Twitter is a social platform for sharing one’s views. People can open account with Twitter and broadcast their views in the form of short messages. These messages are popularly known as Tweets. And these tweets are the building block of Twitter marketing which is a tool every business that is serious with reaching more people not ignore.
Twitter is an online social networking site that allows its users to write 140-character messages (tweets). By choosing to follow the tweets sent out by other users, a feed of tweets is automatically created on your home page, which displays all followed tweets with the newest tweets at the top. It provides an excellent mechanism for any business, whether online or offline to keep its audience informed about relevant developments and to keep track of industry news and trends.
The registered users can write and publish their Tweets. The unregistered users can only see others’ Tweets and read them. The people who follow you can see your Tweets in their list called Twitter Stream or feed. It is not necessary to follow back a person who is following you.
Tapping Twitter Marketing Potentials
Twitter has a massive audience which is good for marketing. Twitter was launched in July of 2006 and by 2012, it had already grown to over 100 million users. By 2015, it had surged to 500 million users, making it one of the largest social media sites on the Web. Twitter gives businesses a medium of communication with a plethora of potential clients because most of you customer and prospects are already on twitter.com.
Twitter is accessible by multiple means, including direct website interface, SMS messaging, and numerous mobile apps. In just a minute or two, a user can tweet from virtually anywhere on the planet using nearly any web-connected device in existence.
Twitter visitors often visit Twitter out of the motivation to know what is happening in the world overall or with respect to a particular subject or topic. With hundreds of millions of users and over 500 million Tweets being sent each day, there is a great opportunity for businesses to reach a global audience of new and existing customers through Twitter.
Conversations on Twitter are just like the face-to-face encounters you have with customers each day. Most of tweets on twitter are thoughtful and intellectually appealing. Unlike some other, social media platform e.g. Facebook, twitter is not a place of gossip. You will get serious leads from twitter if you run things well. Qaulity content helps you attract new followers and keep them engaged over time, building awareness of your brand, and asserting yourself or brand as an authority in your industry or niche.
What is Twitter Marketing?
Twitter marketing is a plan centered around creating, publishing, and distributing content for your buyer personas, audience, and followers through the twitter social media platform. The goal of this type of marketing is to attract new followers and leads, boost conversions, improve brand recognition, and increase sales.
Twitter marketing has become a complicated channel for even the savviest social marketers. Twitter has gone from a place for people to share their every thought into a powerful marketing platform that lets brands speak to their audience in real-time. With over 321 million monthly active users, it’s easy to see why companies keep using Twitter after all of this time.
Like every other social media platform, finding marketing success on Twitter takes strategic planning and intentionality to stand out and keep your audience engaged.
Let’s talk about the best ways to use Twitter to market your business, engage with your audience and use the platform to meet your overall social media goals.
Usually, it may seem like the only way to use Twitter is just to show up and start Tweeting. While you do want to be prepared with plenty of content, there are some strategies that successful businesses use to stand out on the platform and use it to their advantage.
Before I continue, lets look at things you need to know about marketing on twitter
- Tweets are public by default but can be restricted to followers only if desired.
- Twitter Lists allow you to follow many people rather than just individuals.
- Posts can be grouped together according to topic underneath a hashtag affixed to a word/phrase.
- To mention/reply to specific users, you enter the @ sign followed by their username.
- The retweet button allows you to share others’ tweets on your own feed.
- You can click the like button on individual tweets.
- Trending topics are popular subjects based on hashtag volume, indicated on the Twitter sidebar and homepage
How Marketers Grow and Leverage Their Twitter Following
Twitter can be used as both a short and long-term sales tool. Between laying the foundation for brand awareness and directly generating sales, the social platform is a worthwhile investment when executed well. Here are some starting points and best practices for maximizing your Twitter following:
- Tweet out industry news and promote compelling thoughts to help establish your business as an topical expert.
- Embed hyperlinks into tweets to increase views and engagement among followers.
- Send direct messages (DMs) to followers, offering promotional deals, alerting them of new product releases, or giving away free samples.
- Use as a customer support medium, thanking them for positive tweets and suggesting solutions when they send you negative tweets.
- Gain insights into your target market by seeing which products and services related to your industry are trending nationally or locally.
- Promote blog and informational content
Twitter Marketing Strategy
Every twitter marketing activity you perform, from tweeting and texting to cold-calling, should be done for the sole purpose of accomplishing your brand’s end goals. You should have a regular rotation and creation of compelling content that will be discoverable and interesting to the people with related business interests and goals using the approaches already mentioned above. But wait a bit.
What Should I Share on Twitter?
Many of the questions you should be asking yourself when deciding on what to share on Twitter that will resonate with your target audience are going to seem obvious −
- What industries or niche am I targeting?
- Who would needs whatever value I am providing?
- What are their demographics?
- What key terms are they searching to find solution to their problems?
- Are my customers/clients/community members restricted to a certain geolocation?
Many marketers employ the 80/20 principle when engaging on twitter. 80% of your Tweets should focus on driving interactions with your followers, such as Retweets, replies, and likes. Once you build some rapport, you can mix it with 20% of your remaining in direct offers or promotions that get followers to take actions, such as clicking on a link or making a purchase from your website.
Knowing Performance of Tweets
It is advisable for you to be in the know of how your followers react to your content. Certain tools allow you to track who unfollows you on Twitter. With unfollowstats.com for example, you can opt to receive daily digests on how people are interacting with you on Twitter, including follows and unfollows. UnfollowerStats is a third party Twitter App to help you find your twitter unfollowers and see your follow/unfollow stats. Easily manage your followers, catch your nonfollowers and unfollowers. You may not know the exact reason someone unfollowed you, but you may be able to gain insight into the cause.
No matter what social-sharing platform you’re using, it should offer data on how your Tweets are performing. Both Buffer and Hootsuite provide ways to see a quick snapshot of how the Tweets are performing.
Building Your Brand on Twitter
If you want real success on Twitter and you want to build your brand on Twitter, there are a few key pointers to follow
- Use your brand name as your Twitter name and username. It may seem obvious, but it needs to be over-emphasized.
- If branding a company is your topmost priority, use your logo as your Twitter profile photo.
- Listen carefully! You should Tweet 10 to 20 times a day to keep your brand name in the Twitter stream.
- Schedule the Tweets that have links to valuable content and complement that with 10 or so personalized Tweets where you are interacting with other Twitter users.
- Reply to Everything! Really, everything.
- Learn to give. To build a strong brand on Twitter you will need to give back as much as you get. Share content from your tweets, retweet, and favorite relevant content.
- Follow at least two new people a day.
- Follow back anyone who followed you. It’s the best way to keep the followers! Click on Followers and then follow anyone in your stream that you are not connected with.
Boosting Business Credibility on Twitter
Your username affects perceptions of the credibility of your message. Research shows that messages coming from topical usernames (PsychologyForSelling, AllTechnology) received a higher credibility rating than traditional names (Alex_Peter), and much higher than internet names (tenacious25, crazydog31).
Here are some tips on credibility boosting −
- Whatever you write in the Bio section of your profile, should reflect your ideas and Tweets that you share. Remember that unfollowing someone is easier than to follow someone.
- Always use a headshot (unless you’re a branded business) of yourself, and try to smile as it helps to convey your personality more.
- Non-standard grammar is the greatest hampering factor in credibility on Twitter. If you want to be seen as credible, avoid wrtng msgs with shrtr wrds or fewr letrs.
- People hate being spammed or sold to. Provide real value to your followers by giving away great free content.
- Answer questions. Write articles. Share videos. Retweet other people’s content that is relevant to your market place. Your followers will recognize your Tweets as valuable and useful to them, and will be much more likely to keep track of your Tweets in the future.
- Find the other authorities within your niche or related niches and become twitter friends with them. Then become real friends with them. Interacting with the other authorities means you can retweet their content, keep up-to-date with the current trends and paves the way for joint ventures etc.
Incorporate Twitter Into Your Overall Social Media Content Strategy
Twitter is one of the social media marketing platform and should not be neglected. As much as you use other social media platform for your marketing, ensure that twitter is incorporated into you’re your social media content strategy. With Sprout social, there is no more stress in managing all your social media profiles for one brand.
Conclusion on Twitter Marketing
Start marketing on Twitter. Twitter is a powerful marketing tool and social media platform any business can take advantage of. It has the ability to help you direct more traffic to your website, improve brand awareness, engage your audience, create personal relationships with your followers and customers, boost conversions, and increase your sales. So, consider the Twitter for business tactics as well as the marketing tips and tricks mentioned above and get started sharing content on Twitter to help you grow your business today.