At first glance, it may seem like the only way to use Twitter is just to show up and start Tweeting. While you want to be prepared with plenty of content, there are some strategies that successful businesses use to stand out on the platform and use it to their advantage. Let’s dive into some Twitter marketing tips that any brand can use to make the most out of the platform.
Audit Your Accounts
Does your organization already have an existing Twitter account, or maybe it has more than one? Your first step should be to document all existing accounts, and which team members have been responsible for them. You have to collect information like How often does this account tweet? What is its engagement rate? How many followers does it have? Once you’ve audited your existing accounts, you’ll have a baseline for your Twitter performance. This will help to inform the next stage of your strategy: Setting goals!
Set Performance Goals
Success on any social media platform begins when there are clear and 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 would want to create SMART goals that are attainable, relevant, and time-bound. These goals should align with your high-level business objectives and be broken down into measurable indicators of success.
Keep an Eye on the Competition
Don’t forget to review the Twitter accounts of your competitors. Analyzing their social media presence and activities can help you refine your own. By revealing the gaps in their strategies, you can make yourself stand out.
Assign Team Roles
There is a need to ensure that accounts are monitored, and someone is actively responding to messages, mentions, and retweets. Twitter conversations move fast, so it’s noticeable to your followers if you’re not checking in regularly. A failure to be responsive and timely will damage the image’s brand.
Make sure everyone is clear on their responsibilities and has specific assignments that will not overlap with one another.
Create Social Media Guidelines
Create a social media style guide to keep your communications clear and consistent. Guidelines also help you onboard new team members and prevent mishaps and mistakes on social media marketing. The guidelines should be shared with everyone on the social media team channel for proper dissemination of information. Organize properly the elements needed for the overall brand style guide, such as instructions on messaging tone and the creatives.
Make a Social Media Content Calendar
Planning the content takes a little bit of time, but ultimately saves effort and stress later. A Social Media Content Calendar is useful to align the content you’re posting on all the social channels and spot possible gaps and conflicts that can be addressed. It also helps to plan ahead and seize opportunities for timely or interesting content.
Evaluate the Performance
Regularly evaluate the performance of your marketing strategies and check the progress based on the SMART goals you have set.
Reach Out to People When they are Most Receptive
Make sure tweets are seen by the right audience at the right time. Strategically boost specific Tweets with Twitter Ads to give content the initial momentum it needs to get noticed and shared. This doesn’t mean putting a lot of money behind every post or promoting specific posts over a long period. Instead, monitor analytics to look for posts that already have higher levels of engagement, and give them a little extra boost.
Leverage Different Twitter Campaign Types
Not all campaign types tend to fit all clients. It is important to choose the appropriate campaign which matches the goal and then measure appropriately. Twitter Ads offers many different campaign types catered to your client’s needs. Make sure to choose the one that is the best fit for their goals.
For example, women’s shoe brand, Tieks, used a Tweet to raise money for women entrepreneurs. They donated money for each retweet and likes they saw on the Tweet. This strategy encourages community engagement, while also raising funds for a cause.
Use Different Types of Twitter Content
Similarly, there is no one-size-fits-all for what type of content will perform best. While video and GIFs, short Tweets, and one to two hashtags are all considered best practices, it is key to take a data-driven approach when determining a content strategy for your clients. Analyze which Tweets perform the best for your client’s KPIs, and then continue to tweak and try to replicate that success with new content.
Use Twitter Hashtags and Trends
Hashtags are a feature on every social platform, but Twitter gave birth to them! They remain a valuable tool to boost your engagement and discoverability on the platform. Understanding how to use hashtags on Twitter will make your content more impactful and help you reach new audiences who share your interests. Find the right hashtags.
Use hashtags that make sense for your industry and niche. Checking out what hashtags are popular among your competitors can provide insight. Create a branded hashtag. There is always a hashtag that is unique to your business, which can be used to collect and organize content about your brand. They’re ideal for promoting campaigns and finding user content. For example, the hashtag #FollowFriday is used by people each Friday while uploading their content. It is not just limited to personal use but also used by businesses to generate more followers and drive more traffic.
Incorporate Twitter into Overall Social Media Content Strategy
Build a solid social media content strategy that allows you to visualize what you’re looking for from each of your social media profiles. Large organizations especially may find themselves with a different team managing each social network. Your Twitter social media strategy should align with other overall social media platforms. It’s a great idea to use a social media management platform, that lets you collaborate across teams and create standards that everyone managing social media can follow.
Your Twitter engagement rate can go through the roof if you apply the right strategies to the accounts. All you have to do is make sure that you follow them consistently!