Also, Bitly has link analytics that can help you gather audience intelligence and measure campaign performance.
Buffer is a social media management platform that lets you schedule your posts, and track the performance of your content. You can use it to make your tweets spread throughout the day instead of posting them all at once. Through its analytics feature, you will discover which of your tweets click to your audience and when your tweets get the most action.
Using Hootsuite, you can schedule posts, curate great content, measure the impact of your social media marketing efforts through its analytics feature, follow relevant topics, improve teamwork with its flexible assignment and approval workflows, launch contests and campaigns, and protect your brand from risks while you do all these. When using the tool for Twitter, you can set up multiple tabs with 10 columns to monitor your mentions, DMs, searches, and lists.
Paper.li is a social media management tool that enables you to curate pieces of content and share them wherever you want. The tool lets you curate tweets in a newspaper-style format, which can be automatically shared on your Twitter account daily. It is specifically useful for collecting your followers’ top tweets, as well as names on a particular Twitter list and of those who mentioned a certain hashtag.
SocialOomph’s free version lets you schedule tweets, track keywords, view mentions and retweets, and connect five Twitter accounts. If you choose to upgrade to the professional version, you will enjoy additional features including tweet via email, manage DM spam and unlimited Twitter accounts.
Triberr is an influencer marketing platform that enables content creators to get more shares through joining “tribes.” As a member, you can plug your RSS feed for other members to be able to tweet each new post you make. You can also tweet other members’ posts manually or automatically.
To sum it all up, maximizing Twitter for business is not just about promoting your content, products, or services — it is more about interacting with your followers on the platform. As you build and nurture your relationship with active Twitter followers, your Twitter marketing strategy will yield a desirable result. Establish first a following, and then you have a base to sell to or direct somewhere.