One of the best social media platforms for online marketing is Twitter. Due to its unique, condensed format, Twitter is a great tool to generate excitement about a new product, share special deals, and build the brand through organic sharing. However, organizations can easily alienate customers by making mistakes in their Twitter marketing campaigns. Before launching a campaign or even creating an organizational handle, individuals need to figure out exactly how Twitter will fit into the larger marketing strategy and identify what the tool is meant to do, from increasing the number of leads to improving the visibility of the brand. Here are some key tips for making the most of a Twitter marketing account:
- Focus on content above all else. Companies that do not tweet meaningful and engaging content will not gain a lot of followers. Videos and images are often more engaging than words, so companies should strive to release a good variety of different types of media. When tweeting images or creating a profile image, it is important to follow Twitter’s guidelines since images that do not adhere to the correct pixel count could appear distorted. Any links included should be shortened using Bitly, Tinyurl, or other services since they would otherwise take up a great deal of space and look unsightly. The charge to create good content extends beyond tweets. Companies also need to have a good biography since not everyone who visits the profile will be familiar with the organization. Biographies should be concise, include a link to the organizational website, and fully explain what the company does.
- Serve as a resource for more than an advertiser. Individuals will not follow companies that simply push their products by tweeting about them several times a day. Such content is boring and can quickly become alienating. Companies need to think of themselves more as a source of important information. Any organization is necessarily an authority on a certain topic and thus a source of information about that given field. Companies that focus on giving insights, tips, and strategies related to their industry are those that win over the most people. This type of content comes across as helpful and trustworthy. Individuals would have no reason to believe a company that simply promotes itself all the time.
- Be an engaged Twitter user. Twitter is a great resource for sharing information and expressing opinions about what is happening in a given industry. While companies should be careful not to have too pointed of an opinion that could potentially anger customers, they should try to start professional conversations. Companies can retweet content from a wide variety of sources to engage with their professional communities and share information, as well as opinions about that information. Engagement is not limited to other professional organizations and individuals. Brands that interact with their own customers will also earn a loyal following. Tweeting at customers and sharing their content is helpful, and so is creating competitions and other tools for active engagement.
- Look for fresh new content to share. Too often, companies sign up for BuzzSumo or other tools that connect them to relevant content that they can share. However, these tools tend to direct individuals to content that is already trending because of the algorithms that they use. In order to build a loyal group of followers, Twitter users need to share fresh content. Sharing new information also establishes an organization as an authority. Newsletters, LinkedIn groups, and similar outlets are often better sources of fresh content. Before sharing anything, companies should check to see that they are not being repetitive with what other people in the industry are posting.
- Remember that timing is key. A number of different studies have been published that suggest ideal times to post tweets in order to increase engagement. Companies that post in the middle of the night will certainly get little engagement since that tweet will be buried by morning. While companies can follow these guidelines, they should realize that the findings are not foolproof. Every organization should play around with the times to tweet to figure out what works best for their particular group of followers. Some companies will have followers who are night owls, while others will prefer early-morning tweets. Tools such as Tweriod can help to analyze when tweets receive the most exposure. Companies should also realize that it is perfectly acceptable and perhaps even encouraged to share the same information more than once provided that it is presented in slightly different ways. Also, tools such as Hootsuite permit individuals to schedule their tweets ahead of time.
- Use Twitter’s lead generation cards. Twitter has worked to make its social network as user-friendly for companies as possible with tools such as lead generation Twitter cards. Individuals can click on a link in the tweet to send their email and Twitter handle directly to the company. When companies ask potential customers to provide contact information, they usually offer something in return, whether it’s access to exclusive material, discounts, or inclusion on a coupon mailing list. Importantly, the reward should be worth the risk of giving out their email address or else the strategy may not be effective.