The Complete Guide to Twitter Marketing for Business
Twitter marketing is a powerful tool for attaining your business objectives. Learn what it takes to develop a successful Twitter marketing plan.
Twitter should be a component of your marketing strategy because it has over 145 million daily active users. It’s the fifth most popular social media platform, and it’s a treasure mine of customer data and prospects for growing your business, driving sales, and gaining admirers.
However, with 500 million tweets made every day, you must be strategic and intelligent to capture (and keep) the attention of your audience.
Are you afraid of this fast-paced network? We’ve got everything you’ll need to build and implement a successful Twitter marketing campaign.
What is the best way to establish a Twitter marketing strategy?
When it comes to social media, you should always have a strategy in mind, and Twitter is no exception. The key to success is understanding how the platform operates and how it fits into your broader social media strategy.
So, how do you get started with your Twitter marketing strategy? The elements of a strong foundation are listed below.
Examine your financial records
Is your company already on Twitter, and if so, do you have multiple accounts? The first step should be to keep track of all existing accounts and who on your team is responsible for them.
Once you’ve compiled your list, go over each account in detail. Gather information such as:
What is the frequency of this account’s tweets?
What is the level of engagement?
What is the number of followers it has?
These stats can be seen in Twitter Analytics or Hootsuite Reports.
Existing accounts should also be checked for brand compliance. Is your Twitter handle the same as the one you use for your other social media accounts? Are your bio and profile image consistent with your brand? Is it possible that someone forgot to update your header image after your 2017 Holiday Campaign, and now it’s promoting an offer that’s several years old?
It’s a lot of data, but we’ve created a template for doing a social media audit to help you get started.
You’ll have a benchmark for your Twitter performance once you’ve examined your existing accounts. This will assist you in the next stage of your approach, which is goal-setting.
Determine your objectives
Having defined, quantifiable goals is the first step toward success on any social media site. You won’t be able to tell if your strategy is helping your company grow until you know what you’re aiming to accomplish.
You want to set SMART goals, which are defined as specific, measurable, achievable, relevant, and time-bound. So “getting viral” isn’t an option. These objectives should be aligned with your top-level business objectives and broken down into measurable success indicators.
For example, you might wish to increase the number of visitors to your website. Make a SMART goal out of it by striving to raise your average click-through rate. You can utilise your Twitter audit’s baseline click-through rate to create a precise objective that you can achieve in a reasonable amount of time (say, an increase from 1.5 percent to 2.5 percent in three months).
Look into the competition
Isn’t performing a good job enough of a reward? Sure, why not? However, admit it: you want to leave your competitors in the dust.
So don’t forget to check out your industry’s competitors’ Twitter profiles. Analyzing their social media can help you improve your own by highlighting flaws or gaps in their plan, as well as methods to set yourself apart.
Even if only one person is in charge of your Twitter account, you should appoint a backup team member to ensure that there are no coverage gaps.
Ascertain that everyone understands their responsibilities. If different team members are attempting to respond to the same tweets and providing redundant or inconsistent answers, too much coverage might cause problems. For giving defined roles and responsibilities, a social media management platform like Hootsuite might be useful.
Make some guidelines
To make your communications clear and consistent, you’ll need a social media style guide. Guidelines also aid in the onboarding of new team members and the prevention of social media missteps and errors.
Your social media standards should be shared with everyone on your team and may incorporate components from your entire brand style guide, such as tone and audience information.
However, it should be tailored to how you use social media platforms, including Twitter, and include details such as:
What are branded hashtags, and how do you utilise them?
How do you utilise emojis and where do you use them?
The best way to format links
On Twitter, every form of conversation—good, terrible, and strange—happens, so you should be prepared for everything. Because criticism is unavoidable, especially as your account expands, you should prepare for trolls and how to handle a public relations issue. Remember that having those resources and not needing them is preferable to the other way around.