The Essentials of a Twitter Marketing Strategy

Photo of hummingbird representative of Twitter

Twitter is a fantastic tool for learning and sharing knowledge that benefits both you and your customers.

It’s About Knowledge

Like several social media platforms, the content on Twitter contains a fair amount of nonsense. A large part of its traffic involves commenting on television during live broadcasts and streaming. Politicians and “celebrities” can vaingloriously spout off about themselves. And it’s not immune from mean-spirited trolls.

Yet, it is still a valuable tool for small businesses like yours. You will benefit most from using it to get and spread knowledge. In reality, Twitter is more of a news platform than a social platform. Most people are readers, not tweeters.

How can you make the most of these potential benefits? Start implementing your Twitter marketing strategy by doing the following three things.

Listening to your Prospects

Social media is perfect for listening to your prospects and current customers/clients. People are not shy about venting on Twitter. They feel free to be more forthright because they can have an anonymous username.

It will be easy to see the frustrations and problems your customers struggle with daily. Paying attention to their tweets will give you the knowledge you need to develop and promote products that solve their problems.

Pay attention to what people are tweeting. Pay special attention to what they are favoriting and retweeting as well as who they are following. Follow your prospects’ influencers yourself.

Whether you use Twitter to market your business or not, it is a good way to educate yourself about your industry and customers. Take advantage of it.

Communicating with your Customers

Twitter is a mobile-oriented platform versus a desktop-oriented one. This makes it a great tool for communication.

Some businesses, especially those in consulting or tech, use Twitter to communicate with prospects and clients. It is very useful for customer service communications. Be sure to set up notifications for when you are mentioned in a tweet so you can reply within an hour. Set them up for new followers, retweets, and favoriting as well.

Driving Traffic to your Website

Like your blog, building significant traffic to your site from social media is a marathon. There’s no instant fix. Like email, you should never buy followers.

While it is a bit of a vanity metric, you will need to acquire followers on Twitter. To gain followers, you will need to share quality content. The best way to do this is via curation. There is more on this below.

Similar to your blog content, your Tweets should demonstrate your expertise. Answer questions. Solve problems, inform and even entertain your followers.

Be sure to share the evergreen content on your blog consistently. If your followers value the content you tweet, they will trust your judgment and visit your site’s content as well.

Acquiring Followers

@Buffer has shared ten effective ways to gain followers.

The more you tweet, the more followers you will gain. All the advice in this graphic is valuable. But posting great, shareable content and using #hashtags are critical.

Types of Tweets

Your business, marketing, and content strategies will determine the specific content of your tweets.

In general, positive content works much better than negative content. Remember to be polite. Unless you are a church or PAC, you want to steer clear of religion and politics. Save those for your personal Facebook account.

Since by their nature tweets are under 140 characters you need to write concisely. You are writing a headline that contains a call to action. In most cases, you need to include the URL for what you are sharing. If you attach a photo, which will result in more click-throughs and retweets, it takes up characters as well.

Your tweets should do one of the following:

  • inform
  • educate
  • entertain
  • answer a question
  • solve a problem

There are also certain types of tweets that work in any industry.

Curation

Curation is where you share useful and informative content with your followers as opposed to promoting yourself. The first can gain you followers and the second can lose them if you overdo it.

To find content to share in your curation be sure to follow thought leaders in your field. Also, follow the influencers that your prospects follow. You will want to share (retweet) content from them. Be sure to edit their tweets with #hashtags and phrasing that are more relevant to your industry and prospects.

Use Twitter lists to categorize who you follow. Lists make it easier to find shareable content for the core topics relevant to your business. You can also use Twitter’s search function to find shareable content about a particular topic.

Newsletters you subscribe to are another source for curation content. The articles they link to should have social media sharing buttons. If not your browser may have a sharing function.

Promotion

Promote your products. Exclusive offers work best and will be tolerated by your followers. You can retweet content from your vendors as well. Product updates make for successful tweets.

Promote your email sign-up form. You will have better success selling by email than social media.

For the best results share at least 4 or 5 curated tweets for every promotional or amplification tweet.

Amplification

As I mentioned above, you should share content from your website and blog to drive traffic to your site. There you can convert visitors into customers. I recommend using a Twitter Website Card when amplifying your original content.

Another way to amplify your content is through the use of Twitter ads. You will have to set up an ad account with a credit card to use cards. However, Twitter won’t charge you anything unless you run ad campaigns.

Schedule your Tweets

Like any social media platform, you must be consistent with your tweeting. You will want to experiment with the times of day you tweet to determine what works best. Use tools like Twitter Analytics and Twitter Ads’ dashboard to analyze your Twitter activity.

Then use tools like CoSchedule, Hootsuite, Buffer, Oktopost or Everypost to schedule them. Use Twitter Ads to schedule your Twitter cards. Nothing will cost you, followers, more than tweeting ten posts all at once. Schedule those ten throughout the day.

Like your blog posts and emails, you want to post at regular and consistent times. That way your followers know when to expect your content and will look forward to it.

Post your blog’s evergreen content many times. Vary the times and days you post a link to individual posts on your blog. At best only 20% or so of your followers are going to see a particular tweet.

Your Tweets’ Content

[email protected] notes that people share on social media for five reasons. If your content allows for the following it will get favorited and retweeted more often.

  1. To bring valuable and entertaining content to others.  49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action.

  2. To define ourselves to others. 68% share to give people a better sense of who they are and what they care about.

  3. To grow and nourish our relationships. 78% share information online because it lets them stay connected to people they may not otherwise stay in touch with.

  4. Self-fulfillment. 69% share information because it allows them to feel more involved in the world.

  5. To get the word out about causes or brands. 84% share because it is a way to support causes or issues they care about.

In general, you can never go wrong if you give people content that will make them look good when they share it.

More Tips and Tricks

  • use a professional profile photo or logo
  • use a captivating background image for your profile
  • pin the best piece of your original content to the top of your profile
  • try to keep your tweets to 200 characters or fewer
  • add an image or video to your tweets
  • ask a question
  • use hashtags

What will stay essential

Social media platforms are more precarious in the long-term than blogging and email marketing. Still, there will be some form of them in use for the immediate future.

  1. Share useful and informative content.
  2. Curate content from experts and influencers in your industry.
  3. Schedule most of your tweets ahead of time and post consistently.

Conclusion

One tip that may be useful in you are not already on Twitter is to start with a personal account. This will let you learn how to use the platform. Once you are comfortable with Twitter you can open and strategically use another account to grow your business with a well-planned Twitter marketing strategy.

Like other social media, Twitter is a great way to listen to potential and current customers. You can determine their pain points and develop solutions for them. Twitter can be a way to communicate with them for customer service and notifications. It is also a way to amplify and drive traffic to the content on your blog and website. Along with LinkedIn, it is one of the best social platforms for B2B companies.

You should carefully consider adding Twitter to your marketing arsenal. Please contact us with any questions or if you want to take your marketing to a new level.

Reuben Walker

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Reuben is Ringmaster of Mobile Atom Media and its division Mobile Atom Code. In addition to his content specialties, he is also a full-stack developer.

An ABJ graduate of the University of Georgia and MA graduate of Georgia State University he lives in Orlando, FL with his wife and English labrador. He received his full-stack certification from the University of Central Florida.

For great curated and original content on entrepreneurship, content, design, and code follow him on the social media platform of your choice via the icons in this site’s footer. Or join the 42,318+ followers of his Flipboard Magazines.