The most comprehensive introduction and overview of the social media channel that is Twitter in marketing today.
Here we focus on why a Twitter Marketing Strategy can support your business growth, brand reputation and offer customer connections and feedback.
Twitter is a 'microblogging' system that allows you to send and receive short posts called tweets. Tweets can be up to 140 characters long and can include links to relevant websites and resources. Twitter users follow other users. If you follow someone you can see their tweets in your Twitter 'timeline’.
A Twitter marketing strategy is a plan centred around creating, publishing, and distributing content for your buyer personas, audience, and followers through the social media platform.
Did you know people are 31% more likely to remember a piece of information they saw on Twitter than while browsing online? With 330 million monthly active users, using Twitter for marketing your business would be a very smart decision. Twitter marketing has proved to be a great tool for marketing, especially for small businesses looking to target local customers.
If leveraged strategically, Twitter can help you engage with your customers, increase your reach, grow your brand, and generate qualified leads.
No matter the type of business you are running, B2C or B2B - you can always use Twitter to find your target audience and make meaningful connections with them. These connections help you create a base of loyal customers.
You should always approach social media with a plan of action, and Twitter is no different. Understanding how the platform works and how it fits in your overall social media strategy is the key to success.
Getting started with Twitter is simple, you just need an email address or mobile phone number to register a personal or business account, then follow the steps to get started with the setup process.
So where do you start when creating your Twitter marketing strategy? We’ve outlined the components of a successful foundation below.
Does your company already have an existing Twitter account, or maybe more than one? Your first step should be documenting all existing accounts, and which team member has been responsible for them. Once you have your list, conduct a thorough review of all accounts. Collect information like:
Twitter Analytics or Hootsuite Reports can provide you with these metrics.
Success on any social media platform begins with having clear, measurable goals. There’s no way to know if your strategy is having a positive impact on your business unless you understand what you’re trying to achieve. You want to create SMART goals: Specific, Measurable, Attainable, Relevant and Time-bound.
Isn’t doing a great job its own reward? Well, sure. But admit it— you also want to leave your rivals in the dust. So don’t forget to review the Twitter accounts for your industry competitors. Analysing their social media can help you refine your own, by revealing weaknesses or gaps in their strategy, and ways that you can distinguish yourself.
You need to ensure your accounts are monitored and active, and that someone is replying to direct messages and mentions. Twitter conversations move fast, so it’s noticeable to your followers if you’re not checking in regularly, and a failure to be responsive and timely will damage your brand.
Your profile plays a crucial role in people’s decision-making process. One look at your profile and the audience will decide whether they are interested or not! Hence, ensure that you are taking some time out to complete your Twitter profile.
If you want people to follow you, you'll have to start following them first. Having said that, you don’t have to follow every other person you come across on Twitter. Follow those who are a part of your business community and can add some value to you. So, start with following the right people. Eventually, they’ll start following you, especially if they are your customers and know your brand well.
Twitter is a great platform for sharing interesting information.
Hence, tweet blog links, images, videos and quotes that your audience will enjoy. While creating so much content can eat up your time, content curation is a great way to keep your tweets going with the best content possible. Visuals are a must to get people’s attention, so add them in your tweets whenever possible. But don't forget to optimise social media images for Twitter.
A conversation on Twitter is just like having a face-to-face meeting with your customers every day. Also, keep a track of what other people are doing on Twitter – how are they leveraging Twitter for business? What are they tweeting about? What time are they tweeting? How are people responding to their tweets? Experiment with your Twitter marketing strategy based on these observations. Your main focus should be on driving interactions with your followers with re-tweets, replies, mentions and favourites.
Hashtags are a great way for people to find you. For instance, if a certain hashtag is trending on Twitter, you can include the hashtag in your tweet and use its popularity to your advantage. However, ensure that the hashtag is relevant to your tweet and brand. On the other hand, when you use tweets with trending hashtags, they can be seen by anyone on Twitter. If a person searches for that specific hashtag, they will be able to see your tweet. Hashtags help your tweets perform better.
If you want to reap the benefits of Twitter marketing, it’s imperative that you tweet often. The more you tweet, the more engagement you will see. So, you must tweet at least three times a day - in the morning, in the afternoon, and in the evening. Also, it is found that tweeting at 5 PM is the best time to get more re-tweets. On the other hand, tweeting between 12 PM and 6 PM will get you the highest CTR (Click Through Rate), especially at the end of a working day.
Twitter Lists helps you declutter your account and organise better. It allows you to sort users into various categories. You can create lists such as influencers, partners, affiliates, local community and other topics relevant to you. Twitter List works as a directory that curates your feed.
TweetDeck is one of the best free Twitter marketing tools that has been designed in a way where you can use it for an individual or sign up as a team/ agency as well. You can also schedule/ create as well as analyze your tweets through TweetDeck.
Commun.it is a Twitter marketing tool that makes it easy for you to thank your followers. Also, it allows you to schedule your content, provides you with in-depth analytics, provides shareable reports and helps you engage better with leads.
Twitter advertising is an opportunity for your brand to promote its products and reach new users who might be interested in what your brand offers.
Considering there are many ultra-simple Twitter ad formats and no minimum advertising budget, now is a great time to consider running your first Twitter ad.
Twitter Ads campaigns help you reach your marketing goals - whether that's building awareness, driving consideration, or delivering conversions.
Types of Twitter ads
There are several types of Twitter ads to choose from to help your brand’s goals and fit your social media marketing strategy.
Promoted Ads are ordinary Tweets purchased by advertisers who want to reach a wider group of users or spark engagement from their existing followers.
All Promoted Ads are clearly labelled as "Promoted" when an advertiser is paying for their placement on Twitter. In every other respect, Promoted Ads are just like regular Tweets and can be retweeted, replied to, liked, and more.
Follower Ads suggest Twitter accounts that people don't currently follow and may find interesting. They help introduce a wider variety of accounts people may enjoy. Follower Ads are the result of creating a followers campaign.
A Promoted Trend is an exclusive, high-impact 24-hour takeover of the top Trends list on Twitter and the Explore tab on mobile — where people go to see what’s happening in real-time.
Trends are complemented by media-forward Companion Tweets that appear in the Home Timeline, which together help maximize awareness and conversation around a certain topic, launch, or event.
Think of Promoted Moments as Twitter story ads. Twitter Moments can be created on a desktop, and are basically a curated collection of similar Tweets that tell a story. This format means your brand can also share Twitter story ads that are longer than 280 characters.
If you’re new to Twitter advertising, not sure how much to spend, or have a very small team with limited time, consider trying Twitter Promote Mode. Your brand Tweets as it usually would, then Twitter Promote Mode automatically promotes your Tweets and your brand’s profile.
Twitter calls Twitter Promote Mode an “always on advertising solution.” Basically, the first 10 Tweets your brand creates each day are added to a Promoted Tweets campaign and your selected audience is targeted. Twitter Promote Mode also runs a Promoted Account campaign.
You can start your business advertising setup today via the Business Twitter Account - this will need to be connected to a Twitter Profile account.
If you’ve never used Twitter ads before, you’ll need to set up an account. Just log into your Twitter account, then head to ads.Twitter.com. Enter your country and time zone, then click Let’s go
Decide what you want to achieve with your Twitter ads. The campaign objective you choose determines which engagement types and actions you’ll pay for. Your options are Awareness, Consideration and Conversion. Review and consider wisely.
For your first Twitter ads campaign, you’ll probably want to stick to one ad group. But as you get more comfortable with Twitter ads, split up your campaign into categories to target different audiences, use different creative, or test different budgets and timing.
The targeting options help you choose the right audience for your ad and maximize your budget.
You’ll start with demographic targeting. Define your audience by gender, age, location, language, location and technology.
On the right side of the screen, you’ll choose where you want your ad to display. Once you’ve made your selection, click Next. All information is autosaved and no commitment is set until you are safe and happy with what you have set up.
Finally, review all the options you’ve selected. Click Launch campaign to launch your ad. You have now started a Twitter advertising campaign. The next project is reporting your ROI.
Tracking your brand’s Twitter analytics is an important part of any business’s social media strategy. That’s because Twitter analytics provide key insights into how your audience engages with your content, what content performs best, and whether your brand’s social media strategy is working.
If you’re not using Twitter analytics already, you’re missing out on key Twitter insights that could help you refine your strategy and maximise ROI.
What are Twitter analytics?
Twitter analytics is a built-in data-tracking platform that shows you insights specific to your Twitter account and activity. It’s much like Facebook analytics, Instagram analytics or Google analytics, using graphs and reports to show important metrics.
Since 2014, Twitter analytics has been available for all accounts, from business accounts with huge followings to personal accounts with followers in the double-digits.
Using Twitter analytics for business helps brands make data-driven decisions about their social media strategy. Armed with data, brands can optimise Twitter campaigns to get better results and more followers.
Twitter metrics that matter
If you’re not sure how to start tracking Twitter analytics, here are important metrics to begin tracking.
Twitter analytics is a powerful tool for any social media marketer. Make sure you go beyond the basics to get an edge on your competitors
Use this tool to get a good idea of who your Twitter followers are, to identify who your top followers are, and to track new influencers who could help grow your brand. SocialRank also lets you compare your overlapping followers across two different social media accounts and find your competitors’ top followers.
This Twitter analytics tool relies on social intelligence from Union Metrics to give brands a snapshot of how tweets are performing. As well as Twitter analytics reports, use this tool to search your hashtags, links, and keywords.
Twitter analytics tools don’t have to be for tweet and video performance only. You can also get data on hashtags. TrackMyHashtag can help your brand download data on a branded hashtag you created, track your competitors’ keywords and hashtags, and more.
Keyhole provides hashtag analytics and keyword tracking, but is also a great Twitter analytics tool. Keyhole also compiles social media reports, analytics and mentions.
Master the art of Twitter marketing and advertising with a Twitter Flight School Certification, a free and regulated academy from Twitter that helps turn the novice into a tweeting expert.