How to create a Twitter marketing strategy for your brand?
In today’s digital world, where everyone seems to be talking about social media, it’s easy to forget that people still don’t use Facebook, Instagram, or Snapchat. For those businesses that want to reach customers beyond traditional channels like TV or print ads, Twitter is one of the best options.
With over 140 million monthly active users, Twitter is the fifth most visited site in the United States. And while many marketers think of Twitter as just another place to post promotional messages, it offers a lot more value than that.
If you’re looking for ways to increase your online presence, engage with potential clients, and gain insight into how consumers behave, Twitter is a great option. In fact, according to HubSpot research, nearly half of B2C companies say that Twitter is essential to their overall marketing strategy.
Being a Twitter-savvy marketer requires understanding how people use Twitter and what makes them engage with brands. You must know what works best for your target audience and how to make your tweets stand out.
AUDITING YOUR ACCOUNT
Twitter recently announced it would begin auditing accounts suspected of being fake, spammy, or abusing the platform. This includes accounts that violate the rules around impersonation, harassment, or promoting hate speech. If you’re worried about your account falling into one of those categories, you’ll want to take action now.
The first step is to document all existing accounts. You can create a spreadsheet with each account name, username, profile picture, bio, description, and date created. Then, use the following steps for auditing every single account.
- Check out the “Account Activity” section of your settings. You’ll see a timeline showing how many people follow, retweet, reply, mention, or favorite your tweets.
- Review the number of followers and friends for each account. A healthy ratio is anywhere from 10 to 20 followers per friend.
- Look at the activity history for each account. Accounts that haven’t tweeted in months could be inactive, or they might just be waiting for something big to happen.
- Take note of the most recent tweet for each account. Is there anything suspicious about it? For example, if someone suddenly starts tweeting about politics, it could indicate that they’ve changed their account’s purpose.
- Finally, check out your account’s “Settings & Privacy” section. Here, you’ll find options for changing your display name, avatar, cover photo, location, language, and privacy level. Make sure everything looks good.
SET YOUR GOALS
Social media platform success starts with clear, measurable, attainable goals. This includes knowing why you are doing it, how much effort you are willing to put in, and what you hope to accomplish. If you don’t set goals, you’ll never know whether your efforts are working.
There’s no way to know whether your strategy significantly affects your business unless you know what you’re trying to do. And there’s no way to measure the effectiveness of your marketing campaigns without clearly defining what you want to achieve.
So “going viral” doesn’t count. Your goal, like increasing sales or driving traffic to your site, must be specific.
These goals should align with your overall business objectives and be divided up into measurable indicators of success—for example, increased web traffic, leads, or conversions.
KNOW THE COMPETITION
The best way to learn about what your competitors are up to is to check out their social media profiles. You might find some interesting insights into how they’re approaching their marketing efforts. For example, you could see whether they’ve been active on Facebook lately or posting regularly on Instagram.
You’ll also want to look at their Twitter profile. Are there any tweets that stand out? Do they use hashtags frequently? If so, what does that tell you about their brand identity? What do they post about most often? These are just a few questions to ask yourself while reviewing their account.
Once you know what they’re saying, you can start thinking about how you can differentiate yourself. You could offer better customer support. Or you could provide a unique product or service. You can use those differences to set yourself apart from the crowd.
Twitter’s 140-character limit makes it easy for people to communicate quickly and often without thinking about what they say. However, it also makes it difficult for brands to manage their social media presence effectively. A single tweet could go viral, but it won’t do much good if nobody monitors it.
In addition to having a designated manager, each individual involved in managing a Twitter account needs to understand how their role fits into the overall strategy. For example, if a brand wants to promote a product launch, it might assign the task to a marketing specialist while another employee handles customer support issues. This way, both teams know exactly what they’re supposed to be doing, and there aren’t any surprises.
Social media style guides are helpful because they provide consistency across platforms. They also help you onboard new employees and avoid mishaps and mistakes on social networks. An excellent social media style guide includes branding standards, like your tone and detail about your audience and specifics about how you use social accounts.
Branding standards may include things like branded hashtags, emojis, and link formatting. If you want to ensure your brand stays true to itself while being accessible to new audiences, you should consider creating a social media style guide.
WHAT IMPACT ARE YOU GIVING?
Social media platforms like Facebook and Twitter offer a wealth of information about how people interact with your brand online. You can use it to measure your success, understand what works best, and improve your campaigns.
But while many marketers know that measuring social media activity is essential, few do it well. To truly understand how your social media activities affect your bottom line, you need to collect and analyze data that measures the effectiveness of your campaign. This includes things like:
- How often do people engage with your posts
- What types of posts generate the most interactions
- Which demographics are interacting with your posts
- Where your audience lives
- And much more.
Twitter is much more than just a place where people talk about themselves. There are many ways to market on Twitter, including advertising, promotions, contests, etc. The above-shared tips would be constructive for you in creating an innovative and successful brand strategy for your business on Twitter.