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Twitter Marketing Guide

In terms of setting up a successful social media marketing campaign, a Twitter page is essential for businesses looking for a way to directly communicate with a broad audience. Although Twitter does not have as much traffic as Facebook, there are over 316 million monthly active users with a large young demographic. It also provides an easy way to gain followers and engage with people before they even become a friend on the website. The page is simple to set up and you can begin to grow a real following the more time you set aside to engage with customers and focus on marketing strategies. Twitter is fast-paced and offers a unique way to reach people that can be simple and efficient in sharing information. It is a social media platform that lends itself to networking, branding and managing your company’s reputation. It offers a lot of opportunities for communication instead of just broadcasting content as you might with other types of social media. The important part of marketing on a platform like Twitter is interaction with customers and building more active followers who become loyal to your brand.

Setting Up Your Twitter

For companies new to Twitter, the first step is to look into the best ways to reach customers by researching your competition. Look for Twitter pages by similar companies or brands that have already established themselves on the website and know how to use it to their advantage. Even checking out much bigger brands can be helpful because as long as they are in the same industry you can find out what strategies they use to get a good response. See what kind of information they share, how they set up their Twitter profile or how they create the most popular posts. This will give you a good starting point and you can tailor their ideas to what will best suit your business. You can start setting up your profile so that it establishes your brand and is visually appealing. Including a profile photo and background image is important because a generic Twitter page is less interesting and won’t reflect well on your company. The profile photo can be your company logo if it is relatively recognizable although sometimes including a picture of a person can be effective at getting people to engage. Your background photo can change periodically if you want it to include updated information such as special deals or promotions. Your bio should be very brief and concise but include enough info that people immediately understand who you are and what you do. You can also include a link to your website in the bio so that people can find out more about you if they are interested. Your profile will include your most recent tweets so it is helpful to get started with tweeting right away so that people have a reason to follow you.

What Type of Content to Post

What Type of Content to Post

Twitter limits the amount of characters you can type to 140 so it can be helpful to add on links to other pages, photos and videos so that you can communicate more information in one tweet. Every post should be unique so you can alternate between using media in your tweets, simply typing a quote or retweeting something interesting. Not every post has to have a link and you can actually get more engagement on your Twitter if you add value to every link by using them sparingly. Photos and video are essential to your tweets as they help to establish your brand and create a great visual appearance for people who are viewing your Twitter for the first time. Because it is a very fast-paced form of social media, your Twitter page can benefit from keeping things up to date with newsworthy items or recent articles related to your industry. Hashtags originated on Twitter and they still represent an important aspect of marketing and spreading the word to a wider audience. Some hashtags are more popular than others so it is a good idea to research hashtags to find one that is more likely to bring in new customers. Find the most popular hashtags related to your industry or the post you are writing and try to find out how relevant the tag is to make sure it isn’t too overused. Retweets can be a great way to showcase the positive things that customers are saying about you or to share another popular, interesting tweet related to what you do. They can be an easy way to keep your posts different every time so that they don’t become too repetitive.

Finding Your Followers

Once you have set up your Twitter page with the right profile and some effective tweets, you can begin thinking about how to find more followers to expand your audience. The best way to increase your fan base is by targeting the types of followers that you want so you will have a more engaged and interested group of people. Having a higher follower count can give you more credibility so you can start by following Twitter pages that will automatically follow back to get your count up. To get more meaningful interaction, however, you will need to find followers that are genuinely reacting to your content and are real customers of your company. You can target followers by sharing your Twitter link on other sites which are better established such as your company website, Facebook, blog or even through an email newsletter. You can send out an email to your customer list letting them know about your Twitter and asking them to follow you for updates. Reaching out to your existing customers and getting them on board with your Twitter page can help get the ball rolling so that more people interact with you on social media. Once you have people retweeting and tagging you on Twitter you can start to gain new followers and create more awareness about your brand.

Communicating With Customers

Communicating with Customers

There are a number of different ways to communicate with your followers using Twitter but one of the most useful can be direct messaging. This is another instance in which you should first research what direct messages should say and when to use them by looking through messages sent by those you follow. If you are following a business in the same industry as you, looking at their direct messages will help you understand the strategy of this type of communication. If direct messages seem like spam or are trying too hard to pitch a product then users might ignore or delete them. Direct messages should be more of an attempt to introduce yourself and create a real connection with people. Asking questions can be a great way to get people to be engaged and respond to your message. It can also be a practical way to understand your customer base if you ask them directly what they would like to see on your Twitter page. The messages should seem personal but when you have a lot of followers you can start using automation to message new followers and then write personally to them if they respond.

When using Twitter regularly, marketers can benefit from planning ahead instead of tweeting everything on the fly. You can set up a marketing calendar to figure out when to share special tweets around events happening for your company or important holidays. Themed tweets based on special events should be crafted ahead of time so that they are more effective and are better quality. Key tweets should take advantage of trending hashtags like holiday related tags and should be posted a few times periodically throughout the season. Coming up with tweet campaigns a few weeks in advance will give you time to create something distinctive that is more likely to get a strong response. Brainstorming tweet ideas can help you come up with some different approaches on how to communicate with users. Not every tweet has to broadcast information and many of them can be a chance to ask questions of customers and respond to them publicly to express your interest in their concerns. Communicating publicly with other twitter pages starts a conversation and presents an atmosphere of discussion rather than hard pitches for your brand. A good strategy for conversation would be to occasionally tweet questions to your followers and make about 30% of your tweets replies to other people. You can even add a question to your crafted content such as “what do you think of this blog post?” Conversational tweets usually lead to more engagement and higher activity on your Twitter page.

Reaching Goals through Twitter

As you learn to organize your tweets and get a better feel for what kind of content to post, you will learn the best schedule for tweeting and how many times to include certain content. Links to blog posts should always be tweeted more than once because some people may miss the first post. Over time you will begin to figure out the best hours of the day to tweet based on which posts get the most response and when followers are generally the most active. As you become more adept at using Twitter you can set goals or objectives that you want your company to reach through social media. This could be a certain number of followers, a higher level of engagement, generating more leads, networking through Twitter or using it to create more traffic on your website. As you continue marketing on Twitter you can keep track of your accomplishments and update your goals to be more specific such as generating 20 leads or keeping your response rate above 90 percent. Creating deadlines for your goals for weekly, biweekly or monthly objectives can help speed up the process of improving the reach of your Twitter page.

Using Analytics

Using Analytics

You can become more skilled at reaching specific goals by using helpful tools like Twitter analytics. This is an option that Twitter offers users so that they can see which of their tweets had the most engagement and what elements were used in the most popular of their tweets. When you log in to Twitter analytics, the home page will show you a 28 day summary of how many tweets you’ve posted, the number of impressions each post received, the number of visits to your profile, mentions, your current follower count, as well as how many tweets have linked to your page. In addition to the monthly summary, analytics also includes some highlights such as the top tweet, follower and media tweet. In the analytics menu you can click “tweets” to see closer reviews of your activity and you can also choose a different time period such as the previous month. Analytics includes graphs illustrating the number of engagements, retweets, likes and replies which will give you a good idea of which kinds of tweets are getting the highest response from your followers. Any spikes in your impressions will indicate a specific post that was more popular than the others. Analyzing the posts with the highest impressions will help you recreate those results more often.

As with any type of social media platform, it will take some time to get a good sense of how to create compelling content and what the best methods are for increasing interaction or expanding your following. Using Twitter to your advantage means investing some time, research and creativity to make sure that you are providing customers with what they want to see from your page. Social media sites like Twitter can be simple and easy to set up but it takes some practice and research to get the kind of response you want. Marketing with Twitter can be an essential part of a bigger social media campaign with the goal of increasing customer interest. Communicating with customers, creating conversations with them and listening to their needs is the optimal way to quickly improve your Twitter page and build a better reputation online. Twitter can become an important part of developing your brand and increasing visibility for your company.

If you need help setting up or managing your Twitter account a give us a call at 1-800-932-5421 or send us an email.