So, you are wondering how to use Twitter for marketing. Twitter is an incredible tool for increasing brand awareness, keeping up with trends, and engaging with your audience. This article will explain how to utilize Twitter for business marketing through establishing a strong profile, developing content guidelines and goals, and interacting with users.
Twitter Marketing Strategy
Twitter is an obvious choice for many marketers, especially given that there are about 62.55 million Twitter users. But generating content to connect with viewers isn’t as straightforward as it might sound. Just like any other content marketing strategy, developing a strong Twitter brand presence takes a strong and thoughtful strategy based on creating, publishing, and circulating content for followers and target audiences. It is important to choose the right social media content for your business.
Establish Your Profile
In order to establish your brand on Twitter, you must first understand who you want your profile to reach and the purpose you want to serve. To do this, you must begin by examining your target audience. Look into how your target consumer currently interacts with Twitter to lead you in an efficient direction for your marketing strategy. Understanding your audience’s wants and needs will make the process of Twitter content creation even more effective.
Check Out Your Competitors
Check out the Twitter presence of your competitor. Dive deep into their post frequency, user engagement, tone of voice, and profile design to see what is working for them. You can use tools like Advanced Web Ranking, Phlanx or Buzzsumo to make developing a competitor analysis even easier. By understanding what your target audience wants from Twitter and what they are currently getting from competitors, it will be much easier to establish your niche and differentiate your profile.
Create or Clean Up Your Profile
The next aspect of your profile can be developed by creating your actual Twitter account. If you already have a company Twitter page, use Twitter Analytics to audit and see how your account is performing. From there, focus on creating a professional and consistent brand presence. This can be done by making an intuitive handle that is as close as possible to your brand’s name. The more straightforward, the better. Any unnecessary numbers, letters, or characters will make it more difficult for users to find.
Next, you can establish your brand name as your profile name. From there, create a dynamic bio. The bio section allows for 160 characters and is best used to give an overview of who your brand is and what you do. This should be simple so viewers understand the context of your tweets. Including a link to your website will increase website traffic and allow Twitter users to seamlessly transition into your domain.
Add Profile and Header Photos
Twitter allows for a 1500 x 1500 px header image to add to your profile. This is a great way to make your profile eye-catching and visually interesting. When picking a header image, chose something relevant to your brand but also an image that will be intriguing to your target audience.
Lastly, your business profile picture should be consistent with your current branding strategy. A user should be able to view solely your profile picture and understand which business it belongs to. This will help increase your brand awareness and build recognition. Make sure all images fit the required dimensions and are high resolution to maintain professionalism.
How to Use Twitter for Business Marketing
Knowing how to use your platform for business marketing is an essential aspect of your Twitter marketing strategy. Making some guidelines and ground rules for your Twitter profile will allow for brand consistency, even if multiple employees are working on Twitter at the same time.
Create a Twitter Brand Guide
To begin your Twitter brand guide, outline the expectations of the page. Beginning with the tone, make sure that the style of writing is regulated throughout tweets and replies. An easy way of doing this is setting up simple Q&As so team members are aware of what proper tweet responses would look like. It is easy to spread information quickly on Twitter, so being able to speak consistently and directly to customers will allow your company to participate in the online conversation around your brand. Get specific and include information on how your company should be using elements like hashtags, emojis, and retweets to reinforce the overall brand image.
A strong Twitter brand guide also includes preparation for negativity and internet trolling, so having prepared responses is vital. All of these elements, including your stylistic choices of images, gifs, and videos will establish your company’s personality on Twitter.
Create a Content Calendar
The next step is to create a content (or editorial) calendar. After researching the needs of your target audience and understanding your content creation process, choose a posting schedule, and stick to it. A social media content calendar allows you to prepare your content ahead of time, connect it with all social media channels, and easily get their content approved.
This is a great way to stay ahead of trends, holidays, and anything else that comes up by planning ahead. This will also help avoid typos and fact-checking. A content calendar makes it easy to see the type of content you are publishing side by side before it goes on the internet to make sure everything is up to your visual aesthetic and the content is being properly executed. This is also a great way to plan ahead when posts will be published in order to take advantage of popular posting times.
Keep Your Goals in Mind
When developing your Twitter marketing strategy, keep your goals in mind. These goals should be easily measurable, realistic, and specific. This way, instead of just throwing out tweets, there is a more clear path toward profile growth and strength. Goals can include generating more leads, increasing website traffic, or increasing brand awareness through reaching a certain number of new followers.
After these goals have been established, create a schedule to look back, reflect, and adapt these goals on a consistent basis. Measuring these metrics where you will be able to see what is working and what is not throughout your entire Twitter marketing strategy. These goals will also help align the other aspects of your strategy such as your profile development and content creation.
Engage with Other Users
The best way to attract and maintain an online community is to keep your audience engaged. This can be done in quite a few ways. One example is to use twitter polls. A poll can easily be taken by viewers and lets them directly interact with your account.
The best way to increase engagement is by developing stronger connections with the people who are replying to your tweets. Enter the conversation by responding back to them, retweeting, and tagging. Asking questions in tweets is an especially simple way to open dialogue and collecting responses from users. This helps begin a conversation and open up your viewership to a larger audience.
Hashtags are an incredibly popular way to engage with Twitter users. They can vastly widen your audience by helping more people discover your profile. The key is not overusing them. Only use hashtags when they are specific and relevant to your content. These are an easy way to identify and keep up with trends.
Creating a branded hashtag is also another way to bring attention to your business. Specific brand hashtags are great for collecting all content focused around your brand and makes it easy to identify user-generated content. Interacting with media published by a customer about your brand holds significant influence for other viewers and helps build trust in the minds of consumers.
Keep your audiences interested by using visuals in your tweets. Gifs are a great asset as they are eye-catching, load quickly on mobile devices, and are user-friendly. Similarly, videos are best used on Twitter when they are kept short. This is due to the quick and easily digestible nature of the platform. Try mixing up the type of content posted in order to maintain user attention.
Try Twitter Ads
Another aspect of a Twitter marketing strategy is to utilize Twitter advertisements. Twitter makes this easy by allowing for promoted tweets to reach audiences outside of your current scope. The only difference in the tweet is labeled as promoted. But otherwise, these tweets naturally flow in a user’s feed without them previously following your profile. These are extremely subtle, cost-effective and highly customizable. Making content beneficial to the audience by providing education or entertainment instead of just product information makes ads more memorable and strengths the chances of followers hitting the “follow” button. Additionally, promoted accounts appear in the “who to follow” section of users.
The Twitter Ads page simplifies the entire ad campaign process by allowing companies to pick strategies that target areas they want to focus on such as awareness, website clicks/conversions, followers or tweet engagements. This helps define the metrics to measure the success of individual tweets. It will help you see what is working for your audience and what can be approved.
Start Your Twitter Marketing Strategy
Combining all of these elements will help develop a strong social Twitter marketing strategy. It will also allow your business to create a strong Twitter presence. For help with your business’s Twitter marketing strategy, contact SEO Design Chicago today!