What is Twitter marketing?
The practice of selling your brand and any associated goods or services on Twitter is known as Twitter marketing. The process of creating and publishing content on the platform entails a tried-and-true social media marketing strategy. When using Twitter for marketing, you must post the appropriate Tweets at the appropriate times to draw in the appropriate audience.
Twitter marketing strategy:
1. Audit your Twitter account
- Hashtag performance
- Individual Tweet performance
- Individual Twitter audience
2. Find your Twitter voice
Audiences on Twitter are looking for brands that Tweet authentically and stay true to their voice. It can be easy to jump on the latest trends to appeal to the masses on Twitter. But don’t do this at the expense of losing your brand voice. Your Twitter presence can be more playful and casual than LinkedIn or Facebook. However, it should still be authentic and consistent with your brand voice as a whole.
Innocent Drinks has nailed its brand voice on Twitter. Going through the brand’s feed, you can immediately see the brand’s persona shine through. The brand voice is fun, friendly, honest, and approachable. It sometimes comes across as somewhat naïve, or you could say “innocent”–just like the brand.
Adding value to your Twitter content is very similar to adding value to other marketing content. You should always keep your buyer personas in mind because the key to creating successful inbound content is to make your readers feel like you're speaking directly to them.
When thinking about adding value on social, try asking yourself if your tweets advance an idea, entertain, or educate the audience. Without any of those three things, your content is likely to fall flat. Additionally, remind yourself that the purpose of Twitter is to connect and spark conversations.
3. Use Twitter hashtags and trends
Hashtags are a great way to expose your brand to new audiences who may be interested in what you have to say. They’re particularly effective for connecting your brand with what’s happening on Twitter. In fact, hashtags can increase message association by 18% and brand awareness by 8%. What’s more, is that brands saw a 3% lift in purchase intent by using hashtags to connect their brand with what’s happening on Twitter.
Hashtags are an easy and common way to spread your content, but you want to be careful about how many you use. Too many hashtags and your business may come across as spammy -- or like you're trying to steal attention. To put it simply: don't overuse hashtags. Stick with one or two relevant hashtags per tweet.
You should also be doing hashtag research if you want to get more eyes on your content. See which hashtags your audience is already using when talking about your brand, and then adopt them yourself.
One excellent example is the #RebuildTheWorld hashtag campaign from LEGO. LEGO used the campaign to inspire people to unleash their creativity. Additionally, it helped to showcase the virtually endless possibilities that LEGO play offers.
Within the first four days of launching the campaign, there were nearly 100,000 Posts using the hashtag. Not only that but there was a 35% lift in positive sentiment for LEGO-branded keywords. First launched in 2019, the #RebuildTheWorld campaign is now an annual event.
4. Utilize Twitter ads
Using paid ads on Twitter is a great way to reach your audience in a more direct way than waiting for organic reach. Promoted Tweets can expand your reach more quickly.
They allow people to discover your profile, even if they don’t follow your brand or hashtags. When you use a promoted Tweet, your Tweets show up on the timelines of people who share interests with your audience.
You pay a monthly fee as long as you want the promoted Tweet to stay up. Users can interact with promoted Tweets in the same way they interact with organic content. The only difference is that promoted Tweets are labeled, so users transparently know it’s a paid ad.
5. Find out when to Tweet
At the same time, Twitter moves so fast that something you Tweeted 30 minutes ago may very well be invisible to your followers. This makes it crucial to post at a time when your followers are most likely to see and engage with your Tweet. This would allow the Twitter algorithm to prioritize your Tweets and display them to an even bigger audience.
Sprout’s study on the best time to post on Twitter revealed that 9 a.m. on Mondays, Tuesdays, Wednesdays, Fridays, and Saturdays are the best time to post on Twitter. That’s not to say Thursdays and Sundays are not good days to post; engagements on those days are not as high relative to the other days of the week or are sporadic.
Social listening can allow you to create the type of content your followers actually want, come up with new ideas based on industry trends, improve your customer experience by interacting directly with customers, and shift your strategy to fit your audience's needs.
6. Schedule Tweets ahead of time
The right Tweet posted at the right time has the potential to generate massive engagement and virality. But you can’t possibly wait for your audience to be active every time you send out a Tweet.
Intentionally scheduling your Tweets ahead of time to makes publishing more efficient.
Knowing the right time to Tweet makes scheduling a consistent flow of Tweets much more manageable. It’s important to be as consistent as possible on Twitter. Best practices recommend Tweeting at least once per day.
Some brands Tweet up to 15 times per day to stay in front of their audience. Best practices can differ across industries. It depends on your resources and social media strategy to determine how frequently you can create and publish new content on Twitter.
7. Engage with your Twitter followers
Twitter is all about creating a two-way channel of communication with your audience. It’s important to create content that encourages your audience to engage with your Tweets. A lot of businesses use Twitter as a way to field support questions.
Meanwhile, you need to make sure that you’re engaging with people who are Tweeting about your brand individually. If someone mentions your brand or responds to a Tweet, make sure you’re responding to their message in a timely fashion.
8. Set measurable Twitter goals
Your Twitter marketing strategy needs measurable goals that will keep your plan on track. Instead of publishing Tweets and hoping for the best, set goals and objectives for Twitter. These goals should help your business meet its overall marketing goals. Goals for Twitter can include:
- Building an engaged following to increase brand awareness
- Generating leads by directing traffic to an offer or email list
- Increasing traffic to your website by posting links to blog content
- Building brand loyalty by providing excellent customer service on Twitter
- Networking with influencers and industry thought leaders to create more connections.
CONCLUSION;
A solid Twitter marketing strategy gives you leverage in a competitive market. It helps you stand apart from the crowd while keeping your audience engaged. More importantly, it enables you to stay top of mind for your audience.
Use the steps outlined above to get started with Twitter marketing. And make sure to invest in a robust social media management platform like Sprout to make your job more efficient. Request a personalized demo to see how Sprout can help.
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