Your first steps in Twitter Marketing
Twitter is a social network where you can post anything and everything. There is no filter and no censoring, unlike other social networks. But with more than 215 million daily users and 500 million tweets send out to the world each day, Twitter is definitely a network every business should look in to!
“The qualities that make Twitter seem inane and half-baked are what makes it so powerful.” ― Jonathan Zittrain, Harvard Law professor.
This blog will help you get started with Twitter Marketing and give you some very useful sites to help you with your Twitter Campaigns.
Why Twitter Marketing?
If you have a business, it is important to market wherever you can. Twitter is a fast-paced social network, where everyone can share their views, promotions and personalities. A tweet has a 280 character limit, so your Tweets have to be clear, brief, convincing and/or interesting. People can like, comment and share your tweet. However it is different from Facebook or Instagram. People share tweets all the time, because the threshold for sharing something is much lower. Because of this, well-crafted tweets have a higher chance to reach more people with the same interests and it could even go viral.
How to create a Twitter Marketing Strategy
Like with any social network, you should always approach social media with a plan of action. Understanding how the network works, what you want to achieve and how it fits in your overall social media strategy are the key to success.
Building a targeted and effective Twitter marketing strategy is a multistep process. The first step involves creating buyer personas for your ideal customers. After that, it’s a good idea to do Twitter research to get to know how your target audience acts on the platform and what they’re interested in. Twitter Analytics is a useful tool to gain information about your audience. Some audiences are more active on Twitter than others. A good example of a very active audience/community on Twitter, is the gaming industry.
If you know your audience and know what they want, it is time to create a content calendar. Whilst creating your content calendar, you should consider the rule of thirds for a balanced mix of tweets: ⅓ of tweets promote your business, ⅓ share personal stories, and ⅓ are informative insights from experts or influencers. Posting, scheduling and keeping track of your content is easiest with Tweetdeck. This tool gives the user a clear overview of all your Twitter accounts. It also lets you schedule your tweets on your various Twitter pages.
Creating ads on Twitter is also very easy, and very efficient. Just use TwitterAds and you are good to go. In comparison with advertisements on Meta, Twitter is cheaper. You reach way more people or gain a lot more followers with the same amount of money. The interface for the targeting is clear and well-done, so you don’t need much experience to get started.
Measure the impact of your tweets
You can’t track your success unless you measure it. Keep track of certain key performance indicators (KPI’s) to see how well your posts are performing. You can use Twitter Analytics to see some of the results of your tweets. The data available to you can be overwhelming, so think about which metrics really matter. Perhaps the goal of your Twitter page is simply to promote brand awareness. However, you might want it to make sales directly. Here are a few KPIs you should keep track of:
- Engagement: How many people are interacting with your tweet in general?
- Retweets: Are people sharing your tweet on their own Twitter pages?
- Follows: Which of your tweets are bringing you the most followers?
- Website traffic: You’ll want to include links to your business website in your tweet. Which links drive traffic to your website the best?
- Brand awareness: See how often your business is mentioned by Twitter users.
- Sales: How much of the traffic brought to your website is converted into sales for your company?
Create an Excell document where you collect all these KPI’s, so you can compare the numbers each week or month. It also helps to see if you’re on track to reach your goals or targets. Finally create graphics to further improve the visualisation of your numbers.
It’s important to keep an eye on what people are saying about your business on Twitter. Monitor social interactions to see whether people have positive, negative, or impartial sentiments toward your business. Social listening tools like Agorapulse and Ahrefs can make it easy to monitor conversations about your company. These marketing tools can help you evaluate your reputation so you can maintain or improve it. Staying up to date with Twitter trends can help you build your followers base . Be sure to do your research before posting anything about a trending topic, though. Accidentally posting an offensive tweet about a delicate topic can be disastrous for your company’s reputation.
Many 4P consultants have a lot of experience in Digital Marketing and have put those skills into practice in multiple customer projects. Get in touch!
About the author
Sander is a creative, but organised, marketeer and project manager, who likes to think outside the box. Experience in digital marketing, content creation and customer relations, he is a jack of all trades. He has started as a digital marketeer and project manager at META BV where he learned a lot about everything marketing related. For Sander, it is important to keep on learning and growing. He is not afraid of a challenge, and will tackle it head on. Sander is a team player who will do everything to make a project a success.
Want to know more about Sander, feel free to start a conversation with him on LinkedIn.